Adding routine quality control tasks can you and your organization save time, money and embarrassment. This mainly centers around destination URLs. A number of things can go wrong:
- A page url changes, ppc person out of the loop
- new url is rejected by search engine editorial process
- improper tracking codes (if used)
Bulk changes are especially prone to errors. When dealing with large spreadsheets errors do not easily stand out. They can take a while to assemble and fatigue and rushing to meet deadlines play a role. The more tracking codes appended to a url the more points of failure there are. You can have an in-house code, an analytics code and a bidding tool code. Each can be botched in their own own way. The results of errors:
- PPC click going to an error page
- land on page that does not perform as well
- not tracking conversions properly
You are wasting money by sending users to either error pages or less relevant landing pages. If you are not tracking results properly you could really be missing opportunities. Pause or reduce the bid of a keyword that is actually performing.
If these errors have lingered, face the music and put some quality control in place:
- Audit destination urls monthly
- Circle back, export campaigns audit destination urls after bulk updates
- Audit tracking codes
- Use analytics data to see error page referring urls
These quality control tasks are good to offload to interns or people you want to groom or train to transition into online marketing.
