Paid Ads Assessment – Spirent

What We Did

Affirma performed an end-to-end audit of all Google Ads and LinkedIn PPC operations. The three platforms they reviewed were LinkedIn Campaign Manager, Google Ads, and Google Analytics. Each aspect of Spirent’s campaigns, from configuration settings to landing page copy was examined and reviewed. In addition to reviewing documentation, Affirma’s team conducted interviews with key stakeholders and relevant Spirent team members. During Affirma’s assessment, they found major issues and best practices non-compliance within Spirent’s PPC advertising campaigns. Their recommendations included:

• Instituting daily maintenance and management of the account with daily attention given to key performance indicators such as conversion rates and spending.
• Reorganization of accounts, especially concerning the country and search intent. Affirma recommended implementing single keyword ad groups or SKAGS across the account.
• Consistent messaging across all ads in a single ad group.
• Institute formal documentation of A/B testing across the account to keep track of A/B testing for keywords, ads, and landing pages.
• Reevaluate relationships with 3rd party vendors. Spirent was found to have contracted out a digital marketing vendor which was making little to no changes to the Spirent ad account and not providing value for the cost.

Affirma’s team compiled their findings and recommendations and presented them to Spirent’s marketing management and team.

Results

Spirent completed their engagement with much greater awareness of their PPC ad campaign performance and shortcomings. The audit also gave their internal PPC team increased visibility into the day-to-day operation, management and performance of their campaigns. Affirma’s recommendations better aligned Spirent’s campaigns with PPC best practices. Implementation of Affirma’s findings and recommendations improved Spirent’s ad performance, maximizing revenue while increasing optimizations in conversions and cost per lead.