A marketing audit is a comprehensive examination of your current marketing strategy and performance. It’s like a health check-up for your business, identifying strengths, weaknesses, opportunities, and threats. By understanding your current marketing landscape, you can make informed decisions to optimize your efforts and achieve your business goals.
Why Is a Marketing Audit Important?
- Identify Inefficiencies: Pinpoint areas where your marketing budget isn’t yielding optimal results.
- Optimize Your Strategy: Align your marketing efforts with your overall business objectives.
- Improve ROI: Maximize the return on your marketing investment.
- Stay Competitive: Keep up with industry trends and adapt your strategy accordingly.
Without media audits, your paid media planning will be less effective and your current investments will not be informing your future return on investment.
Key Areas of Focus in Our Paid Media Audit
A comprehensive marketing audit, with particular emphasis on paid media, will delve into the following areas:
- Campaign Performance: Analyze the performance of your past and current paid media campaigns, including metrics like click-through rates (CTRs), cost-per-clicks (CPCs), conversion rates, and cost per acquisition (CPA).
- Budget Allocation: Evaluate how your budget is distributed across different channels (e.g., Google Ads, social media advertising, etc.) to ensure optimal ROI.
- Targeting: Assess the accuracy and effectiveness of your target audience segmentation.
- Ad Creative: Review the quality and performance of your ad creatives, including visuals, copy, and calls to action.
- Landing Page Optimization: Evaluate the effectiveness of your landing pages in converting visitors into leads or customers.
- Tracking and Analytics: Ensure that you have robust tracking and analytics systems in place to measure the impact of your paid media efforts.
- Competitor Analysis: Research 2-3 competitors to see what they are doing in marketing to better understand gaps and opportunities in your paid marketing efforts.
RocketSauce Tip: If your brand is running multiple paid channels, avoid audits that look at channels in isolation or try to apply everything to one key performance indicator (KPI) like CPC or CPA. Those will not drive business goals and will set up false optimizations on what is working and not working with channels, leading to why so many get frustrated with their media plans.
Let’s Be Holistic.
RocketSauce looks holistically at your paid media efforts and finds the opportunity to improve the role of each media channel in the marketing funnel, which maps your potential audiences’ journey from learning about your brand to getting them interested in converting and ultimately advocating and repurchasing.
By conducting a thorough marketing audit, you can gain valuable insights into your paid media strategy and make data-driven decisions to improve your overall marketing performance.
RocketSauce uses our proprietary scoring methodology to evaluate your paid media marketing and then ranks them to help you prioritize what actions will give you the highest return on your campaigns. (use images below)
RocketSauce provides a holistic paid media audit across multiple channels to optimize your brand’s total marketing performance. The objective is to understand how all the channels work together and perform to meet your business goals. This audit includes the following:
Social Listening Audit
- Identifies brand, product, and service mentions online.
- Analyzes competitor performance and industry trends.
- Highlights top social media channels (e.g., Facebook, Instagram, TikTok, Pinterest, X, Reddit, YouTube, LinkedIn).
- Tracks leading media sources (News, Forums, Reviews).
- Uncovers key topics, insights, and competitive landscape.
- Delivers actionable recommendations to enhance paid media strategies.
Digital Marketing Audit
Our experts analyze and score your digital marketing channels:
- Social Media: Facebook, Instagram, LinkedIn, X, Pinterest, YouTube, TikTok, Reddit, Snapchat
- Search Platforms: Google, Bing, Apple, Amazon
- Programmatic Display
- Video: Connected TV (CTV), Online Video (OLV)
- Audio: Streaming Services
Our evaluation includes:
- Account Setup: Ensuring proper configuration to maximize performance.
- Event & Pixel Configuration: Verifying effective implementation for campaign success.
Traditional Media Audit
Evaluates effectiveness, frequency, and integration with digital plans:
- Broadcast TV
- Terrestrial Radio
- Out-of-Home (OOH)
- Sponsorships
Website & Landing Page Audit
- SEO performance
- User journey and experience
- Optimization recommendations for improved conversion rates
Best Practices: Identifying outdated methods that could hinder performance or risk account suspension.
Creative Strategies: Ensuring ads adhere to platform standards and formats, and effectively deliver clear, targeted messages.
Need a targeted check-up instead? We’ve got you covered with tailored audits for any specific channel you choose.
Digital Presence & Performance Audits:
- Search Engine Optimization (SEO) Audits: Includes technical SEO, Link Audits, Competitor SEO Audits and Content Audits
- Social Media Audits
- Mobile App Analytics
- Competitor Marketing Audit
Website & Platform Management:
- Website Backend: from WordPress to Shopify to Wix
Marketing & Customer Engagement:
- Email Marketing
- Customer Relationship Management (CRM) Platforms: Salesforce, HubSpot, Marketo
- Customer Journey Mapping
