Last Updated on August 7, 2021 by REX
Let’s face it. A perfect Pay-Per-Click (PPC) account doesn’t exist. Irrespective of how well the account is managed, issues often crop up. At times, the campaign doesn’t deliver versus your goals. Or, you might have lately revisited your business model or altered the product portfolio.
That calls for a PPC audit if you find it hard to pull off, rope in a trusted PPC Company.
Table of Contents
What is a PPC Audit?
The PPC audit is performed to identify the present state of the PPC campaign and future course of action. It’s an elaborate process involving the assessment of short-term and long-term campaign performance. You’ll be looking into factors, such as, but not limited to, investment and returns, advert groups, and individual adverts. A regular PPC audit helps boost campaign performance.
The PPC audit helps pinpoint issues that might be holding the campaign back. When you know what’s working and what’s not, getting the campaign back on track is easy and quick. The audit also allows you to update your PPC campaign according to your business model or product portfolio changes. You’ll be running the campaign on a few new keywords accordingly.
The PPC audit helps uncover a wealth of marketing data, including total clicks, conversions, and more for every keyword. Also, expect detailed info on keyword targeting, tracing audiences, and competition analysis. All that can be leveraged to craft well-rounded, Omni-channel marketing strategies to drive traffic, conversions, sales, profits, and long-term customer allegiance.
PPC Audit Checklist:
A PPC audit is existentially helpful but hard to pull off, especially in lack of knowledge. Even if you hire a digital marketing company in India, knowing how to walk through the audit is vital. Breathe easy! Here’s a comprehensive PPC audit checklist to beef up your knowledge.
Choose the Right Info:
First things first, access the correct info. It’ll add nuance to your PPC audit. Start by determining the duration of the campaign. If it has been underway for a short time, say a month, deriving data for the audit can be challenging. Plus, the short-duration info isn’t relevant, as it doesn’t reflect how the campaign is panning out. At least, data over three months should be considered.
Once data is retrieved, it’s time to zero in on the correct info for the audit. The campaign offers a treasure-trove of information, which cannot be factored in simultaneously. So, you have to be choosy. Select the analytics depending on your campaign issues. For instance, if click-through rates are declining, it’s wise to focus on relevant key performance indicators to pinpoint the problem.
Look into the Campaigns:
No PPC audit is possible without having a look into the campaign structure. Mind you; it’s only upon analyzing the campaign, a result-oriented strategy can be crafted. The campaign can be structured around the target audience, marketing goals, service lines and more. A few campaign elements should be factored in for each campaign separately. That includes location, device and language targeting, the usefulness of the bid, total budget, and ad delivery methods.
- Delve into Ad Groups:
Now that campaigns are off the list, it’s time to delve into the ad groups. Ad groups represent a method to club targeted keywords to drive click-through rates (CTRs) for starters. If keyword targeting is taken out of the equation, presenting your ad to the right audience is impossible. However, when targeting a keyword, it’s imperative to factor in the user intent as well. You need to know what users seek when they search for the keyword targeted by you.
As any PPC Company would tell you, revisiting the cost-per-click (CPC) is essential to prevent cost overruns. First, determine the upper limit of what you can spend on each ad group. Then look for which ad groups consume the maximum budget and whether they justify it. An ad group that isn’t delivering despite an increased budget can be rolled back or scaled down.
- Probe the Ads:
How many clicks an ad generates depends on its look and content. Yet, this aspect is largely ignored. The ad should be subjected to an A/B test, meaning version A is pitted against version B. You can gain concrete results by altering one element for every test. A worthwhile A/B test requires you to probe the ads for various variations, appearances, language and Call to Actions (CTAs). That would enable you to create an ad that gets noticed and drives CTRs.
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- Revisit landing Pages:
Landing pages should not fly under your radar, as your sales hinge on them. Just audit each landing page to check whether it is generating sales. If not, updating them becomes essential. Ensure the exact product picture on your ad is present on the landing page to avoid confusion. Material, construction, size, applications, price, and other details about the product should be displayed on the landing page. Care instructions and client reviews should also be there.
Any profitable digital marketing company in India can perform the PPC audit on your behalf, allowing you to focus on business management, customer acquisition and other vital areas.