Dominique is the Marketing Officer at a large e-commerce business that sells essential oils and spa equipment online.
Over the past few months, she’s invested a large sum in PPC campaigns. Despite investing significantly into her marketing budget for Google Ads campaigns, the return on investment is lower than the projection.
Advertisers often invest resources into campaigns that do not show progress. This is frequently due to a lack of expertise or structural errors. In this case, Dominique needs a PPC audit to identify the underlying issues stopping her from meeting her goals.
What is a PPC Audit?
A PPC audit is an in-depth look at a pay-per-click campaign or account. Advertisers run audits to assess performance and identify opportunities. These reports help determine the effectiveness of budgets and efficiency of efforts across campaigns, groups, and ads.
Advertisers can achieve many objectives with a PPC audit, including saving money, correcting mistakes, optimizing campaigns, and uncovering new growth opportunities for your business online.
Why Is It Important?
PPC audits are necessary because they evaluate the effectiveness of your PPC strategies. This audit generates a comprehensive review of:
Campaign Performance
Analysis of various elements, from account basics to current PPC campaigns across platforms like Google Ads, Bing Ads, and social media.
It focuses on click-through rate (CTR), conversions, cost-per-acquisition (CPA), and return on ad spend (ROAS).
Keywords
Assessment of the relevance and performance of your chosen keywords.
Ad Copy and Creative
Evaluation of ad copy effectiveness, keyword relevance, call-to-action clarity, and adherence to best practices.
Tracking
Evaluation of ad copy effectiveness, keyword relevance, call-to-action clarity, and adherence to best practices.
Targeting
Review of targeting options and effectiveness in reaching desired audiences.
Bid Management & Budgeting
Track bid strategy effectiveness, adjustments, and budget allocation across advertising campaigns.
Landing Pages
Check landing pages, from relevance, user experience, and load times to messaging.
Location
Analyze campaign performance across locations.
Account Structure
Inspection of campaign performance and the account structure, as segmented across ad groups, products, or asset groups.
White Shark Media offers a complimentary PPC audit to help potential clients uncover insights. Our expert strategists quickly provide recommendations and improvement opportunities, which is also a great conversation starter.
How To Get A Free PPC Report?
Getting your free PPC audit report is as easy as filling out a form. We provide full PPC audits in 3-5 business days.
We also have a simpler version, the Quick PPC Evaluations. This report highlights the main points: campaign performance, account structure, and conversion tracking. Depending on the account, it’ll cover 3 to 5 main points across sections.
There’s no obligation, and it’s a risk-free way to gain valuable insights into your PPC performance.
As we’ve seen, PPC audits serve as a diagnostic tool that helps advertisers identify hidden inefficiencies. These improvements lead to new opportunities and improved ROI. At White Shark Media, we specialize in taking audit insights and crafting actionable strategies that deliver results.
There’s More. What Happens After a PPC Audit?
White Shark Media maintains that five steps are critical to a successful Google Ads campaign. We handle each so you can focus on the other aspects of your business—like converting all this new website traffic into paying customers.
Step 1: Revisions of Campaign
Your strategist builds a digital ad campaign structure based on insights on the following elements:
- Campaigns
- Ad groups
- Keywords
- Negative Keywords
- Ad Text
- Landing Pages
Step 2: Campaign’s Budget and Bid
With a strong structure, we define the best budget and bid for campaigns. We recommend different strategies for new and existing campaigns.
Step 3: Analyze Keyword Targeting
Once budgets are set, strategists add the most effective keywords to the strategy. The White Shark team leverages Google Trends, Google Keyword Planner, and other tools to gather monthly data on terms.
Step 4: Optimize Landing Pages, Ad Copy, and Ad Extensions
Here, our strategists will recommend optimizing landing pages, ad copy, and ad extensions to streamline a client’s campaign. Our team will provide evidence-based suggestions on CTAs, button locations, new features, and ad copy. Additionally, they will suggest new ad extensions such as location, site links, and call links.
Step 5: Refine Audience Targeting
As a final step, strategists will refine targeting and determine the best ways to connect with your audience.
Each step will be managed through a monthly service as our team monitors the campaign’s needs and works toward your company’s goals.
Do You Need More Support With Your Campaigns?
We’re here to help! Contact us today to schedule a call to review your online advertising efforts. Together, we will conduct a comprehensive analysis to pinpoint specific areas for improvement, refine your strategy, and implement tailored solutions to enhance your campaign performance significantly. Let’s work together to drive the results your business truly deserves!
