Pay-Per-Click advertising is still relevant as ever, especially when more people do their shopping online. In order to reach that ever expanding audience, you need to have a strong PPC strategy, and one of the most robust tools available is Google AdWords.
But sometimes you may need to go through your account and perform a PPC audit. Fortunately there are methods of obtaining the most efficient audits. You can check to see you’re actually hitting the goals and benchmarks you want to achieve with your AdWords while not over spending.
Wait after big changes.
Recently implemented a big budget and keyword bid adjustments? Noticed a typo in one of your ads? Then you should hold off on a PPC audit and wait at least a full 24 to 72 hours before performing the audit. That way your data won’t be skewed and you’ll only have accurate information to rely on.
Use the audit to find negative keywords.
To improve your ads and make sure you’re only reaching your target audience; use the audit to see what negative keywords can be added to your list. Negative keywords are keywords you don’t wish to rank with and essentially want to be “blocked out” from your campaigns. This can greatly help with your Quality Score improvement as well as with hitting that top page spot faster.
Audit to manage your spending in manageable chunks.
Instead of trying to do budgeting all at once and bear with the headaches, you can use an auditing tool to make budgeting and spend management much easier by managing in smaller chunks. You can get an in-depth review of overall spend that you won’t find with the tracking found in Adwords.
Finding new keywords for future campaigns.
Also with the audit, you might find new keywords that you haven’t thought of before and could use in a future campaign. The audit can already pay for itself by providing all sorts of information you can immediately use for your AdWords management.
Ajay Prasad is the Founder and President of GMR Web Team, a leading healthcare digital marketing agency. He guides small and medium size healthcare practices/businesses in customizing their online marketing strategy, focused on building a loyal base of patients and improving their patient acquisition. Ajay believes in an improved patient experience as the key to successful healthcare business, which can be accomplished with the right marketing plan in place.