Ppc Campaign Audit: Are You Watching Your Numbers?

The word audit sends most of us into a state of frenzy as if something has gone extremely wrong

. The idea of the audit is to check our performance, our conformance to standards and what is that we can do right. As is commonly perceived, audit does not intend to say what we did is wrong it is about telling us what we missed that could have made a difference. Since audit helps us get our ground work right, it is impertinent to operations of all businesses, big or small. Audit also holds relevance in the virtual world activities and campaigns we undertake, especially if cost and financials are involved.

One of the most capital intensive and cost related online campaigns is the Pay per click campaign or commonly referred to as PPC. PPC campaign audit holds special relevance since click on a link need to be monitored. We are paying for each click that is happening on our advertisement. A PPC campaign audit can help you understand what is wrong and how you can improve the performance. At the same time, you can also check and ensure that no computer or system programs are clicking on your advertising link. The need for audit could be triggered by our low performing PPC campaign or may be by too much website traffic but very less conversion. Audit should be done regularly rather than be triggered by skewed graphs or any deviations more than usual in the numbers.

Once you decide to do the audit, have a planned and channelized way to go about the audit. Make sure you set your measurement criteria and see what all parameters need to be looked at. Do your homework and find the industry standard, what your expectations are and what your current numbers are. Once you do the audit, you would be able to see how you are doing in comparison to industry standards and also find out why you are faltering. Depending on your audit results you could figure out a plan of corrective action. May be you need to look at the relevant keywords you identified, whether your advertisements are being put up on correct pages, are the meta tags properly working, is the link to your ad so placed working accurately.

PPC campaign audit is important from two perspectives: to find out whether we are performing as expected and whether our advertisement link is actually being clicked by users or customers. Once you are through with the audit you could surprise yourself with the results. Corrective action should be taken on utmost priority on the findings to get things back on track and ensure higher success rate.

by: Mark Bell

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