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| <ol>
| | * Request Access to PPC platforms like Google Ads, Bing Ads, and any other accounts the client is using. |
| <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>
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| <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>
| | '''Responsible for:''' PM |
| <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>
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| <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>
| | * Review Account Structure, ensuring campaigns and ad groups are properly organized and named. |
| <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>
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| <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>
| | * Analyze Budget Utilization to determine if the client is overspending or understanding. |
| <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>
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| <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>
| | * Examine Targeting Settings, ensuring geotargeting, device targeting, and audience segments align with the client's goals. |
| <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>
| | * Review Keyword Strategy, checking for negative keywords, irrelevant keywords, and low-performing keywords. |
| <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>
| | * Audit Ad Copy, assessing clarity, persuasiveness, and alignment with the brand and campaign goals. |
| <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>
| | * Check Ad Extensions, ensuring all relevant ad extensions are being used (sitelinks, callouts, etc.). |
| <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>
| | * Evaluate Bid Strategies, determining whether manual or automated bidding is more appropriate. |
| <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>
| | * Analyze Historical Data, looking at past performance to identify trends in clicks, impressions, and conversions. |
| <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>
| | * Check for Compliance with Platform Policies, ensuring there are no disapproved ads or account-level issues. |
| </ol>
| | |
| <h3><span style="font-weight: 400;">Deliverable:</span></h3>
| | * Review Quality Scores to identify ads with low-quality scores and determine how to improve them. |
| <p><span style="font-weight: 400;">PPC Audit report</span><span style="font-weight: 400;"> [https://docs.google.com/document/d/1NTmVH-ZXfVIGa6CPTK5nD0h0gJ1s7nxlKOPBNlCrbaI/edit?usp=sharing Google Doc] or PDF) summarizing campaign performance, issues, and recommendations.</span></p>
| | |
| | * 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. |
- 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 Google Doc or PDF summarizing campaign performance, issues, and recommendations.
