What is a PPC audit and how can it help your business?
When was the last time you went to the dentist or the doctors for a check up? Or to take your car in for an MOT? Chances are you did one if not all of those things not that long ago.
Now let me ask you, when was the last time you checked up on your PPC campaigns. I don’t mean just a quick look to see how many clicks you’ve got or how much you’ve spent; I mean a complete audit of your campaigns. We get regular check ups on the health of our body and our cars but don’t pay much attention to the health of our PPC efforts.
“What is a PPC audit?” I hear you ask…
A PPC account audit is simply when you dive deep into your account to identify areas that require further attention and work in order to improve performance and results.
“But why do I need an audit? My campaigns are running just fine…”
That may be true, but you shouldn’t wait for there to be performance issues before carrying out an audit. Ask yourself:
Are new opportunities being overlooked?
- Do I have a clear overall account strategy?
- Have I outgrown my original PPC strategy?
- Are conversions and visitor KPIs being tracked, analysed and optimised for?
- Do I have fragmented ad groups that need to be organised?
- Am I bidding too aggressively or not aggressively enough?
- Am I making a healthy ROI?
If you’re unsure about the answers to any of these questions then you will benefit from a PPC audit.
It’s also best to audit your account after the same team or manager has been handling the account for some time. If you manage your account alone it may be helpful getting someone else to audit it for you to gain a fresh perspective and identify new opportunities you may have missed.
“How on earth do I audit my account? It sounds complicated…”
Don’t get overwhelmed. Carrying out an account audit couldn’t be simpler. I have even laid out a clear step-by-step guide showing you exactly how to do it. (You lucky thing!)
Most PPC audits include:
- A review of key PPC indicators (cost per conversion, converted clicks, conversion value/click and conversion value/cost)
- An evaluation from the search term level, right down through the keywords, ad groups, ads and campaigns
- A focus on best practices and strategic objectives
- Clear feedback about results
- An actionable plan for improved performance and results
These are just some of the things to include in your PPC audit.
Once you’ve carried out an audit you can create a plan for improvement and most importantly take action! Then you’ll be well on your way to generating more leads, more customers and more profit.
You can download a free, simple yet in-depth, guide to performing a PPC audit by entering your email address here and getting started right away.