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 Google Doc or PDF summarizing campaign performance, issues, and recommendations.