Why Get a PPC Audit?
A PPC audit is an important step in ensuring your advertising dollars are being spent effectively and efficiently. It's a way to identify any weaknesses or gaps in your current strategy, as well as discover new opportunities for growth. Here are some of the key benefits of getting a PPC audit:
- Better Targeting: Through a PPC audit, you can gain insight into your target audience and adjust your campaigns accordingly, leading to more targeted and effective ads.
- Accurate Conversion Tracking: By reviewing your conversion tracking metrics, you can ensure that key actions are being accurately tracked and attributed to the correct campaigns. Accurate recording of conversions is critical to the success of your ads.
- Cost Savings: A PPC audit can reveal areas where you may be overspending or wasting money on ineffective keywords or ad groups. By optimizing your campaigns, you can minimize unnecessary spending and increase ROI.
- Improved ROI: This benefit ties directly into your cost savings. By eliminating wasteful spend and identifying areas for improvement, you can expect to see a better return on investment from your PPC campaigns.
- Increased Conversion Rates: Our PPC audits include a detailed analysis of your ad copy, landing pages, keywords, and other elements of your campaign. By implementing recommendations on these assets, you can expect to see higher conversion rates and more business.
- Identification of New Opportunities: A PPC audit can also reveal new opportunities for growth and expansion. This includes a competitor analysis to uncover new keywords as well as recommendations on other campaign types like Performance Max, Remarketing, or YouTube that may work better for your business. This discovery phase is also used to determine potential opportunities on new platforms like Microsoft Ads, Facebook/Meta, Spotify, and more.
At Sharp Innovations, we are Google Partner-certified and we have the resources to lay out a roadmap for success. Our PPC experts use industry tools like SpyFu, SEMrush, Google Auction Insights, Google Analytics, and more to deliver recommendations that will help your campaigns perform at their best. We will provide you with a detailed report that highlights key findings and insights, along with a customized action plan tailored to your goals.
Common Issues
Whether you need a Google Ads audit, Facebook Ads audit, or a paid search audit for another advertising platform, there are common issues that we often find:
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Ineffective Keywords and/or Campaign Structure
One of the most common oversights is failing to conduct thorough keyword research. Using irrelevant or overly broad keywords can lead to wasted ad spend and low-quality traffic. We advise setting up multiple ad groups with different keyword themes, ad copy, and landing pages to align with your audience's search intent.
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No Negative Keywords
When conducting Google Ads audits, we find that many campaigns fail to implement negative keywords, resulting in ads being shown for unrelated or low-converting search terms. Adding a robust negative keyword list can help ensure your ad spend is directed only towards high-value opportunities.
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Insufficient Audience Targeting
Overlooking precise audience targeting can dilute campaign effectiveness. It’s important to define your audience based on demographics, interests, geography, and other factors like past customers or website visitors to maximize relevance and engagement.
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Minimal or Irrelevant Copy
Creating generic or uninspiring ad copy is another frequent mistake. Without targeted, action-driven messaging, ads may fail to capture attention or persuade users to click. Many high-quality headlines, along with elaborate descriptions mentioning your selling points, can improve performance. This applies to landing pages, as well: Every ad should have a corresponding, well-written landing page with several paragraphs of keyword-rich copy.
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Lack of Proper Tracking and Analytics
Not setting up conversion tracking or neglecting to analyze performance metrics can result in missed opportunities for optimization. Monitoring and understanding data is essential to refining campaigns and achieving desired results.
Your paid search audit will address these common issues so that your campaigns can drive better results and increase your ROI.
Who Can Benefit from our PPC Audit Services?
Our PPC audit services are suited for any business or individual looking to improve the performance of their current advertising campaigns. A PPC audit can also help those who are considering a new strategy or platform. Generally, these audits are designed for business owners who are looking for fast results.
All of our audits come with a discovery phase where we identify opportunities on other platforms. In addition, most of the insights and recommendations we provide can also be applied to campaigns running on other platforms. So even if you hire us to conduct a Google Ads audit, you can apply our recommendations to Facebook Ads or another platform.
Whether you're a small business owner trying to increase local visibility or a large corporation looking to expand your reach, our team has the expertise and experience to get you the results you want.
Note: In addition to a specialized PPC audit, we also offer comprehensive PPC Management Services. An annual audit of paid ads is included for clients already in an ongoing paid advertising program with us.
The Synergy of PPC and SEO
For businesses looking to complement their PPC efforts, we also offer Search Engine Optimization (SEO) audit services. The goal of an SEO audit is to ensure that your website is optimized to attract and engage organic traffic.
By aligning the insights gained from both audits, you can identify overlapping opportunities and gaps in your strategy. Together, they provide a comprehensive understanding of your online presence.
Get Started
Let us help you transform your website into a powerful lead-generating machine. With our PPC audit services as the groundwork, you’ll be better equipped to outpace the competition and attract the audience your business deserves.