Conducting an audit of your Pay Per Click (PPC) campaigns is a crucial assessment for success. It is an analysis of the performance of the organization’s PPC campaigns against the goals that were set for the campaigns. It helps the organization identify areas of improvement and opportunities for growth.
A PPC performance audit is a comprehensive analysis of all the elements of a PPC campaign, including ad copy, keywords, target audience, budget allocation, and more. In this guide, we break down the steps you need to take for a holistic PPC audit.
Checking for bleeding money is an essential step in a holistic PPC performance audit. Bleeding money is money that is wasted due to inefficient or ineffective campaigns. To check for this, analysts need to look at the budget associated with each campaign and determine if the costs are in line with what they are expected to be.
They need to look at the performance of the campaigns to determine if they are generating the desired returns. By doing this, analysts can identify where money is being wasted and make the necessary changes to ensure that all resources are being used efficiently.
By examining the geographical locations and times that a campaign is active, you can gain an understanding of how the campaign is performing in terms of reach, engagement and conversions. This can help inform decisions about targeting strategies, ad copy and budget allocation.
Understanding the 'Where' and 'When' can help to identify any seasonal trends or changes in customer behaviour that may be influencing performance.
Assessing your conversion tracking is the third step in a holistic PPC performance audit. This step is essential in order to understand the performance of your campaigns and to identify areas of improvement. Conversion tracking allows you to track and measure the success of your campaigns by collecting data on how many visitors actually convert on your website.
This allows you to gain insight into which campaigns are performing well and which need improvement. Additionally, you can use this data to identify opportunities to optimize your campaigns and improve their performance.
Reviewing your metrics is the fourth step in a holistic PPC performance audit. It is important to review your performance data and metrics to determine which areas of your PPC campaigns are underperforming and need improvement. This review should include looking at metrics like cost per click, click-through rate, conversion rate, cost per conversion, and return on investment.
By understanding which metrics are performing well and which areas need improvement, you can make changes to your PPC campaigns to increase efficiency and improve performance.
Asking yourself whether you are setting or forgetting is an important step in any holistic PPC performance audit. You should regularly evaluate your PPC campaigns to determine if they are meeting your business goals and objectives.
This means assessing the effectiveness of changes made to your campaigns, understanding customer behaviour and trends, and optimizing bids and budgets.
If you find that your campaigns are not achieving the desired results, then it is time to take action to improve them. By consistently evaluating and improving your PPC campaigns, you can ensure that they are delivering the best possible results.
A holistic PPC performance audit is essential for any business that wants to get the most out of their PPC campaigns. It is important to regularly assess your campaigns to ensure that they are meeting your goals and objectives, and to identify any areas that can be improved.
If you want to on top of your PPC management, Kickass Online has you covered. We are experts in both digital and traditional marketing to help you grow your marketing in all aspects. Get in touch with us today to learn how.
