For businesses in the Philippines, running a Pay-Per-Click (PPC) campaign is a proven way to reach potential customers and grow sales. However, even the best PPC campaigns need regular audits to stay effective. A PPC campaign audit helps you find areas for improvement, reduce wasted spending, and maximize results.
This guide explains how to perform a PPC campaign audit to ensure your ads are delivering the best return on investment (ROI).
What Is a PPC Campaign Audit?
A PPC campaign audit is a detailed review of your campaign’s performance. It involves analyzing key elements such as keywords, ad copy, targeting, and budget to identify what’s working and what needs improvement.
For businesses in the Philippines, this is especially important in competitive markets like retail, travel, and e-commerce, where small changes can make a big difference.
Why Audit Your PPC Campaigns?
- Optimize Performance: Find out which parts of your campaign are underperforming and fix them.
- Save Money: Identify wasted spending and reallocate your budget to more effective areas.
- Stay Competitive: Regular audits help you adapt to changes in customer behavior and market trends.
- Improve ROI: Ensure every peso you spend on PPC ads delivers maximum value.
Key Steps to Perform a PPC Campaign Audit
1. Set Your Goals
Start by defining what you want to achieve with your audit.
- Example Goals:
- Reduce cost-per-click (CPC).
- Increase click-through rate (CTR).
- Boost conversions (e.g., sales, sign-ups).
2. Analyze Your Campaign Structure
Review how your campaigns and ad groups are organized. A clear structure ensures your ads are targeted and relevant.
- Best Practices:
- Organize campaigns by theme or goal (e.g., “Manila Store Promotions,” “Online Sales”).
- Keep ad groups tightly focused on specific products or services.
3. Review Keywords
Keywords are the foundation of your PPC campaign. Check if they are targeting the right audience.
- What to Look For:
- Are your keywords relevant to your business?
- Are you using the right match types (broad, phrase, exact)?
- Do you have a list of negative keywords to block irrelevant searches?
- Example: A Cebu-based restaurant might use keywords like “best seafood Cebu” and add “recipes” as a negative keyword to avoid irrelevant clicks.
4. Evaluate Ad Copy
Your ad copy needs to be clear, engaging, and relevant to your audience.
- What to Check:
- Headlines: Are they attention-grabbing?
- Descriptions: Do they clearly explain your offer?
- Call-to-Action (CTA): Is it encouraging users to click?
- Tip: Test different versions of your ad copy to see which performs best.
5. Assess Landing Pages
Your landing pages must match the promise of your ad and provide a great user experience.
- What to Review:
- Relevance: Does the landing page match the ad’s message?
- Design: Is it easy to navigate?
- Mobile Optimization: Does it load quickly and work well on mobile devices?
- Example: A Makati-based gym advertising “Free Trial Workouts” should direct users to a landing page with a simple sign-up form.
6. Check Targeting Settings
Ensure your ads are reaching the right audience.
- What to Check:
- Location Targeting: Are your ads shown in the right areas (e.g., Metro Manila, Cebu, or Davao)?
- Demographics: Are you targeting the right age group, gender, or interests?
- Device Targeting: Are your ads optimized for mobile users?
7. Evaluate Budget and Bids
Look at how your budget is allocated and whether your bidding strategy is effective.
- What to Check:
- Are you spending too much on underperforming keywords?
- Is your bidding strategy aligned with your campaign goals (e.g., manual CPC, target ROAS)?
- Are you using bid adjustments for devices, locations, or times of day?
8. Measure Performance Metrics
Analyze your campaign data to identify strengths and weaknesses.
- Key Metrics to Monitor:
- CTR (Click-Through Rate): Are people clicking on your ads?
- Conversion Rate: Are clicks turning into sales or leads?
- Quality Score: Is Google rating your ads and keywords as relevant?
9. Analyze Competitor Activity
Check how your ads compare to competitors in the Philippines.
- What to Look For:
- Are competitors outranking your ads?
- What keywords and offers are they using?
- Can you offer something more compelling, like discounts or free delivery?
10. Create an Action Plan
Based on your audit findings, outline specific steps to improve your campaign.
- Example Action Plan:
- Pause underperforming keywords.
- Add new negative keywords to reduce wasted clicks.
- Rewrite ad copy to highlight a unique selling point.
- Optimize landing pages for mobile users.
Common Mistakes to Avoid During a PPC Audit
- Skipping Negative Keywords: Not filtering out irrelevant searches wastes your budget.
- Ignoring Low-Quality Ads: Ads with poor Quality Scores increase your costs.
- Neglecting Landing Pages: A great ad is useless if the landing page doesn’t convert.
- Focusing Only on Clicks: Measure conversions to see if clicks are turning into sales or leads.
Tools to Help with PPC Audits
- Google Ads Dashboard: Offers insights into campaign performance and areas to improve.
- Google Analytics: Tracks user behavior after they click your ad.
- SEMRush or Ahrefs: Analyzes competitor activity and keyword performance.
- Google Keyword Planner: Helps refine your keyword strategy.
How PPC Audits Benefit Philippine Businesses
Regular PPC audits ensure your campaigns:
- Stay relevant to changing customer needs.
- Deliver better results for every peso spent.
- Stay competitive in crowded markets like Manila, Cebu, and Davao.
For example, a Tagaytay resort auditing its PPC campaign might discover that ads targeting “luxury stay Tagaytay” perform better than broader terms like “hotels in Tagaytay,” leading to better ROI.
Final Thoughts
Performing a PPC campaign audit is essential for businesses in the Philippines to stay competitive and maximize their marketing budget. By following these steps, you can identify areas for improvement, optimize your campaigns, and achieve better results.
Make PPC audits a regular part of your marketing strategy to ensure your campaigns continue delivering value and helping your business grow. Ready to start? Take the first step by auditing your PPC campaign today!