Your 2021 PPC Audit Guide

Paperclip or PPC ads can cost a pretty penny, especially if you’re running campaigns that aren’t completely optimized. But wait, how do you know if your ad campaigns are optimized? The answer, my friend, is a PPC audit. What is a PPC audit? When you conduct a PPC audit, you take a look at all of your PPC ads and analyze their performance. You’ll want to routinely breakdown the cost and the return on ad spend you’re seeing throughout your campaigns.

You’ll gain insights into how people are interacting with your ads and if you’re targeting the right audience now, PPC doesn’t only mean Google ads. You can run ads on a number of different platforms like Amazon, Facebook, Twitter and LinkedIn. So if you’re running ads on all of these platforms, it’s important to conduct a PPC audit on all of those platforms. Enough of the explanations. Let’s get into the steps of how to do a PPC audit, eight steps for conducting a PPC audit. Step one, determine a period of time to audit. The longer the period, the better. This will determine how much data you have available. A longer period of time will give you so much more to analyze, though I guess I should quantify a longer period of time. I would recommend looking at at least three months of data. You can analyze shorter periods of time like one or two months, but a baseline of three months should be enough to get a clear picture of your PPC campaigns step to export your PPC campaign data. Most ad platforms give you the option to export a report of your PPC campaign data. Put this data in a spreadsheet for easy organization, then you’re ready to dig in. Step three record bedin budget information, if it wasn’t already populated when you exported your campaign data record, how much your campaigns cost in your spreadsheet, you should have a record of your budget, how much you spent and the cost per click of your ads. Evaluate the cost of your bids or your bids so high they’re cutting into your profit margins.

Take a deeper look at what you’re spending and go through the rest of this checklist to determine if you can spend less. Now you’re ready to track more data in the PPC audit process. Step four, review your quality score. If this is available to you, make note of your ads. Quality score. Quality score is a measure of your add quality and relevance used in some form by different ad platforms. Quality score can impact your ad performance on Google ads. Quality score can affect where your ad shows up in search results and how much you pay for every click with Google. Each keyword you target with your ads gets a quality score and it can range from one to 10, with 10 being the best. If you notice a low quality score across your ads, you have some work to do after you’ve completed your PPC audit. Step five dove into your ad. Click through rate and conversion rate. Your PPC ads require you to pay for every click. But what percentage of the people who see your ad are interested enough to actually click? And out of the people who click, how many people convert on your website? The goal is to have a high click through rate and a high conversion rate. If your ad isn’t getting a lot of clicks or people aren’t converting when they land on your website, you may need to reevaluate your landing page ad creative or ad targeting. Speaking of which, Step six analyze your ad targeting ad targeting determines who sees your ads. So it’s very important that your targeting is reaching the right people. Different types of ads have different targeting options. Search ads from Google or Bing rely largely on keyword targeting, while social ads use different audiences based on user data. Making sure your keywords are relevant to your ads and your audience can help with your quality score and improve conversions. Looking at your audience, targeting can also help you understand if you’re reaching the right people and boost conversions if you make the proper adjustments. Another form of targeting you may be using is location targeting. When ordered in your location targeting, you can see which locations have the best engagement and allocate more of your budget towards those locations.

You can also look closer at your location based ads and see if the design and copy is relevant to the areas you’ve chosen. Step seven analyze the content of your ads. Whether you’re using text based or multimedia ads. You need to evaluate if the content in your ad is relevant to your audience during your PPC audit. Make sure your ad content clearly tells people what you want them to do, like visit your website or make a purchase. Your ads should tell people what they’ll get from taking action. If you want to target a certain keyword, make sure you’re using the right keyword. If you’re targeting a specific location, make sure your copy and design is relevant to that location. Small mistakes can end up costing you a lot of money. Step eight use your PPC audit findings to make changes after you’ve gone through all the PPC audit steps. Fix anything that needs fixing. Adjust your copy or targeting, increase your bids. Use your newly discovered PPC knowledge to create the most optimized campaigns for your digital advertising strategy.

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