When you invest time, money and effort for your PPC campaign, It is really important that this campaign works and provides you the desired results for your website. A good PPC campaign will drive valuable results for your business. But how can you make sure if your PPC campaign is working? A PPC audit is the best way to do so.
In this article, we will be looking at steps to analyze a successful PPC audit from experienced PPC consultants.
A PPC audit is an analysis of a PPC program to decide how it may be advanced to improve profit from a venture. PPC is perplexing. Regardless of whether you’re dealing with your records as indicated by best practices, chances are that you’ve missed something — particularly in the event that you’ve been chipping away at the record for some time. A PPC audit monitors the performance of your PPC advertisements, which can be on any platform, and provides suggestions for improving the overall performance of your campaign. It can also be focused on individual aspects of your campaign such as ad groups, the budget allocated for ad, etc.
Given below are some steps to check for a successful PPC campaign.
- Choose a date range: The first step in creating a PPC audit is to set the date range. You can set your date range as a Month-long but there won’t be enough data to analyze for these 30 days. Instead, you should go for a slightly bigger time frame. It is suggested that you should set your date range as at least three months in order to have sufficient data.
- Analyzing the data: Since you will be working with a huge amount of data, The best way to keep it is to download this data. You can download this data by either going into your google ads account or your Bing ads account. In Google, ads account you can either export all of this data or you can export some particular chunks of this data such as data related to a particular campaign etc. You can download this data and keep it in an excel file which will help you to keep this organized.
- Document your budget: When you are working on your PPC campaign, It is important that you know how much you need to spend on each campaign. Record that data so you can see how much you’re spending to generate the results you have for your campaign. You’ll need to check the CPC and no. of clicks because these factors will determine how successful your campaign is?
- Look at your ad content: This is one of the only non-metric aspects of your PPC campaign you want to monitor. When you are analyzing your PPC campaign, It is crucial to look at your ad content. You should check whether your ad is targeted to a particular group of people. You should have a target customer in your mind. You must have a target audience because it will help your campaign produce better results. Next, you need to ensure that your ad is relevant to the users. This means that users should be able to see what they will get if they choose your business.
There are some more features you’ll need to include. Having a clear Call to action button is important. It will help you increase conversions on your website and eventually increase ROI. Finally, you should check that keywords are integrated on your page. If you want to increase your ad relevance, You must work on this aspect.
- Check and log your quality score: Quality score is probably the most important part of your PPC campaign. Your quality score and highest bid decide your ad’s position. In an order to improve your advertisement’s position, you should improve your quality score. Your quality score depends on variables like your ad relevance and Click Through Rate(CTR). If your ad is relevant to the users, They’ll end up clicking on it. When you are working on PPC audits, You must work on improving your quality score which will improve ad’s overall performance.
- Assess your keyword targeting: Keywords are the main reasons behind your PPC ad’s success. If you want to drive the right leads to your website, You must choose the right keywords. You should work on optimizing long-tail keywords. These are the keywords that contain three or more words. These keywords will drive relevant leads to your website.
- Analyze your CTR and conversion rate: Next in this checklist, You should analyze the two interdependent parameters, CTR and conversion rate. Your ad success depends on CTR up to an extent. If you are having a low CTR, You must work on your ad copy again and make this relevant and full of information. A high CTR with a low conversion rate means that the information your audience sees in the search results is relevant, but once they click on it, your landing page isn’t as relevant. SO, your ultimate goal should be a high CTR with a high conversion rate.
- Review your Bids: You should keep an eye on the amount you are spending to obtain leads for your business. This will help you to determine whether you can cut the amount on your bid to increase profit or you have to increase your budget to generate more leads.
- Check your location targeting: Location analysis is a valuable tool to your PPC campaign. You can use this to attract local customers. If you are working in multiple cities or states you can check the performance of your ad in different cities and check where your ad performs the best. Finally, you can increase your ad spend in that area so as to get better ROI.
- Reduce areas of wasted spend: You should analyze the areas whether you have overspent or didn’t get the desired ROI and cutting this from your campaign will save you a lot of money. Examples of this are stopping spending on low-performing keywords, Stopping spending on areas generating minimum leads, and stop spending on useless expensive bids.