A PPC audit is a comprehensive review of your Pay-Per-Click advertising campaigns to identify strengths, weaknesses, and opportunities for improvement. Here’s how to perform one effectively:
-
Review Account Structure
-
Check if campaigns and ad groups are organized logically (e.g., by product, service, or goal).
-
Ensure each ad group has tightly themed keywords.
-
-
Analyze Keywords
-
Identify high-performing, underperforming, and irrelevant keywords.
-
Add negative keywords to reduce wasted spend.
-
-
Evaluate Ad Copy
-
Check for relevance, clarity, and strong calls to action.
-
Review ad variations and performance across each group.
-
-
Assess Bidding Strategy
-
Ensure your bidding method aligns with your goals (manual, enhanced CPC, target ROAS, etc.).
-
Adjust bids for location, device, and time-of-day performance.
-
-
Check Landing Pages
-
Confirm they are fast, mobile-friendly, and relevant to the ad.
-
Analyze conversion paths and user experience.
-
-
Inspect Targeting Settings
-
Review audience, geographic, and device targeting.
-
Ensure you’re reaching the right users.
-
-
Review Conversion Tracking
-
Verify that all conversion actions are tracked correctly.
-