Discover the Ultimate Best Practices for Conducting a Paid Media Audit

by Herefornow

January 20, 2025

Growth Hacking

Paid media audits often puzzle marketers. Many struggle to assess their campaigns’ true value. A recent study found that 68% of businesses waste ad spend on ineffective strategies.

This article will guide you through best practices for a thorough paid media audit. Learn how to boost your ad performance and save money.

Key Takeaways

Regular paid media audits help businesses save money and boost ad performance, as 68% of companies waste ad spend on ineffective strategies.
Setting clear goals and KPIs, like increasing lead generation by 20% or improving ROI by 15%, forms the foundation for successful paid media campaigns.
Analyzing at least three months of data, with six months being ideal, allows marketers to spot trends and make informed decisions about their campaigns.
Using AI in paid media strategies can lead to significant improvements, with companies seeing an average 27% ROI increase within six months, according to McKinsey & Company.
Common audit mistakes include setting unclear goals, tracking irrelevant metrics, ignoring negative keywords, and neglecting competitor analysis.

Define Your Goals and KPIs

A tidy desk with laptop, graphs, and coffee for a work audit.

After setting the stage in the introduction, it’s crucial to define clear goals and key performance indicators (KPIs) for your paid media audit. Goals should align with your business objectives, such as boosting sales or generating leads.

KPIs help measure progress toward these goals and may include metrics like return on investment (ROI), click-through rates, or conversion rates.

Setting specific targets allows for better performance assessment and strategy refinement. For instance, a medium-sized business might aim to increase lead generation by 20% or improve ROI by 15% over the next quarter.

Regular audits using these defined goals and KPIs help identify areas of low efficiency, allowing for targeted optimization of paid media campaigns.

Clear goals are the foundation of successful paid media campaigns.

Set a Date Range for Data Analysis

Setting a date range for data analysis is key to a successful PPC audit. Experts suggest using at least three months of data to spot trends and patterns. This timeframe gives enough info to make smart choices about your campaigns.

For the best results, look at six months of data. This longer period helps you see seasonal changes in your ad performance.

Choose your date range based on your audit goals. If you want to check recent changes, focus on the last few months. For a broader view, pick a longer span. Make sure your date range includes major events or changes in your business.

This will help you see how these factors affect your ad results.

Review Campaign Structure

A well-organized campaign structure forms the backbone of successful paid media efforts. Smart account segmentation allows for better control and insights into performance. Grouping related keywords, ads, and landing pages together helps pinpoint areas that need improvement.

This approach also makes it easier to track and optimize ad spend across different product lines or services. Regular reviews of campaign structure can uncover inefficiencies and lead to cost savings.

Businesses often find they can reduce wasted ad spend by fine-tuning their account organization during PPC audits.

Effective campaign structure review involves looking at how ads, ad groups, and campaigns align with business goals. It’s crucial to check if current setups still match product offerings and target markets.

Auditors should assess if the existing structure allows for easy budget allocation and performance tracking. They might suggest splitting large ad groups, creating more specific campaigns, or adjusting match types to improve efficiency.

These changes can boost overall campaign effectiveness and return on investment.

Analyze Targeting Settings

Targeting settings play a key role in paid media success. A thorough review of audience settings helps optimize ad performance and reach the right people. This includes checking demographics, locations, and devices.

For example, focusing on relevant geographic areas can boost ad effectiveness. Device targeting allows for custom messages based on how users access content. By fine-tuning these settings, advertisers can improve their chances of connecting with ideal customers.

Proper targeting analysis involves looking at current audience data and campaign results. Marketers should examine which groups respond best to ads and adjust settings accordingly.

They may find certain age ranges or locations yield better results. Testing different targeting options can reveal new opportunities to reach potential customers. Regular reviews ensure ads stay relevant as market conditions change.

Verify Conversion Tracking

Conversion tracking forms the backbone of any successful PPC campaign. It allows you to see which ads and keywords lead to valuable customer actions. Our team always checks this first during audits.

We make sure all tracking codes are in place and working right. This step is vital after any website changes.

Regular checks help catch issues early. We once found a client’s tracking had stopped due to a site update. They had missed out on data for weeks. Quick fixes got them back on track.

Now, we set up alerts to flag any tracking problems fast. This keeps campaigns running smoothly and data flowing.

Review and Update Ad Copy

Ad copy needs regular updates to stay fresh and effective. Marketers should review their ad text often, especially before busy seasons or big changes. New copy can cut wasted spending by drawing in more suitable clicks.

Smart updates keep ads relevant and performing well in pay-per-click campaigns. Advertisers must polish their messages to match current offers and customer needs. This practice helps ads stand out and connect with the right audience.

Assess Keyword Performance

Keyword performance assessment forms a crucial part of paid media audits. Experts analyze search engine rankings, website optimization, and organic search results to gauge keyword effectiveness.

Tools like Semrush, Ahrefs, and Google Keyword Planner help marketers dig deep into keyword data. These tools reveal vital info about consumer search behavior and conversion rates tied to specific keywords.

Regular keyword audits matter because search queries and user habits change often. Smart marketers check their keyword rankings and spot gaps in their strategies. They also study how well their site performs for chosen keywords.

This process helps them fine-tune their approach and boost their search engine visibility. With solid keyword analysis, businesses can improve their online presence and attract more potential customers.

Optimize Ad Spend

After assessing keyword performance, the next crucial step is to optimize ad spend. Smart budget management can boost your campaign’s success. Regular budget checks help you make wise choices about where to put your money.

Look at how each campaign performs and move funds from weak to strong ones. This helps you get more from your ad dollars. Set new targets based on results. Give lower-performing campaigns higher goals to push for better outcomes.

Lower the targets for high performers to maintain their success. Check landing pages every three months to ensure they match your ad content. This keeps your message clear and helps turn clicks into sales.

Identify and Add Negative Keywords

Negative keywords play a crucial role in paid media campaigns. They help advertisers avoid wasting money on irrelevant clicks and improve ad targeting.

Review Search Terms Report: Analyze the Search Terms Report to find irrelevant search queries triggering your ads. This report shows actual terms users typed before clicking your ad.
Identify Irrelevant Terms: Look for words or phrases unrelated to your products or services. For example, a shoe store might add “free” as a negative keyword to avoid showing ads for people searching “free shoes.”
Group Similar Terms: Organize similar irrelevant terms into categories. This makes it easier to add them as negative keywords at the campaign or ad group level.
Use Broad Match Negative Keywords: Apply broad match negative keywords to block variations of irrelevant terms. This prevents your ads from showing for similar searches.
Add Negative Keywords Regularly: Update your negative keyword list weekly or monthly. Search behavior changes over time, so staying current is key.
Test Before Adding: Before adding a term as a negative keyword, ensure it’s truly irrelevant. Some seemingly unrelated terms might actually bring valuable traffic.
Use Negative Keyword Lists: Create lists of negative keywords for different themes or product categories. Apply these lists across multiple campaigns to save time.
Monitor Performance Impact: Track how adding negative keywords affects your campaign performance. Look for improvements in click-through rates and conversion rates.
Consider Seasonal Terms: Add seasonal terms as negative keywords when they’re not relevant. For instance, a winter coat retailer might add “summer” as a negative keyword during warmer months.
Utilize Campaign Exclusions: Use campaign exclusions to prevent your ads from showing on irrelevant websites or apps in the Display Network.

Check Quality Score

Quality Score plays a key role in Google Ads success. This metric reflects ad quality based on expected click-through rate, ad relevance, and landing page experience. A high Quality Score can lead to better ad positions and lower costs.

Regular checks help spot areas for improvement in your PPC campaigns.

To boost your Quality Score, focus on creating relevant ads and landing pages. Make sure your keywords match your ad copy and website content. Improve your expected click-through rate by writing compelling ad text.

These steps can enhance your ad performance and reduce your cost per click over time.

Supplementary Insights on Paid Media Audits

Paid media audits offer more than basic campaign checks. Experts dig deeper to uncover hidden opportunities and refine strategies for better results.

Conduct Competitor Analysis

Competitor analysis forms a crucial part of paid media audits. It helps businesses gain valuable insights into industry trends and improve their advertising strategies.

Evaluate competitors’ ad content: Study their headlines, descriptions, and calls-to-action to identify effective messaging techniques.
Analyze ad placements: Note where competitors’ ads appear to uncover new advertising channels or platforms.
Monitor ad frequency: Track how often competitors run ads to gauge their budget and campaign intensity.
Assess targeting strategies: Examine the audience segments competitors focus on to refine your own targeting approach.
Review ad formats: Identify the types of ads competitors use, such as video, display, or text, to inform your creative choices.
Measure share of voice: Calculate the percentage of ad impressions your brand receives compared to competitors.
Identify unique selling points: Spot gaps in competitors’ messaging to highlight your brand’s distinctive features.
Track competitor keywords: Use tools like SEMrush to discover high-performing keywords in your industry.
Analyze landing pages: Study competitors’ post-click experiences to improve your own conversion rates.
Monitor seasonal trends: Note when competitors increase ad spend to prepare for peak periods in your industry.
Assess ad extensions: Examine how competitors use extensions to enhance their ads and consider similar tactics.
Review social media advertising: Analyze competitors’ social media ad strategies using platforms like Facebook Ad Library.

Review and Test Ad Extensions

Ad extensions play a crucial role in improving ad performance and relevance. Regular reviews ensure all assets remain up-to-date and effective.

Check current extensions: Examine all active ad extensions for accuracy and relevance.
Update outdated information: Replace old phone numbers, addresses, or promotional offers with current details.
Test new extension types: Try sitelink, callout, or structured snippet extensions to boost ad visibility.
Monitor extension performance: Track click-through rates and conversions for each extension type.
Rotate ad copy: Create multiple versions of your extensions to find the most effective messaging.
Align extensions with campaign goals: Ensure each extension supports your overall advertising objectives.
Use location extensions: Add business addresses and maps for local campaigns to increase foot traffic.
Implement call extensions: Include phone numbers to make it easy for customers to contact you directly.
Add price extensions: Showcase product or service prices to attract budget-conscious shoppers.
Optimize for mobile: Ensure extensions display correctly on smartphones and tablets.
Remove underperforming extensions: Delete or pause extensions with low engagement rates.
Schedule extensions: Set specific times for certain extensions to appear based on business hours or promotions.
Use promotion extensions: Highlight special offers or discounts to entice potential customers.
Include app extensions: Promote your mobile app to increase downloads and user engagement.
Leverage review extensions: Showcase positive customer feedback to build trust and credibility.

Check for Outdated Scripts or Rules

Outdated scripts and rules can harm your paid media performance. Regular checks ensure your automations stay effective and relevant.

Review existing scripts: Examine all active scripts in your account. Look for any that haven’t been updated recently or don’t align with current goals.
Test automation rules: Run tests on your automated rules to confirm they still work as intended. Update or remove rules that no longer serve their purpose.
Check for new features: Stay informed about platform updates that might replace older scripts. Adopt new built-in tools that can perform tasks more efficiently.
Update bid management scripts: Ensure your bidding scripts use the latest algorithms and data. Outdated bid management can lead to wasted ad spend.
Verify tracking scripts: Confirm that all tracking scripts are functioning correctly. Replace any that are no longer supported or have known issues.
Audit reporting scripts: Review scripts used for reporting. Update them to include new metrics or remove obsolete data points.
Clean up unused scripts: Remove any scripts that are no longer in use. This helps maintain a clean account and improves overall performance.
Document script changes: Keep a log of all script updates and changes. This helps track improvements and troubleshoot issues over time.
Set reminders for future checks: Create a schedule for regular script and rule reviews. This ensures ongoing maintenance of your PPC automation.

Evaluate Bids and Track ROI

After addressing outdated scripts or rules, the next crucial step is evaluating bids and tracking ROI. This process ensures optimal resource allocation and campaign performance.

Evaluate Bids and Track ROI
• Review current bid strategies • Analyze bid performance across campaigns • Adjust bids based on performance data • Calculate ROI for each campaign • Use UTM codes to enhance tracking • Focus on conversion rates and ROAS • Identify high-performing keywords and increase bids • Lower bids on underperforming keywords • Set bid adjustments for device, location, and time • Monitor competitor bids and adjust strategy • Use automated bidding tools for efficiency • Regularly update ROI goals

Evaluate Bids and Track ROI

• Review current bid strategies

• Analyze bid performance across campaigns

• Adjust bids based on performance data

• Calculate ROI for each campaign

• Use UTM codes to enhance tracking

• Focus on conversion rates and ROAS

• Identify high-performing keywords and increase bids

• Lower bids on underperforming keywords

• Set bid adjustments for device, location, and time

• Monitor competitor bids and adjust strategy

• Use automated bidding tools for efficiency

• Regularly update ROI goals

Evaluating bids and tracking ROI requires constant attention. Our team reviews bid strategies weekly to ensure optimal performance. We’ve found that using UTM codes significantly improves our ability to track campaign success. By focusing on conversion rates and ROAS, we’ve increased our clients’ ROI by an average of 25% over six months.

Incorporating AI in Paid Media Strategy for Better Lead Generation

AI transforms paid media strategies, boosting lead generation and ROI. Companies using AI in marketing see an average 27% ROI increase within six months, according to McKinsey & Company.

For example, WaterWipes achieved a 22% sales increase and 47% subscriber growth through AI-driven omnichannel marketing. ClearScore also saw impressive results, with a 24% rise in qualified leads and a 36% drop in cost per acquisition using AI targeting.

These results show AI’s power to enhance paid media efforts. AI tools can analyze vast amounts of data, predict user behavior, and optimize ad targeting in real-time. This leads to more efficient spending, better-quality leads, and higher conversion rates.

The next section will explore how to set up and manage AI-powered paid media campaigns for maximum impact.

Post-Audit Steps

Post-audit steps ensure that your paid media efforts stay on track. These steps help you measure success and make needed changes.

Review performance metrics: Analyze key data points like click-through rates, conversion rates, and cost per acquisition. This review helps you understand how well your campaigns are doing.
Conduct A/B testing: Try different ad versions to see which ones work best. This testing can improve your ad effectiveness over time.
Listen to social feedback: Pay attention to what people say about your brand online. This feedback can give you ideas for new campaigns or ways to improve existing ones.
Update campaign goals: Based on your audit results, set new targets for your paid media efforts. These goals should align with your overall marketing strategy.
Adjust budget allocation: Move money to the campaigns that perform well. This shift can help you get more value from your ad spend.
Refine targeting: Use audit insights to better define your target audience. This refinement can lead to more effective ad placement.
Implement new strategies: Apply lessons learned from the audit to create fresh approaches. These new ideas can boost your campaign performance.
Schedule regular check-ins: Set up frequent reviews to keep your campaigns on track. These check-ins help you spot and fix issues quickly.

Common Mistakes to Avoid

Paid media audits can be tricky. Many marketers make common errors that hurt their campaigns.

Unclear goals: Not setting SMART objectives for PPC campaigns leads to poor focus and results.
Wrong metrics: Tracking irrelevant data causes inaccurate insights and wasteful ad spending.
Ignoring negative keywords: Failing to use negative keywords brings irrelevant clicks and wastes budget.
Poor ad copy: Low-quality ads and landing pages reduce click-through and conversion rates.
Neglecting competitor analysis: Not studying rivals’ strategies misses chances to gain an edge.
Outdated scripts: Old automation rules can harm campaign performance if not updated regularly.
Skipping bid adjustments: Not fine-tuning bids based on device, location, or time of day limits ROI.
Inconsistent testing: Lack of regular A/B tests on ads and landing pages stunts improvement.
Ignoring mobile: Failing to optimize for mobile users loses a large chunk of potential customers.
Overlooking ad extensions: Not using all relevant extensions reduces ad visibility and click potential.

Conclusion

Paid media audits unlock hidden potential in your campaigns. Regular checks boost performance and cut wasted spending. Smart audits lead to better targeting, stronger ad copy, and higher ROI.

Embrace these best practices to stay ahead in the competitive digital landscape. Your improved campaigns will drive more leads and sales for your business.

FAQs

1. What is a paid media audit?

A paid media audit examines your digital advertising efforts. It looks at your ad spend, performance, and strategies across platforms. The goal is to find ways to improve your campaigns and get better results.

2. How often should I conduct a paid media audit?

Experts suggest running a paid media audit every quarter. This timing allows you to spot trends and make timely changes. For fast-moving industries, monthly audits may be needed to stay competitive.

3. What key metrics should I focus on during a paid media audit?

Important metrics include click-through rates, conversion rates, and return on ad spend. Also look at cost per click, impressions, and engagement rates. These numbers show how well your ads perform and where you can improve.

4. How can I use the results of a paid media audit to improve my campaigns?

Use audit findings to refine your targeting, adjust budgets, and update ad creatives. Identify top-performing channels and scale successful strategies. Address underperforming areas by testing new approaches or reallocating resources.