How Performing PPC Audits Can Benefit Your Business

Big problems come in small packages. While you may be able to sweep a few little issues under the carpet, in pay-per-click (PPC) advertising, a lot of small issues together can soon cause chaos.

It’s tempting to sit back and let things run on autopilot, but you need to remain proactive to ensure that disaster doesn’t strike.

A lot of marketers don’t do this simply because they believe it takes too much time. Yes, it takes a little time and effort to find issues, but it’s time well spent.

The best way to do this is with a regular Ads audit. This is absolutely crucial if you want to succeed with paid advertising. An PPC audit will make sure you cover all the bases, and also give you the information you need to improve your campaign performance.

It’s time to learn just what you can gain from a PPC audit.

5 Ways that a PPC Audit Can Improve Your Ads Account Optimization

Regardless of how long you’ve been in the game, your PPC account will never be perfect. There’s always room for improvement, and you’re actually more likely to miss something the longer you spend building up your accounts.

So, how can an PPC audit help?

1.   See the Big Picture

By taking a step back, you can use an PPC audit to get a holistic view of your account. This allows PPC managers to see the big picture, and uncover many things that they may miss in their normal day-to-day work.

As you escape the small nuances of your account, you will be able to see larger trends and feature usage. Moreover, an PPC audit isn’t just pretty charts and figures – it is actionable data that will provide the insights and direction you need to make your account better.

2.   Reduce Wasted Spend

Many people make the mistake of abandoning their Ads accounts after the initial set-up. Then they wonder why it isn’t reaping rewards.

Just because it was set up well in the first place doesn’t mean it will succeed. You must always be monitoring and testing with PPC, and it is only through regular audits that you will attain a decent return on your investment.

If you have an ad that isn’t contributing much towards your conversion goals, then it should be changed or scrapped before it causes any more wasted spend.

3.   Align Your Ads with Best Practices

With a regular PPC account audit, you will be able to find poor-performing ads, as well as identifying the top performers. You can then make the necessary changes to ensure your ads are aligned with best practices.

This will have a positive impact on your ad quality score, and also reduce costs, which ultimately helps you maximize your return on investment (ROI).

4.   Identify New Opportunities for Profit

While many business owners may shudder at the thought of an audit, marketers should actually embrace a PPC audit.

Why?

Because PPC audits are all about discovering new opportunities. You can identify aspects of your campaign that can be improved, and find new keywords and ways of reaching your audience.

By the end of a solid PPC audit, you’ll have plenty of information that can help make your campaigns more profitable.

5.   Reveal Sudden Shifts in the PPC market

No marketer operates in a vacuum. As well as changing consumer interests, we must consider our competitors and how their actions impact the market.

If your competitors start bidding high, they can force keyword costs through the roof. This may spell disaster if you have a lax approach to monitoring your campaign, as automatic bidding would continue to bid on keywords, which could quickly drain your budget.

Taking a hands-on approach with an Ads audit will make a big difference, as you’ll have your finger on the pulse and be ready to respond to the ever-evolving landscape.

Main Takeaway

Google Ads is straightforward to start out with, but don’t be fooled into believing it is an easy beast to tame. You certainly can’t set everything up once and then expect riches to roll in.

It is a continuous process of monitoring, adjusting, analyzing, and learning. Only through consistent analysis can you learn what you need to improve your accounts.

This goes for every level of the campaign, from your ad groups and ads to your ad copy, keywords, and how you target people.

It is a perpetual task, from which you can learn something new every day for many years to come. It is the PPC managers, marketers, and analysts who embrace this truth that are more likely to succeed.

By conducting regular Ads audits, you can save yourself a lot of time, money, and frustration. More importantly, you can ensure your ads will actually work and your goals will actually be realized.

For startups using Google Ads, PPC audits can make or break their business.

A great audit tool must to have in your PPC optimization strategy. If you can measure good, you can optimize it! Run PPCexpo Account Audit Report to validate if your Google Ads account comply with PPC best practices.