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PPC Audit

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If you believe your Google AdWords and Microsoft BingAds campaigns are under performing, it might be time for a checkup. The Vizion paid search team performs a thorough examination of your existing campaigns setup, creative and metrics to determine where you have opportunities to improve your results.

The Vizion InsightsTM PPC Audit includes:

Executive Summary

A high-level description of the most important opportunities, deficiencies and improvements.

Conversion Tracking Confirmation

Verification that all conversion tracking is in place and tracking leads or sales as intended.

Campaign Settings Review

A thorough review of all of the core campaign settings within each campaign. These settings can include:

  • Ad delivery method
  • Ad rotation
  • Geo-targeting
  • Campaign naming conventions
  • Bid and budget opportunities
  • Ad extension opportunities
  • Network distribution settings
  • Mobile campaigns / device distribution

Keyword Strategy

A detailed analysis of the keyword strategy within each campaign. The analysis will include the following:

  •  Quality score optimization
  • Match type optimization
  • Brand keyword and URL variation expansion
  • Duplicate keyword issues
  • Keyword expansion
  • Ad group granularity
  • Display Network Distribution (AdWords and Facebook) *If applicable (additional fees apply)
  • Text and Image ad review
  • Demographic targeting
  • Site targeting
  • Campaign structure
  • Keyword selection
  • Remarketing/Behavioral Targeting

Ad/Creative Review

  • Messaging
  • Dynamic keyword insertion
  • Brand campaign ads
  • New Google ad extensions – SiteLinks, Call Metrics, etc.

Landing Page Analysis

  • Landing page copy
  • Landing page customization
  • Lead capture form behavior and error trapping

Opportunity Audit of Other Advertising Channels

Vizion will recommend additional ad platforms that could be used to drive incremental business – e.g. Twitter, LinkedIn<

Final Summary / Opportunity Assessment

Review of all components of the Audit and summation of opportunity/value assessment. Definition of roles/responsibilities, recommendations for how action items can be acted upon and assessment of whether or not outsourcing might make sense (if resources and/or necessary expertise do not exist in-house).

Final Deliverable

A detailed written report with actionable insight to “know” where you are with PPC advertising activities (relative to your competitors and/or where you need to be), specific recommendations for what you need to do to enhance your presence and guidance on how you can get this done. The Vizion Team will walk you through this report, ensure that you understand the “next steps” and deliver recommendations which are (a) easy to digest and (b) easy to implement.