Getting started with Google Ads is easy. Attaining success, however, is a completely different story. Pay-per-click (PPC) advertising requires a proactive attitude, and your campaigns will only yield results when you put in the effort. One of the most effective ways of doing that is by performing a PPC audit.
The question is, how do you perform an effective PPC audit?
Just ticking the boxes on a checklist with a perfunctory look through some metrics and a half-hearted attempt at optimizing a few ads is not enough.
If you really want to see results from a PPC audit, then you need to know how to it right.
In Google Ads, a PPC audit is a structured evaluation process that helps you determine the efficacy of Google Ads account. Done right, it can reveal issues that are contributing to underperforming campaigns, and give you actionable insights that you can use to improve the overall performance and health of your account.
Today, you can find a host of automated services to run a PPC audit. Unfortunately, many of these lack proper context for your specific PPC goals. Ideally, in a good PPC audit you will:
A finely-tuned campaign is more likely to succeed, which makes it more likely to make money instead of wasting it. Therefore, a PPC audit offers you several benefits:
So, without further ado, let’s see how to do a PPC audit on your Google Ads account. We will look at several key areas, posing key questions, which you should focus on to maximize your return on investment (ROI).
First things first – you need to clarify your business objectives.
Ask yourself the following:
It’s usually easy to review campaign settings quickly, however, occasional tweaking helps to keep things optimized. Review the following:
Your settings may always change depending on your review of other areas during the PPC audit. Here are the key questions to consider:
This is a crucial area where you will look at keywords, ads, quality scores, and landing pages. It’s all about the potential for conversion. Think about these aspects:
Similar to the Search network, you must ask yourself important questions about the Google Display Network:
It can be risky to rely too heavily on Google’s algorithm. In your PPC audit, check the following to identify issues that the autopilot is overlooking:
Don’t waste money on locations, devices, or time periods that aren’t working out.
While landing pages are external, they have a direct impact on your campaign performance, and they also influence key metrics in Google Ads. Think about this:
With the previous period data at hand, you can make comparisons and get vital insights:
Lastly, evaluate how your budget is holding up:
Advertising managers need to do a PPC audit regularly to ensure their campaigns are running smoothly and generating the best possible ROI. Data analytics is a huge part of modern business, and the more you tap into it, the more success you will have in paid advertising.
Try running the Account Audit Report from PPCexpo to really cut to the core of campaign issues, and ultimately, run a PPC audit that boosts performance on all levels.
We will help your ad reach the right person, at the right time