If you have ever run your Pay Per Click (PPC) programs in-house or through an outsourced internet marketing firm than Factors on PPC Audit provided here for an unbiased evaluation of current pay per click advertising campaigns and efforts. These factors will be definitely useful to you. Having a trusted colleague or an expert 3rd party review of the PPC audit serves a valuable purpose. Let us assess your work that has been done to drive successful traffic to your website and prepare specific recommendations for driving more profitable traffic to your site. PPC audit is what? It’s all about this assessment.
This post will be very useful for those of you who have recently taken over a PPC campaign, or want to just take more detail regarding of PPC. It is sure you will be able to see the big picture clearly.
1. Keywords and Match types/Search Term Report:
First of all we have to make sure that the keywords and keyword groupings make sense for the individual ad group. And also this is subjective, but there are some very important points to looking for.
The search term report automatically tells us if the keywords are bidding on matches for which we are really paying for. A person could think they did quite well, but the search term report will automatically tell us if 20-50% or more of their budget is being wasted.
2. Landing Pages/Destination URL:
Many times you will find a PPC audit is needed when an account isn’t performing well, and often this tie into the visitor overall experience after they have clicked your ad. So, after key words and match types we have needed to stop on Landing pages or Destination URL.
Very bad destination URLs are usually the home page and not specific landing pages that communicate exactly what the keyword and ad talked about. If there’s an offer in the ad, then it must be consistent with the landing page experience for the highest chance of success.
3. Campaign setting:
This is a very useful area of PPC audit and also one of the areas that PPC Account Managers are most likely to ignore. Campaign settings are considered only at the first time when a campaign is launched and subsequently most of the people ignored it.
In the Ad words all Campaigns, Settings view makes it very easy to do a quick snapshot of the settings across hundreds of campaigns.
4. Tracking:
Email tracking, Conversion tracking, phone tracking is to be included here at this point. The best point about PPC marketing is that it’s very simple to tie into revenue and Return on Investment. With the help of Conversion tracking you will be able see which keywords, ads, and landing pages are performing very well so you can easily add or take away budget depending on the result of its performance.
Some advertisers don’t know that such tracking is available and their social media or other traditional media campaigns can influence the results.
In PPC audit, it is strongly recommended to set up conversion tracking so with the help of it you can report on successes and improvements.
Further in advance, we also want to track phone calls and also emails that are specific to the PPC visitor experience. It means that a unique phone number and a unique email address which is traceable is used for the PPC specific landing pages.
5. Ad Group/Campaign/Quality Score Relations:
During performing a PPC audit, you can often see that the quality scores damaged when an advertiser used one ad group for all their keywords. With this action, it is impossible to have very specific ads for the keywords. By being much clearer with the way your AdWords account is set up, you welcome in higher click-through rates, higher quality scores, higher ad positions, and lower cost per clicks.
6. Remarketing or Retargeting:
Remarketing will be your new favorite work, if your PPC account has already high volume traffic. Many of the people who visit your website may be there for the first time. This should give you a clear heads up that they might be comparison shopping and they will ultimately forget your offer at some point. During PPC audit, you can go in and see the time lag of your account.
With Remarketing you will benefit to have your image and text ads follow a past visitor around as they continue to browse other sites. It is very much possible that your offering may have a long sales process, so using Remarketing to stay on top of mind will allow you to recapture lost sales and leads.
7. Mystery Shopping:
One of the most fun things to do during a PPC audit is mystery shop your sales people. If you’re in the lead generating field of PPC, then mystery shopping is alpha and omega when it comes to actually closing deals at higher rates. You may be great at getting leads at the right cost per lead, but you’re not done.
During PPC audit so many auditors found out that long run times to answer phones, nonspecific voicemails, and straight up rude behavior are the main reason of why you or your company is not making the money you could be.
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