How to audit PPC?

Auditing PPC (pay-per-click) campaigns can help identify areas for improvement and optimization to increase ROI (return on investment). Here are some steps to follow when auditing PPC campaigns:

  1. Define campaign goals: Before auditing a PPC campaign, it’s important to understand them. This will help determine if the campaign is successful or not. Goals can vary depending on the business, but common ones include increasing website traffic, generating leads, and increasing sales.
  2. Analyze campaign structure: Review the campaign structure to ensure that ad groups, keywords, and ads are organized in a logical and effective way. Check if the campaign has too many ad groups, if the ad groups have too many keywords, and if the ads are relevant to the keywords.
  3. Evaluate keyword selection: Analyze the keywords used in the campaign and check if they are relevant to the business and its target audience. Also, review the search terms report to see what users are actually searching for and ensure that the campaign is targeting those terms.
  4. Review ad copy: Check the ad copy to ensure it is relevant to the keywords and compelling to users. Evaluate the ad’s headlines, descriptions, and call-to-action.
  5. Analyze landing pages: The landing page is where the user will land after clicking on the ad, so it’s important to ensure that the landing page is relevant to the ad and provides a positive user experience. Review the landing page’s content, design, and call-to-action.
  6. Evaluate bidding strategy: Analyze the strategy to ensure that the campaign is not overspending on clicks. Check the cost per click (CPC) and the conversion rate to ensure that the campaign is generating a positive ROI.
  7. Check conversion tracking: Ensure that conversion tracking is set up correctly and that all conversions are being tracked. Analyze the conversion data to identify areas for improvement.
  8. Review performance: Analyze the campaign’s performance over time and compare it to industry benchmarks. Identify areas where the campaign is underperforming and develop a plan to optimize those areas.

By following these steps, you can conduct a thorough audit of your PPC campaign and identify areas for improvement that will help increase ROI.

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Auditing PPC (pay-per-click) campaigns is an important process to ensure that your advertising budget is being utilized effectively and to identify areas for improvement. Here are the general steps to audit a PPC campaign:

Define your goals: Before you begin the audit, it’s important to define your goals and KPIs (key performance indicators) for the campaign. This will help you determine which metrics to focus on during the audit.

Review account structure: Check the campaign structure and organization, including ad groups, keywords, and ad copy. Ensure that the structure is logical and aligns with your business goals. You may also want to review the targeting settings, such as location and device targeting.

Review ad copy: Check the ad copy for relevance, clarity, and consistency with the landing pages. Ensure that the ad copy includes your target keywords and matches the search intent of the user.

Review keyword performance: Check the performance of your keywords, including click-through rate (CTR), conversion rate, and cost-per-click (CPC). Identify underperforming keywords and consider pausing them or optimizing them.

Review landing pages: Check the landing pages for relevance, clarity, and alignment with the ad copy. Ensure that the landing pages have clear calls-to-action and are optimized for conversions.

Review conversion tracking: Check that your conversion tracking is set up correctly and that you’re tracking the right conversions. Ensure that the conversion data is being attributed correctly to the right campaigns, ad groups, and keywords.

Review budget and bids: Check that your budget and bids are aligned with your business goals and that you’re not overspending on underperforming campaigns or keywords. Consider adjusting your bids or budgets based on the performance data.

Analyze the data: Use the data to identify trends, patterns, and insights. Look for areas where you can improve your campaigns and optimize for better results.

Develop an action plan: Based on the audit findings, develop an action plan for optimizing the campaign. Prioritize the actions based on the impact they will have on your business goals.

Implement and monitor changes: Implement the changes and monitor the results. Continue to monitor the campaign regularly and adjust your strategies as needed.

Overall, auditing your PPC campaigns regularly is essential for ensuring that your advertising budget is being utilized effectively and that you’re getting the best return on investment (ROI) for your advertising spend.

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