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How to do PPC Audit to reduce ad spend?

How to do PPC Audit to reduce ad spend?

Are you investing in Google Ads PPC campaigns that aren’t optimized by your PPC account manager? It’s possible that you’re spending a lot on acquiring leads without ensuring your campaigns are optimized for success. In my experience leading teams in digital marketing agencies, I’ve seen many PPC accounts not receiving enough attention for audits, which often results in high lead costs.

Here’s a simplified step-by-step guide to help you conduct an effective PPC audit and improve your campaign performance:

PPC Audit Overview:

A PPC audit is a comprehensive review of your pay-per-click advertising campaigns. It involves analyzing various aspects such as campaign structure, settings, targeting, keywords, ad creatives, budget allocation, and overall effectiveness. The goal is to identify strengths, weaknesses, and areas for improvement.

Importance of PPC Audit:

Conducting a PPC audit is crucial to ensure your advertising campaigns are optimized for maximum performance and return on investment (ROI). It helps uncover inefficiencies, eliminate wasteful spending, and seize missed opportunities, leading to better outcomes.

The PPC Audit Procedure: A Step-by-Step Guide

1. Review Campaign Settings

The foundation of any successful PPC campaign lies in its settings. Start by evaluating your campaign settings to ensure they’re aligned with your goals. One crucial aspect to consider is location targeting. If your business caters to specific geographical areas, verify that your campaign settings accurately reflect this. You don’t want to waste precious ad rupees on users who are unlikely to convert due to irrelevant targeting.

2. Assess Bid Strategy

Your bid strategy can make or break your PPC campaigns. Take a deep dive into your bid strategy settings and ensure they’re in line with your objectives. For instance, if your primary goal is lead generation, prioritize bid strategies that focus on maximizing conversions rather than impressions. By aligning your bid strategy with your goals, you can optimize your budget allocation and drive better results.

3. Analyze Keyword Performance

Keywords are the lifeblood of your PPC campaigns. Analyze the performance of your keywords meticulously. Look at metrics such as click-through rate (CTR), conversion rate, and cost per conversion. Identify high-performing keywords that are driving conversions efficiently and contributing to your campaign’s success. Conversely, weed out irrelevant or underperforming keywords to streamline your campaign and improve overall efficiency.

4. Evaluate Ad Performance

Your ads serve as the face of your PPC campaigns. Therefore, it’s crucial to analyze ad performance reports to identify ads with high click-through rates (CTR) and conversion rates. These key performance indicators (KPIs) provide valuable insights into engagement and action. By optimizing ad creatives through refining messaging, visuals, and offers, you can enhance engagement and drive conversions. Always remember, compelling ad creatives can have a significant impact on the success of your campaign

5. Assess Landing Page Quality

In a PPC campaign, landing pages play a pivotal role in converting ad clicks into leads or sales. A well-designed and organized content, along with a clear call-to-action (CTA) button, can significantly increase lead generation and inquiries. Compare your landing pages with those of your competitors and make necessary changes with the assistance of specialist website developers. Ensure that your landing pages align with your ad messaging and provide a seamless user experience. Test interactive elements such as forms and buttons to ensure they function flawlessly and encourage desired actions from visitors. Analyze performance metrics such as bounce rate and conversion rate to identify areas for improvement and optimize your landing pages accordingly

6. Examine Budget Allocation

Analyzing your budget allocation is crucial for optimizing your spending effectively. Allocate resources to high-performing campaigns while considering adjustments or pausing underperforming ones. By reallocating your budget based on campaign performance, you can maximize the ROI of your PPC efforts and drive better results.

7. Measure Performance

Finally, leverage analytics tools to track campaign performance and key metrics over time. Monitor changes post-audit to gauge the effectiveness of your optimization efforts. By making data-driven decisions and continuously refining your strategies, you can iteratively improve the success of your PPC campaigns and achieve better results.

In Conclusion

A PPC audit is not just a one-time task but an ongoing process. By following these steps and continuously refining your campaigns, you can optimize performance, reduce costs, and drive better results. So, roll up your sleeves, dive into your PPC campaigns, and unleash their full potential

Google Discovery Ads vs. Display Ads: Insights from a Top PPC Agency

Google Discovery Ads vs. Display Ads: Insights from a Top PPC Agency

Are you struggling to optimize your paid advertising campaigns? Let Google’s AI take the guesswork out of the equation! Partner with Sanat Haldar, your go-to expert for setting up Discovery Ads that drive conversions and deliver accurate ads to the right audience.

As a leading PPC agency, we understand the significance of choosing the right ad format to achieve your marketing goals. In this article, we’ll explore the differences between these two powerful ad types and provide real-world examples to help you make informed decisions for your campaigns.

Google Discovery Ads

Google Discovery Ads offer wide range of opportunity to capture users’ attention while they explore their interests across various Google platforms. Let’s dive into what makes Discovery Ads unique:

Google discovery Ad Example
  1. Ads are shown on Google’s own properties, including YouTube, Gmail, and the Discover feed. So that your ads have the potential to reach a large and engaged audience.
  2. Discovery Ads are highly visual, with a focus on images and headlines. It is ideal for brands who want to create a strong visual impact.
  3. Discovery Ads are targeted based on users’ interests and past browsing behavior. 

Example 1 - Discovery Ad for fashion retailer

Imagine you’re an online fashion retailer, and you want to introduce your brand to potential customers interested in fashion. A Discovery Ad showcasing your latest collection could appear as users scroll through their personalized Google Discover feed or while they watch fashion-related videos on YouTube.

Example 2 - Discovery Ad for travel agency

Suppose you’re a travel agency aiming to attract adventure enthusiasts. A Discovery Ad featuring an awe-inspiring image of a thrilling adventure destination could be displayed in users’ Gmail Promotions tab, sparking curiosity and inspiring them to explore further.

Google Display Ads

Google Display Ads provide a versatile platform to display visually captivating creatives across an extensive network of websites and apps. Here’s why Display Ads are an essential component of your PPC strategy:

Google Display Ad Example
  • Display Ads can be used to reach a wide range of audiences. You can target your ads based on demographics, interests, keywords, and even websites and apps that your target audience visits.
  • Display Ads can be highly creative. You can use different ad formats, such as image ads, video ads, and interactive ads, to capture users’ attention.
  • Display Ads can be used to retarget your website visitors. You can show your ads to people who have already visited your website, but haven’t taken any further action.

Display Ads for e-commerce store example

Let’s say you’re running an e-commerce store selling premium audio equipment. With Display Ads, you can target users who have previously visited your website but haven’t made a purchase. Your ad showcasing the latest noise-canceling headphones may entice them to return and complete the transaction.

Display Ads for software company example

Suppose you’re a software company offering a productivity tool for businesses. Display Ads allow you to reach decision-makers in specific industries by targeting websites and apps relevant to their business needs. Your ad displaying the benefits of your tool could appear on industry-specific blogs and news sites, attracting potential clients.

Choosing the Right Ad Format for Your Campaign

As you plan your advertising strategy, understanding when to use Discovery Ads and when to use Display Ads is crucial. Here’s a step-by-step approach to choosing the right format:

Campaign goals :

Identify your campaign goals. Are you looking to increase brand awareness, generate leads, or drive sales? Each ad format aligns better with certain objectives.

Target audience’s :

Understand your target audience’s preferences and interests. Discovery Ads are great for reaching new users with visually stunning content, while Display Ads work well for retargeting and precise targeting.


Creative :

Evaluate your available creatives. If you have eye-catching images and engaging headlines, Discovery Ads can showcase them effectively. For interactive or custom ad formats, Display Ads provide more flexibility.


Cost Comparison:Google Discovery Ads vs. Display Ads

Discovery AD Costs

In terms of cost, Discovery Ads are typically more expensive than Display Ads. This is because Discovery Ads are shown to a more targeted audience, and they are more likely to be clicked on. However, the cost of Discovery Ads can vary depending on your bidding strategy and the level of competition for your keywords.


Google Discovery Ads and Display Ads each offer unique advantages that can enhance your PPC campaigns.

As we are  Best PPC expert in kolkata, we recommend considering your campaign objectives, target audience, and available creative assets when choosing between the two formats.

Whether it’s captivating users on their journey of discovery or targeting specific audiences across the web, leveraging the right ad format can significantly impact your advertising success.