PPC has come a looooong way, so it’s important to know how to get the most out of its capabilities while working with your specific business. If you’re not getting what you want out of your PPC campaign, a PPC audit– that gives you answers- is all you need.
Here’s how we do it:
Ask and you shall receive.
We get to know our clients by asking all the right questions. What are you hoping to achieve from this audit, what’s your sales process, what performs highest and lowest, what are your current metrics? Knowing what to ask will help streamline the process keeping the goal(s) clear.
Refine the notes.
We’ve got a lot of info now, so we put our notes together in a comprehensive way that is easy to understand, like an outline. For each matter at hand, we write down the process to fix it. This way, we’re not wasting time later looking through paperwork, everything is concise and simplified with the management of the issues stated clearly. In doing this, we’re ensuring that all of our client’s concerns are covered and we have an execution-plan in store for each. Because we like to see we’re getting stuff done, we often add a place to check-off a completed item.
Presentation is everything.
While the data we obtain is extremely important and necessary for our presentation, we’re not here to just toss out numbers, analytics, and fancy words. We tell a story that will be well-received and understood by our client, giving context to each piece of data. We state why something is important, and what these things mean for their business. We present in a fluid way: first we state the significance of the information (why are we discussing it), then the historical findings (past data), finally the recommendations (what we’ll do to help).
We will often hand out material that we found to be important, but didn’t feel necessary to our presentation. Giving the client an appendix that can be read later is a nice touch.
PPC is a breathing force that will keep changing, becoming more complicated and more competitive. It’s important that our clients know we’re here for them and want them to understand what we learn about their business, and what we can do to help make it better.