paid search professionalsPaid search professionals play an important role in ensuring the success of online advertising campaigns. When they perform an audit, they carefully examine various factors to optimize performance and achieve the best results. 

Here, you can learn more about the key elements these professionals focus on during PPC audits. This information will help you know what to expect. 

Account Structure

The structure of an account is critical for effective campaign management and optimization. Paid search professionals know that a well-organized account makes it easier to: 

  • Allocate budgets
  • Target audiences
  • Measure performance accurately

They start by grouping similar keywords into campaigns and ad groups. This helps them create relevant ads and landing pages. This ensures that ads are shown to the right people at the right time.

A clear and logical account structure also allows for better budget management. Paid search professionals can quickly see which campaigns are performing well and deserve more investment. They can also identify the poor performing ones, which require adjustments. This helps in making informed decisions that can improve overall campaign performance.

Moreover, a well-structured account simplifies the process of targeting specific audiences. Paid search professionals can set precise parameters, such as location, age, and interests, to ensure ads reach the most relevant viewers. This targeted approach increases the chances of conversions and reduces wasted ad spend.

An organized account structure makes tracking and measuring performance easier. Paid search professionals can quickly identify trends, spot issues, and make necessary changes. This ongoing optimization is key to maintaining effective and successful paid search campaigns.

Keyword Relevance and Selection

Keywords are the foundation of PPC campaigns. Selecting relevant keywords ensures that ads reach the intended audience. The right keywords help improve the chances of conversions. 

Paid search professionals know that keywords can make or break a campaign. They carefully review the keywords during an audit to ensure they align with the campaign goals.

Paid search professionals look for high-performing keywords that drive traffic and conversions. These keywords are valuable and should be given more focus and budget. They can optimize the campaign for better results by identifying these top keywords.

At the same time, auditors also check for non-performing keywords. These keywords do not generate clicks or conversions and may waste the budget. By removing or adjusting these low-performing keywords, paid search professionals can ensure the budget is spent more effectively.

Additionally, keyword relevance is crucial. Paid search professionals ensure that the keywords selected are closely related to advertised products or services. This relevance improves the quality score of the ads. This leads to lower costs per click and better ad placement as time passes.

Ad Copy Effectiveness

Ad copy must resonate with the target audience to inspire action. Paid search professionals understand that compelling ad copy can significantly improve click-through rates (CTR) and conversion rates. During an audit, they review ad copy for: 

Ad copy must be clear. Paid search professionals ensure that the message is easy to understand and jargon-free. Clear ad copy helps the audience quickly grasp the offer and encourages them to take the next step.

Relevance is another critical factor. The ad copy must align with the keywords and the target audience’s needs. Paid search professionals check that the ad copy speaks directly to the audience’s interests and pain points. Relevant ad copy increases the likelihood of clicks and conversions by addressing what the audience wants.

A strong CTA is crucial for inspiring action. Paid search professionals ensure the ad copy includes a clear and compelling CTA that tells the audience exactly what to do next. Whether it’s “Buy Now,” “Sign Up,” or “Learn More,” an effective CTA can drive more clicks and conversions.

paid search professionals

Bid Strategies

Bid strategies affect how efficiently the budget is spent to achieve campaign goals. Paid search professionals understand that choosing the right bid strategy is essential for aligning with campaign objectives.

During an audit, paid search professionals review the current bid strategies to ensure they match the campaign goals. If the goal is to increase visibility, they might prioritize ad placement. To maximize conversions, they might choose strategies to get the highest conversions at the best possible cost.

Cost-effectiveness is a key consideration. Paid search professionals ensure that the chosen bid strategies deliver results without overspending. They analyze the performance data to identify areas where adjustments can be made to improve efficiency. This might involve lowering bids on underperforming keywords or increasing bids on high-performing ones.

Moreover, they examine different types of bid strategies. Examples include manual bidding, automated bidding, or enhanced CPC (cost-per-click). Each strategy has advantages. Paid search professionals select the one that best suits the campaign’s needs.

Quality Score Review

Google’s Quality Score affects ad placement and cost. Paid search professionals understand that a higher Quality Score can lead to lower costs and better ad positioning. During an audit, they analyze the Quality Score to identify opportunities for improvement.

The Quality Score is influenced by several factors, including: 

Paid search professionals first look at ad relevance. They ensure the ads are closely related to the keywords and the audience’s search intent. Relevant ads are more likely to be clicked on. This can improve the Quality Score.

Next, they examine the landing page quality. Paid search professionals ensure that the landing page provides a good user experience. They will also check to ensure it loads quickly and contains relevant content that matches the ad. A high-quality landing page can positively impact the Quality Score and improve ad performance.

CTR is another crucial factor. Paid search professionals review the ad copy and targeting to boost the CTR. A higher CTR indicates that the ads are engaging and appealing to the audience, which will improve the Quality Score.

Conversion Tracking Accuracy

Accurate conversion tracking is essential to measuring a campaign’s success. Paid search professionals know that without proper tracking, it’s impossible to accurately determine the return on investment (ROI). During an audit, they ensure conversion tracking is correctly set up and functioning as intended.

Paid search professionals verify that the tracking codes are correctly placed on the website. This includes ensuring the codes are on the right pages, such as thank-you or purchase confirmation pages. Proper placement is crucial for capturing all conversions.

They also check that the tracking parameters are correctly configured. Paid search professionals ensure that the settings reflect the campaign’s goals, whether it’s tracking purchases, sign-ups, or other valuable actions. Accurate configuration ensures that all relevant conversions are captured and reported.

Moreover, they review the data for any discrepancies. Paid search professionals compare the conversion data from the tracking system with other data sources to ensure consistency. This step helps identify any potential issues with the tracking setup.

paid search professionals

Negative Keywords Optimization

Negative keywords prevent ads from showing on irrelevant searches. This will help reduce wasted spend and improve campaign relevance. Paid search professionals understand the importance of negative keywords. They can help to refine targeting and enhance overall campaign efficiency. During an audit, they thoroughly review and optimize negative keywords.

Paid search professionals identify irrelevant searches that have triggered ads. They analyze search query reports. The reports help them find terms that do not match the campaign’s goals or the target audience’s intent. Adding these terms as negative keywords prevents the ads from appearing in unrelated searches.

They continuously update the list of negative keywords. Paid search professionals understand that search behavior can change over time. As a result, they regularly refine the list to adapt to new trends and search patterns. This optimization ensures that the ads remain focused on the most relevant searches.

Moreover, they categorize negative keywords to improve management. By organizing them into groups, paid search professionals can easily apply them to specific campaigns or ad groups. This targeted approach helps in maintaining campaign efficiency and effectiveness.

Ad Extensions Utilization

Ad extensions provide additional information. When used properly, the extensions offer ways for potential customers to interact with the ad. Paid search professionals know that ad extensions can enhance visibility. The click-through rates (CTR) are usually improved when an ad is seen. This makes them an essential element to check during an audit.

First, paid search professionals ensure that all relevant ad extensions are being used. These can include site link extensions, call extensions, location extensions, and more. Adding these extensions provides extra value to the ad, making it more appealing and informative to potential customers.

Next, they review the performance of existing ad extensions. Paid search professionals analyze which extensions drive the most engagement and which might need adjustments or removal. This helps in optimizing the overall effectiveness of the ad.

Additionally, they check the relevance and accuracy of the information provided in the ad extensions. Paid search professionals ensure the details are up-to-date. The goal is for the information to directly relate to the ad’s content and the audience’s needs. Accurate and relevant ad extensions improve user experience and increase the chances of interaction.

The Value of Paid Search Professionals in Audits

Paid search professionals are vital in optimizing PPC campaigns through thorough audits. These detailed audits help refine your paid search campaign. They will also help you save money over time. 

With their expertise, paid search professionals can significantly boost the success of your online advertising efforts. As time passes, this often results in better results and higher returns on investment.