T: @DuaneBrown

Learn How to Perform A Gap Analysis

Gap Analysis

Why Does It Matters
Understanding where there are gaps between your paid search campaigns (or any performance marketing: RTB or Display) and your website content is import for making sure you’re creating harmony between the two initiatives. Running campaigns for site content that doesn’t exist anymore or on the reverse, having site content that doesn’t have a campaign for a key service that your startup provides is a missed opportunity. A GAP analysis will also help you make sure you’re directing traffic to the appropriate page on your website and that page has the correct content.

How To Do It
Creating a basic GAP analysis is easier than it sounds. Once created, you’ll have a better understanding of where gaps between your site’s content and your PPC campaigns. You should do a GAP analysis report at least once a year, if not a couple times a year if you update your website frequently.

Step 1
Open excel and label 6 columns with:

Column A: Main Category – The main hierarchy sections of your website. This would be your top level campaign in paid search.

Column B: Sub-Category – The subsection for each main hierarchy section of your website. This would be your ad groups i paid search.

Column C: Site Content – This is where you list if there is site content for the campaign above.

Column D: Running – This is where you list if there is a campaign running for that section of the website.

Column E: Land page – List the URL from your website for each campaign and ad group. later, as you go through your campaigns, you’ll doubel check that you’ve the right URL running for each campaign.

Column F: Note – Make any notes about the campaign/ad group or site content that you’ll need to remember later, which includes the landing page for that ad group.

Step 2
Open your website and list the main heading & sub categories for each area of your website. Since you’re listing column A & B with information from your website, you can list “Yes” in column C of your report.

Step 3
Login to your Google AdWords account and check if there is a campaign and ad group running for each section of your website. If there is, put a “Yes”in column D and if there isn’t, then put a “No”.

Step 4.
Double check that you don’t have any campaigns or ad groups running that you don’t sell product for, is a seasonal item or you don’t have any content on your website for it. Make sure you add these campaigns and ad groups to your GAP analysis report with the appropriated columns filled out. Alao turn them off where it makes sense.

Step 5.
Review your GAP analysis and look for opportunities to add campaigns to your paid search or content to your site.

– Are there ad groups running with no content on your site?
– Who’s responsible for that content at your startup and does that ad group need content created on your site?
– Is there a new services you’ve launched in the last year that needs an ad group created?

Step 6.
After you’ve reviewed your GAP analysis and decided if site content or an ad groups needs to be created. Work with your internal team to create them. However, don’t put away your GAP analysis report just yet, we’ll need it for the next section; Internal Site Search Analysis.

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