Google & Bing PPC Audit Services


What is a PPC audit?

A PPC audit is a thorough investigation into your PPC account. The aim is to identify any areas where improvements could be made to boost the effectiveness of your PPC campaign. Every technical aspect of the account is checked to ensure that it is helping the campaign’s performance and not negatively influencing the results.

What is our PPC audit process?

Undertaking a PPC account audit is a time-consuming but necessary exercise.

Every file and folder, tick box and drop down of your PPC account is audited – every option that you have can influence the success of your PPC campaign. We look over a large date range so that the statistics we work with are a true reflection of the PPC campaign as a whole, rather than giving a recent snapshot of your PPC.

Any recommendations that we make are metric based. Click Intelligence’s team of paid media and digital experts are skilled in PPC audit and are fluent in best practices for a successful PPC campaign. At the beginning of the audit process, we identify the metrics that are most important to the client: i.e. the audit goals. There is then a trackable goal that the PPC campaign can be directed to.

Why does your business need a PPC audit?

An AdWords audit should be a housekeeping exercise that you regularly schedule, but it is especially important if your PPC is not giving you the returns on your investment that you were expecting and is underperforming. You should also undertake a PPC account audit if one team member has been working on the account since its inception – it’s hard to see or be objective with your own errors after all.

What does a good a PPC audit look like?

  • Account structure: The structure defines the triggers for the ads and where and when they should be displayed. The campaign should consist of several ads that are populated with keywords – and all need to be relevant to each other and the landing page.
  • Campaign settings: These are often set on the first day the account was opened and never looked at again! The network settings should be set for either display or search – never both as this combines the metrics and renders them useless.
  • Time of the day and hour of the week analysis: By analysing the time of the day data, you can get a clear picture of when you should publish your ad. It also helps you to understand consumer behaviour and shape future campaigns.
  • Location analysis: A simple error of not identifying that the locations are relevant to the regions you service can seriously impact on your campaign success. Location analysis identifies where you need to prioritise your ads.
  • Device-based bidding analysis: Analysis will identify the effectiveness of your current mobile bids – essential as search engines are now so hot on being mobile friendly.
  • Conversion tracking analysis: Neglecting to track conversions or tracking incorrectly, for example, can mean that you are missing out on data that can be used to boost your business
  • Attribution model analysis: Clearly shows you which parts of your campaign are successful, and which parts need some attention.
  • AdWords scripting analysis: Tests the quality of your ads so that refinements can be made to increase their performance.

Our awesome team are here and ready to help your business succeed, so what are you waiting for? Get in touch to find out more.

 


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