In this post, we’ll provide a comprehensive PPC audit checklist to help you adapt your campaigns for better results.
It’s important to optimise your PPC strategy properly, or you may be wasting money and missing out on potential customers.
Whether you’re new to PPC advertising or looking to improve the performance of your existing efforts, this checklist will help you evaluate your campaigns and optimise them for better results:
The first step in any PPC audit is to review your goals:
Make sure your goals are defined, measurable and aligned with your strategy. Once you have a clear understanding of your objectives, you can use them to evaluate the effectiveness of your campaign.
Next, review your budget to ensure that you’re allocating your funds effectively:
Make sure your budget is optimised to support your goals and that you’re tracking your spend accurately.
Keywords are the foundation of any PPC campaign, so it’s essential to evaluate them regularly. Review your keyword list to ensure that it’s relevant to your goals and target audience.
Your ad copy is what draws users in and entices them to click on your ads. Review your copy to ensure that it’s engaging, relevant and aligned with your goals.
A/B testing is a great way of experimenting with different variations and see what resonates best with your audience. In fact, 77% of companies are running split testing in this capacity, so its evidently an effective method for refining campaigns.
Review your landing pages to ensure that they’re relevant to your copy, possess a clear value proposition and provide a smooth user experience. In addition, heat mapping tools can be used to identify areas that may be causing friction or confusion for users.
Google report that ad extensions can increase CTR by as much as 15%, so it’s never been more important to use the correct type of extensions for your goals, and that they’re configured properly.
Leverage performance data too, in order to identify opportunities to improve your extensions.
Your quality score is an important metric that can impact your ad placement and cost-per-click (CPC). Review your quality score to ensure that it’s high enough to support your goals:
Use quality score metrics to identify areas where you can improve your campaigns.
Take a look at placement to ensure that your ads are appearing in the right places for your goals.
Try ad placement metrics to identify opportunities to improve your targeting and increase your ad visibility.
Consider your bidding strategy and ensure that you’re using the right bidding options for your goals:
Use bidding metrics to identify opportunities to optimise your bidding strategy.
Search Engine Journal report that a lack of conversion tracking ‘can lead to overbidding or underbidding on traffic and poor budget allocation’, highlighting how essential it is to ensure conversion tracking is set up correctly.
Use relevant metrics to identify opportunities, improve your tracking and optimise for conversions accordingly.
Be mindful of your ad frequency to ensure that you’re not overexposing your audience to your ads:
Use ad frequency metrics to identify opportunities to optimise your ad exposure and improve your user experience.
Keep track of your competitors to ensure that you’re staying ahead of the game:
Use competitor analysis tools to identify opportunities to differentiate yourself from your competitors and stay ahead of the game.
Conducting a regular PPC audit can help you identify areas for improvement and optimise your campaigns for better results. By following this checklist, you’ll be able to identify opportunities to optimise your campaigns and achieve your PPC advertising goals. Remember to conduct your audit regularly to ensure that your campaigns are always performing at their best.