Identify often overlooked areas of your Paid Search accounts to improve campaign effectiveness and efficiency.
outbloom offers independent and thorough audits to help you to understand if your paid search campaigns are delivering the best possible results for your business.
Our audits underpin 12 core areas of search marketing, and we provide a realistic plan to ensure your campaigns reach their full potential.
THE OUTBLOOM WAY
Starting with the basics, we review your accounts with a fine-toothed comb, leaving absolutely no stone unturned. For many agencies, this is where the audit process ends. At outbloom, this is only our starting point.
This step will raise questions that require context in order for us to come back to you with useful insights and recommendations, this is where we’ll have our initial review.
Tracking & Tags
Often, we see issues with tracking; either too little information is parsed, errors with tags, or incorrect data is sent back to the engines. With so many accounts relying on bid strategies, clean and full data is an essential piece of any account.
A core element of our audits is reviewing your tracking and tagging setup, ensuring that you’re set up for cross-channel, future-proof success.
Although PPC is often one of the largest traffic drivers, there are levers across other earned and own channels which will aid PPC performance. Often, were asked questions such as:
- How can we scale our revenue?
- How can we grow our brand searches?
- How can we decrease CPA?
Auditing your accounts with these questions in mind means that we’re on the lookout for both account opportunities and wider strategic initiatives that help to move the needle.
As standard, one of our deliverables is a bespoke list of action items based on our findings. However, we’re happy to be flexible depending on what would work best for you.
Some of our clients have requested an additional list of questions that they can ask their paid search agency, some have asked us to implement the recommendations and sometimes we work directly with our client’s agencies to ensure the changes are made in a timely manner.
outbloom will work with you to get the best out of your teams and accounts.
PPC Auditing CAPABILITIES
Actionable and needle-moving paid search auditing across Google Ads, Microsoft Advertising and Google/Microsoft Merchant Center.
Account hygiene is the heart of your paid search account. We take a fine-toothed comb and find areas of improvement. Often, there are quick fixes which will increase your ROI and reduce wasted spend, in addition to longer term strategy which we can help to map out for you.
Ensure your brand shines across Google’s inventory with a creative review as part of your Paid Search audit. As assets become more crucial with the launch of campaign types such as Performance Max, it’s more important than ever to ensure that your brand is presented in the best light with top performing creative.
Having a clear understanding of the context of your account and the reasons for the audit is crucial for ensuring that the audit process is comprehensive. By having context of changes, structure and strategy, we are able to provide valuable recommendations, either as part of our consultancy or activation workflows.
As part of your Paid Search audit, we will review your PPC reporting to make sure that you are receiving valuable, and actionable data. Often, we see gaps in data that could be filled with additional parameters on your paid search activity or actionable insights lost due to top-level reporting. Close the reporting black box with outbloom.
Accurately tracking your performance is an essential element of paid search. Whether though a Google/Microsoft Ads pixel, Analytics, HubSpot, Custom CRM (+ more), we make sure you’re tracking and assigning value to the correct conversions to ensure the richest data is fed into your account.
Our omnichannel review helps to ensure that all relevant channels and touchpoints are covered from a creative and technical perspective, and to identify any gaps or inconsistencies in the customer journey. We provide valuable insights for improving the performance of paid search campaigns and your overall marketing strategy.
FREQUENTLY ASKED QUESTIONS
A paid search audit can provide valuable insights into the effectiveness and efficiency of your campaigns. It helps identify areas where you may be wasting ad spend or missing out on potential opportunities. As part of our audit feedback, we provide you with a report and action plan of recommended changes, along with questions to ask your agency/PPC manager (if required).
Typically, we will provide a comprehensive audit report that highlights the findings, identifies areas of improvement, and provides actionable recommendations. In some cases, we’ve been asked to provide a list of questions that can be passed over to the paid search manager / team to uncover context behind the audit findings.
We can be flexible in terms of the deliverables to best suit your requirements.
We will audit any element of paid search activity. This includes all campaign types, creative, feeds, audiences, integrations, conversion points etc as standard.
We know this can be a delicate topic, and are more than happy to work in a consultative role with your current agency. Our goal is to better the performance of your paid search activity, whilst developing and maintaining strong relationships across all parties.