What is a digital marketing audit?
A digital marketing audit is a comprehensive review of a company’s digital marketing strategy, tactics, and performance. The purpose of the audit is to identify areas of strength and weakness and to provide recommendations for improvement. The audit typically covers a variety of aspects of digital marketing, including website design and functionality, content creation and distribution, search engine optimization (SEO), pay-per-click (PPC) advertising, social media marketing, email marketing, and analytics. By conducting a digital marketing audit, businesses can gain a better understanding of their current marketing efforts, identify opportunities for improvement, and develop a roadmap for future growth and success.
Digital Marketing Audit: SEO
There are several types of SEO audits, including:
Technical SEO audit: A technical SEO audit focuses on the technical aspects of a website that can impact its visibility in search engines, such as website structure, crawlability, mobile optimization, and site speed.
On-page SEO audit: An on-page SEO audit examines the content and structure of a website’s individual pages to identify issues that can impact search engine rankings, such as keyword usage, meta descriptions, and header tags.
Off-page SEO audit: An off-page SEO audit assesses the factors that influence a website’s ranking outside of its own content and structure, such as backlinks, social media signals, and local search optimization.
Competitor SEO audit: A competitor SEO audit compares a website’s SEO performance against that of its competitors to identify opportunities for improvement and areas where it may be lagging behind.
Local SEO audit: A local SEO audit focuses on optimizing a website for local search, including listing the business in local directories, building citations, and claiming Google My Business listing.
E-commerce SEO audit: An e-commerce SEO audit is specific to online stores and examines factors such as product pages, checkout process, and product data feed to identify opportunities for improving the site’s visibility in search engines.
Screaming Frog is one of our favorite tools.
Screaming Frog is a popular tool that can be used for conducting SEO audits. Here’s how you can use Screaming Frog for an SEO audit:
Crawl your website: The first step is to crawl your website using Screaming Frog. This will give you an overview of your website’s structure, metadata, and content.
Analyze metadata: Check your website’s metadata, such as the title tags, meta descriptions, and header tags, to ensure they are optimized for search engines and relevant to your content.
Check for broken links: Screaming Frog can identify broken links within your website, which can negatively impact your website’s user experience and search engine rankings.
Evaluate site speed: Screaming Frog provides information on the loading speed of your website, which is an important factor for both search engine rankings and user experience.
Analyze your content: Use Screaming Frog to identify keyword usage, content length, and other on-page SEO factors that can impact your website’s search engine rankings.
Check for crawlability issues: Screaming Frog can identify crawlability issues, such as blocked pages or noindex tags, that can prevent search engines from crawling your website effectively.
Identify duplicate content: Screaming Frog can identify duplicate content within your website, which can negatively impact your search engine rankings.
By using Screaming Frog for an SEO audit, you can identify areas for improvement and make data-driven decisions to optimize your website for search engines.
“Don’t miss out on the opportunity to take your digital marketing to the next level! Contact Ad Web Designs today and schedule your comprehensive digital marketing audit. Our team of experts will help you identify areas for improvement and provide you with a roadmap for success. With Ad Web Designs, you can be confident that your digital marketing efforts are in good hands. So what are you waiting for? Call us now and let’s get started on maximizing your digital marketing potential!”
Digital Marketing Audit: Paid Search Campaigns
A PPC (Pay-per-Click) audit is a comprehensive review of a company’s PPC advertising campaigns, including Google AdWords, Bing Ads, and other advertising platforms. The purpose of a PPC audit is to identify areas of improvement, identify and eliminate waste, and ensure that the company’s PPC campaigns are aligned with their overall marketing goals and objectives. A PPC audit typically includes the following elements:
Account structure: Review the account structure, including campaign, ad group, and keyword organization to ensure it is optimized for efficiency and performance.
Keyword analysis: Analyze keyword targeting, including keyword match types, negative keywords, and keyword relevance to ensure campaigns are reaching the right audience.
Ad copy: Evaluate ad copy, including headline, description, and call-to-action, to ensure it is compelling and relevant.
Landing pages: Review landing pages to ensure they are optimized for conversions and provide a positive user experience.
Conversion tracking: Ensure conversion tracking is properly set up and functioning to accurately track and measure campaign performance.
Bid management: Evaluate bid strategies, including manual bidding and automatic bidding, to ensure they are aligned with campaign goals and driving optimal performance.
Ad targeting: Analyze ad targeting, including geographic, demographic, and device targeting, to ensure campaigns are reaching the right audience.
Campaign performance: Review campaign performance metrics, including impressions, clicks, conversions, and cost-per-click (CPC), to identify areas for improvement and optimize campaign performance.
By conducting a PPC audit, businesses can improve their PPC campaigns, reduce wasted spend, and achieve better results.
Digital Marketing Audit PPC Tools
A PPC (Pay-per-Click) audit typically uses a combination of tools to analyze and evaluate a company’s PPC advertising campaigns. Some common tools used in a PPC audit include:
- Google Ads Editor: A free tool that allows advertisers to make bulk changes to their Google Ads campaigns, including keywords, ad copy, and targeting.
- SEMrush: A comprehensive digital marketing tool that provides insights into keyword research, competitor analysis, and advertising metrics.
- Google Analytics: A free web analytics service that provides insights into website traffic, conversion tracking, and campaign performance.
- AdWords Performance Grader: A free tool that provides an overview of an AdWords account’s performance, including keyword quality score, ad relevance, and ad targeting.
- Bing Ads Intelligence: A free tool for Microsoft Excel that provides data and insights into keyword performance and audience demographics for Bing Ads campaigns.
- Ad Espresso: A tool that provides performance data and optimization recommendations for Facebook and Instagram advertising campaigns.
- Optimizely: A platform for A/B testing and optimization that provides insights into ad performance and audience behavior.
By using these tools, PPC auditors can gather data and insights to analyze and evaluate a company’s PPC advertising campaigns and identify areas for improvement.
Digital Marketing Audit: Social Media
A social media audit is a comprehensive review of a company’s social media presence and performance. The purpose of the audit is to evaluate the effectiveness of the company’s social media strategy and identify areas for improvement. A social media audit typically includes the following elements:
Profile evaluation: Review the company’s social media profiles to ensure they are complete, up-to-date, and aligned with the company’s branding and messaging.
Content analysis: Analyze the company’s social media content, including frequency, quality, and relevance, to identify areas for improvement and ensure the content aligns with the company’s goals and objectives.
Social media listening: Evaluate the company’s social media listening and monitoring efforts to ensure they are effective in monitoring and responding to customer feedback, questions, and concerns.
Engagement evaluation: Analyze engagement metrics, including likes, comments, shares, and reach, to identify areas for improvement and optimize engagement.
Competitor analysis: Compare the company’s social media presence and performance to that of its competitors to identify opportunities for improvement and areas where it may be lagging behind.
Platform analysis: Evaluate the effectiveness of the company’s social media platforms, including Facebook, Twitter, Instagram, and LinkedIn, to determine which platforms are most effective for reaching the target audience.
Reporting and analytics: Review reporting and analytics tools, such as Facebook Insights and Twitter Analytics, to ensure they are being used effectively to measure and analyze social media performance.
Social Media Auditing Tools
There are several tools available for conducting a social media audit. Some of the most popular tools include:
Hootsuite Insights: A social media listening and analytics tool that provides insights into social media engagement, audience demographics, and competitor analysis.
Sprout Social: A social media management platform that provides insights into social media performance, audience engagement, and competitor analysis.
BuzzSumo: A tool that provides insights into content performance, audience engagement, and competitor analysis on social media platforms.
Brand24: A social media listening and monitoring tool that provides insights into brand mentions, audience sentiment, and competitor analysis.
SEMrush: A comprehensive digital marketing tool that provides insights into keyword research, competitor analysis, and social media metrics.
SocialBakers: A social media analytics tool that provides insights into audience demographics, content performance, and competitor analysis.
Keyhole: A real-time social media monitoring and analytics tool that provides insights into hashtag performance, audience engagement, and competitor analysis.
By using these tools, businesses can gather data and insights to evaluate their social media presence and performance, identify areas for improvement, and optimize their social media strategy.
Hire Us for your next digital marketing audit.
Ad Web Designs is the ideal choice for your digital marketing audit needs. Our team of experts has extensive experience in conducting comprehensive audits of digital marketing campaigns, including SEO, PPC, and social media. We use the latest tools and techniques to gather data and provide you with a comprehensive report of your current digital marketing performance, along with actionable recommendations for improvement. Our team will work closely with you to understand your goals and objectives and tailor our audit to your specific needs. With Ad Web Designs Phoenix, you can be confident that you are receiving the best possible advice and support for your digital marketing efforts. So if you’re looking for a trusted partner to help you achieve your digital marketing goals, look no further than Ad Web Designs in Phoenix.