When should you conduct an audit of advertising campaigns?

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To achieve maximum results from advertising, conducting an audit is a necessary step. An audit should be conducted in the following cases:

When there are significant changes in strategy or budget.
If you see a decrease in clicks, conversions, or return on investment.
For prevention, it is recommended to conduct an audit every 6-12 months.
After updates to the algorithms or azerbaijan telegram data policies of advertising platforms.
If you have redesigned your site or made significant changes to the content.
If there are doubts about the effectiveness of existing advertising campaigns.
Read also: Simply about complex PPC: in detail about CTR, ROI, UTM, KPI and more

What is included in a contextual advertising audit?
A contextual advertising audit begins with communication between the client and the agency. When a client requests an audit, a team of specialists first identifies the project’s goals, problems, and needs. This information is the basis for creating a brief, a document that guides the specialists’ work.

At the initial stage, the client's target audience, niche features, level of competition, etc. are also clarified. After that, specialists gain access to the client's advertising accounts, as well as Google Analytics and Google Tag Manager, and proceed to the technical part of the audit. At this stage, the following are checked:

advertising account settings and structure;
advertising campaign settings: types, daily budget, negative keyword lists, geotargeting, languages, etc.;
semantics;
ad texts;
traffic quality.
Additionally, an audit of competitors' contextual advertising can be conducted. In this case, the main competitors in the niche are identified, their semantics, ads, landing pages, and advertising quality metrics are examined.

Based on the data received, detailed recommendations for advertising optimization are formed and transmitted to the client.

Of course, the procedure for conducting contextual advertising analysis may vary depending on the specifics of the business. The main stages and work plan are discussed at the stage of forming the brief.