Summary:
Doing a regular PPC audit of your
new as well as old accounts is important to assure better account performance.
Read this checklist of 10 important things that you should check while doing PP
audit.
Content:
A PPC account audit allows you to
check: what’s wrong with your PPC account and what can be improved to maximize
business profit. Here are 10 important things to check during a free PPC Audit
of any account.
1. Search Term Report: Make sure that your
keywords use the relevant terms. Your search term report should include one
word broad match keywords, exact match negative keywords and long tail keywords
including the most profitable terms relevant to your business.
2.
Location
Targeting Set Up: Most of the PPC ads are set up to target a particular
location from where more business and sales are expected. However, getting clicks or visitors from the location that is not
relevant to your business is a common issue for many PPC accounts. If you are
also facing the same problem, go to your campaign settings and select target
“people in my targeted location” to avoid unnecessary traffic.
3.
Description
Line 1: Use a period at the end of first line in your ad message. It will
appear like a large, impressive heading in your advertisement. It is also good
to use selling points, like product’s benefits and features into the first line
to attract the readers.
4.
Advertising
Extensions: Ad extension is considered as the critical element for success
of every campaign. Google also considers it as an important element in quality
score. If you are running a free PPC audit, make sure that you use following
extensions at any cost: site links, call extensions, location extension, social
extension and review extension.
5 . Keywords Grouping: A better quality
score can save you a lot of money. You can maximize your quality score to 10/10
depending on the efforts you put into it. Grouping your keywords into relevant
groups contributes to a higher quality score. If your ads are well written and
keywords are tightly grouped, it helps improve CTR.
6.
Connection
with Google Analytics: If you are really concerned with saving money and
time, make sure that your PPC account is properly connected with Google
Analytics. To assure this, use two important features: call extension, checking
bounce rate and evaluating the average time on site of keywords and finding if
your landing pages are performing well or not.
7.
Geographic
Report: While your PPC account audit, revise your geographic report. Check
if your ad is performing well in a particular location. Also check the state
where your ads are performing poorly. Lower the bid for low performing states
and increase the bid for the best performing locations.
8.
Keywords
Bids: Your end goal is to get profit, but not being at the top position on
search engines. Therefore, make sure that your keywords has a custom bid
associated with it, according the level of profitable it offers. Pause all
non-performing keywords and try new one every day.
9.
The
Display Network: The most common mistake that advertiser commits is
targeting the display network based on keywords only rather than any placement
or topic. Your display networking is running well and taking advantage of all
available options.
10.
Remarketing
Campaigns: The best way to remarket your campaigns is to segment your
products and services into many lists so that your customers get a better
experience and you get higher conversion rate.
To sum up, paid or free PPC audit
saves you time and money, and it should be done regularly for new and old accounts.
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