What is a PPC audit?
A PPC audit is a comprehensive analysis of your Pay Per Click activity.
In order to improve the effectiveness of Pay Per Click as part of your marketing strategy, a PPC audit should cover a number of areas and should review the following as a minimum:
All of which will help to improve your business goals and your ROI. We can also provide PPC audits for many Pay Per Click platforms including:
Why does my business need a PPC audit?
A PPC audit will reveal the overall health of your PPC accounts and highlight issues that need to be addressed. An account audit from Boom will clearly identify the actions that need to be taken for you to realise your Paid Search & marketing objectives.
PPC audits can help improve click through rates (CTR) of your campaigns and lower your cost per click (CPC) to cut wasted spend – ultimately improving conversions & ROI.
What do PPC audits include?
Every PPC audit we carry out is bespoke. We recognise that every business is unique and has its own particular requirements.
We have years of experience in managing PPC campaigns across Google Ads, Microsoft Advertising (formerly Bing Ads) and social media networks. Our PPC specialists can build and deliver a paid advertising strategy that will detail the issues that need addressing and the opportunities for success.
After we’ve worked with you to establish the scope of the review, we’ll have the basis for the audit structure. When your PPC audit is complete, we’ll present you with a detailed analysis of your accounts and an action plan containing quick wins and longer term recommendations.
Review Your PPC Business Goals
Before we start a PPC audit, we’ll establish what you’re hoping to achieve by using Pay Per Click as part of your marketing strategy. By understanding your business goals, we can focus our PPC audits on highlighting the actions required to achieve your overall objectives.
Ads Account Set Up & Structure
A well-structured ads account will give you better quality scores, the opportunity to organise and optimise easily, and will make sure that your ads are being seen by the relevant audiences. We’ll advise on the correct hierarchy to save you management time and provide you with improved data for making future decisions on the focus of your efforts.
We’ll check that conversion tracking has been set up correctly to record actions on your website such as purchases, sign-ups and form submissions so they can be attributed to your PPC activity. We’ll also look at whether you’ve taken advantage of linking your Google Ads account to Google Analytics to give you more valuable insights into customer behaviour.
Campaign Structure Analysis
In our PPC audits, we will identify opportunities for optimising the performance of your existing & future PPC campaigns to make sure you are getting the best ROI for your advertising spend.
Are your campaigns organised into brand and non-brand? Are your Search and Display Network campaigns separate? Have you got a consistent naming system?
We can make sure that your ads campaigns are structured to support your goals and set up so that you can manage them in the most efficient way.
Ad Group Optimisation
Ad group structure is critical to the success of your campaigns. Ad groups need to be set up correctly to achieve the goals of your campaigns.
We will make sure that your ad groups are set up with keywords you need to target and exclude, contain the number of ad variations necessary to measure content performance, and that the landing pages are highly relevant to the keywords.
We’ll check that keywords are thematically well-organised and the ad copy is true to the search intent of those keywords. This will help you achieve high quality scores which directly affect the performance of your ads.
We’ll take a deep-dive into your keyword strategy to identify patterns and trends beyond individual keywords. We’ll look at keywords from a campaign level on down to identify relevance, search intent and performance of the keywords.
Our analysis will reveal where keywords are off subject matter, have low quality and are not returning your required CPC, CTR and conversions.
If your ads are receiving a low impression share we will advise you how to maximise that share by improving your quality score and reviewing your bidding strategy.
Ad Copy and Landing Pages
We’ll analyse your ad copy and review how well the creative, voice & tone, and messaging reflect your business and the products and services you are offering.
We’ll let you know if your ads are optimised for best performance and whether you’re testing enough ad variations to learn what’s working and what’s not.
As part of our PPC audits, we’ll review your landing page design and strategy to check you’re sending potential customers to highly relevant pages that have gone through a process of Conversion Rate Optimisation.
Landing pages exist outside of your accounts but are key to the performance of your campaigns. So, having consistent copy in both ads and landing pages, with strong headlines and calls to action, will be central to the success of your PPC activities.
Budget and Bid Management
Setting up bid management is a complicated area of PPC and easily done wrong – whether that is via automated bidding or using a third-party application. The most effective solution will differ for each business. As part of our PPC audits, we’ll ask the right questions about your scale, margins and long term sales goals to determine if your account is being managed in the best way possible.
Google Premier Partner
We ‘re Google Premier Partners, which places us in the top 3% of Google Ads agencies, with all of our PPC staff individually certified. We’re also a Microsoft Select Partner Agency, meaning we have certification in the platform and receive support directly from Bing.