• Commerce 360, Monday, December 10, 2007 1:15 PM

Sometimes search firms get clients with no PPC experience and can start campaigns from scratch -- but often clients come with ad groups, keywords and landing pages already in action, and those campaigns need to be assessed for their performance and overall value. Craig Danuloff offers a roadmap for evaluating existing paid search accounts, as part of Commerce360's ongoing, online case study of its new client Onlynaturalpet.com.

Evaluating a new client's existing campaigns involves getting deep into the sorting and structure of ad groups, and asking questions like whether the keywords are of appropriate quality, quantity and diversity.

Danuloff said that figuring out whether the client has done any copy testing and how the ads compare to what their competitors are running is key for assessing the creative. For bid management, the analysis centers on ROI and placement at the ad group and keyword levels, as well as the ROAS within and between ad groups. Lastly, landing pages need to be evaluated for their diversity and correlation to the overall structuring of the ad groups themselves.

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