Webinars

Harnessing the power of video to tackle resistance to change

160 views
November 13, 2024

Join us for a 45-minute webinar with Q&A, led by Gorilla Gorilla! founder Dean Beswick, and behavioral change expert Deborah Hulme. Learn strong video tactics for driving organizational change.

Dean Beswick, Founder & Creative Partner, Gorilla Gorilla!

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🏆 BAFTA Nominated

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🌍 Webby Honoree

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🎬 Award-winning Filmmaker

Dean is a unique blend of passionate filmmaker and communications thinker with a track record of devising and producing film and animation projects for brands and businesses that make powerful connections with audiences.

 

Deborah is passionately dedicated to empowering professionals to thrive. Harnessing my deep expertise in neuroscience and leadership to transform complex science into practical life-changing strategies for enhanced wellness and performance.

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Why PPC Audit Services Are Critical to Maximizing Your Advertising ROI
Pay-per-click (PPC) advertising is one of the fastest ways to drive targeted traffic, generate leads, and increase revenue. Whether you're using Google Ads, Bing Ads, or paid social campaigns, the performance of your ads can vary dramatically depending on how well your account is structured, optimized, and managed.

Unfortunately, many advertisers waste 20% to 40% of their PPC budgets on underperforming keywords, irrelevant traffic, or misconfigured settings. This is where PPC audit services become invaluable.

In this article, we'll break down why regular PPC audits are essential, what they include, the top mistakes to avoid, and how to get the most out of every advertising dollar—regardless of your budget.

What Is a PPC Audit?
A PPC audit is a comprehensive analysis of your paid advertising campaigns, designed to uncover inefficiencies, missed opportunities, and areas of improvement. It evaluates the structure, targeting, budget allocation, ad quality, keywords, landing pages, and conversion tracking—ensuring everything is fully aligned to achieve optimal performance.

Whether you're running campaigns in-house or through an agency, audits provide fresh insights and clear recommendations.

Who Needs a PPC Audit?
If you’re managing active campaigns and asking any of the following questions, it’s time for an audit:

Why is my cost per click (CPC) so high?

Why am I not getting enough leads or conversions?

Why is my budget being exhausted too quickly?

Are my keywords and ads still relevant?

How do I scale campaigns efficiently?

Startups, eCommerce brands, local businesses, agencies, and enterprises can all benefit from regular PPC audits, especially if there are unexplained performance drops or changes in market conditions.

The Importance of Regular PPC Audits
PPC campaigns are dynamic. Platforms like Google Ads frequently update their features, and audience behavior constantly evolves. Without routine analysis, campaigns can become outdated or misaligned with business goals.

Here’s what a well-executed PPC audit helps you achieve:

1. Identify Wasted Ad Spend
Negative keywords not implemented? Irrelevant traffic slipping in? Audits catch money leaks that quietly drain your budget.

2. Improve Conversion Rates
From ad copy to landing page performance, every step of the funnel can be evaluated for friction points that lower ROI.

3. Enhance Quality Score
Better Quality Scores mean lower CPCs and higher ad positions. Audits pinpoint low-performing ads and offer optimization strategies.

4. Align Targeting with Goals
Your audience targeting may need refining. Demographics, geotargeting, device focus—audits ensure you're reaching the right people.

5. Strengthen Ad Copy and Extensions
Weak ad messaging leads to low click-through rates. A professional audit dissects your creative to improve engagement and relevance.

What’s Included in a Comprehensive PPC Audit?
Here’s what a professional audit typically includes:

✅ Campaign Structure Review
Are your campaigns and ad groups logically segmented?

Is there a match between keywords, ads, and landing pages?

✅ Keyword Analysis
Which keywords are driving value—and which aren’t?

Are you using match types correctly (broad, phrase, exact)?

✅ Negative Keywords
Are you filtering out irrelevant or low-intent searches?

✅ Ad Copy Performance
Are your headlines and descriptions compelling and keyword-rich?

Do they pass Google’s ad quality checks?

✅ Ad Extensions
Are you using all available extensions (sitelinks, callouts, structured snippets) to improve visibility?

✅ Bidding Strategy Assessment
Are you using automated bidding wisely—or overspending with manual bids?

✅ Geo and Device Targeting
Are you targeting the right locations and devices for your audience?

✅ Conversion Tracking Review
Are all conversion events properly tracked in Google Ads and Analytics?

✅ Landing Page Experience
Are your pages loading fast, mobile-friendly, and aligned with the ad’s message?

Signs You Need a PPC Audit Immediately
CPCs are rising but conversions are stagnant or declining

You haven’t updated your campaigns in over 60 days

Bounce rates from ads are unusually high

You’re unsure what’s working (or not) in your ad account

You’ve switched agencies or in-house managers recently

Common Mistakes Found in PPC Campaigns
Even experienced marketers make critical errors that hurt performance. PPC audits commonly uncover:

Over-reliance on broad match keywords that waste spend

Not using negative keyword lists to block irrelevant searches

Multiple ads in a group with poor A/B testing

Landing pages that don’t match ad intent

No or improper conversion tracking

Overlapping targeting in multiple campaigns (cannibalization)

Correcting these issues can result in immediate performance lifts and better use of budget.

The ROI of a PPC Audit
A well-executed PPC audit often pays for itself by:

Reducing cost-per-click and cost-per-conversion

Improving ad relevance and click-through rates

Eliminating wasteful spend

Increasing lead quality and conversion volume

For example, one eCommerce client we audited was wasting $2,000/month on keywords that hadn’t converted in 90 days. By eliminating these, restructuring the campaigns, and rewriting the ad copy, we increased their ROAS (Return on Ad Spend) by 120% in just 45 days.

How Often Should You Conduct a PPC Audit?
At a minimum, a quarterly audit is recommended. However, high-spending or fast-moving industries may need monthly check-ins. Key events that warrant an immediate audit include:

Launching a new product/service

Switching PPC managers or agencies

Experiencing a performance drop

Major platform updates or algorithm changes

Should You Do It Yourself or Hire an Expert?
While basic audits can be done in-house, a third-party expert offers objective insights and deeper technical knowledge. They know what to look for, how to interpret the data, and where to prioritize improvements.

If you're seeking clarity, strategy, and cost-efficiency, consider professional PPC audit services that are tailored to your business goals, ad spend, and industry.

Final Thoughts: The Hidden Value in PPC Audits
PPC is one of the most powerful marketing tools available—but only if it's properly managed. Left unchecked, even the most promising campaigns can waste budget and miss opportunities.

A PPC audit acts as your diagnostic tool. It uncovers what’s working, what’s broken, and what can be optimized. Most importantly, it provides you with a roadmap for sustainable improvement and greater return on investment.

Whether you’re running campaigns yourself or outsourcing to an agency, consider a PPC audit as not just a review—but a strategic investment in your growth.

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