PPC Account Audit
Review the overall structure of campaigns, ad groups, and their organization.Check for proper segmentation based on themes, keywords, and targeting.Verify campaign settings (location, language, ad scheduling) for relevance and effectiveness.
Evaluate the relevance and performance of keywords.Identify high-performing keywords and eliminate irrelevant or underperforming ones.Check match types to ensure they align with campaign goals.
Assess the quality and relevance of ad copy, headlines, descriptions, and call-to-action.Analyze ad extensions usage and effectiveness.Look for opportunities to test new ad variations to improve performance.
Review the Quality Score of keywords and ads. Higher scores often lead to lower costs and better ad positioning.Identify factors affecting Quality Score (ad relevance, landing page experience, expected click-through rate).
Evaluate landing page relevance and alignment with ad messaging.Check for loading speed, mobile responsiveness, and user experience.Ensure clear call-to-action and proper tracking mechanisms (e.g., conversion pixels, tags).
Review bidding strategies (manual, automated, target CPA, etc.) and their effectiveness.Analyze budget allocation across campaigns and ad groups.Adjust bids based on keyword performance, seasonality, and competition.
Confirm that conversion tracking is accurately set up to measure key performance indicators (KPIs) like leads, sales, or sign-ups.Analyze KPI performance against predefined goals or benchmarks.
Evaluate competitor activity, ad messaging, and positioning.Identify opportunities or gaps that can be leveraged or addressed in your own campaigns.
Review the usage and performance of various ad extensions (site links, callouts, structured snippets, etc.).Explore new ad features or extensions that could enhance campaign performance.
Analyze performance based on different geographical locations and device types.Adjust bids or targeting based on the performance variations observed.
Compile findings into a comprehensive report with actionable recommendations.Prioritize improvements based on their potential impact on campaign performance.Regular audits help in optimizing PPC campaigns, reducing costs, improving ROI, and ensuring alignment with business objectives. They also provide insights for ongoing refinement and enhancement of advertising efforts.