Editing PPC Audit Process

* Request Access to PPC platforms like Google Ads, Bing Ads, and any other accounts the client is using.

'''Responsible for:''' PM

* Review Account Structure, ensuring campaigns and ad groups are properly organized and named.

* Analyze Budget Utilization to determine if the client is overspending or understanding.

* Examine Targeting Settings, ensuring geotargeting, device targeting, and audience segments align with the client's goals.

* Review Keyword Strategy, checking for negative keywords, irrelevant keywords, and low-performing keywords.

* Audit Ad Copy, assessing clarity, persuasiveness, and alignment with the brand and campaign goals.

* Check Ad Extensions, ensuring all relevant ad extensions are being used (sitelinks, callouts, etc.).

* Evaluate Bid Strategies, determining whether manual or automated bidding is more appropriate.

* Analyze Historical Data, looking at past performance to identify trends in clicks, impressions, and conversions.

* Check for Compliance with Platform Policies, ensuring there are no disapproved ads or account-level issues.

* Review Quality Scores to identify ads with low-quality scores and determine how to improve them.

* Analyze Key Metrics like CTR, CPC, conversion rate, ROAS, and CPA.

* Check Landing Page Experience, ensuring the landing pages are relevant, optimized, and mobile-friendly.

* Evaluate Campaign Budgets, ensuring they are aligned with goals and performance.

* Review Conversion Tracking, making sure conversions are correctly set up and attributed to the right campaigns.

* Examine Ad Performance at the ad group and individual ad level to spot underperformers.

* Provide Recommendations for Optimization, including keyword bids, ad copy changes, and budget reallocation.

'''Responsible for auditing:''' PPC specialist

* Create a Comprehensive Audit Report with findings, graphs, and actionable steps.

'''Responsible for:''' PPC specialist

* Send the ready document to the responsible person for final review.

'''Responsible for reviewing:''' PM

* Deliver the Audit Report to the client in a shareable format for final review.

'''Responsible for delivering:''' PM

'''Deliverable:'''
PPC Audit report [https://docs.google.com/document/d/1NTmVH-ZXfVIGa6CPTK5nD0h0gJ1s7nxlKOPBNlCrbaI/edit?usp=sharing Google Doc] or PDF summarizing campaign performance, issues, and recommendations.