A premium service that audits your PPC campaign or can be used for auditing your SEM agency!
Through years of PPC outsourcing, iProspect - Communicate 2 has learnt the best practices of some of the leading agencies in world. Through this knowledge we are uniquely positioned to audit search marketing accounts to find opportunities to maximise revenues from your SEM efforts. The purpose of an SEM audit is not to find fault with the incumbent account optimisation team but to assist in day to day monitoring of quality, control and to ensure best practice management is being upheld. To this end the iProspect - Communicate 2 search audit falls into 4 succinct categories:
- Agency Behaviour
The construct audit looks at the way in which an account has been created from the keyword level up. It looks at the raw information that makes the account and ensures that all facets and assets of the account are correctly constructed, installed, implemented and working. The process therefore looks at the keywords and ad texts to see if:
- The URL resolves
- The URL tracks
- The landing page selection is the most relevant
- The ad grouping selection is well targeted
- The keyword is relevant to the product
- The keyword has the right negative matches
- The keyword is not duplicated
- The keyword has an optimal quality score
We will also assess the more aesthetic, targeting and logical construction of the account:
- Are the campaigns correctly geo/demographically targeted for the target audience / keywords used?
- Does the account have a sensible logical structure?
- Isolation of markets
- Isolation of target audiences
- Language separation
- Key performers isolated
- Separate campaign for content/keyword testing
- Logical naming convention and structuring of campaign modelled from the client’s site architecture.
- Are all of the products that are available to promote being promoted?
- How many keywords are in any one ad group?
The content audit looks at each and every ad text/asset to determine its relevancy and quality. The purpose of the content audit is to ensure consistency of messaging, quality of messaging and relevancy of messaging. It also ensures that no ads from expired campaigns are still active and showing. Through the content optimisation reports we will weed out inefficiencies and enhance messaging for each and every word you bid on.
Account behaviour reports
Key to the success of the campaign is the frequent interaction and tweaking of the account by the account optimization team. It is assumed that daily account interactions take place and that the top performing and bottom performing account assets are tweaked and worked on. It is our belief that Pareto’s principle should be upheld and used when managing an account as in the majority of cases 80% of the spend and sales will come from 20% of the account assets. The account behaviour audit therefore looks at the way the optimisation team interact with the account; this includes the volume of and type of interactions a bid management or account management system does as well. Through these assessments you can see the overall activity applied to your account and the effectiveness of the interactions.
It is not difficult to set up a campaign, to let it run and then forget about it. It will even bring you ROI and returns. Where the true value is added is through the constant tweaking and testing and manipulation of the account to drive that extra 0.5% of conversion leading to huge increases in sales and conversions, and adding real value to the dollar. Optimisation can come in many forms and strategies so our audit looks at each and every keyword and flags percentage over or under performance. We therefore highlight where the deficiencies may lie and will get to understand if the correct components of the campaign are being managed and monitored. We will audit each and every search term to the criteria and metrics laid down by the client, this can be done at either a keyword level, product level, campaign level or even an account level. By highlighting the extremes we will show the pain points as well as success points of the account. The optimisation report gives you the insights needed to maximise efficiencies and minimise waste.
Why do a PPC audit?
These audits are designed to maximise the efficiencies of an account and reduce waste. If we can enhance your account by 5% a month the costs saved or additional revenues generated can be enormous. We do not propose to take management of your accounts, solely ensure that your team are adhering to Global best practices, and to give you piece of mind that your marketing dollars are not being wasted.