Stacking Growth | The B2B Marketing Podcast
Snacks 19: Paid Search Audit - Results, Insights, Next Steps
Jul 3, 2024
Ryan Olestro, Senior Performance Marketing Manager, joins Steph Crugnola to discuss Paid Search Audits. They cover typical audit results, insights, and next steps to ensure clean and efficient data. Topics include optimizing bid strategies, audience targeting, and leveraging competitor insights for paid search tactics.
13:28
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Quick takeaways
- Immediate fixes in paid search audits include turning off search partners and refining location settings.
- Regular audits for performance should align with strategy changes and audience shifts to ensure effective campaign management.
Deep dives
Optimizing Paid Search Results
When analyzing paid search results, it is essential to differentiate between immediate on-off switch changes and gradual optimizations. Turning off search partners and refining location settings are immediate fixes, while assessing mobile conversions in B2B may require monitoring before adjustments. Adapting bidding strategies based on conversion data and setting up targeted audience segmentation in campaigns are crucial for long-term success. Strategies should balance quality, gradual improvements, and clear communication to align all stakeholders.
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