PPC audit is the process of analysing your account, revisiting the general settings that were previously overlooked and adjusting new features to optimise account and campaign performance. However, with so many improvement prospects, you might get confused as to what areas you should be looking at. This might baffle you up, and make it complex enough, to drag the whole process of PPC audit out of your deciphering skills.
Now, being a business owner, you might not have the desired expertise to carry out a PPC audit, pertaining to the technical knowledge it requires. Therefore, hiring a white label AdWords services will be a beneficial affair. These white label AdWords service provider have a dedicated PPC team that will adeptly carry out audit of your AdWords account.
However, if you are apprehensive of entrusting your AdWords account to an external PPC team, you can do it all by yourself, it is just that you should have the required knowledge and whereabouts of your account.
In this post, we have tried to enlist some key metrics that will give you the most bangs for your buck. As tracking, these metrics will give you a great overview of your performance, and will provide a solid measure of your success.
Quality score is fundamentally a comprehensive analysis of your account or campaign by Google. It includes the relevance of keywords and other important factors, to ensure that users are displayed relevant ads and have a positive experience.
Factors that determine your quality score –
- Click through rate of the keyword and, its associated ad.
- Feasibility of landing page
- CTR of display URLs in the ad group
It is very important to maintain a good quality score because Google uses them to determine your Ad rankings as well, as how much you need to pay per click.
Click through rate
Click through rate is a ratio showing how often people who see your ad end up clicking it. CTR can be used to gauge how well your keywords and ads are performing.
CTR is important for several reasons, two of them are mentioned below –
- Determines your quality score
- Determines relevancy of your ads
Low click through rates are a sign that either your keywords or your ads, needs improvement.
Conversion rate is calculated and depends on the number of people who, actually clicked on your ad and went on to complete the purchase, or any other desired action on your landing page.
Conversion rate is just as important as click through rate – you would certainly not like to pay for clicks and traffic that does not even make any meaningful action. A strong conversion rate means that the investment you made is returning to you in profits, that is what we call return on investment.