Stacking Growth | The B2B Marketing Podcast
Snacks 18: Running a Paid Search Audit
Jun 26, 2024
Ryan Olestro, a Senior Performance Marketing Manager, joins Steph Crugnola to discuss the foundations of a paid search audit, steps in the process, and key stakeholders' involvement. They highlight optimizing conversion points, refining keywords, and structuring campaigns for targeted results.
13:48
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Quick takeaways
- Define the primary goal for conversions to drive demo requests or gated content downloads.
- Structure campaigns based on product relevance to optimize paid search effectiveness and avoid unnecessary spending.
Deep dives
Establishing Conversion Points in Paid Search
When running a paid search audit, the first crucial step is to define the conversion point. This involves aligning on the primary goal, whether it's driving demo requests or gated content downloads. Setting up proper conversions that focus on sales-ready leads is emphasized, ensuring that tracking templates accurately capture campaign performance and keyword effectiveness.
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