End of Year PPC Audit: What to Tweak Before 2025

As 2024 ends, reviewing your PPC campaigns is the perfect time. And optimize them for the Year ahead. Conducting an audit at the end of the Year helps you inspect the campaign’s success rate. Moreover, you can identify new opportunities for your brand. US Brand Booster LLC presents a blog to help you make the required changes to make your brand successful in 2025.

What is a PPC audit?

A PPC audit is a detailed and systematic look at your PPC account to assess its Performance, strengths, and weaknesses. After conducting a PPC audit, you’ll know what tweaks to make for better results.

Why you should conduct a PPC audit

It can be frustrating when you launch PPC campaigns only to find they could have done better than you hoped. Therefore, regular PPC audits mean you can reexamine the entire client journey and find better chances you may have missed. In addition to that, auditing your ad account regularly ensures your campaign aligns with your current business goals. 

Remember that budgets, goals, and competitors can change throughout the Year. Hence, auditing helps prevent extra spending and ensures you use the most used keywords and ad copy.

What to Tweak Before 2025

Review Campaign Goals and KPIs

First, you will have to reassess your overall goals. Did you fulfill enough lead generation and sales? Have you created enough brand awareness? Have your performance indicators aligned with these objectives? For example, you have been running brand awareness campaigns. But now, you have created enough awareness, and you need to move on to conversion strategies. 

Moreover, aligning your goals with campaign performance will help you measure success accurately and find space for improvement. This can be done by revisiting campaign settings and bidding tactics. If you’re focusing on conversions, consider using target CPV (Cost Per View), which may be more suitable.

Optimize Keywords and put Negative Keywords

Analyze your keyword performance. Find high-performing keywords to allocate more budget. Stop spending on underperforming keywords. Also, review and add negative keywords to avoid wasting money on irrelevant traffic.

Moreover, the advantage of audit is that it ensures you are targeting the right audience and decreases the extra money spent on irrelevant clicks. Similarly, add negative keywords to filter irrelevant traffic. This will reduce spending. Also, try new keyword lines and long-tail keywords that may become more relevant for your audience in 2025.

Filter out Audience Targeting

Review audience data, particularly in social media platforms and Google Ads. Diagnose demographics, interests, behaviors, and retargeting data. Check for new audiences or refine current ones based on Performance and traffic.

Moreover, understanding your audience allows you to improve your targeting, increasing your ad’s relevance and audience engagement. Similarly, filter your targeting. If your ads are underperforming in certain segments, you may leave them and focus on other areas. If it is a high-traffic site, you may spend extra bucks to draw traffic. Additionally, use in-market and affinity audiences on platforms like Google and Facebook to further filter out your audience. 

Assess Ad Copy and Creative Performance

Review the Performance of your ad copy and creatives. Are ads still relevant, attractive, and according to your brand message? Test new headlines, copy, and calls to action lines. Refresh ad creatives to combat ad fatigue.

Innovative and fresh ad creatives are critical for improving engagement rates and avoiding ad pressure in 2025. To this end, test new variations of ad copy and creative formats. These can be responsive search ads, carousel ads, or video ads to see what best suits your audience. Updating headlines, CTAs, and images can help combat ad saturation.

Make analysis based on device and Location Performance

Dive into performance data segmented by desktop, mobile, tablet, and geographical targeting devices. If mobile Performance needs to improve, consider optimizing your landing pages or adjusting bids for a better mobile experience for users. With more users accessing ads on mobile ensures that your PPC campaigns are optimized.

Moreover, improving Performance for all devices will enhance your online audience. The question is how to do it. You can adjust your device bid modifiers based on Performance. If mobile users are converting better, use more budget for mobile devices. Similarly, review location data and improve your geographic targeting to focus on the best-performing areas.

Assess Landing Page and Conversion rates

Assess the outcome of your landing pages. Are they efficient for conversions? Home page loading speed, user-friendliness, and clear calls to action lines. Try different versions of your landing pages to find out what brings better conversion rates.

Furthermore, you must remember that even the best PPC campaigns can only succeed if the landing page experience is efficient for conversion. So, to make sure this does not happen, run tests on landing pages. Test elements like the form length, CTA positioning, or page layout to see what enhances conversions. Make sure your pages load quickly and are mobile-friendly, as slow loading times can eat conversions. 

Examine Bid Strategies and Budget Allocations

Review your bid strategy and budget allocation. If you’re using manual bidding, consider experimenting with automated bidding options. Make sure that you’re allocating enough budget to your more performing campaigns. Similarly, adjust bids for seasonal trends in competition. Proper bid management can help you achieve higher results at an economical rate.

Manual bidding can be exhausting. It takes more money with less output. Therefore, it is better to consider switching to automated bidding to improve efficiency. Also, put more budget into high-return campaigns or keywords and abstain from spending on underperforming ones.

Review Campaign Outlook and Restructuring 

Make sure your PPC campaigns are organized. Group similar keywords together. Similarly, improve ad group structures for optimization. Reviewing campaigns or restructuring them for easier management enhances Performance. A well-structured account ensures better control. Likewise, it gives more straightforward optimizations, 

In addition, if your campaigns are simple enough, they may become relevant. Therefore, consider altering them into more accessible ad groups. This helps improve ad relevance and provides more accurate tracking and efficiency.

Evaluation of Retargeting and Remarketing Strategies 

Evaluate your retargeting tactics. Are you reaching users who know your brand but have yet to convert? Improve your remarketing lists and test innovative strategies to convert these leads. This is a very pocket-friendly method that increases conversions and enhances revenues. 

Try to Know the Activities of your Competitor 

Analyze your competitors. Use tools like SEMrush or SpyFu to see what keywords your competitors are bidding on and how their ads fare in the market. Try to adjust your bidding strategy or ad copy to stay competitive. Knowing your competitors’ strategies helps you maintain a competitive edge. 

Furthermore,  you can adjust your strategies according to competitors’ tactics. Similarly, you can bid on competitive keywords or update your messaging to distinguish your brand from others.

Ensure all Relevant Ad Extensions are Active

Ad extensions increase ad visibility and can boost your CTR, giving your campaign an edge for success. Ensure that all relevant ad extensions, such as site links, callouts, structured snippets, etc., are active. Examine new extensions like promotion or location extensions to boost your ads’ visibility and relevance.

Add any missing ad extensions. Promotion extensions are useful for sales. Location extensions are helpful for a physical store, however. Similarly, you can attract a larger audience by opening direct calls using call extensions. Also, lead form extensions help you capture leads directly from the ad.

Review the Performance Across Different Platforms

Examine Performance across platforms like Google Ads, Bing Ads, and Facebook Ads. Are you underutilizing any channels that might be effective in 2025? The solution is to invest in a platform that is returning more and searching for new opportunities. Additionally, new platforms like LinkedIn and TikTok are also productive. Try investing in them, too, in 2025.

Make more Use of Seasonal Campaigns

Look ahead to the critical dates and seasons of 2025, such as holidays, product launches, special dates, etc. Begin planning and preparing a budget for PPC campaigns that align with these critical moments.

Planning ahead will ensure that your campaigns are ready to launch in time for peak seasons, giving you a competitive edge. The question is how to do it. You can start by creating a content calendar for seasonal promotions and planning PPC budgets accordingly. 

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Conclusion 

A comprehensive end-of-year PPC audit can help you close 2024 with more robust campaigns. Moreover,  it will set you up for success in 2025. Therefore, review your account structure, optimize keywords strategy, and examine bidding tactics. Along with it, polish your targeting methods and track your conversions to maximize the outcome of your next Year’s campaigns. With these changes, you will have enhanced conversion rates, improved returns, and boost your brand name.

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