To identify gross errors in the advertising
campaign, which lead to the drain of the budget or shortcomings, because of which advertising
does not bring the desired result;
To identify shortcomings for making certain business
decisions (change of contractor, redistribution of marketing budgets, connection/disconnection
of channels and tools).
Audit of advertising campaigns
checking the quality and completeness of the
semantic core (keywords); checking the completeness of the use of advertising publisher
tools (search, network, classroom targeting, etc.).); checking account structure and
advertising campaigns; analysis of display strategy and bid management; checking all
sorts of clarifications (minus words, geo-and time targeting, prohibited areas, bid adjustments,
etc.) and all sorts of extensions (quick links, pictures, etc.).); checking UTM-tags or
their analogues; quality and structure audit of ad texts, their compliance with landing
pages and keywords; analysis of different sub settings (site monitoring, the FSD, the
constraints of the budget and so on.); check a few more points, including CTR, display
positions, availability of Metrics/Analytics, etc.
The check list for
verification
In addition, the customer can put specific
questions to the expert ("something is not enough": few appeals from advertising, little traffic
(clicks), etc.). The expert will be able to answer them only through the results of the audit.
What is the benefit?
The customer receives the report in any
form. Whether it's a brief summary of what he has done well in the advertising campaign, and
what needs to be corrected. In addition, he is likely to receive a commercial offer to support
the advertising campaign.
Can the customer fix these defects himself or
with the current contractor?
Sure it can!
You have to understand 2 things:
1.
By the and of Express audit you won't get a detailed technical specification for correction.
This is a paid but effective audit.
2. If the results of the audit revealed serious
problems in the advertising campaign, it is better to eliminate defects with a new contractor.
In any case, this is the first and important point in restarting the business.
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