PPC SWOT Analysis

First, identify KPI’s. In a B2S SaaS model, sales funnel might include:

• Lead
• MQL
• SQL
• Pipe Add
• Deal

Second, identify campaigns that drive conversion and nurture prospects through the sales pipeline.

• Conversions
• Cost / Conv
• Bidding Strategy
• Target CPA’s
• Keyword Match Types

Accomplishing step 1 and step 2 will provide a good understanding of the content types and landing pages that drive conversion and nurture leads.

Strengths (Internal) 

• Evaluate bidding strategies
• What are your top keywords, ads, and landing pages based on your KPIs?
• What accounts, campaigns, and ad groups have achieved or exceed goal CTR, CVR, CPA, ROI, ROAS, margin, profit, etc.?
• Keywords with a Quality Score of 7 or higher?
• Strong negative keyword and excluded placement lists?
• Ad extension usage at 100 percent? Call & Location Extensions in place if applicable?
• Search and display feature usage at 100 percent (when applicable)?
• Mobile strategy in place with mobile preferred ads?
• Identify things where your company does well
• Understanding unique qualities that separate you from your competitor

Weakness (Internal) 

• What are your lowest-performing keywords, ads, and landing pages based on your KPIs?
• Keyword Match Types – Are they the right one?
• Is there a lack of testing protocol for ads, landing pages, and Ad Extensions?
• Are there only search campaigns? Search campaigns with display activated?
• Lack of Ad Extensions altogether?
• Weak or lack of negative keyword and excluded placement lists?
• Keywords with quality score 6 or lower?
• Distinct keywords or display targeting missing?
• Poor segmentation for geo-targeting, search vs. display, keywords, remarketing audience targeting, etc.?
• Lack of mobile strategy?
• Things your company lacks
• Things your competitors do better than you
• Unclear unique selling proposition

Opportunity (External) 

• Applicable beta tests.
• Dynamic Search Ads
• Growth of mobile usage.
• Increase in search volume on Google, Bing, or Yahoo.
• Press/media coverage of your company
• Targeting competitive branded keywords

Threats (External) 

• New features (e.g., Google Discovery or YouTube Bumper Ads).
• New competitors.
• Ad editorial policy changes.
• A decrease in search volume on Google, Bing, or Yahoo
• Government or search engine changes in policies for privacy, cookie usage, etc.
• Changes in SERP design resulting in fewer ad positions for search
• Increased CPC costs due to rising competition or changing search landscape.
• Changing customer attitude towards your company