PPC Audit Services - SERP Dynamics

PPC Audit Technology And It's Advantages

A PPC audit is an objective analysis of search engine advertising campaigns. The idea here is to look at how campaigns are running, what they’re doing well, and where there might be improvements. This helps clarify where budgets should be allocated or which campaigns should be eliminated to increase budgets for more effective ones.

Reviewing AdWords

A PPC audit will review the search engine account for Google AdWords (or Yahoo! Search Marketing), Bing Ads (formerly Microsoft AdCenter), or other engines like Yelp Ads or Facebook Advertising. A PPC audit will include information on spending and budget, performance by campaign, ad group, keyword, and even specific keyword level.

Overall performance

A PPC audit should also include a review of overall performance by the search engine, including impressions, clicks, CTR, and conversions. This leads to a clearer understanding of which channels are performing well and underperforming or may even be providing inaccurate data.

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Keyword level

Include keyword-level data such as daily spending, estimated monthly volume, and average ad position. Review the performance of specific keywords, including the volume of traffic they are sending and the average position.

Pricing

Review the pricing structure for a given campaign to determine if it is worth staying with that particular bid strategy, ad group, or keyword. What is the potential for cost savings? For example, does a higher bid buy more impressions at a lower cost? The goals of your campaign should drive pricing decisions. Check to see if you maximize ad spend on keywords that are converting well and can be profitable at higher volumes.

Spot checks

Check all additional performance statistics, such as average position, bid adjustments, and cost per click to see what can be improved. If a campaign and ad group is performing well but is costing too much to reach its goals, it looks for ways to trim the budget by evaluating other ad groups that are not meeting the plans but are not costing the company or customer too much. If you find any discrepancy between actual spending and what you think you should be spending, it’s time to review bids, ad groups, and even keywords.

Evaluation

The PPC audit is an ongoing process of continual review and improvement. The search engine should have a positive ROI if the budget is allocated wisely. This audit can lead to better-performing campaigns with higher conversion rates and lower cost per click (CPC). The benefits are improved ROI, increased targeting, increased reach, and more advertising spending that does not go to waste.

Increase conversions

The ultimate goal of PPC is to increase conversions. The PPC audit may find that this can be done by changing the bid amount, the keywords, or the ad copy. A PPC audit should uncover which is most effective for your strategy and advertising goals. For example, since some companies want to minimize cost per conversion (CPC), a higher bid could minimize CPC and increase CPP. Conversely, other companies may be seeking to maximize conversions. They will improve CTRs by adjusting the display URL, including an offer in the display URL, or increasing keyword bids.

In summary, the PPC audit is a systematic, objective analysis of a company’s current search engine PPC strategy for improving overall results. It is an in-depth review that looks at budget, performance, and optimization history. It compares your campaigns with industry benchmarks (or benchmarks not competitive with you). It provides actionable recommendations on how to improve the performance of your campaigns and maximize the ROI of your investment.