What Goes Into a Digital Marketing Audit?

Matthew is a Marketing Copywriter with a B.A. in Professional and Public Writing from Auburn University. He aims to learn a little more about the SEO world each day, and share as much of that knowledge with you as he can. When he's not striving to put out some fresh web content, he's usually fueling his Tolkien obsession or working on miscellaneous creative projects.

How optimized is your marketing? Are you confident that it’s driving superior results across the board? If so, fantastic! But if you’re unsure, you could benefit from an online marketing audit.

A marketing campaign audit allows you to get an in-depth look at your digital marketing to determine where you can improve it. 

But what exactly is an Internet marketing audit, and how can you perform one for your campaigns? We’ll answer both of those questions below, so read on for more information.

Then partner with WebFX — the agency with over a decade of experience — for a full-service marketing campaign audit! Just call 888-601-5359 or contact us online to get started!

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What is a digital marketing audit?

An Internet marketing audit is an in-depth review of your online marketing campaigns. A good audit looks at how your campaigns are set up and what results they’re currently driving. The end goal is to discover any weak spots and figure out how to improve them.

If you find yourself questioning how effective your campaigns are and whether they’re driving results, you need to perform an audit. You can audit your marketing or hire an Internet marketing agency to do it. An agency brings the advantage of advanced marketing knowledge.

How to perform an online marketing audit

When you perform a marketing campaign audit, you don’t look at everything at once. Instead, you’ll want to break it down into individual strategies. The four most common digital marketing strategies include:

By assessing each of these strategies, you can pinpoint how you can improve them.

Read on to learn how you can audit each major digital marketing strategy!

SEO audit

To audit your SEO, you’ll first want to look at the results you’re driving. Since the goal of SEO is ultimately to drive search traffic to your website, use a tool like Google Analytics to view your site traffic.

If you see high amounts of incoming traffic from Google, that’s good! If not, though, your SEO can use some work. At that point, you can ask yourself the following questions:

  • Does your site use HTTPS?
  • Have you included relevant keywords in your written content?
  • Has your content earned any backlinks from reputable websites?
  • Have you compressed your images and given them alt tags?
  • Is your site mobile-friendly?

If the answer to any of those questions is “no,” you know you need to optimize that aspect of your site. Once you do, your SEO will improve!

And if you don’t have time to do it all yourself, you can get a fast and free SEO audit from WebFX!

PPC audit

The goal of your PPC is twofold: First, you want people to click on your ads, and then you want them to buy whatever the ads are selling. So, when you perform a PPC audit, you’ll want to look at two metrics — click-through-rate (CTR) and conversion rate.

If your ads are driving clicks but not conversions, it means the issue is with the landing pages. Ask yourself the following:

If you answer “no” to any of those questions, that’s what you need to optimize.

On the flip side, your ads may not be driving clicks. In that case, you may need more compelling title tags and descriptions.

 

 

Alternatively, you may find that your ads aren’t even appearing in search results, in which case you can bid higher or work to boost your Ad Rank. To boost your Ad Rank, you’ll have to improve the overall quality of your ads, which may mean revitalizing them completely.

You can also get a free PPC audit from WebFX today!

Social media audit

On social media, your main goal is to generate interest in your business and draw people to your website.

When performing a social media audit, you need to be careful — it’s easy to get caught up in the wrong metrics. While you might think you should be looking at your follower count or the number of likes your latest post got, those are actually vanity metrics, and not indicative of your social media performance.

Instead, focus on metrics like CTR and your number of impressions. If you see that none of your social media posts are gaining any impressions, it means people don’t find your page. To combat that, you could try running more paid social media ads to spread brand awareness.

If your impressions are high, but your CTR is low, on the other hand, it means you need to create more compelling posts that entice people to click on the links to your site.

Web design audit

Web design is a critical part of your marketing. Your website is where all your other marketing leads users and where you educate users about your business and get them to convert.

Like SEO, you can look at your website traffic metrics as part of your audit. Investigate which pages people visit the most and how much time they spend on your site.

You should also pay attention to bounce rate. A high bounce rate indicates that users are visiting your site, struggling to find what they need, and quickly leaving. Your bounce rate could be due to several things. Here are some questions to consider:

As with the other strategies, you should work on reoptimizing any areas on that list where the answer is “no.”

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Let WebFX give you a full Internet marketing audit

Do you find that your business needs a digital marketing audit, but that you don’t have the time or knowledge needed to perform it? No worries — WebFX can help! Our team of over 300 experts has everything you need to audit your marketing.

We mentioned some audit options above, but if you partner with us for our digital marketing services, you can get a more in-depth audit — plus, we’ll help you optimize your marketing based on what we find!

To get started with us, just call 888-601-5359 or contact us online today!