Are your PPC campaigns failing to achieve the expected ROI? Have you recently taken over a PPC account but can’t seem to get your head around it? Or perhaps you want to see how your latest strategy has affected your PPC performance? Then you need an audit. If you are yet to perform one, then keep reading to find out why it’s so important and the benefits of outsourcing it.
A PPC account audit is an examination aimed at determining areas that need further attention or work to improve the performance of your PPC campaigns. This is where every technical aspect of the account is checked to ensure that it is helping the campaign and not negatively influencing the results.
The first and most important task of the audit is to ensure that everything is working correctly. Therefore, one of your first steps when performing an audit is to check that conversions (instances when website visitors complete a desired goal) are being tracked correctly. Without this, you will not be able to see if your work is paying off.
Even a quick 20-minute review every month can tell you a lot about meeting set goals. At Blue Frontier, our team can dive into any of your campaigns to review the targeting settings and ensure they make sense for your business. After an audit, you will have a clear list of areas that need more work and attention, which will help you make informed improvements.
Investing in ad campaigns which bring no results is, unfortunately, a common occurrence in PPC marketing efforts. On the bright side, the solution is simple; by taking the time to check how campaigns are performing, any business can prevent this loss.
Undertaking a PPC account audit is a time-consuming but necessary exercise. By outsourcing this task, your company will save valuable time - especially if your employees are not trained in PPC or do not have the time to give it the necessary attention.
Adjusting your business's PPC campaign is the best way of ensuring your goals are being met. No plan is perfect and with circumstances constantly changing, refining your campaigns becomes a vital step to fine-tuned your targeting, in the right way and at the right time.
It can be hard to be objective with one’s own errors; this is why outsourcing your PPC audit can be very beneficial.
As we have mentioned before, a PPC audit will help you improve your targeting efforts. This is because, by using the correct keywords, it’s one of the best methods of ensuring your ad group relevancy. Outsourcing your audit can save you the headache of learning key factors that contribute to an effective PPC campaign. For example, making sure no ad group has more than 20 keywords and that the appropriate research is carried out to inform PPC decisions. Instead, at Blue Frontier, we can create ad groups for you with keywords that all share the same semantic theme. This way you can create highly-specific ads for each ad group that truly reflect what the searcher is looking for.
Another important audit step is to create negative keyword lists that will prevent impressions and clicks from unqualified searchers. If you already have a negative keyword list, you could consider outsourcing your audit to an experienced team who can review your list with a fine-tooth comb for the best results.
PPC campaigns cost time and money, so it makes sense to verify that you are getting the most out of this investment. A PPC audit is the best way to ensure you obtain the ROI you want. We know, however, that despite the many advantages of PPC audits, some businesses just don’t have the time to perform them. This is why we offer our services to make sure your adverts are shown in the right places and to the right people.