OutSearch help you to unlock the full potential of your PPC campaigns with a comprehensive audit. A thorough audit is the first step to ensuring that your paid search strategy is working as efficiently as possible.
A detailed audit will highlight inefficiencies, wasted Ad spend and missed opportunities. By analysing elements such as keyword strategy, Ad copy, bidding strategies, and audience targeting, an audit identifies areas where we can reshape your campaigns for better performance, lower costs, and higher conversion rates.
At its core, a PPC audit provides a deep dive into your account's structure and performance, assessing key metrics that drive success. Our expert team examines your campaign setup, including Ad relevance, Quality Scores, landing page experience, and conversion tracking accuracy.
Regular PPC audits are essential for staying ahead in a constantly evolving digital landscape. Algorithms change, competition shifts, and consumer behavior evolves, meaning what worked yesterday may not work today. Whether you need to cut costs, increase lead quality, or scale your campaigns effectively, an audit equips you with the knowledge and strategies to drive measurable improvements in your paid search performance.
Identify Potential Cost Efficiency Savings
Maximise your budget with strategic cost efficiency savings. We analyse budget allocation to ensure funds are distributed strategically across high-performing campaigns, while identifying areas where spend is being wasted.
One of the most effective ways we find to identify potential savings is through keyword optimisation. Low-performing keywords, particularly those with high cost-per-click (CPC) and low conversion rates, can burn through your budget without delivering results. Conducting a thorough keyword analysis helps us to identify non-converting or irrelevant search terms that should be paused or refined. Additionally, eliminating negative keywords prevents your Ads from appearing for unqualified traffic, ensuring your budget is spent on high-intent searches that drive true value.
Another critical area that we analyse for cost efficiency is whether your bidding strategies are optimal. Many businesses overspend due to inefficient bid management or outdated strategies that don't align with current performance data. By analysing historical campaign data, adjusting bids based on time-of-day, device, and audience performance, and implementing automated bidding strategies where appropriate, we can help you to identify significant costs saving opportunities while improving Ad positioning and conversion rates.
Is Your PPC Account Structure Optimal?
We help our Clients to optimise their PPC account structures for maximum performance. A well-structured PPC account is the foundation of a high-performing paid search strategy. We re-organise campaigns and ad groups based on clear, logical themes. Many businesses make the mistake of lumping too many keywords into a single ad group, which leads to generic ad copy and lower Quality Scores. By structuring campaigns around specific product categories, services, or audience segments, we can create highly relevant Ads that improve click-through rates (CTR) and conversion rates while reducing wasted ad spend. A granular structure also allows for better budget control, ensuring that high-performing segments receive appropriate investment.
Another crucial factor in account structure optimisation is refining keyword targeting and match types. Broad match keywords often lead to inefficient spend by triggering irrelevant searches, whereas a strategic mix of exact, phrase, and broad match modifier keywords can help maintain relevance while expanding reach. Additionally, segmenting branded and non-branded campaigns separately allows us to deploy more precise bidding strategies and clearer performance analysis. A well-structured keyword strategy ensures that Ads are shown to the right audience at the right time, increasing efficiency and overall ROI.
Effective PPC account structure goes beyond keywords and campaigns - it extends to Ad copy, landing pages, and audience targeting. Ad variations should be tailored to match user intent, ensuring that each Ad group has compelling, relevant messaging. Dynamic Ad copy and A/B testing can further refine performance over time. By auditing and subsequently refining your account structure, we can help you achieve a more scalable, cost-efficient PPC strategy that delivers long-term success.
Assess And Improve Your Ad Performance
Evaluating and optimising your PPC Ad performance is crucial for maximising return on investment (ROI) and ensuring your campaigns drive meaningful results. Our first step in assessing performance is to analyse key metrics such as click-through rate (CTR), conversion rate, and Quality Score. A low CTR often indicates that your ads are not engaging enough or are being served to the wrong audience, while a low conversion rate may signal issues with landing pages or offer relevance. This allows us to identify your underperforming Ads and recommend data-driven adjustments to improve their effectiveness.
One of the most effective techniques that we use to enhance ad performance is continuous A/B testing. By experimenting with different headlines, descriptions, display URLs, and calls-to-action (CTAs), we can determine which combinations resonate best with your audience. Testing variations of ad copy, visuals (for display Ads), and Ad extensions can significantly improve engagement rates. Consistently refining Ad creatives and wording based on performance insights leads to higher engagement and lower cost-per-click (CPC).
Beyond Ad copy, audience targeting plays a crucial role in improving performance. By segmenting audiences based on demographics, location, device usage, and user intent, we can help businesses serve highly relevant ads to the right people at the right time. Utilising remarketing strategies helps re-engage previous visitors who didn't convert initially. By auditing and improving these elements, we help you to enhance your PPC Ad performance, reduce wasted spend, and drive higher-quality leads and sales.
Could Quality Scores Be Higher?
Our PPC audits can help boost your PPC performance by identifying room for improvement in Quality Scores. Quality Score is a critical factor in the success of your PPC campaigns, directly influencing your Ad placements, cost-per-click (CPC), and overall return on investment (ROI).
A higher Quality Score leads to lower ad costs and better positioning in search results, making it essential to audit and optimise these factors. By auditing your keyword strategy, improving ad copy, and enhancing landing pages, we can help you to boost Quality Scores and maximise the efficiency of your Ad spend.
One of the most effective ways to improve Quality Score is by ensuring strong alignment between keywords, Ad copy, and landing pages. Structuring your PPC account with tightly themed Ad groups allows for more precise messaging, which increases CTR and relevance. Landing page optimisation is another crucial factor in Quality Score improvement. A slow, poorly designed, or irrelevant landing page can drive up bounce rates and negatively impact performance. With our background in E-commerce, we are well versed in conversion rate optimisation and landing page improvements.
Are You Missing Out On Growth Potential?
A PPC audit by OutSearch can show how to scale your PPC campaigns for sustainable growth. Scaling a PPC campaign successfully requires a strategic approach that balances increased reach with cost efficiency. One of the most effective ways to scale is by expanding keyword targeting while maintaining relevance. This can be done by identifying new high-intent keywords, testing long-tail variations, and leveraging broad match modifiers to capture additional traffic without sacrificing quality.
Another key factor in campaign scaling is budget optimisation. Simply increasing Ad spend without a clear strategy can lead to diminishing returns, so it's crucial to allocate budget based on performance data. Identifying high-performing campaigns, Ad groups, and keywords allows for strategic budget reallocation to maximise ROI. We can recommend smart bidding strategies, such as Target ROAS (Return on Ad Spend) or Maximise Conversions, that can help optimise bids dynamically as you scale.
Additionally, we may suggest new Ad formats such as video Ads, Performance Max campaigns, or display remarketing that can introduce your brand to a wider audience while maintaining cost efficiency.
Gain Insights Into Competitor Performance
Additionally, our audit highlights competitive insights, helping you understand how you stack up against competitors, what overlap there is and where adjustments can give you an edge.
Our first step is identifying your direct competitors, which are those bidding on the same keywords, targeting similar audiences, or offering comparable products or services. Using industry leading tools like Google Ads Auction Insights, SEMrush, and our own in-house solutions, we can analyse which competitors frequently appear alongside your Ads, their impression share, and how their Ad performance compares to yours.
The next step is evaluating their Ad strategies, analysing their ad copy, headlines, call-to-actions (CTAs), and extensions all of which can reveal what messaging resonates with your shared audience. By identifying gaps or areas where your competitors excel, we can help you to refine your own PPC strategy and improve click-through rates (CTR) and conversions.
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