How to audit the ad campaigns ?
If you run and manage paid campaigns account to supplement your organic SEO efforts, you know there are plenty of metrics available to track and analyze.
Since we all have limited bandwidth, it’s a good idea to narrow down the key metrics that give a better understanding as to what’s working and what isn’t.
Here is an Audit Checklist to help you –
1. Check your location and target settings
When you are auditing your paid campaigns, the first step is to check the location targetting settings.
To ensure this, make sure you have To do this, ensure that you’ve correctly set up the regions that your business serves. Always Keep in mind that you can exclude locations where your brand doesn’t have stores or can’t deliver to a specific location.
You can also review geo-reports to see what locations perform best. This helps the company to prioritize the ad budgets by the location targeting.
2. Compare your ad to the landing page message
After reviewing your analytics data, you may understand that your ad promotions aren’t converting over.
At the point when this occurs, it’s an ideal opportunity to take a look at your promotions and check whether your landing page concludes on the set expectations.
For instance, if an ad showcases a “Free CMS,” yet your landing page is centred around an inbound marketing certification, there will be a disconnect.
To maintain a strategic distance from this, guarantee your features and ad copies match the point you’re connecting to.
3. Look at the use of ad extensions
Ad extensions are one of the ways that set your ad apart from the rest.
Ad Extensions helps and allows to supplement the ad with additional information at no extra cost. The data could be your phone number, other website links or ratings.
If you have not yet implemented this, it might be a good idea to do it now.
4. Assess your keywords
When you choose keywords for your ad campaigns, it is an excellent idea to consider factors like search volume, keyword match type, and negative keywords.
The keywords you’re considering for the targeting should have high search volume as it would help. Another scenario is considering the match type of your keywords. For example, if you use broad match, then you’ll want to add negative keywords.
If you use exact and phrase match, you’re more likely to get clicks and conversions, but you might miss out on other opportunities.
It is also a great idea if you modified your campaign with negative keywords so you can increase your conversion rate.
5. Measure your success with analytics
When you want to audit your ad campaigns, you need to take a look at your analytics continuously. These analytics will help you provide an overall picture of the different permutations and combinations that have been working.
These analytics will let you know what campaigns have been successful and what hasn’t. When a campaign hasn’t been successful, then you can find what corrective actions for the same.
Click here to know Paid Marketing and SEO go hand in hand.