Steps to complete a paid media audit.
*Watch the attached video for step by step walkthrough*
Competitive Audit
Run an audit on competitors: what are they currently doing in their paid media strategy?
- First, open this link and copy the three templates in this folder. Move your copies to the client folder you are working on and rename them.
- The next step should be in the template called "PPC Audit Checklist"
- Then, get a list of 4-6 Competitors. At least 2 of them need to be running paid ads. You can either google their brand name and see if they are bidding on it or put them into Spyfu (See steps below) to see if they are running paid ads. Login
- On SpyFu click on PPC Research. Enter in a competitors URL's. Click on the competition tab. you will have to scroll to see the data. Sometimes the competitor isn't running any paid ads. Just put in zeros on the spreadsheet.
- Copy the information for that competitor
Domain - Overlap – Common Keywords - Monthly Paid Keywords - Monthly Paid Clicks - Monthly Ad Budget - Run this step for all competitors.
- Now pull keyword data in Ahrefs. Click here. You will do this by putting the competitor URL in Site Explore and searching include all subdomains.
- Once you have the competitor data, go to the paid keywords section on the right.
Opportunity Audit
Identify transactional keywords with a low CPC and low competition that will effectively attract the target audience, forming the foundation for evaluating the success of our paid media strategy and ensuring efficient progress for the client.
Example:
Suppose you're working with a pest control company. One suitable transactional keyword could be "affordable termite exterminators" Here's why this keyword fits the criteria:
Transactional Intent: Users searching for "affordable termite exterminators" are actively seeking pest control services, indicating a clear transactional intent.
Low CPC: Through research, you've found that the CPC for this keyword is relatively low, allowing for cost-effective ad placement.
Low Competition: You've also discovered that there is limited competition for this specific keyword, increasing your chances of gaining visibility in your target market.
By strategically selecting keywords such as "affordable termite exterminators" and others with similar characteristics, your paid media campaign aims to efficiently attract potential customers seeking pest control services. These keywords serve as the foundation for evaluating the campaign's success, as they help drive relevant traffic and conversions for your pest control client.