Pay Per Click audits in 8 Simple Steps

1. Pay Per Click Pay Per Click Audits in 8 Audits in 8 Simple Steps Simple Steps

2. What is a Pay Per Click What is a Pay Per Click audit? audit? Let's start by understanding what a Pay Per Click audit entails. A Pay Per Click audit is essentially a thorough examination of your paid advertising accounts across platforms like Google Ads, Microsoft Ads, and Facebook Ads. It delves into the structure and performance of various elements within these accounts, such as ad groups, campaigns, and individual ads. By conducting regular Pay Per Click audits, you gain insights into how well your accounts are set up and performing. This helps you identify trends and opportunities for optimization, ultimately maximizing the return on investment (ROI) of your marketing efforts. Now, let's explore the detailed steps involved in conducting a PPC audit services.

3. Simple Steps Simple Steps For Pay Per For Pay Per Click Audits Click Audits

4. 1. Ensure Proper 1. Ensure Proper Conversion Tracking Conversion Tracking Are your conversions being tracked accurately? It's crucial to confirm this in any Pay Per Click audit. Neglecting conversion tracking is a major mistake as it hampers understanding of campaign effectiveness. Shockingly, a report found that only 58% of accounts reviewed had at least one conversion registered, with half of those having tracking code errors. Avoid falling into this trap by checking for these signs of improper tracking: identical click and conversion counts, unusually high conversion rates with low sales, or suspiciously low conversion counts. If no conversions are registered, generating and implementing conversion tracking code should be the top priority.

5. 2. Review Campaign- 2. Review Campaign- Level Settings Level Settings Take a close look at your campaign targeting settings as even a small mistake here can greatly impact account performance. Dive into each campaign to review the previous owner’s targeting settings and ensure they align with your business goals. Key areas to check include network settings, mobile bid adjustments, and target locations. Adjustments in these settings can significantly influence campaign performance and targeting effectiveness.

6. 3. Assess Your Ad 3. Assess Your Ad Groups Groups Maintain manageable ad groups by ensuring they contain no more than 15-20 keywords each. Scan your account for ad groups with excessive keyword counts, as these may require cleanup. While the number of keywords doesn't directly impact performance, smaller ad groups allow for more tailored ad copy and targeted messaging. Aim for super-granular keyword lists within each ad group to create hyper-specific ads that align closely with searcher intent.

7. 4. Evaluate Ad 4. Evaluate Ad Variation Testing Variation Testing Check the number of active ads in each ad group to ensure proper testing and optimization. Having only one active ad indicates a lack of testing, while too many active ads can lead to inefficient testing practices. Aim for two to three ad variations per ad group to facilitate effective testing. Once a winning ad is identified, pause the underperforming ads and continue testing new variations to improve overall performance.

8. 5. Check Your Ad 5. Check Your Ad Assets Assets Make sure your Google Ads account has ad assets set up. Ad assets are important for creating competitive ad copy. They include things like callouts, sitelinks, and structured snippets. Check that the assets running are right for your business. For example, if you have call assets, make sure you have someone to answer calls. If you're an online store, remove location assets so your ads don’t show up on Google Maps. Also, ensure your sitelinks and callouts represent your offerings well.

9. 6. Review Keyword 6. Review Keyword Match Type Settings Match Type Settings Check your keyword match types. Different match types serve different purposes. For example, broad match is good for keyword research, while exact match ensures you connect with highly-qualified searchers. Running all keywords on the same match type is a common mistake. It can lead to poor click- through and conversion rates. Understand the previous owner’s strategy and ensure it was implemented correctly.

10. 7. Check Your 7. Check Your Negative Keyword Negative Keyword Lists Lists Negative keywords help prevent clicks from unqualified searchers. If they weren't used before, set them up based on your query reports. If they were used, review the list carefully. Make sure the negative terms are a good fit for your business and check their match type settings.

11. 8. Create Your Game 8. Create Your Game Plan Plan Now that you've done all the groundwork, it's time to optimize your account. Start cleaning it up and then dive into optimization. Happy auditing! If you need more help, explore our solutions to maximize your PPC success!

12. Wrapping Up Wrapping Up Mastering the art of Pay Per Click audits through these eight simple steps can significantly impact the success of your advertising campaigns. By diligently reviewing account structures, analyzing keyword performance, and optimizing ad content, you can uncover valuable insights and opportunities for improvement. Regularly conducting Pay Per Click audits is essential for staying ahead of trends, identifying areas for optimization, and maximizing the return on investment from your advertising efforts. With a systematic approach and continuous refinement, you can navigate through the complexities of Pay Per Click auditing with confidence, driving better results and achieving your marketing goals.