PPC Audit Process

1. Request Access to PPC platforms like Google Ads, Bing Ads, and any other accounts the client is using.
   Responsible for: PM
   
   
2. Review Account Structure, ensuring campaigns and ad groups are properly organized and named.
   
   
3. Analyze Budget Utilization to determine if the client is overspending or understanding.
   
   
4. Examine Targeting Settings, ensuring geotargeting, device targeting, and audience segments align with the client's goals.
   
   
5. Review Keyword Strategy, checking for negative keywords, irrelevant keywords, and low-performing keywords.
   
   
6. Audit Ad Copy, assessing clarity, persuasiveness, and alignment with the brand and campaign goals.
   
   
7. Check Ad Extensions, ensuring all relevant ad extensions are being used (sitelinks, callouts, etc.).
   
   
8. Evaluate Bid Strategies, determining whether manual or automated bidding is more appropriate.
   
   
9. Analyze Historical Data, looking at past performance to identify trends in clicks, impressions, and conversions.
   
   
10. Check for Compliance with Platform Policies, ensuring there are no disapproved ads or account-level issues.
    
    
11. Review Quality Scores to identify ads with low-quality scores and determine how to improve them.
    
    
12. Analyze Key Metrics like CTR, CPC, conversion rate, ROAS, and CPA.
    
    
13. Check Landing Page Experience, ensuring the landing pages are relevant, optimized, and mobile-friendly.
    
    
14. Evaluate Campaign Budgets, ensuring they are aligned with goals and performance.
    
    
15. Review Conversion Tracking, making sure conversions are correctly set up and attributed to the right campaigns.
    
    
16. Examine Ad Performance at the ad group and individual ad level to spot underperformers.
    
    
17. Provide Recommendations for Optimization, including keyword bids, ad copy changes, and budget reallocation.
    Responsible for auditing: PPC specialist
    
    
18. Create a Comprehensive Audit Report with findings, graphs, and actionable steps.
    Responsible for: PPC specialist
    
    
19. Send the ready document to the responsible person for final review.
    Responsible for reviewing: PM
    
    
20. 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.