DIGITAL MARKETING AUDIT

A digital marketing audit is a comprehensive analysis of a company's Internet marketing and its competitors.

Such an audit helps a businesses see bottlenecks and growth points in their digital strategy and earn more. If the audit identifies gaps in some channels, it also helps create a launch strategy and deal with these gaps.

AUDIT IS NECESSARY IF YOU WANT TO…

WHAT DOES
AN AUDIT INVOLVE?

An ideal Customer Profile

Many companies create a customer profile rather abstractly. We single out the most profitable audience segments.

Here and below are impersonal examples taken from the actual audits:

Ideal Customer Profile

Many companies abstractly create a customer profile. We single out the most profitable audience segments.

Here and below are impersonal examples taken from the actual audits:

«The conversion rate for the age group 18-24 y.o. is above average for the website, 2.56% versus 1.85% for other age groups.

But given the session value, this group is not the most profitable one.

The most profitable groups in order of priority are 45-64, 18-24, and 65+.

Notably, the age groups generating the most conversions, 25-34 and 35-44, have the lowest ROI.

We recommend increasing bids for the 45-54 group by ~15% and reducing bids for the 35-44 group by ~20%»

Analytics audit

We check the accuracy of data collection in Google Analytics, goals setup, filters, events, the e-commerce module, pixels settings (for example, Facebook), and Google Tag Manager setup.

Analytics audit

We check the fidelity of traffic count in Google Analytics, goals setup, filters, events, the e- commerce module, pixels settings (for example, Facebook), and Google Tag Manager setup.

«More than 80% of the events in the account are associated with watching a video. At the same time, some of them do not indicate how users watch videos, which, in our opinion, is more important.

We would recommend replacing the "progress", "seek", "buffering" and "pause" events with "view 25%" and "view 50%". Then it will be possible to build a funnel:

Started a video → 25% watched → 50% → watched till the end»

Email and retention marketing audit

Checking email marketing setup and customer retention systems. We study forms for collecting leads on the website (including forms with certain offers: coupons, personal discounts, sweepstakes), segmentation of the contact base, triggered emails setup, deliverability, push notifications and chatbots. We detect errors.

This is an example of clear recommendations that our Clients usually get.

Email and retention marketing audit

Checking email marketing setup and customer retention systems. We study forms for collecting leads on the website (including forms with certain offers: coupons, personal discounts, sweepstakes), segmentation of the contact base, triggered emails setup, deliverability, push notifications and chatbots. We detect errors.

This is an example of clear recommendations that our Clients usually get.

All basic settings needed to send marketing emails — DKIM, SPF, DMARC — are done correctly. It's good practice to use a subdomain on a dedicated server, especially with such a high sending volume. In this case, that would be delivery2.client.com.

Check the results from the Esputnik test sending here (link).

To improve mail security, we recommend setting the p=quarantine and sp=quarantine policies in DMARC. Note that these records should be introduced gradually using the pct=5% tag, periodically increasing the percentage by 5-10% while monitoring the results.

PPC Ads audit

As part of the audit, we provide recommendations on account structure, breakdown by region and device, use of strategies, search terms grouping, Ad formats, additional tools, use of UTM tags, remarketing campaigns setup and using scripts.

Here's an example of just one suggestion for a Client out of 14 in total.

PPC Ads audit

As part of the audit, we provide recommendations on account structure, breakdown by region and device, use of strategies, search terms grouping, Ad formats, additional tools, use of UTM tags, remarketing campaigns setup and using scripts.

Here's an example of just one suggestion for a Client out of 14 in total.

Given that groups contain a lot of audiences, it's important to make adjustments at the audience level (currently impossible due to the automatic bidding strategy).

For example, in the "Audiences converting" group, the "X1" audience spent only $14 in six months, and the cost per lead for this audience was only $0.39. The "X2" remarketing audience spent $356 with a lead costing $1.2 there (plus, this audience is included in another Ad group).

You can adjust your bids using manual bid adjustments so that the more effective audience gets more budget and can generate more leads.

Competitor analysis

We check their semantic core, PPC, email marketing, interesting website mechanics and general online presence: affiliate materials, placements, projects.

Here is a competitor audit plan for one of our Clients.

Competitor analysis

We check their semantic core, PPC, email marketing, interesting website mechanics and general online presence: affiliate materials, placements, projects.

Here is a competitor audit plan for one of our Clients.

— List of competitors
— What we analyze?
— Competitors' traffic sources
    — PPC
        — Google Ads/Bing
             — Competitor 1
            — Competitor 2
            — Conclusions: Google/Bing
            — Facebook advertising
            — Conclusions: PPC advertising
— Price comparison and online stores use
    — Online stores presence illustrated by Competitor X
    — Price comparison
    — Conclusions
    — Price comparison: alternative opinion inside Roman.ua
— Retention marketing
    — Email, SMS, Facebook Messenger
    — Facebook chatbots
    — Dealing with negativity and reviews
    — Conclusions
— What user data is collected
    — Conclusions
— Brand presence on the Internet
    — YouTube
    — Facebook
    — Conclusions
— Summary

— List of competitors
— What we analyze?
— Competitors' traffic sources
— PPC
    — Google Ads/Bing
         — Competitor 1
        — Competitor 2
      — Conclusions: Google/Bing
      — Facebook advertising
      — Conclusions: PPC advertising
— Price comparison and online stores use
— Online stores presence illustrated by Competitor X
— Price comparison
— Conclusions
— Price comparison: alternative opinion inside Roman.ua
— Retention marketing
— Email, SMS, Facebook Messenger
— Facebook chatbots
— Dealing with negativity and reviews
— Conclusions
— What user data is collected
— Conclusions
— Brand presence on the Internet
— YouTube
— Facebook
— Conclusions
— Summary

Website and landing pages analysis
We study your websites for user experience and conversion. We evaluate:
- mobile version
- informational and media blocks
- text
- scripts execution
- website load speed
- other technical parameters
- payment instruments, packaging.
We analyze competitors' websites.
Here's how it looks.

Website and landing pages analysis
We study your websites for user experience and conversion. We evaluate:
- mobile version
- informational and media blocks
- text
- scripts execution
- website load speed
- other technical parameters
- payment instruments, packaging.
We analyze competitors' websites.
Here's how it looks.

Mini-strategy for new channels

As part of the audit, we will also analyze your growth points and suggest how you can further expand advertising channels. If some of your advertising channels or mechanics are not set up, then we will provide a mini-strategy for using them.

Mini-strategy for new channels

As part of the audit, we will also analyze your growth points and suggest how you can further expand advertising channels. If some of your advertising channels or mechanics are not set up, then we will provide a mini-strategy for using them.

WHO CONDUCTS THE AUDIT

Roman Rybalchenko, agency founder

18 years of experience in digital marketing

choose the best conditions on the market

achieve favorable price conditions while maintaining the quality of service

supervise contractors and the team

build systems: beginning with money, ending with clients for the business

share knowledge and experience

My job is to:

Olga Rybalchenko, COO

15 years of experience in marketing

My job is to:

build reporting on ROI and teach everyone to study and analyze it regularly

choose a promotion strategy

select tools and their combinations

control the process of implementation and use of tools: analytics, retention marketing, PPC advertising

Web analyst

B2B marketer

PPC specialist

Retention marketer

Assistant

Project manager

Experts by role

WHAT DO YOU GET

Not an essay, but an audit

Some agencies sell automated or templated reviews disguised as an audit. Such "specialists" only point out absolutely all detected "errors" without prioritizing and analyzing them, and simply recommend correcting them all.

To briefly retell their audit, it boils down to a quote:

Not an essay, but an audit

Some agencies sell automated or templated reviews disguised as an audit. Such "specialists" only point out absolutely all detected "errors" without prioritizing and analyzing them, and simply recommend correcting them all.

To briefly retell their audit, it boils down to a quote:

Fix anything that's wrong

However, just because you fix all the flaws in the layout, business results will not improve. Wikipedia and Google also have errors in code validity or specific technical aspects, but this does not prevent them from being successful projects.

However, just because you fix all the flaws in the layout, business results will not improve. Wikipedia and Google also have errors in code validity or specific technical aspects, but this does not prevent them from being successful projects.

5 to 7 documents by marketing channel, with an average total length of 100+ A4 pages

Each document contains screenshots, methods, checklists and links to tools

5 to 7 documents by marketing channel, with an average total length of 100+ A4 pages

Each document contains screenshots, methods, checklists and links to tools

Consultation

You can ask any questions regarding the audit: leave a comment in Google Docs or directly at a personal meeting. Our presentation of the audit findings often lasts 4 to 5 hours. And the Client comes out with a huge amount of insight and understanding of what to do in the coming years.
Earn more or spend less with the same number of conversions

In our experience, audits reveal holes that allow you to save 20% to 30% of the budget.

For example, iDeals ordered an audit from us, and following it, we reduced their advertising costs by 35% while preserving conversions, with a budget of over $100,000 per month.

If you want to spend more, we will help you increase conversions as your budget grows.

Consultation

You can ask any questions regarding the audit: leave a comment in Google Docs or directly at a personal meeting. Our presentation of the audit findings often lasts 4 to 5 hours. And the Client comes out with a huge amount of insight and understanding of what to do in the coming years.
Earn more or spend less with the same amount of conversions

In our experience, audits reveal holes that allow you to save 20% to 30% of the budget.

For example, iDeals ordered an audit from us, and following it, we reduced their advertising costs by 35% while preserving conversions, with a budget of over $100,000 per month.

If you want to spend more, we will help you increase conversions as your budget grows.

TESTIMONIALS

We considered several companies for our audit, but we chose Roman.ua because they are nerds in a good sense. Moreover, we liked that the guys tried to understand how everything would be implemented and gave their tips on the technical side: "Take certain services, look at certain channels and buy certain advertising." They took part in the working group engaged in the process. The audit was really awesome. The second part is understanding how to proceed with minimal investments. Read the full review

Vlad Nozdrachev

Brand leader at Fedoriv

Cooperation with Roman.ua began with an audit. And the way you conducted it, accompanied by your findings, was a signal that we can proceed to project work. Every month, we spend over $100,000 on user acquisition, and we approached Roman with the aim of optimizing our spending. And within the next three months, we got the results. Our average costs were reduced by 35-40%. Then, we increased the number of acquired leads by 30%. Read the full review

Alexander Hlevnyuk

Chief Revenue Officer at iDeals

We considered several companies for our audit, but we chose Roman.ua because they are nerds in a good sense. Moreover, we liked that the guys tried to understand how everything would be implemented and gave their tips on the technical side: "Take certain services, look at certain channels and buy certain advertising." They took part in the working group engaged in the process. The audit was really awesome. The second part is understanding how to proceed with minimal investments. Read the full review

Vlad Nozdrachev

Brand leader a Fedoriv

Cooperation with Roman.ua began with an audit. And the way you conducted it, accompanied by your findings, was a signal that we can proceed to project work. Every month, we spend over $100,000 on user acquisition, and we approached Roman with the aim of optimizing our spending. And within the next three months, we got the results. Our average costs were reduced by 35-40%. Then, we increased the number of acquired leads by 30%. Read the full review

Alexander Hlevnyuk

Chief Revenue Officer at iDeals

We ordered an email marketing audit. We received a detailed audit with a lot of advice: from the integrity of the database to email collection, checks for spam filters, and other aspects. Guys from the agency analyzed each case separately. According to the report, it was clear that all the information had been double-checked several times. Read the full review

Kuziv Ivan

Marketing Team Lead MacPaw

The audit took more time than we had expected initially, but we got a tangible result. Not only did Roman's recommendations pay off soon, but, eventually, they also generated profit for our company. Besides, as a bonus, we received several recommendations not directly connected to PPC. Read the full review

Denis Davydov

Head of digital marketing at 21vek.by

We ordered an email marketing audit. We received a detailed audit with a lot of advice: from the integrity of the database to email collection, checks for spam filters, and other aspects. Guys from the agency analyzed each case separately. According to the report, it was clear that all the information had been double-checked several times. Read the full review

Kuziv Ivan

Marketing Team Lead MacPaw

The audit took more time than we had expected initially, but we got a tangible result. Not only did Roman's recommendations pay off soon, but, eventually, they also generated profit for our company. Besides, as a bonus, we received several recommendations not directly connected to PPC. Read the full review

Denis Davydov

Head of digital marketing at 21vek.by

COMPANIES WE AUDITED

We reduced advertising costs by 35% while preserving conversions, with a budget of over $100,000 per month

Complex marketing audit:
email, PPC, competitor analysis

Marketing audit for two projects, consultation on digital strategy

Audit of marketing, paid advertising and web analytics

PRICE

from $4,000

The client pays for the audit and issues access to accounts before the work begins.

In 30 to 45 days, we send the audit documentation for the Client to acquaint themselves with it. We present the results of the audit and answer the questions.

Leave a request