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Paid Search Audit

Are you getting the most from the time and money you invest in paid search?

 

Is lack of data blinding you to wasted spend and missed opportunities?

 

 

Request an audit

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Make Sure You are Visible When Your Buyers Search Online

Paid search is a key B2B marketing channel, targeting buyers as they conduct online research throughout the buying process. But many businesses struggle to use paid search effectively: it’s complicated, constantly evolving, and highly competitive.
 
Without a consistent and dedicated effort to optimise paid search, inefficiencies are inevitable – and worse, campaigns can even become counterproductive.

 

The Solution... Get A Paid Search Audit to learn how you can quickly improve your results

 

Our paid search audit sets you on the path to efficient, productive paid search campaigns. Our thorough review of your paid search accounts and campaigns provides you with a prioritised list of fixes, enhancements, and opportunities. You can then take these recommendations and tackle them one by one, quickly turning paid search into a more effective component of your marketing mix.

 
Request an audit
 

7 Problems Indicating You Need A Paid Search Audit

  1. Doomed From Birth – Some configurations aren’t set up right. Just one wrong setting can make underperformance inevitable.
  2. Distraction and Inaction – You know your campaigns need work, but you’re struggling to find time to prioritise it.
  3. Set and Forget – Your campaigns have been running for months without close management or granular performance review.
  4. Stuck In The Past – You’ve stuck to the same targeting and bidding strategies for months – or years. You haven't adopted new features and tactics – but your competitors have…
  5. Flying Blind – Without real-time dashboards you've no idea how well paid search is doing or how it compares to other tactics.
  6. Frankenstein Campaigns – Multiple teams have tinkered with your paid search over time, leaving a bloated, confusing account.
  7. No Test, No Learn – You lack a testing strategy and thus, fail to identify ways to increase performance and lower cost.

Just some of the insights you will discover with an audit:

  • Are you targeting the right audiences, and doing so in the most efficient way?
  • Are you accurately recording campaign performance?
  • Are you using optimal bidding tools and strategies?
  • Are you paying too much – or bidding too little – for your priority keywords?
  • Are you wasting budget on unproductive keywords and ads?
  • Is your quality score driving down your performance – and driving your costs up?
  • Are your ads optimised to drive engagement?
  • Do your campaign landing pages follow best practice?
  • What quick wins could delivery rapid improvements in campaign performance?

What Do You Get From Your Paid Search Audit?

  • Detailed report covering 40+ points of analysis
  • Correction of critical errors as part of the audit process
  • Prioritised recommendations on action steps to optimise your campaigns
  • Recommendation of tests to undertake to improve performance
  • 1-hour presentation of key findings and recommendations
  • Support in executing recommendations, as required
  • Full documentation in a PDF report, with supporting data in Excel where relevant
Request an audit

Who Is The Paid Search Audit Designed For?

B2B Marketing Teams

  • B2B marketing teams whose paid search campaigns aren’t producing like they used to
  • B2B marketing teams with paid search campaigns that are getting more expensive, without a commensurate increase in quality leads
  • Any B2B marketing teams with active or dormant campaigns in Google Ads and/or Microsoft Advertising

B2B C-Suite Leaders

  • B2B sales, marketing, and commercial leaders managing a transition between external agencies, or seeking an independent assessment of the external support they’ve been getting
  • B2B sales, marketing, and commercial leaders looking to maximise returns from their demand gen investments
  • B2B marketing leaders considering bringing their paid search in-house – or outsourcing it
Request an audit

Frequently Asked Questions

Q.What does the process look like?

First, you grant us access to your paid search platforms (usually your Google Ads account and Microsoft Advertising account, if you have one). We’d also like access to your Google Analytics account, to ensure it is properly linked to Google Ads. Then, we’ll go through 40+ checks of your account and record any areas ripe for improvement. If there is anything urgent, we’ll let you know right away and talk through options for an immediate fix. Otherwise, we’ll complete the audit and present to you a prioritised list of recommendations in the form of an optimisation timeline that you, or a third party, can implement over time.

Q.Can I conduct an audit myself?

You certainly can. If you or your team are skilled at managing paid search, self-service is a viable option. There are also plenty of blog posts and YouTube videos offering guidance. However, a DIY approach can be slow and error prone; while using the same people who set up the accounts and campaigns is less likely to unearth the hidden settings and approaches they didn’t adopt in the first place.

Q.I trust my paid search manager / team to do a good job. Do I need an audit?

No doubt your paid search team is diligent and very good at their jobs – and these are the teams we most enjoy working with. Despite their skill and dedication, they too have distractions and urgencies that might result in steps being rushed and key details missed. We also find that teams often inherit account settings that they don’t review – they are too focused on getting the latest campaign live. As an independent third party, we can provide an objective, detailed review that in-house staff typically do not have time to deliver. We also conduct audits constantly, so you benefit from our knowledge of best practices and benchmarks from other companies just like yours.

Complete this form and we’ll be in touch within 24 hours to discuss your audit

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