Audit of contextual advertising
Google AdWords Contextual Advertising – is a powerful tool for promoting online services and products. Its advantages include fast and evident results, flexibility, and high efficiency. But it is impossible to achieve the expected result with the wrong settings of advertising campaigns.
When does contextual advertising not work?
It usually happens due to incorrect advertising settings, incorrect segmentation of the target audience, and calculations. You should order an audit of contextual advertising if its effectiveness has decreased compared to the previous period if it costs more profit, and you are not sure about the correctness of its settings. A fresh look and objective advice will help you get out of a difficult situation.
How to understand why contextual advertising does not work?
There are several reasons.
Here is a list of the most common disadvantages of contextual advertising
A Google Adwords audit will help you identify and resolve all these issues.
How to audit contextual advertising
The audit of the Google Ads campaign consists of several successive stages:
1. Identification and goal setting.
2. Analytics of available data and analytics systems.
3. Check the settings of advertising cabinets.
4. Definition of advertising campaign strategy.
The audit of online advertising can be basic and detailed. The audit of online advertising can be basic and detailed. Experts recommend a basic express audit at the first stage of cooperation to detect gross errors in the settings of advertising offices. This service allows you to find the best solution for each type of business at the beginning.
After correcting obvious gross errors, or if they are not detected, you can proceed to the next stage — a detailed audit.
What does the audit of an advertising campaign in Google Adwords include?
1. Audit of the Adwords PPC account:
- check the contextual advertising settings: geotargeting, language, budget, correct display on different devices and use of different types of advertising campaigns, check the connection with analytics systems, an ad showing strategies, and bidding;
- checking the structure of the account, its clarity, and scalability, ease of management;
- checking the relevance of the keywords of the advertising campaign to key queries, their correct grouping, conversion, and positions;
- checking the correctness of the set rates and budget distribution between campaigns;
- checking search queries, the correctness of work with them, and with "negative words";
- checking ads for relevance to queries and completeness of the text; checking their positions, relevance, and correctness of the tags;
- errors detection when working with landing pages, checking the correctness of destination URLs.
2. Analytics systems checking:
determination of the correctness of data processing, transmission
analysis of the number of pages viewed, the number of failures, and the correct operation of the goals;
коректної роботи цілей
analysis of losses through the rating/budget.
3. Conclusions and recommendations:
analysis of competitors' activities;
further strategy and settings up
of advertising campaigns in Google Adwords.
The main goal of specialists is to reduce the cost of clicks and increase the reach of the target audience, to make your advertising as targeted as possible to those who may find it helpful. However, you can't make decisions based solely on your conversion cost and cost per click.
Specialists also carry out additional work: track the lead's follow-up after a successful order and compare with competitors to understand why you can't afford to set the bids as they do.
After a detailed audit, you can move on to finding solutions to correct the current situation and achieve the best results.
What contextual advertising audit results will you receive?
You'll learn about the strengths and weaknesses of your campaign: what your customers like and don't like, and how effective your advertising campaigns are.
You'll also get a list of tips for improving your advertising: tips for setting up advertising campaigns and ads, semantics and a list of negative keywords, and suggestions for using previously unused Google tools.
You'll raise the effectiveness of Google Adwords contextual advertising without increasing your budget: You'll learn which areas to work on and which channels to develop to reduce your cost per click and increase your site traffic and sales.
Price for audit of contextual advertising
The cost of work depends on the type of site. There are several types of sites:
With a list of services;
With a list of products;
What do you need to do to conduct an audit?
access to Google AdWords advertising accounts;
access to the Google Analytics analytics system;
connected call tracking;
order information, as well as customer feedback;
identifying specific campaign issues;
setting a realistic business goal for the advertising campaign.
How fast is an advertising account audited?
Before starting work, it is necessary to collect data and conduct preparatory work, and only after that do the company's specialists join the process. An analysis of the effectiveness of contextual advertising takes one week. During four days, the specialist observes, analyzes, and processes information, after which he spends one day writing the text of the conclusion and developing recommendations
What are the advantages and disadvantages of an external audit?
A "side view" will allow you to identify problems better.
Specialists will promptly solve your problems and offer ready-made solutions.
Third-party experts do not always understand the specifics of the business.
There is a risk of encountering unscrupulous professionals.
Therefore, it is important to order contextual advertising services only from reliable companies. Choose a company that is ready to take responsibility for the result and ask for feedback on its work.
You can order an audit of the advertising campaign from our digital agency Lanet CLICK. Our experienced, competent PPC specialists will analyze, develop recommendations, and, if necessary, set up Google Adwords advertising campaigns at the best rates.