Do you wonder how to account for your advertising dollars? Are you spending thousands of dollars on Instagram and Facebook ads and Google Search ads and can’t work out whether they are working for you?
What is a digital advertising audit?
I look at all of your data available on your advertising platforms, and compare it to the traffic landing and converting on your website – no matter what your business goals. Inbound marketing is the main focus for the offsite audit. Looking specifically at what brings traffic to your website, including but not limited to:
- Digital banner ads – e.g. Google Ads, Retargeting ads, AdRoll
- Paid Search – e.g. GoogleAds Search Ads a.k.a. SEM
- Social Ads – e.g. paid advertising spend run on Facebook, Instagram, LinkedIn and Twitter
- Email campaign activity – e.g. owned email lists, 3rd party paid email lists
- Social Retargeting Ads –for example, ads served by social platforms once someone has visited your website. Facebook and Instagram retargeting ads are the most commonly used
- Referral – other websites referring traffic to your website, whether paid or occurring through organic activity or advocacy
- Influencers – e.g. Instagram influencers, bloggers, online magazines or other online sources of traffic whether paid or from personal advocacy
Website audit
The audit also looks at what’s going on on-site including:
- How your goals and events are setup and whether they are performing
- Landing page performance
- Time spent on site
- Bounce rates
- Time to conversion from different marketing channels
The full audit report will provide an invaluable benchmark to confirm the best performing inbound marketing channels relative to business goals and will help shape your next rounds of advertising campaign activity