With the majority of the world locked down, and some industries facing a period of diminished demand, digital marketers could be finding themselves as a loose end when it comes to how to be effective in their role.
If your budgets have been cut and your targets ripped up, how do you make yourself productive?
Well, at some point the lockdown will end. Or potentially before that happens, your market starts to crawl back into life and you need to be ready to be active again. The challenge is always the timescales, nobody right now can say when this might occur.
In this scenario the best thing to be doing is getting you house in order for the time when demand returns. The businesses that get the most out of the return of demand, will be the ones that are prepared and ready to be better than before.
And what better way to prepare than a thorough audit of your digital activity?
Audit…the very work conjures up visions of rigid suits, brief cases, and disapproving looks. But it doesn’t have to be this way, especially when it comes to PPC.
PPC Audit’s on the rise
Since lockdown in the UK, I have experienced an increasing demand for professionally conducted PPC and Paid Media audit’s. Business who are either in a good position during COVID-19, or those that want to be in a better on once they come out of it.
And these audits don’t have to be an onerous task. Think of them more of a health check. The objective is not to find what is wrong, but what could be done differently to achieve better results. And a good audit should also highlight the good things about PPC and advertising activity, as well as the areas for improvement.
What to audit
A good audit of your digital activity will cover everything from the top level down to the minutia. Often the contents of the final audit are dictated by findings as you go along, no two should be the same. There are however some standard areas that and places to start:
Overall digital approach audit
- Budget allocation and split
- Day of week performance and optimisation
- Time of day performance and optimisation
- Platform use and performance
- Analytics and reporting accuracy
- Performance goals and KPIs
- Return on investment metrics
Google Ads audit items
- Campaign/Adgroup structure
- Match type use
- Ad copy format utilisation (ETA’s & RTA)
- Ad extension utilisation and/or improvements
- Device approach and performance
- Audience use and performance
- Location targeting
- General campaign settings
- Bid strategies (current & Opportunities)
- Conversion tracking
- Search query performance
- Quality score analysis
Paid Social Audit Items
- Social platforms used in relation to target audience
- Ad formats
- Ads and messaging
- Performance in line with business objectives
- Campaign settings in line with business objectives
- Optimisation targets and budget assignment
- Audience settings
- Audience segmentation
- Audience performance
- Budgets against potential opportunity
- Conversion attribution settings
This list seems long and is far from conclusive, but each point may only be a small check and you may find everything is fine. Others send you down a rabbit whole that takes a little longer to unravel!
By the end of it you have an action plan and you know exactly the steps to take to make sure you are in perfect condition to either make the most of the market now, or be ready to when the demand comes back around.
If you think your paid activity could do with an audit, get in touch HERE and let’s see how I can help.