If you’re running a PPC campaign, no matter how successful, a PPC audit is a big must. Because your campaign is a breathing thing, it’s important to understand how it’s working for and against you. In order to do that you should be reviewing and adjusting accordingly to ensure you’re getting the most out of its benefits, and your budget.
Here’s why this is a crucial step for your success:
Is It Working?
Your audit will tell you what’s running properly and what needs help or isn’t working at all. You want to be functioning at full-capacity and in order to know if everything is running optimally, your best bet (only bet, really) is an audit. Here you’ll discover any real problems that are turning your target audience away from your site. You’ll see the inner-workings of your campaign and know how to fix any issues affecting your audience.
You spent your hard-earned money on your PPC campaign, so if it isn’t working for you, you’re losing said hard-earned money. No one wants that. If your campaign is running at its best, you’ll be seeing more conversions which will lead to a better return on your investment. When your operation is running smoothly, not only do new customers turn in to loyal customers, but you reach more people through positive recommendations. Bottom line: don’t waste your budget on a PPC campaign that you’re not paying attention to. It won’t end well.
Don’t Throw Money Out the Window
Your PPC campaign is supposed to work FOR you. Let it. By not checking in on how it’s doing, how do you know it’s measuring up and making the investment worth it? It may take a moment out of your day to check in, but after you get it running to the best of its ability, your profits will soar. And if you have no intention of checking in, why did you spend the money in the first place? How will you learn how to you make more money from a successful PPC campaign in the future? The idea is to learn from it and then use it to help in your company’s success.
An audit is such a quick and easy way to help in your long- or short-term marketing strategy. If you have all the metrics to refer to, you know what needs to happen to get in front of the people you want, when you want to. Getting the click-throughs is the goal, and your audit tells you exactly how to go about reaching that goal, while helping you turn your clicks into purchases.
Okay, so perhaps you don’t necessarily want to know anything about analytical skills, but it’s kind of a big deal these days. Your audit gives your team a whole slew of knowledge that will contribute to your entire business, your whole website, your existing and future campaigns, your optimization practices, your customers… So, get this in your skill set. Once you understand what your audit is telling you, you can focus on bringing joy to your customers, which is what everyone wants.