One of the problems faced by digital marketers is spending more advertising budget on Google Ads campaigns than necessary. A basic way to solve this problem effectively is to perform a PPC Audit, or PPC review.
In this article, Relevant Audience will introduce you to how to perform a PPC Audit that can help businesses save more advertising budget on Google Ads.
What is PPC Advertising?
First, let’s get acquainted with PPC or Pay-Per-Click, which is an advertising format on Google Ads where the system charges advertising costs per click visit.
Understanding PPC Audits
Performing a PPC Audit involves reviewing PPC advertising campaigns, which helps digital marketers identify campaign flaws and make adjustments to increase efficiency and return on investment (ROI). The steps for performing a PPC Audit are as follows:
1. Check Conversion Tracking Usage
Conversion Tracking is using various tools to track the results of advertising campaigns. Sometimes, there is excessive duplicate Conversion Tracking, which results in an inflated total Conversion count and inaccurate ROI calculations.
Additionally, there are cases where marketers set incorrect Conversion Tracking goals and cases where Conversion Tracking is done too little, both of which affect ROI calculations.
2. Check CPC and CPA Budgets
In many cases, marketers try to reduce CPC (Cost-Per-Click) or the cost per click, and CPA (Cost-Per-Acquisition) or the cost per customer acquisition too much, resulting in poor advertising campaign quality and a noticeable decrease in ROI.
Maintaining a good advertising campaign ROI involves controlling CPC and CPA budgets to be at an appropriate level, neither too high nor too low.
3. Post-Click User Experience
Another important factor that helps increase Conversion and ROI is the post-click user experience. Regardless of how well the campaign settings or keyword selection are, if users who click on the ad do not have a good experience, the chances of Conversion will decrease and ultimately impact ROI.
For example, improving the post-click experience includes directing navigation links to product or service pages that match the advertising campaign (Landing-page) and making the Landing-page load faster.
4. Check Keyword Bidding
Businesses will waste advertising budgets if they bid on (Search Term) keywords that do not match their products or services. For example, a salon business bidding on the keyword “wig.”
5. Reduce the Use of Enhanced CPC Feature
Enhanced CPC is a feature that sets up automatic keyword bidding. In many cases, it causes businesses to spend excessively on bidding. Therefore, marketers should primarily control keyword bidding manually and use this feature only for appropriate campaigns.
6. Increase the Use of Ad Extensions Features
Ad Extensions features are important features that help increase the attractiveness of advertising campaigns. Marketers can use this feature to provide additional details about the ad, such as promotion periods, store locations, freebies, and other services.
7. Review Target Audience
The interests and needs of the target audience change regularly. Therefore, marketers should regularly review the quality of the target audience for each advertising campaign to adjust reach to be appropriate for the business.
Advertising campaigns on Google are part of a digital marketing strategy that many businesses are interested in. Performing a PPC Audit is a fundamental step that will help businesses create satisfactory ROI from advertising campaigns on Google.
About Relevant Audience
We are Relevant Audience, a Digital Performance Marketing Agency specializing in SEO and one of the leading Digital Agencies offering comprehensive digital marketing services to support businesses in reaching their target audiences at the right time, place, and device.
Our services cover everything from SEO services, Search Marketing, Social Media Ads, Search Ads to Influencer Marketing, and we are also a SEO Company that is a Google Partner. Our team consists of specialists ready to provide consultation and find solutions that meet business needs.
Contact us for more information, consult online marketing
Tel: 02-038-5055
Email: info@relevantaudience.com
Website: www.relevantaudience.com
