Pay per click advertising is an extremely effective tool for getting your business in front of potential clients. But it only works if you’re doing it right. Let us make sure of that. At Captivate, we provide high-quality PPC audit services rooted in honesty, transparency, and ethics that will showcase new opportunities to increase the power of your online presence.
It’s not uncommon for business owners to make mistakes with PPC advertising. Unfortunately, it’s not something at which you can throw money and expect positive results. That’s where we come in. Successful PPC advertising is done through a targeted and precise approach. Our PPC audits will uncover any leaks and pitfalls in your current process, highlighting how you can spend money more efficiently to achieve the full potential of marketing your business.
The fact is that the majority of your success in the SEO and PPC advertising world will come via Google. Trust us, navigating the search engine’s complexities and constant evolution is a full-time job in it of itself, and it’s a lot easier to wander through those waters if you’ve got an experienced guide. As a Google Partner Agency, we here at Captivate are in sync with the latest updates and features. We’ll not only handle a Google Ads strategy for you, but we’ll keep you ahead of your competitors.
However, just because Google is king, that doesn’t mean other sources of revenue should be ignored. In fact, that’s a common mistake and can leave a lot of business on the table. Bing is a popular search engine for an older demographic of users. To reach these potential clients, a focused approach to Bing Ads can be a smart supplement to Google Ads — all part of a comprehensive PPC strategy.
The Internet is constantly changing and evolving. As a business owner, it’s vital for you to be ahead of what might lie ahead. Perhaps more importantly, you need to stay ahead of your competitors. And like all things in life, one of the most effective ways to beat your competitors is to understand their strategies. A competitive PPC audit will deliver immediate results to help you understand opportunities for your online footprint.
Review account, campaign, ad groups, keywords, ads, and landing pages.
Pinpoint priority weakness and pitfalls, and define specific action items.
Compare keyword data and trends with audit findings for strategic insight.
Revamp account structure, optimize keyword targeting, update ad creative.
Track changes in PPC activity, compare performance, and discuss results.
The most common issue we see with PPC account audits – for both Google and Bing Ads – is bloated ad groups. Bloated ad groups contain a wide range of keywords, often upwards of 30 to 50. Even if the keywords are related, PPC advertising is far more effective using specific, granular ad groups. Specificity allows each ad group to serve hyper-targeted ads to users searching those keywords. Within granular groups, keyword quality score, CTR, cost per click, and Ad Rank all improve.
Some online marketing professionals rely on software tools for their PPC data and insights. While these tools have their place, our PPC audits deliver on ROI with tangible, evidence-based findings, delivered with action items. Detailed audits require a minimum of 12-15 hours for a modest size account, which translates to $2,000-3,500 for most agencies.
Some agencies and consultants provide free PPC audits. In most cases, these are informal, software-generated PDFs. While insightful, these lack sufficient action items and interpretation.
Search marketing is the lifeblood of our company. We put SEO and PPC at the forefront of our business and its core competencies, reflected in the work we deliver. As we explore different accounts and opportunities — whether it’s for local PPC and Google Maps Ads or national campaigns — our PPC audits bolster depth, intelligence, and results. In most cases, we pinpoint problems in a matter of 5-10 minutes upon looking under the hood. We’ll convey this information through a casual phone call, or a full presentation to your team via screen share or in person.
A keyword quality score rates a keyword from 0-10 based on keyword CTR, landing page experience/engagement, ad relevance, search relevance, target devices, geographic performance, and account history. As these factors combine, they dictate how much you pay per click. To improve low-quality keywords, we assess CTR and click metrics, landing page behavior metrics, and bottlenecks hindering performance.