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So, you’ve set up your international PPC campaign, uploaded everything, and got it up and running. That’s the end of it, right?
It’s important to conduct regular audits on your PPC campaign, so that you can spot any problems quickly and make changes to improve performance.
So, what should you include in your international PPC audit?
One very important thing you should examine is ad performance. You might want to pause ads that are performing poorly, so that your other ads can get more visibility. You should also look at your site links in terms of relevance and performance. Again, you might want to remove or improve any poorly performing ones. You should also look to see if you are missing out on impressions or clicks due to problems with your budget or rank.
Another thing you should look at is keywords. Conduct a match type analysis and check whether your keywords are optimised for a high quality score. You should also check if your search terms are relevant and up-to-date for your target audience. Also, make sure that your keywords are not competing against one another between ad groups.
Another thing you should check are your landing pages. Check that they are relevant to each ad group and that they match up with the call-to-action in the ads. Make sure you check that the ad copy is relevant and high quality too, using a native speaker of your target language.
And finally, check that nothing is broken. Make sure everything is working as it should and that your conversions are being tracking properly.
Do you have any other international PPC audit tips? Let us know in the comments below!