As the online marketing industry continues to expand and become both increasingly competitive, yet highly prosperous, it is more and more important to consistently optimize and review paid search accounts. Thus, whether you are just starting out with a small pay-per-click (PPC) marketing campaign or are currently in the middle of managing a large and established paid search account, a PPC audit offers multiple benefits for your future account performance.
To accommodate the needs of the PPC industry, Hanapin Marketing now offers professional PPC audits for accounts of any size. Work with our award-winning and professionally certified team of PPC professionals to review the strengths and weaknesses of a PPC account. Our team thoroughly reviews a PPC account’s structure, historical performance, use of fundamental PPC best practices, and other advanced PPC opportunities to ensure that our clients obtain the best results from their accounts.
The Hanapin Audit Process
Kick-off Call
At the beginning of our PPC audit, a meeting will be arranged between the client and two to four of our certified search marketing consultants. Through a series of questions, the Hanapin Marketing team will begin determining your key internal marketing strategies and expectations. We will then assess the goals of your PPC accounts, make suggestions for other goal-oriented paid search opportunities, and develop an initial plan for account review.
Account Review
During the account review, two to four of our search engine specialists and search engine technicians will individually perform in-depth account examinations. After the initial individual review period, the team assigned to the audit will come together for a collaborative brainstorming discussion to go over the individual findings. Finally, the lead search marketing consultant(s) for each audit will prepare a preliminary recommendations report for the “Feedback Meeting.”
Specifically, the account review covers, but is not limited to, the following areas:
Fundamental Core Assessment Areas
Basic Account Structure (Campaign-ad group-keyword relationships)
Basic campaign and ad group settings
Keywords and Negative Keywords
Ad Texts
Landing Pages
Display Network and Site Exclusions
Conversion Tracking
Advanced Assessment Areas
Display Network Managed Placements
Display Network Image Ads
Location Targeting Strategy
Advanced Conversion Opportunities
Advanced Bidding Opportunities
Ad Preferences
Google Analytics Tracking
Feedback Meeting
At the feedback meeting, you will again meet with the search engine marketing consultants from your kick off call. A preliminary audit report will be provided before the start of this session. During the meeting, the consultants will go over the internal Hanapin review process, share our findings, and elaborate on the areas in which account performance can be improved. During the meeting, you will have the opportunity to work with the Hanapin team to determine which account improvements will be most effective at accomplishing your individual account goals.
Final Audit Report
Our team provides not only an in-depth look at the strengths and weaknesses of your PPC account, but also delivers a prioritized and action-oriented list of recommendations to help guide you in the direction that best meets your marketing goals. After the feedback meeting, your Hanapin team will compile this report, which offers a unique insight into the performance of your account and specifically prioritizes our recommendations based on your feedback, Furthermore, for your future consideration, the report highlights a number of advanced PPC strategies that are often overlooked.
Follow-up Support
Here at Hanapin, we value client relationships and want to make sure your PPC accounts continue to grow and improve. Consequently, for the 30 days after the audit, we offer up to 4 hours of follow-up support for any implementation guidance you may seek after the completion of your PPC Audit Report.