This simple yet effective guide can be used for all PPC accounts, regardless of its size, structure and strategy. Using these easy 6 steps you can improve your PPC campaign’s performance in no time. With the following tricks, make your PPC audit look effortless.
Step 1: Tracking
It is crucial that you have a well-defined pay-per-click audit to measure your PPC campaign’s performance.
- This can be done by tracking the right conversions such as leads and sales, to check whether the data matches up to what’s shown in Google analytics.
- Ensure that your Google Ads and Google Analytics are correctly linked.
- Have a clear-cut idea of what is the purpose of your campaign and make note of how you’re measuring. Have clearly defined conversion goals in Analytics and import the meaningful goals and the ones that demonstrate customer intent into Google Ads.
- These goals will be visible in ‘conversions’ under the ‘tools’ on the Google Ads interface.
This conversion data that you collect will be extremely valuable when you prepare your PPC account audit that will help you optimize your campaigns.
Step 2: Campaign Settings
It is important to spend time reviewing your campaign setting thoroughly to ensure that every aspect is as it should be. Carefully monitor the networks you are advertising on, the languages and locations you are targeting, and the bidding strategies you have adopted. Based on the geographic location you have selected during the first launch of your campaign; you can take your location targeting to the next level by analyzing some data.
Export the ‘user location’ report (Reports > Predefined reports > Locations > User locations) and select the largest date range available to sort out the data on the basis of performance and track segments that perform very well and very poorly. Using this information, you can adjust bids for certain regions or even exclude the regions that are poor in performance. Leverage PPC audit services to help you manage your campaign settings efficiently.
Step 3: Keywords
Keywords are extremely important when it comes to making a useful PPC account audit to track your PPC campaign’s performance.
- Just by choosing the bids, match types and keywords themselves, you can drastically improve your PPC performance.
- Make a list of potential keywords that fall under a large date range, sort them by clicks or cost. This will be your priority list.
- Optimize your keywords based on a pre-chosen performance data such as conversion rate or return on ad spend.
- Reduce the bids or exclude the keywords that have low returns.
- Track the negative keywords in your search terms and identify the irrelevant search terms.
Make use of PPC audit services to help you make a profitable keyword list.
Step 4: Quality Scores
The quality score metric of each keyword is broken down into:
- Expected click-through rate
- Ad relevance
- Landing page experience
Choose keywords that cost a lot or generate maximum traffic and compute the above three metrics to:
- Include target keywords in ad copies to improve ad relevance.
- Offer relevant and useful information to your target audience by exploring the various ad extensions.
- Scale higher in the SERP by increasing your bids to improve expected click-throughs rates.
- Improve your Ad engagements by offering great USPs, offers and deals.
With the above metrics, you can conveniently develop a rewarding pay-per-click audit.
Step 5: Ads + Extensions
Ads are an important component of your ads using which you can actually execute your complex bidding strategy: cherry-picked keywords and your customized ad schedules. If your ads don’t increase your sales, you need to check where you have gone wrong or you might have to just replace them with better ones. Use Google Ads audits to see how well your Ad campaigns are doing for your business.
Ensure that each of your ad groups include at least 3 extended text ads, and make use of as many characters as possible: three 30-character titles and two 90-character descriptions for every ad. Include keywords in the ads too, to make the ads more relevant. Use multiple ad extensions and experiment with them. In this way, you can provide additional info and get some extra ‘digital retail space’.
Make use of the Google Ads audit to evaluate the performance of your PPC campaign.
Step 6: Landing Pages
Thoroughly analyze every small detail of your landing page. Check its relevance. Is it providing what users are looking for? Does it take too long to load? Does the page look trustworthy? Improve the landing page experience by including useful and relevant keywords on the content page of the landing page.
By following the above 6 steps you can easily conduct your PPC audit to take your PPC campaigns to the next level.