Pay Per Click Audits Overview
Even the best-run ad campaigns need a review periodically.
If one of the following applies to you, it may be time for a fresh assessment of your ad account:
Do You Rarely Touch Your Ad Campaigns?
Maybe your ad campaign hasn’t been touched in a while. Everything had been sailing along smoothly for quite some time. Perhaps you’re now seeing some declines in performance, but your big fear is that you’re missing out on opportunities.
Advertising platforms introduce new technology at a breakneck pace. Features that may give you the ability to better reach your targeted audience need to be tested in your accounts as they are introduced.
Competition keeps increasing and innovating. If your ad campaign is standing still, odds are your competitors are better positioned to get more quality leads.
You’re missing out. You’re not keeping up with the latest technology or keeping an eye on the competition.
Is Your PPC Performance Slipping?
Do You Have the Right Person Managing Paid Search Accounts?
Whether that manager is an agency, a contractor, an employee – or even you – we can be your second set of eyes to identify potential issues with accounts that need improvement.
Our Google Ads PPC Audit Checklist
Historical Performance Baseline
We’ll look at your baseline historical performance for your ad campaigns. This analysis helps us to pinpoint any PPC performance problems. Doing this allows us to come up with a course of action based on changes that have occurred in the account. After we implement audit recommendations, this baseline also serves as a way for us to measure performance improvements.
Conversion Tracking Implementation
Google Account Settings
Choose “Don’t Automatically Apply Ad Suggestions”. Google has advertising-related algorithms and will write ads for you based on your existing ads. We don’t recommend having a computer algorithm write your ads for you.
Choose all available options so that your ads are much less likely to appear on websites or apps which can be offensive or unrelated to your brand.
Google Ads Campaign Settings
For most advertisers, you’ll want to make sure that you’re only advertising on the Search Network.
Google Search Partners
Some advertisers have success with Google Search partners. If you have extra budget, it may be worth experimenting with search partners after your Google Search Network campaigns are already optimized. The problem with search partners is that you don’t have as much control over your ad distribution. Search partner sites are also not of the same quality as the Google search engine, so your results likely won’t be nearly as good.
Google Display Network
Local service providers should rarely participate on the Google Display Network – unless they have a strong branding strategy. Don’t ever combine Display ad campaigns with Search Network campaigns.
We’ll compare performance on mobile, desktop, and tablet and recommend bid adjustments based on cost per conversion data. For some industries, mobile visits and searchers are now exceeding desktop.
This shift represents different opportunities based on performance. In some cases, advertisers will want to increase mobile ad spending. In some industries, desktop ads are becoming less competitive and offering better returns than mobile. We’ll look at both and determine what will work best for you.
Google Ads Setup
Three Ads Per Group
We’ll take a look at your existing ad extensions configuration. We’ll make sure that you’re taking advantage of ad extensions. Ad extensions make your ads larger and stand out more. As a result, you’ll want to be using as many of them as possible to get opportunities for more clicks.
- An Eye-Grabbing Offer – Like $ pricing or % discounts
- An Inspiring Ad – Take your prospect on the transformational journey that your product or service will deliver to them
- An Ad Appealing to the Logical – this is to appeal to those prospects that are more quantitative and interested in features
- Broad Match (not recommended)
- Broad Match Modified
- Phrase Match
- Phrase Match Modified – not officially a match type, but a technique
- Exact Match
Keyword Performance Adjustments
Search Term Report
We will review your search term report to look for new keywords to add to your ad campaigns – as well as to look for negative keywords that we don’t want to trigger your ads.
PPC Audit Improvements
Google Ads Budget Scripts
Google has a daily budget option but will spend up to 2x of your daily budget whenever Google’s algorithms deem that it is necessary. As a result, you lose a bit of control over the management of your ad account.