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PPC campaign audits review and analyze the data in the campaign so as to provide insights and tips on how the campaign can be improved, or optimized. Implementing these tips can cause the conversion rates to increase significantly. PPC campaign audits answer questions regarding the purpose of the campaign, the audience being targeted, performance of the campaign, trends that affect the campaign, etc.
Let us look at six facts regarding paid search audits that will help you understand the process of audit before you avail PPC audit services.
To make the most of pay per click audits, it is imperative to know which keywords perform the best. This can be assessed by looking at the relevance of the keywords used in the ads and the landing page, and audits do just that. They identify keywords that are underperforming and need to be removed from the campaign altogether.
Most PPC account audits begin with an evaluation of the account structure. Some common mistakes observed in these audits include the stacking of many keywords of different broad matched into groups by product rather than topic, and ad groups comprised of keywords that are loosely related. These mistakes can be avoided and rectified upon an audit.
Settings are an aspect of PPC campaigns that are often forgotten. This is to be avoided to ensure that the right people in the right locations are being targeted by the campaign, at the right hours. Professions who offer PPC audit services recommend the regular revision of settings so that the efforts made in the campaigns are steered into the right direction.
Evaluating the format of your ads through paid search audits is essential to ensure that the campaign performs well. Audits will look into whether ad extensions, DSAs, promotions extensions, RLSAs, etc. being used in the campaign, and suggest what should be kept or added to the format of the ads.
Quality scores should be made a part of PPC account audits. The quality score, in combination with the maximum bid can determine where the ad is placed in search engine page results. The changes suggested by the audit when implemented will improve the score and thereby the overall performance of the ad.
The search term report should be paid closely observed as it will show exactly what terms lead to display of the ads in your campaign. Pay per click audit of this report will point out exactly where budget is being wasted in irrelevant terms that can be removed entirely, or added to the negative keyword list.