5 reasons why you should have a paid media audit
By Harry Dunn
Spreadsheets, data, comparisons, analysis. Doesn’t exactly enliven the soul with excitement, does it?
Well, er, actually for us it does.
There’s nothing we love more than helping clients get the most from their paid media budget – and an audit is a fantastic way to do just that. Not convinced? Read on to find out 5 different ways an external audit could benefit your business.
1. Identify areas of wasted spend
In the paid media world Every penny counts, so why would you want any of it to go to waste? Regardless of your monthly spend, an ads audit is an opportunity to identify any problem areas and ways to put budget to better use with different campaigns or techniques. You could also experiment geographically, demographically – or in a different business area entirely!
2. Get a fresh perspective
When you look at your own ads accounts every day, you can sometimes overlook areas that can be improved. Having an expert take a look at your ads account can provide a different outlook, and can open up opportunities that you may have not spotted before.
3. Set more ambitious goals
You may be thinking “I’m happy with my ads account performance, so there’s no need for me to have an audit”. That’s great! Even so, it doesn’t hurt to take a periodic review of your activity – and nine times out of ten we’ll still dig up something that’s stopping your ads performing at their very best.
Having an audit can help you avoid complacency by setting more ambitious goals. You may find there are ways to get more from your budget, or with a little extra investment, you’ll reap even more rewards. Ultimately, it’s all about ensuring your paid media is working hard to achieve your business goals.
4. Get clarity on meaningful conversions
A lot of people focus on clicks and impressions as metrics. These are a good starting point, but what do these metrics equate to? What are users actually doing once they reach your website?
If the answer to that is “I don’t know”, then diving into your tracking and the conversions you’re optimising towards is super important when it comes to understanding your user journey. You want your ads to be getting you meaningful results – so find out which ads are actually doing that for you and importantly, which ones definitely aren’t.
5. Move forward with a defined strategy
Following an audit, you’ll have a clear picture of your account’s strengths and weaknesses. Many of our clients use these insights to go on and develop a holistic marketing strategy, factoring in their newfound opportunities and challenges.
From there, you should be able to set short- and long-term goals that get you on the path to achieving your desired performance. Not to mention your wider business goals!
Need some help?
If you don’t know what you’re looking for, audits can be time-consuming. Benefit from those fresh eyes and leave it to the pros – get in touch with us today to find out about getting an audit of your ads accounts.