Campaigns have dipped in performance, CPCs are up and your ROI is down. When you reach out for help, you are told to just spend more and trust that the machine algorithm will learn and fix the issues. Or you are simply told it’s much more competitive these days and this is the new normal.

Having seen this time and time again with clients I can assure you, you are not alone. Within paid media it is easy to lose sight of the data and get tunnel vision when working on the platform. That PPC managers can overlook the bigger picture and get blindsided.

When you have gone through all options but still find it’s not working, then a wise choice is to get external help to provide that fresh pair of eyes and a second opinion.

Here is where we come in. Unlike other agencies who will give you a standard pack of generic recommendations or just copying the guidelines from Google, we will provide actionable insights that are tailored made for your campaign to help resolve performance issues or identify new opportunities in your sector.

Ideally in a PPC audit you are looking for understanding the past/present and the future of your campaigns.

• Past: What has worked in the past and why – to understand what has been tested and the results from activity.
• Present: How is the current setup, what could be improved and why is set in a particular way.
• Future: How can you improve the campaigns for both short and long term goals and what would be the expected uplift in performance.

By knowing the history of your account you can get a clear line on performance, this will help shape realistic objectives and KPIs. It is great to say you want a 1,000%+ ROAS or a 200% drop in the cost per lead – but being realistic you need to think in incremental gains. A good PPC audit can identify where to improve and what can be done. Giving you the roadmap on what can be done, and how you can improve the account.

For most accounts, typically there are no silver bullets that will fix everything in one go. It is more a case of identifying the good/bad and the unknown and addressing each of them to your business goals.

What you are looking for

• Technical knowledge = Do they understand the platform indepth
• Business knowledge = Do they understand your service or products
• Commercial awareness = The ability to show how to grow your company and scale activity

By making sure these themes are consistent and displayed throughout the PPC audit you can effectively tell your story and provide real insights and actions to help transform a campaign.

Not only will this make it easier to shape the audit and the relevant insights, it will display the data in a more meaningful way to business owners or stakeholders – helping them to see the areas to improve and potential opportunities available.

To find out more or if you want to see how your PPC campaigns are currently performing, feel free to claim a free no obligation PPC audit today.