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PPC Audit Complete Guide

How to conduct a PPC Audit for a website

A PPC Audit is an analysis before carrying out an online advertising campaign to identify competitive keywords with higher search volume and lower price per click. This analysis includes the segmentation of the target audience, the study of appropriate channels, competition, and investment return estimates.

At some point, you may have thought of investing money in advertising on Google or Facebook Ads. But be careful. If you do not carry out a PPC audit beforehand, you can notice terrible results and lose money. On average, 60% of advertising investment is wasted if you do not consider what we are going to tell you.

What is a PPC audit?

PPC marketing is fundamental. Its meaning is “Pay per click.” If you look at the top of the results of search engines like Google, the first positions belong to ads.

Depending on the words used in your search, some ads or others will appear. For example, the google algorithm situates the results of the companies that create campaigns in Google Ads in a personalized way for the user or final client.

When many companies want to display their ads or content for the same keyword, the problem occurs.

The way to solve this is by running an ad placement auction. Then the results of visits or purchases on your website with ads can vary exponentially.

Why is a PPC audit important in your business?

In Google Ads, an advertising company will create various text and multimedia or display ads to publish on the Google website, and the websites of third parties subscribed to Adwords PPC.

The billing of each google ad is complex since it does not depend on the views of the ad in its results but on the users who choose to visit your website by clicking on the ad.

In this way, the more times an ad is presented to users, and the less they click, the higher the price per unit click.

On the other hand, you have to take into account the competition. If, for example, you sell dog collars, not every time someone searches for “dog collars” on Google, an ad will appear among the results. It will depend on the geographic location and the PPC auction price.

How is a PPC campaign carried out?

Step 1: technical optimization

Correctly configure the Analytics and Google Search Console tools so that you can keep track of the visits you have received, the conversion rate (how many sales or registrations you have completed), and the bounce rate (how many people have left your website). A website without performing any action).

Step 2: Create a campaign strategy

It is essential to mark the objectives we want to achieve in the campaign to develop the appropriate strategy. Surely you think of “Sell more,” but your client has to go through a complex decision process before choosing your company to cover his needs.  

To do this, you have to analyze the general characteristics of your client’s avatar or “Buyer persona” and understand his concerns and wishes. And correctly choose the words or messages that match the search intent. Based on the type of traffic you are going to address, you can make three types of strategies:

  • Cold traffic: This is the acquisition of potential customers or leads that do not know you. They have a problem but do not know the solution. It isn’t easy to go on sale in this state because they do not know you, so it is appropriate to create a recruitment strategy with a news subscription or create a contact to give you more information about a product or service. It can also be used on social networks like Instagram to get followers or drive traffic to your website. It is the basis to enhance your visibility and increase fans of your brand.
  • Tempered traffic consists of making a campaign for users who already know your brand. In this case, the strategy is based on an accompaniment with information to decide your doubts. It can be downloading an e-book, a webinar, a free and limited demo, etc.
  • Hot traffic: These people have established a relationship or contact with your services. It is essential to create an affiliation and customer retention strategy with remarketing campaigns on Google and social networks. Showing them new products, updates, or value-added products to their purchase.

Step 3: Set up a PPC campaign

SEO Expert configures a campaign in the appropriate advertising tool, Google Ads, or in the case of PPC Social media in devices such as Facebook Ads. Each tool has its features, but you should generally pay attention to the difficulty of competing for keywords. For this, the Google Ads campaign builder offers a keyword planner.

The first option, “Discover new keywords,” is ideal for when you do not know which words or “Keywords” are more suitable or look for variations of the same that have less competition and therefore have better campaign results. Additionally, you can enter a referring domain in the word search form to analyze which ones you are using and adjust your strategy.

In the results, you can see a list of words relevant to the initial search word and the PPC of each of them.

The other tool is exciting since it allows you to predict the search volume of each word. In this case, you can consult an extensive list of words, loading it from a spreadsheet.

Step 4: Set the segmentation

The third step is to establish your target audience; we do not want to sell an accessory for animals to someone who does not have a pet. But, thanks to segmentation, we can define attributes such as age, gender, interests, location, the mobile device from which you browse, etc.

Step 5: Write well

Copywriting is a way of writing content to be more efficient on the internet. Your texts must be clear and concise. Use short, action-packed sentences.

Step 6: Final Tips

  • Do not twist the wording to include texts that google likes, be natural, and think of your reader
  • If you are an advanced user, create dynamic search ads (DSA), remarketing (RSLA), or portals such as Google Shopping
  • Use negative keywords, that is, those you want to avoid appearing in the search results.

Difference between SEM and PPC

SEM stands for Search Engine Marketing in English and is the set of marketing tools used to promote content among Google search results. So we can say that a PPC audit corresponds to an SEM strategy. The advantage of paid traffic is that it allows the range to be known more quickly than positioning valuable content by organic search (SEO).

Open your horizons: Yahoo and Bing.

Everyone has heard “Google it” refer to searching for something on the web, but did you know that there is a significant market on Yahoo and Bing. In the first case, many people continue to consult their news. And Bing is used as Microsoft’s default search engine.

Yahoo isn’t just a search engine; it’s a customizable home page for all your web trends. When the next scary movie is coming out or check out the latest sports scores, it’s all on Yahoo. The Yahoo search engine is a powerful research tool.

Even though Google in 2021 represents 95.96% of online traffic in Spain, 2.65% of Bing and 0.82% of Yahoo represent millions of user searches. So it can be attractive to do a PPC campaign in these media because they have less competition.

Like Google, Yahoo and Bing have a PPC program that will allow you to promote your company’s product or service to millions of web viewers. 

Yahoo has a media tool that allows you to choose a specific audience for your ads and even the time of day you want your ad to show.

Yahoo’s tool provides keyword suggestions and allows you to test and toggle your ad. 

It also allows you to promote yourself on all Yahoo content and product pages. For example, Yahoo’s ad program uses the keyword methodology used by Google. You can select keywords related to your service or products that will be used to determine your demographic group.

Yahoo’s program also allows you to select the maximum amount you want to pay each time your ad clicks. Like Google’s analytics programs, Yahoo provides all of its customers with analytics tools that show you how your ad is performing, allowing you to fine-tune your ad to fit your price and target demographic.

It also has an estimation tool that shows you what it will cost you to implement the pay-per-click program based on your selected keywords.

PPC audit in the rest of the channels

Generally, when we talk about PPC auditing, we tend to think of Google. However, there are other private distribution channels such as SEO Dubai where this digital strategy can be applied. For example, a PPC Audit can be done in any payment tool that allows you to monitor metrics natively. We detail the main ones:

Facebook and Instagram

We can use Facebook’s tool to measure the reach of our posts. For example, we can investigate the frequency of publication or users’ responses regarding the competition. For example, Facebook allows you to create advertising campaigns by audience segmentation and keywords.

Games and pay per click: You can create games as a means of advertising your product. 

Another possible campaign is affiliate marketing; users can also use affiliate sales links to earn extra money on Facebook.

Whether you want to use Facebook to keep in touch with your target audience or get new customers, Facebook and Instagram will be the right tools.

Create your marketing campaign on Facebook 

Grab that file and click Audience, create Audience, and choose Custom Audience. Now click on Customer List and then upload your email list. That’s it, simple as that. Remember that you can also upload a list of phone numbers to target your Facebook ads.

schedule your ads 

Suppose you choose the lifetime budget. Not available with the daily budget. That is why companies rarely use this feature. The lifetime budget is the total budget for your ad set and has no daily limit.

If there isn’t an established performance pattern for the campaign that already has a proven track record, it’s not a setup you want to play around with. So if you’re going to set up the separation of days and hours, go to Budget and Schedule in Ad Set, and then choose the schedule for your ad.


YouTube is the second place of consultation of information used after google. The advantage is that the search intent criteria are similar to the giant search engine, making it easier to estimate the PPC. 

Specific points of the competition must be considered, such as; The number of views of the videos and the format, Direct, webinars, tutorials.

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