Editing PPC Audit Process

<ol>
<li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">Request Access</span><span style="font-weight: 400;"> to PPC platforms like Google Ads, Bing Ads, and any other accounts the client is using.<br /></span><b>Responsible for: </b><span>PM<br /><br /></span></li>
<li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">Review Account Structure</span><span style="font-weight: 400;">, ensuring campaigns and ad groups are properly organized and named.<br /><br /></span></li>
<li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">Analyze Budget Utilization</span><span style="font-weight: 400;"> to determine if the client is overspending or understanding.<br /><br /></span></li>
<li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">Examine Targeting Settings</span><span style="font-weight: 400;">, ensuring geotargeting, device targeting, and audience segments align with the client's goals.<br /><br /></span></li>
<li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">Review Keyword Strategy</span><span style="font-weight: 400;">, checking for negative keywords, irrelevant keywords, and low-performing keywords.<br /><br /></span></li>
<li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">Audit Ad Copy</span><span style="font-weight: 400;">, assessing clarity, persuasiveness, and alignment with the brand and campaign goals.<br /><br /></span></li>
<li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">Check Ad Extensions</span><span style="font-weight: 400;">, ensuring all relevant ad extensions are being used (sitelinks, callouts, etc.).<br /><br /></span></li>
<li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">Evaluate Bid Strategies</span><span style="font-weight: 400;">, determining whether manual or automated bidding is more appropriate.<br /><br /></span></li>
<li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">Analyze Historical Data</span><span style="font-weight: 400;">, looking at past performance to identify trends in clicks, impressions, and conversions.<br /><br /></span></li>
<li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">Check for Compliance with Platform Policies</span><b>,</b><span style="font-weight: 400;"> ensuring there are no disapproved ads or account-level issues.<br /><br /></span></li>
<li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">Review Quality Scores</span><span style="font-weight: 400;"> to identify ads with low-quality scores and determine how to improve them.<br /><br /></span></li>
<li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">Analyze Key Metrics</span><span style="font-weight: 400;"> like CTR, CPC, conversion rate, ROAS, and CPA.<br /><br /></span></li>
<li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">Check Landing Page Experience</span><span style="font-weight: 400;">, ensuring the landing pages are relevant, optimized, and mobile-friendly.<br /><br /></span></li>
<li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">Evaluate Campaign Budgets</span><span style="font-weight: 400;">, ensuring they are aligned with goals and performance.<br /><br /></span></li>
<li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">Review Conversion Tracking</span><span style="font-weight: 400;">, making sure conversions are correctly set up and attributed to the right campaigns.<br /><br /></span></li>
<li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">Examine Ad Performance</span><span style="font-weight: 400;"> at the ad group and individual ad level to spot underperformers.<br /><br /></span></li>
<li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">Provide Recommendations</span><span style="font-weight: 400;"> for Optimization, including keyword bids, ad copy changes, and budget reallocation.<br /></span><b>Responsible for auditing: </b><span>PPC specialist<br /><br /></span></li>
<li style="font-weight: 400;" aria-level="1">Create a Comprehensive Audit Report<span> with findings, graphs, and actionable steps.<br /></span><b>Responsible for: </b><span>PPC specialist<br /><br /></span></li>
<li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">Send the ready document to the responsible person for </span><span style="font-weight: 400;">final review</span><span style="font-weight: 400;">.</span><b><br />Responsible for reviewing: </b><span>PM<br /><br /></span></li>
<li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">Deliver the Audit Report</span><span style="font-weight: 400;"> to the client in a shareable format for final review.<br /></span><b>Responsible for delivering: </b><span>PM</span></li>
</ol>
<h3><span style="font-weight: 400;">Deliverable:</span></h3>
<p><span style="font-weight: 400;">PPC Audit report</span><span style="font-weight: 400;"> (Google Doc or PDF) summarizing campaign performance, issues, and recommendations.</span></p>