A few months ago, we unraveled the mysteries of the SEO audit. Today, we’re taking a look at PPC audits – what they’re for, why they’re important, and what you can expect in a PPC audit put together by our agency.

The Purpose of a PPC Audit

PPC audits, like SEO audits, are meant to help people identify areas of improvement. In the case of PPC audits, we’re looking for ways to optimize things like ad campaigns and ad accounts.

Why is this important? Well, if you want to reach the goals you’ve set out for your business, an audit can help you achieve them! An audit lays out potential areas of improvement in an easy-to-understand way, so you can start making meaningful changes and see measurable results in no time.

So, what exactly should you expect to see in a PPC audit?

What to Expect in a PPC Audit

Here are some of the main things you can expect from a PPC audit from Relevance Advisors.

• Account Review: Usually, our clients already have at least one ad account. Maybe it hasn’t been updated in a while, or maybe it’s in need of some TLC. In any case, our account review takes a look at what you’re currently doing, so that we can provide actionable recommendations.
• Account Structure: How many campaigns, ad groups, and ads do you have? How are they organized? We report on your current account structure, and (based on the goals of your business) provide a recommended account structure that we believe will help you stay organized and efficient in achieving your goals.
• Campaign Settings: Here, we look at bid strategies, conversion goals, and campaign types. Do your campaign goals match your company goals?
• Audience and Location: Are you targeting specific audiences or locations? Should you be? That’ll depend on the goals of the business and the types of campaigns you’re running. Sometimes, precision is key, but you don’t want to narrow your reach so much that you’re not reaching anyone, and you don’t want to miss out on potential customers either!
• Conversion Tracking: This is a big one. Do you have any conversion tracking enabled, and if so, are you tracking the right conversions?
• Keywords: We’ll take a look at your top keywords, as well as keywords with a high cost but no conversions. We’ll review the Quality Score of those keywords – a big indicator of how well they match the landing pages they’re leading to – and review the Search Terms report to make sure you’re not showing up for anything unrelated to your business.
• Assets: Google Ads allows you to create Assets that may show up alongside your ads. It’s a good idea to keep these updated, as they make your ad larger and may improve CTR. We check your Assets to see whether you have images, callouts, links to important pages on your site, and more.
• Competitors: We don’t just look at your ads; we also take a look at your competition. Which keywords are they bidding on that you’re not? Does something stand out about their landing pages or ad copy?

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No two PPC audits are the same, and differ based on the needs of the clients. Still, a proper PPC audit is going to include most (if not all) of these components. Interested in having Relevance Advisors create an audit for your business? Reach out today!