Did you know that Google Ads get 65% of the clicks on our digital ads and high intent digital commercials! Businesses typically earn almost double of what they spend Google Ads, if done right.Here’s where PPC or Pay Per Click comes into play. Audience through PPC are 50% more likely to purchase something or take the required action than organic visitors and about 41% of clicks make it to the top three paid ads in search results. While running PPC ads, it is important to audit them or maintain their hygiene to get desired results.

What exactly is a PPC Audit?

A PPC Audit is nothing but a regular check to find out any loopholes or potential violations in your ad account and fixing them to ensure optimal results. Ideally, PPC audits should be conducted regularly to ensure that all areas are fixed and tweaked to bring in maximum leads or actions taken by the audience. While you are conducting the check, you will typically find certain areas that can be improved for your ads to perform better. It is especially important to run these audits when you are facing performance issues and your ads aren’t bringing in results as expected. PPC Audit can be done by the brand themselves, but it is often recommended to have a dedicated team outside the brand to review it with a fresh perspective to find out the loop holes and fix it.

Before the PPC audit is conducted make sure to get access to the following:

• Google Analytics: This will allow you to check whether their Google Analytics has been linked to their Google Ads account and if conversion goals have been set up correctly.
• Conversion tracking: Have a list of known conversion actions before auditing as without knowing the conversions a client wants to track, you’re going into an audit blindfolded and the efforts are wasted.
• Google Ads ID number: Make sure to have the client’s Google Ads ID which will then allow you to sync their account with your MCC account.

Why Is A Checklist Important?

• Comprehensive Audit- Without a checklist, you’ll probably still discover issues when auditing an account. Using a checklist ensures you remember to check all the relevant boxes.
• Productive Audit – Working without a checklist takes more effort. At each stage, you have to decide what to do next. The checklist answers this question for you.
• Communicable Audit- Rigorously defining your work with a checklist lets you delegate.

How To Conduct The PPC Audit?

1. Check your location and target settings – Make sure you have set up the correct regions, areas and locations that you want to target and generate leads from through the PPC campaigns.
2. Evaluate your ad compared to your landing page – Make sure what you put out in the ad matches what exactly is provided in the landing page to avoid conversions to be missed and accurate information or call to action to be provided to maximize the output.
3. Use ad extensions – Set up Ad extensions as they allow you to  supplement your ad with additional information at no additional cost. The information could be your phone number, additional site links, or even ratings. This helps in enhancing your ads.
4. Assess your keywords – Make sure to use the right keywords and also consider the search volume, match type and keywords that might not help or are irrelevant. The keywords should have high search volume and high relevance. This helps in getting more clicks and conversions for your brand.
5. Measure your success with analytics – When you want to audit your PPC campaigns, you have to take a look at your analytics.These analytics will let you know what campaigns have been successful and what haven’t. When a campaign hasn’t been successful, then you can troubleshoot and figure out why.

We ensure that PPC audits are done on a regular basis and the ads bring in desired and optimum results. To bring in leads and expand your business digitally, get in touch with us!