You launched an ad, but there are no conversions? It's time to think about an audit and analysis of contextual advertising. Having existed for some time on the online market, business owners are often in no hurry to conduct an advertising audit, and a timely audit allows you to avoid many problems.
An audit is needed URGENTLY if your advertising campaigns have encountered the following problems:
- Most advertising campaigns take more money than they bring in;
- Advertising campaigns are working worse than they did some time ago or are not working at all;
- You are not sure that your contextual advertising is set up correctly;
- You are getting good traffic, but not getting conversions.
What does a ppc audit of Google Ads include?
Is it possible to conduct an audit on your own? Yes, if you are ready to fully master the profession of a contextual advertising specialist, and even then it will not always be of high quality. The audit should, as a rule, be conducted by a specialist with many years of diverse experience who can give an expert assessment based on many encountered cases.
Audit and analysis of contextual advertising includes the following areas:
- Advertising campaign objectives;
- Account structure;
- Geographical and language targeting;
- Ad delivery methods;
- Keywords and matches;
- Search phrases;
- Ads;
- Tracking actual clicks and impressions;
- Conversion cost and value;
- Analytical conclusions on impressions and position among competitors;
- Conclusion on profitability and scalability.
This is far from an exhaustive list of areas by which the effectiveness of contextual advertising is determined. Each area is analyzed for a number of criteria. This could be CTR, % of impressions, click price, conversion price, loss of impressions, some custom indicators..., and of course, comparison in dynamics. The audit areas, as a rule, depend on the goals themselves and the information that needs to be obtained.
Next, a little about the importance of each of the areas of website analytics and contextual advertising.
Account targets and structure
The goal of an advertising campaign is the basis of everything. The difference between "goal - to promote services" and "goal - to increase sales of goods by 15%" is huge. Only by correctly formulating and setting the goal, you can move on to creating an account structure. A correctly configured account structure allows advertising to work correctly - ads do not compete with each other, scaling traffic is easy, and conducting an audit does not take much time.
Goals (conversions) in contextual advertising PPC
Goals largely determine the effectiveness of an advertising campaign. Often, having achieved certain conversion values, the advertiser stops working on analyzing and optimizing the advertising campaign. Most often, this leads to a decrease in efficiency, because not all the ways to increase conversion and not all growth reserves are used. Timely audit and analysis of contextual advertising will allow you to quickly identify such ads and increase their conversion.
Behavioral characteristics and their influence
Behavioral characteristics are also a significant indicator. Each advertising campaign, each advertisement should work to increase the time the user spends on the site and the depth of page views. Here we return again to the structure of the advertising account - the better the account reflects the structure of the site, the better the ads, the easier it is to manage the behavioral characteristics of the target audience.
Setting up an ads
Everything depends on how carefully you approach the ad. A well-written ad stimulates the target audience, increases clickability, and therefore traffic and conversion. At the same time, special attention should be paid to extensions. Extensions for ads should be used as much as possible: check whether addresses, phone numbers, additional links are filled in. Extensions should not be duplicated. Optimization for mobile devices is a must.
Keywords and search terms
In 90% of cases, a contextual advertising audit shows that the keywords and search phrases are not chosen quite correctly, and the customer does not know about such a phenomenon as match operators. Meanwhile, it is match operators, such as: broad match, broad match modifier, phrase match, exact match, negative words and negative phrases, that allow you to fine-tune your ad. Do not forget about the difference between keywords and search phrases. From personal examples: a client set up a query "gates odessa", but received traffic for the query "football gates odessa". This is a very serious omission.
Data, sync, AI and human
It has long been no secret that more than 80% of Google Ads advertising is based on artificial intelligence, the basis for which is data, and data in turn comes based on synchronization with other services.
In most cases, the effectiveness of contextual advertising depends on correctly configured data transmission systems, regardless of who controls it, AI or a person.
Conclusions and decision-making are based on data, which sets the subsequent paths for the development of the project.
Audit and analysis of PPC campaign of Google Ads - rational budget
Google contextual advertising is unique and, in the right hands, the most effective tool for increasing traffic and conversions. Incorrect, ill-considered and illiterate settings of such advertising lead to the loss of a significant part of the budget. We, as certified Google Ads and Google Analytics specialists, offer much more than a professional audit and analysis of contextual advertising. As a Certified Google Partner, we provide a synchronous analysis of two systems Google Ads and Google Analytics, give an independent assessment and good recommendations.
As a result of the audit, you will receive recommendations, the implementation of which is guaranteed to increase the effectiveness of contextual advertising by at least 30%.
The result is as follows:
- reducing the percentage of non-targeted clicks;
- reducing the cost per click;
- increasing the conversion rate;
- reducing the cost per conversion;
- other project KPI indicators.
Let us give a real example of the results of an audit of advertising of a financial institution, as a result of which we obtained the following dynamics of indicators:
| Metrics | Before audit | After audit |
|---|---|---|
| Budgets monthly | 40 000 UAH | 17 000 UAH |
| Daily conversions | 3 | 9 |
| Coast of conversions | 634 UAH | 90 UAH |
| Conversion rate | 1 % | 4 % |
Total: monthly budget savings of UAH 33,000, 3-fold increase in applications, 6-fold decrease in conversion cost, 4-fold increase in conversion rate. The company stabilized its balance and received a real boost in business development. This client has switched to our service completely and has been cooperating for a long time, in terms of comprehensive management - contextual advertising + website web analytics, which in practice gives the highest result.
Optimization of contextual advertising
There are many such important aspects as above that can be applied.
Having received all the summary data on the effectiveness of advertising - everything that we listed above, plus the performance indicators of the site itself: conversions, behavior, multi-channel sequences, and so on, you can build specific conclusions and an optimization strategy to increase efficiency: less expenses - more sales.
Before optimization, it is necessary to record previous strategic indicators such as: conversion and conversion cost and monitor them with a specific period of time. Tactical indicators such as clicks, CTR, impressions, click cost should be monitored every day. Step by step to success.
Prices and conditions
There are several audit options depending on the complexity of the account: the number of campaigns, structure, dynamics, conversion settings and many emerging subtleties. It is impossible to standardize prices here, since each project has its own volume of work and man-hours spent. The cost and terms of service are determined individually.
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