Mobile users and desktop users can engage with a brand very differently, even using the same keyword. Check your conversion rates and ROI at the device level for your top ad groups. Most of the time, you will find some pretty large variances that can be improved by adjusting bids, creative and/or the landing page.
5. Match Type
"Broad," "exact," "phrase" and "broad modified" all have their places in a paid search campaign, but they need to be appreciated as completely different media buys. Even though the keyword may be the same, history has taught us that the value of each of these match types vary quite dramatically, and even vary from keyword to keyword. A good rule of thumb is to continually see your exact match percentage as a whole rise month after month. When this occurs, it means your team is effectively mining the search query reports, building specific ad copy and bids to continually improve performance.
6. Bid Management
Bid management can be tricky, but is mission-critical for auditing the health of your paid search campaign. How well did your team or technology set the bids throughout the month? Did they maximize the budget or the sales volume based on goals? To determine this, you need to download all of the keywords' performance information and determine if the average bid aligned with the actual revenue and conversion rate. It is critical that the audit results ensure no keywords are coming in well over the targeted budget, especially if they are in very high positions. Auditing bid management is a great way to ensure your paid search engine marketing dollars are being maximized.
Direct marketers have realized that segmenting a keyword is sometimes the best way to improve performance. For example, the keyword "computer" may have an ROI of 2:1 for a given e-commerce website, but a deeper dive uncovers that the ROI varies by time of day, match type, device and geography.