More than 64% of people click on Google Ads when they are searching for a product or service online.
This offers up a ton of potential for attracting new customers. If you’re using pay-per-click ads, are you getting the most out of them? No, really. When was the last time you took a close look at not just how much you’re spending but also where you might be able to extract more value?
A pay-per-click audit, also known as a PPC audit, can help you ensure that you are maximizing your paid advertising budget. Not only can it help you avoid waste, it can also put a spotlight on the areas you’re getting great results with so that you can ramp up efforts in that area and make the most of successful ads and campaigns.
In the early days of PPC ads, Google and others would offer free coupons for $50 or $100 and let webmasters and marketing managers play with ads. You could throw some ads out there and see if anything took off. Before long, if things went well, you’d be spending real money on ads.
Rather than throwing money at ads blindly and measuring them, there are a lot of things you can do to be more strategic and minimize ad waste. Ad waste isn’t just wasting money on a particular ad click or number of impressions — it can also be a wasted opportunity when your ad gets in front of someone who is ready to buy. You want to make the most of that opportunity.
When Did You Last Look Closely at Your PPC Ads?
Even if you do a bunch of keyword research and take time implementing your PPC strategy, paid advertising in any form shouldn’t be seen as a set-it-and-forget-it scenario. Things can change quickly, and you could suddenly be bleeding money on an ineffective campaign that was previously doing well. Conversely, you could also be losing out on an opportunity that’s paying off because you’re not paying close enough attention to up the budget.
Regularly reviewing and adjusting your campaign, budget, goals, ads and other facets of this search engine marketing strategy is vital. Here are 10 things to keep in mind as you do a PPC audit:
10 Easy Steps to Follow for a PPC Audit
- Look at Your Goals: Have they changed since you last looked at your ad account? Are your ads aligned with your sales goals for specific product pushes? Are you targeting all the best geographical areas and all your services or products? Are you doing enough to foster relationship-building so that you continue to market to people who buy from you?
- Assess Your Budget: You want to look at your overall advertising budget as well as at individual bids. What’s your conversion rate and how effective is your current bidding strategy? What about setting budget per device? Are you keeping in mind all the ways your target customers are viewing your ads? Is it time to increase your budget on your effective ads? Is it time to refocus ad budget that’s not generating any income to another area?
- Check Conversion Rates: Are your existing ads truly effective? The breakdown by geography and by network are important in ensuring conversion rate optimization. Look at areas you can boost existing success with as well as strategies to improve conversion rate on under-performing ads.
- Look for Waste: Are you still running old holiday campaigns or campaigns with coupon codes that are no longer active? Are you excluding your own IP addresses to minimize waste? Are any of your ads out of alignment with today’s goals?
- Check Those Keywords: Are you targeting enough keywords? What about negative keywords to minimize waste? What’s the on-page SEO like for your landing pages to augment your efforts?
- Look at Keyword Quality Scores: Keyword scores aren’t evergreen. Keeping an eye on them can help with your overall success.
- Examine Your Keyword Groups: Are your existing groups in need of an update? Are they too large or should you narrow the list? Are you leveraging ad extensions?
- Split Testing: Audits can’t always be instant. Split testing can take time and should be done regularly. Two ad variances in each ad group is a good way to benchmark. If you’ve inherited an ad campaign someone else put together, have a close look to ensure ads are compelling, typo-free and, in addition to split testing your own ads, look at your competition, too.
- Dig into Landing Page Analytics: Is your layout following best practices for user experience, conversion rate optimization as well as landing page optimization? Headings, images, calls-to-action, making use of the URL for keyword optimization? Is it time to tweak your copy or do some more split testing with effective ad copy?
- Make a Plan and Schedule Your Next Audit: Whether you do a self-audit and make your own plan or decide it’s time to get help with PPC advertising, regularly doing a PPC audit will help you maximize your budget and your marketing reach.
If you’re looking to find out why your PPC ads aren’t converting or trying to figure out a way to get more ROI with your PPC campaigns, contact DUBUB Marketing Agency today at 1-877-636-7739 or online to schedule a PPC audit that will give you the answers you’ve been wanting and a plan to help you fix your problems.READ MORE
If you’re at the point where you’re thinking about contacting and working with a digital marketing agency but you’re just not sure if the cost is worth it, we’re glad you’re here. It’s not an easy decision to spend a portion of your budget on an agency – we get that!
It’s a great idea to look at the benefits of hiring an agency versus the cost to help you make your decision. Here are our top 6 of those advantages.
The top 6 benefits of hiring a digital marketing agency
On the fence about working with a digital marketing agency? Here are some awesome advantages of choosing to move forward with it.
1. You’re always on top of the latest trends
If you’ve ever tried to follow the trends, search algorithm updates, and new tactics & strategies in digital marketing, you know how constantly it changes. Unless your career is in digital marketing, you’re probably just not going to be on top of it all. It takes time that you just don’t have!
Plus, there are so many different aspects of digital marketing. Social media, email marketing, SEO, video, content, paid ads…the list of strategies is long, and you can’t possibly follow what’s trending in all of them.
Enter the digital agency.
It’s an agency’s job and lifeblood to stay on top of trends. If we don’t know about and do the latest and greatest in each channel of digital marketing, we’re not going to be the best at our jobs or retain our clients. So, part of our time is spent learning and growing along with the industry.
So, working with a (good) digital agency means you’ve got someone informing you about the latest and greatest, and employing it in your unique strategy.
2. You get reliability & accountability
A great agency is going to be both reliable and accountable.
Reliability means you can call up your strategist and have a chat about what’s going on with your numbers or ask about updating your current strategy. It means you hear back from your agency swiftly, you trust and rely on them to know about and use the best strategies, and you just get the general feeling that they’re there for you.
On the accountability side, you’ve got someone who’s accountable for your digital marketing strategy and the numbers behind it. If you’re losing steam in organic search, for instance, it’s your agency that has the answer as to why it’s happening. If a paid ad fails to bring in the customers you thought it would, your agency is accountable.
3. Your internal marketing team is extended
You’ve got your own internal marketing team, but adding a digital marketing agency is like extending it – big time. Especially if you’re a small or medium-sized business, you’re probably not going to hire your own social media specialist, your own paid ads person, your own SEO specialist…that’s not sustainable. Instead, hiring an agency puts all those people on your team.
4. Your focus stays on growth
Having a digital agency as a partner means you can focus on all the most important aspects of growing your business. Sure, that includes awesome digital marketing, but you can take a lot of that off your shoulders when there’s a team of reliable, accountable experts doing what needs to be done.
Focus on growing, not on day-to-day digital marketing.
5. You get advanced insights from advanced tools
There are some pretty amazing tools out there that help digital marketers gain incredibly important insights about your customers, your search visibility, and your overall performance on the web.
The bad news for you is, they can get pretty expensive.
By the time you pick out a tool to monitor your search engine visibility, you’re already throwing too much into tools and you need another one to schedule your social media posts, and yet another one to monitor your online reputation.
Digital agencies often have their own budget for these important tools, and will be able to give you insights from them without you having to purchase the use of them. These tools can really make or break your ability to market the most effectively.
6. You gain objectivity
Your business is your baby. Whether you’ve built it all up from an idea, bought it from your dad, or came into it by chance, you’re…well…close to it. You make all the big decisions, watch over all the goings on, and generally keep the business running smoothly.
That can make it really hard to step back and look at your marketing with fresh eyes.
An agency, however, is just learning about your business and taking a look at it from an outsider’s point of view: an objective point of view.
While sometimes it can be hard to let go of the reins and let an agency do what’s best for your business, it’s really in your best interest to let an expert take a look at your marketing from a new, totally objective point of view.
Wrapping it Up
The potential advantages of working with an agency are pretty big ones. To recap, our top 6 advantages are:
- You’re always on top of the latest digital marketing trends.
- You get reliability and accountability in your marketing.
- Your own internal marketing team is extended, without doing the hiring.
- Your focus can stay on growing your business.
- You gain advanced insights from advanced tools (without having to pay for all of them).
- You gain an objective outlook on your business and your marketing strategies.
To make the decision about working with an agency, you’ll want to set up some meetings with them and find one that fits with your business’s culture.READ MORE