In general, it is best to delay PPC testing after making major changes. You rely on data to tell the story of what happened to the account, so you want to collect data for a few months. Significant changes to the ad program can disrupt statistics and make data analysis more difficult.
PPC Audit testing can vary greatly in depth and detail. They have divided them into two general categories:
Let’s look at each of these categories in more detail.
Tool-based PPC testing can be done in-house or by an external consultant or agency.
This test uses software-based testing tools often combined with some sort of almost minor human analysis tool.
You will see this type of PPC testing performed by agencies or coordinators to promote their PPC administrative services. They will test your PPC system for free. After that, they will reimburse you for the recommendations they will use to cover their normal expenses.
There is nothing wrong with that. But these types of research are limited and can vary greatly in how useful they are. It depends on how much the research team relies on its tools, and how much time we spend understanding your business and your goals.
Items change quickly in paid search. What worked yesterday may not work today.
Considering how much of these “free” tests need to happen to find a new client, most do not involve an effort to understand your business. So they are superficial, failing to take into account the many characteristics of your clients, people, products, season, competition, and more.
Usually, an experienced external expert or agency conducts extensive PPC research to bring new ideas to your ad accounts. They start with conversations and change to get deeper into what drives traffic.
A comprehensive review should include all major advertising networks and forums. This may include:
When researching these networks and forums, PPC experts differ in their analysis. If you had five PPC experts doing the research, you would have got eight different ideas. Fortunately, many can agree most of the time, cunningly based on knowledge.
Let’s take a look at a sample of Google Ads. In Google Ads, PPC testing may analyze the following types of information.
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In general, PPC audits place a strong focus on the Google Ads Network due to its market dominance. Google holds about 92% of the search engine rankings worldwide (as of July 2020). By comparison, Bing has only about 3 percent and Yahoo has 2%.