Paid Advertising Audit Agency for Colleges, Universities and Higher Education Institutions

As a leading Paid Advertising Agency for colleges, universities and higher education institutions, we are frequently asked to share our best practices. This is part of a series of posts to explain how Paid Advertising audit can serve their interests.

Paid Google Audit

Detailed analysis of Paid Google Advertising strategy and tactics including:

• account structure and bidding strategies
• budget optimization 
• bid management
• keyword management
• negative keywords lists
• audience optimization
• management of algorithmic recommendations
• conversion tracking
• A/B testing
• ad creative
• landing page evaluation 
• performance review

Paid Social Audit

Paid social advertising can span many platforms such as Meta, LinkedIn, Snapchat, Tiktok, etc. As an example, Paid Meta advertising audit would include:

• account structure and bidding strategies
• target audience segments
• conversion tracking
• engagement
• A/B testing
• ad creative, formats and ad sets
• instant form vs. landing page form
• ad placement 
• performance review

Paid Retargeting Audit

Retargeting advertising is offered on various platforms such as LinkedIn, Google, Meta and Adroll. The evaluation of these platforms includes:

• account structure and bidding strategies
• audience segmentation
• targeting options, such as behavioral targeting, demographic targeting, and lookalike audiences
• conversion tracking
• engagement
• personalization
• ad creative
• channel selection
• performance review

Other Paid Advertising Audit

There is a plethora of other advertising options such as digital radio, native advertising, podcasts, influencer marketing, email sponsorships and traditional media. The audit of these platforms is done on a case by case basis and includes:

• account structure and bidding strategies
• audience segmentation
• targeting options, such as behavioral targeting, demographic targeting, and lookalike audiences
• conversion tracking
• engagement
• personalization and contextualization
• ad creative
• channel selection
• performance review

If you are seeking an paid advertising audit agency for your college, university or higher education institution to grow your enrollment, endowment and reputation, consider engaging Elliance.