It does not matter whether you are an amateur in the paid search, or a pro with experience to cater a number of clients, Pay Per Click (PPC) audit is essential for everyone, especially if you work in the law industry and know that your law firm needs more cases. It’s not just law firms that opt to use PPC techniques, as many industry know how important this is for the growth of their business.
. The paid search audit is just like a periodic check of your vehicle—an intervention that helps to identify problems, such as spotting the areas where the budgets do not align well with the goals, and chart a plan to remedy the conditions and problems. Google Adwords audit brings a new perspective to the account and helps diagnose the deficiencies in the overall paid search marketing by evaluating the basic settings and a raft of the metrics.
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What involves in a PPC audit?
Commonly, experts review the fundamental settings and core PPC metrics first. Based on the analysis an audit report is offered, which comprehensively enlists deficiencies and describe how well an account adheres to the best practices of the industry.
The fundamental assessment areas of Google Adwords Audit include following:
- Basic account organization and structure, and relationship between the campaign-ad group and keyword
- Fundamental campaign, as well as ad group, settings, encompassing a range of metrics
- Keywords quality and their employment—negative keywords are also evaluated
- All types of Ads, be it text, static, pop-up, GIF, or banner ones, are evaluated from many perspectives
- Loading time of the landing pages, compatibility of the page with the ads, and layout and user experience
- Conversion tracking and display network Placements
- Location Targeting Strategy
- Advanced Bidding Opportunities
- Google Analytics Tracking
PPC audits offer a range of benefits, such as:
Increases Conversions
As PPC campaign audit evaluates and remedies all the issues, including landing page, text and image ads, layout, and others, that govern the performance of a campaign, it helps to increase the conversions by optimizing the account with improved marketing strategy. Moreover, audits can help business to determine a right set of conversion objectives based on the full funnel marketing approach.
Improve quality score
Auditors typically offer ways for the restructuring of the campaigns into manageable targeted ad groups, optimizing the ad copy, targeting the landing pages, which cumulatively improve the quality score of the campaign. According to experts, PPC campaign audit is a quick measure to improve the quality score, as it brings the experts onboard.
Cut wasteful spend
Almost every PPC campaign has a number of capital draining leaks, however, campaign managers fail to pinpoint the wasteful spend, since the identifiers, pointing the wasteful expenses, remain hidden under a load of data. With paid search audit, one can get data analyzed and identify the leaks that are leading to wasteful spend.
Revise account strategies
The biggest benefit of the PPC audit is the revision of the account marketing strategies. With new perspective, which comes with an audit, one can recognize what strategy is not faring better and lagging behind. Auditors can help to chart a new full funnel marketing strategy, including strategic elements of remarketing, Shopping ads, dynamic ads, and product listing ads.
When does one need a PPC audit?
There is no definite time when you should perform an audit; however, it is typically considered a good practice to do the PPC audit quarterly internally, and outsourcing PPC agency to run an audit yearly.
Pro Tip: The best time for audit is before the peak season, for example before holiday season, Christmas, and summer vacations, and when the performance of an account saturates.