Our paid search audit is designed to help you prioritise spend in areas where returns are greatest and deliver highly targeted messaging to encourage more visitors to your website. In our paid search audits we cover the following areas:
Goal Setting: We work with you to determine realistic goals based on increasing overall profit for the business. Defining clear goals for your paid search activity is crucial, as it influences future decisions and what counts as success.
Measurement: How to track all key touchpoints, be they sales, leads, enquiries or phone calls in AdWords and/or Bing Ads to ensure success is being accurately measured.
Campaign Settings: Review campaign settings and bid adjustments to meet business goals. Including recommending location bid adjustments, device bid adjustments, ad scheduling and search partners changes.
Ad Extensions: Specific ad extension recommendations. Ad extensions have been shown to increase click-through rates (CTR) for ads by giving potential customers more reasons to click.
Impression Share: Maximise visibility for keywords, ad groups and campaigns that meet your business goals. Missing impressions represent an opportunity to generate additional clicks and conversions to further increase profit.
Quality Score: Analysis and recommendations on the factors which influence quality score; expected click-through rate (CTR), ad relevance and landing page experience. A higher quality score decreases the cost-per-click (CPC), allowing the same clicks to be purchased at a cheaper price (all else being equal).
Account Structure: The optimal account structure to increase relevance between keywords and ad copy. A good account structure also provides easier management, better budget control, simpler expansion and clearer reporting.
Keywords: Analysis of match types, search queries and negative keywords. Eliminating irrelevant impressions and clicks, while tightly controlling high performing keywords reduces wasted spend and enhances profitability.
Ad Copy: Review winning and losing ad variations with recommendations for writing ad copy that will improve campaign performance. Increasing click-through rates (CTR) by developing ad copy that matches the search query to the users intent is a core activity for continuous campaign improvement.