Assertive Media

Pay Per Click Audits

We’ve been successfully doing PPC audits for the last 12 years. Read on to find out how we work

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Pay Per Click Audits by Assertive

When running Google ads and Bing ads, it’s essential to frequently conduct PPC audits.

A PPC audit helps your PPC account manager to ensure that the account runs optimally.

Our team of PPC specialists at Assertive takes away the hassle of conducting a PPC audit from you so that you can focus on other aspects of your business.

As digital marketing experts, we’ll provide detailed reporting of your ads, provide solutions for poor performing ads, and optimise your Google ads account for maximum returns.

Client Testimonial

We've been working with Assertive on our SEO & AI SEO Strategy, we're very pleased with the results, the team are fantastic & very helpful

We've been working with Assertive on our SEO + our AI SEO / GEO strategy for a while now. The team have been very knowledgable and supportive.

We had our first wholesale bulk order through chatGPT which is one of the largest orders we've had to date, we're getting more customers telling us they found us in chatGPT searches, so very pleased.

Appletons Wholesale

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Want to get your Pay Per Click Audit moving?

What is a PPC Audit?
When Is The Right Time To Get a PPC Audit?
How Long Does a PPC Audit Last and how Much Does it Cost
Benefits of a Pay Per Click Audit
PPC Audit Checklist
Let Assertive Conduct Your PPC Audits

PPC Case Study

Justerinis & Brooks

Assertive was to help Justerini’s with on-site and off-site SEO whilst rebuilding and re-structuring the PPC campaign. Justerini & Brooks is a fine wine and spirit merchant founded in 1749. They belong to the large drinks company Diageo.

+312%: Organic Traffic
4.6×: ROAS
6 mo: to Results

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What is a PPC Audit?

A pay-per-click audit (or PPC audit) analyzes your client’s Adwords or Facebook Ads account. It gives an unbiased overview of the account in order to point out possible issues and suggest alternative approaches to help improve campaign performance. An audit will also highlight underperforming areas, allowing the client to make informed decisions on allocating their budget more efficiently.

An impartial review of your campaigns allows us to take stock of what works well and what could be improved upon. This way, we can proactively address problems to improve results. PPC audits ensure that advertising spending is being used efficiently in line with potential returns for clients.

The best time to get an audit is when there are signs of low campaign performance, such as falling impressions or clicks, new keywords not generating traffic, no impression growth on existing keywords or lack of engagement with your ads. We also recommend audits be carried out after significant changes have been made to campaigns either by optimisation or new additions to the account. These could include expanding the search network, implementing sitelinks, increasing ad rotation settings or new targeting options using Facebook’s custom audiences list, for example.

The following are events that call for a PPC Audit.

How Long Should You Take Before Conducting a PPC Audit?

Regular audits of your PPC account are important. Besides the incidences mentioned above that necessitate a PPC audit, you need to conduct one at least once every six months.

You could have audits at a shorter time interval, but you need at least three months of PPC data to have a meaningful audit. Three months give you a data range that can provide meaningful insights into your PPC campaign.

A typical PPC audit will typically last between 3 and 6 weeks, but we always recommend longer engagements where possible as they allow us to make big changes and improve campaign performance more quickly. This means that our audits provide great value for money and can generate significant new business too!

We also know that every client has different needs, so we customize our offerings rather than following any form of quote system. Our pricing structure allows you to get the most out of your budget, so reach out for a free quote.

Benefits of a Pay Per Click Audit

An analysis of your campaigns allows us to create reports which can then be used as insight on how to improve performance, measure new strategies and understand account health.

A pay-per-click audit will highlight areas underperforming so that more budget is allocated efficiently. This means more money is invested in ads that are actually generating traffic. Your dedicated consultant will also continuously monitor your campaign’s progress during the engagement and will be available to provide advice and updates at all times.

The benefits include – Exposes Weakness:

Client Testimonial

Our PPC Experts have over 18 years experience delivering PPC strategies.

Before we get started with the audit, our team of consultants will ask you for a list of keywords that you would like us to include in the report. This is very important as it allows us to analyse whether or not your chosen terms are actually converting. We also create lists of suggested new keywords that could perform well to implement them immediately after the audit.

Our consultant will then start looking at important elements such as:

This information allows us to make intelligent suggestions about how you can improve upon your current strategies and maximize their effectiveness. We will also constantly monitor performance and create updates on the progress we’ve seen during our engagement with you.

As mentioned earlier, we constantly provide feedback to our clients throughout the audit process in order to ensure continual improvement. Our retention rate since 2009 has been 99%, with many clients choosing to sign up for a retainer package after seeing how much they can benefit from our services.

PPC Audit Checklist <Continued>

1. Get the Right PPC Account Information and Data

So, where do we start?

Before conducting your PPC audit, you need to have the right data from your PPC accounts. Know exactly what you’re auditing. Instead of just focusing on data from Google ads, you could also pull data from your Bing ads and Google analytics.

If you’ve probably just changed your PPC strategy, then you want to wait for at least three months before conducting an audit. It’s also important to know which areas you want to focus on before conducting your audit. For example, if you changed your ad copy, then you need to know how to analyze the impact of the change.

The structure of your Google ads accounts also matters. You need to look at the state of your Google analytics linking to be able to track your customer’s journey on your website once they click on the ad link.

3. Account Structure

Account structure refers to the organisation of your account and campaign to ease the assessment and navigation around it. Account structure includes:

6. IP Exclusions

Remember to exclude your office or employee’s IP so that you don’t have misguided impressions data. Remember, each ad click costs you, so don’t forget to exclude the internal IP to help you eliminate the costs of such clicks.

8. Ad Evaluation

Recently, Google released an update that allows advertisers to automatically select appropriate extensions for their ads (such as adding the “Call” extension whenever a phone number appears in the ad text). If you use any ad extensions, monitoring them regularly will ensure that you are taking advantage of these automatic selections.

You need to review extensions because they need to align with your campaign goals. Ad extensions include location extensions, price, call, callout, message extensions, among others. They can help increase conversions and increase the quality of your ad copy.

Below is an overview of how different Ad extensions affect your Ad rank, which in turn affects your ad position.

9. Formulate an Action Plan

Now that you have checked all the items in the PPC audit checklist and assessed your campaigns, it’s time to figure out the way forward. We’ll put in place strategies to increase the effectiveness of campaigns and ensure they’re implemented correctly.

Let Assertive Conduct Your PPC Audits

Looked at the PPC audit checklist and felt overwhelmed? No need to fret! As seasoned PPC specialists, we have been helping businesses evaluate their pay per click campaigns to help them run effective campaigns. As an award-winning digital marketing agency, our PPC audit services include:

Join other clients who have seen their Google ads and Bing ads bring them more customers, increase brand awareness, and ultimately increase their revenue. Contact us today for your audit.

Let’s discuss how we will manage your next PPC audit…

Call us now:

0207 965 7623