As the number of businesses using pay-per-click (PPC) advertising to promote their products and services online has increased, so has the need for effective PPC audit tools.
An effective PPC audit tool will help you to:Analyse your PPC campaigns and identify areas that need improvementBenchmark your campaigns against your competitorsMake recommendations on how to improve your PPC campaigns
There are a number of PPC audit tools available, both free and paid-for. Which one you choose will depend on your budget and the level of detail you need.
Once you have selected a PPC audit tool, you need to follow these steps to run an effective PPC audit:
1. Select the right time periodWhen auditing your PPC campaigns, it is important to select an appropriate time period. This will depend on the type of campaigns you are running and the level of detail you need.
If you are running ongoing campaigns, a good starting point is to audit the past three months. This will give you a good overview of your campaign performance and allow you to identify any areas that need improvement.
If you are running seasonal campaigns, you may want to audit a longer period of time, such as six months or a year. This will help you to identify any trends in your campaign performance.
2. Set up your PPC audit toolOnce you have selected a PPC audit tool, you need to set it up correctly to get the most out of it.
Most PPC audit tools will require you to connect your Google Ads account so that they can access your campaign data.
Some PPC audit tools will also require you to connect your Google Analytics account. This will allow the tool to access your website data and see how your PPC campaigns are performing in terms of website traffic and conversion rates.
3. Run your PPC audit
Once you have set up your PPC audit tool, you are ready to run your audit.
Most PPC audit tools will provide you with a report that includes a summary of your campaign performance, as well as detailed insights and recommendations.
4. Implement the recommendationsOnce you have received your PPC audit report, it is important to implement the recommendations.
If you don’t implement the recommendations, your PPC campaigns are unlikely to improve and you will not get the results you are hoping for.
When implementing the recommendations, start with the most important ones first. These are the recommendations that are most likely to have the biggest impact on your campaign performance.
5. Monitor your campaign performance
Once you have implemented the recommendations, it is important to monitor your campaign performance to see if there is a improvement.
Most PPC audit tools will allow you to monitor your campaign performance over time. This will help you to see if the recommendations are having the desired effect.
If you don’t see a improvement in your campaign performance, you may need to revise your approach and try a different approach.