Posted by Stuart Walters on October 20, 2019
However, it’s not as easy as you might think and often PPC campaigns can be spending more money than they need to. If you have created your campaigns yourself, it might be worth getting an expert to take a look at how you can improve the campaign to increase your ROI and conversion rates and conduct a thorough audit. But what does a Google Ads PPC audit include?
A PPC or Google Ads audit should be thorough and look at all aspects of your campaign including the ad copy, landing pages, targeting, bid strategy and much more. If you’re deciding on who to choose to do your PPC audit, you might want to know what the audit SHOULD include so that you can get the most for your money. We’ve put together a list of potential and important elements that any auditor should include in their report when looking at your PPC and Google Ads campaigns.
One of the first things that the audit should look at is the structure of the campaign.
The structure of your campaign is often the first thing you create and thereon after can be ignored and untouched. Sometimes the structure needs to be changed and updated in order to accurately optimise your campaigns. Other parts of your campaign structure you need to analyse are:
Your keywords are an absolutely crucial part of your Google Ads campaign, with the wrong keywords you campaign could flop and you cost waste a lot of money.
As well as keywords, an audit should look extensively into your use of negative keywords.
Sometimes, your bidding strategy can be really affecting your campaign success.
It’s important that this side of your campaign is optimised in order to increase your ROI. Your budget can be optimised in various ways, you don’t always have to spend the most to get the most out of a Google Ads campaign because of the way the bidding strategy works.
A big factor in the bidding process is your quality score.
Unfortunately, some businesses overlook the importance of landing pages and Google Ads. It can drastically increase your quality score which can improve your ROIs enormously. Plus, with a clear CTA you can increase your conversion rates exponentially.
One of the most important things to look at and analyse in your Google Ads campaigns is the copy of your ads. Getting this right can increase your CTR and your quality score.
Ad extensions can increase your CTRs and help conversions too.
As well as targeting people through keywords you can also use demographic and location targeting to define your audience a little further.
Part of optimising your campaign is verifying that your tracking options are well defined.
You can use remarketing to accurately target people who have already shown an interest in your site/brand.
Using the data from retargeting and campaign tracking can help you to analyse your campaign performance and optimise certain areas of it.
It’s important to understand how well your campaign is performing in order to accurately optimise different elements of it.
A Google Ads audit should answer these questions and propose areas for improvement. There is no campaign that can’t be improved in some way or another. Whether this is the ad copy, bidding strategy or coding aspects of your campaign tracking, adjusting different elements of your campaign can drastically increase your ROI.