PPC Audit, the Google Ads Check-up

PPC campaigns are a fundamental element of any Web Marketing strategy, and optimizing their performance is a process that large companies perform daily.

Search Engine Advertising – SEA Audit is Searcus Swiss’s professional service to verify the optimization status of your Google Ads account and serves to improve the performance of PPC campaigns by resolving critical issues and optimizing every aspect.

I often encounter clients who want to manage their Google Ads account independently; some are technically prepared and others less so, but both are interested in knowing the status of their account. Since the cost per click – CPC depends largely on the level of campaign optimization, it is essential to know if your campaign is set up well and is being managed correctly.

This service responds to the need to receive a professional check of campaigns with Google Ads. The analysis is performed by certified consultants with over 10 years of experience in Pay Per Click.

The Elements Verified in the SEA & PPC Audit

The SEA Audit is a long verification process of the Google AdWords account performed manually by our Google Ads certified PPC consultants and without the use of automated software. All aspects and key elements of the AdWords campaign are analyzed and verified: from the account structure, ad optimization to keyword selection.

This is the detailed list of elements verified during the audit:

• Connection with Google Analytics.
• Google AdWords account settings.
• Verification of campaign types: search network (Search), Remarketing, Dynamic, Display, Shopping, and Video.
• Verification of account structure and tree structure and in general the level of segmentation between campaigns and ad groups.
• Evaluation of ad groups used.
• Evaluation of text, illustrated, dynamic, and video ads.
• Evaluation of ad extensions.
• Evaluation of keyword selection and match type.
• Analysis of the quality score at the campaign, ad groups, and keyword level.
• Analysis of Cost Per Click trend.
• Analysis of CPA (cost per acquisition) trend.
• Evaluation of bid modifiers for location and device.
• Fundamental KPIs: clicks, impressions, CTR, and impression share.

The data and results of the analyses are included in a report, an ad hoc document of simple understanding that allows you to quickly identify and resolve any critical issues.

Why Optimize a Campaign on Google Ads?

The answer is very simple: to get the maximum ROI from every single euro invested in PPC advertising.

Google has established an agency certification process capable of operating in the true interest of the client on complex campaigns that are also international and multilingual. Google certifies agencies once they have been able to demonstrate their organizational quality, acquired know-how, the presence of certified personnel, and participation in continuous training at Google centers of excellence.

Thanks to the Google Ads certification, we are able to offer you high-quality consulting that allows you to efficiently exploit this advertising channel.

Based in Switzerland and working across Europe, Searcus Swiss specializes in optimizing digital advertising campaigns to deliver maximum value and performance for businesses in competitive markets.