Account structure
Ascensor's PPC account audits ensure that your campaign designations follow a logical naming structure, so you can provide greater transparency should a handover need to take place. The same is true for the names of your ad groups, where it's vital to ensure that the target keyword focus is clearly identifiable in the ad group name.
As well as the important aesthetic elements, we focus on the functional aspects that are tailor-made for you, allowing you to showcase your products and services on a secure, engaging, professional site.
Keywords
We'll review your key terms and assess whether they need to be modified with broad, phrase and exact match terms. Negative keywords - which are applied to PPC campaigns to block your ads from appearing in search queries that include them - will also be evaluated.
We'll check that your brand keywords are used in a separate campaign to non-branded keywords and are driving traffic to landing pages that are thematically relevant to the campaign's goal.
Ad and landing page copy
Our PPC copywriting specialists will go through your ads and landing pages with a fine tooth comb and ensure that they all follow ad copy best practice.
We'll find which ones have the lowest click-through rate or quality score, check that keywords appear the optimal number of times, copy is customised to fit the ad group theme and there are clear CTAs in the PPC ad copy.
Budget
This one's key - we'll assess whether you are using your budget effectively, digging deep into your campaigns to uncover inefficiencies and potential missed opportunities.
