Running Smart and Realistic Campaign Audits

Published on 05/08/2025 – Last Updated on 05/08/2025 by OTC

Is your marketing still pulling its weight?

If your business has a lot of ads, marketing campaigns, and content out there, but no clear idea what it’s doing (or if it’s doing anything at all), you’re not alone.

Running campaigns without periodically auditing them is like driving a train without checking the track signals: you might be cruising full speed in the wrong direction.

A regular audit brings your marketing back into focus. It helps you take stock of everything you’ve got out there so you can connect content to current goals, find the dead weight, and prioritize what to fix, update, or scale next. It’s also one of the easiest ways to stretch your budget further and uncover content that’s ready to work harder for you.

Step 1: Round up everything that’s live

Start by listing every piece of content and campaign asset currently in market.

That includes:

• Website pages and landing pages — Have you made any recent changes to your website or launched new landing pages?
• Email automations and newsletters — What emails are going out to leads and customers?
• Organic and paid social posts — Do you have specific graphics, promos, written content, or videos that you post regularly?
• Social profiles and online listings — Where does your business have a profile, and what name, pictures, logos, and reviews are you displaying?
• Search ads — What keywords and ad copy are you using?
• Physical ads like mailers, newspaper ads, billboards, or brochures — What ad designs and copy are currently in market?

You want a full picture of what your brand is saying and where it’s saying it. A surprising amount of “evergreen” ads and content can end up being outdated, off-message, or straight-up forgotten. This step helps bring it all back into the light.

Pro tip: If you’re short on time, prioritize your most visible or highest-spend channels, such as your homepage, paid ads, and email communications.

Step 2: Analyze with your current goals in mind

Your goals as a business can change or evolve over time, so it’s important to determine your current objectives for every campaign and perform your audit through that lens.

Here are a few things you may want to look for during your campaign audit:

Brand Consistency

• Is your messaging consistent across channels?
• Are you using your current logo, fonts, graphics, and visuals?
• Does your content reflect your current mission, audience, and tone of voice today?

Performance Metrics

• Website: Page views, bounce rate, most completed forms.
• Social: Impressions, shares, comments.
• Email: Open rate, click-through rate, unsubscribes.
• Paid Search: Impressions, clicks, CPCs, conversions.

Highlight what is doing well, but don’t ignore the duds. Underperforming content can reveal blind spots, gaps, or audience disconnects.

SEO and Relevance

• Is your web content targeting the right keywords for your audience today?
• Are titles, meta descriptions, and alt text optimized on all your pages?
• Is your content still accurate, helpful, and up-to-date?

Bonus: If you’ve been experimenting with AI-generated content, now’s the time to stack it up against your legacy pieces.
What’s winning?
What’s tanking?

Also ask yourself: are you missing any topics that are crucial to your audience right now? Trends move fast, so it’s important to make sure your content’s not stuck in 2022…

Step 3: Take action—and build a regular habit

Once you’ve gathered all your content, build a simple spreadsheet or tracker with:

• Asset name and link
• Channel and format
• Purpose/goal
• Performance summary
• Recommended action: Keep, Update, Repurpose, or Retire

Anything in with an Update or Repurpose status requires further action. Consider these as your next moves:

• Refresh stats, examples, or customer quotes.
• Rewrite CTAs or headlines.
• Improve design, logos, or overall visuals.

This is also a great time to brainstorm new ideas based on any gaps you identified or recent trends that you haven’t yet tapped into. And most importantly—assign deadlines. Set responsibilities for your team and check in regularly.

Once the updates are live, keep an eye on performance.

• What’s improving?
• What still needs some tweaking?

Campaign auditing isn’t just a once-a-year spring clean, it’s a habit that keeps your business sharp and your marketing budget focused.

All aboard for smarter campaigns!

Before you set your next marketing campaign in motion, make sure it’s on the right track. A regular audit like we describe above keeps your marketing process running smoothly, helps you avoid costly errors, and ensures every piece of content is moving you toward the goal:

1. more leads,
2. better conversions,
3. real business growth.

For More and Moving Ahead…
Talk to PHMC GPE Team !

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