The Essentials of a PPC Audit

Peter Roesler, President - Web Marketing Pros

By Peter Roesler

President, Web Marketing Pros

If you are in charge of managing a PPC account, it means you must juggle many different plates. From keeping up with your budget to assessing your total ad performance and more – there is no question it can seem like a daunting task at times. 

This is one of the top reasons successful account managers often invest time and money into audit routines to ensure nothing important is missed. Keep reading to learn the essentials of conducting a PPC audit. 

Budgeting Considerations 

One of the most important things to consider when conducting an audit on your PPC account is to check the amount of money you are spending versus the amount you have budgeted for a specific period. When you check-up on your accounts regularly, you can make adjustments as needed and ensure everything stays on track. 

Your KPIs

When checking on your PPC campaigns, your KPIs need to be at the top of your list of priorities when you conduct an audit. By checking on this, you can find any changes that are required to reach your objectives. For example, if your KPI is to achieve a specific ROAs, it may be possible to adjust your campaign strategy to ensure the KPI is being achieved. 

Another important consideration when looking at performance is the time period you are looking at. Consider monthly and annual comparisons to provide a better picture of your standing. When you do this, it helps to ensure snap decisions are avoided. 

The Campaigns 

As you audit a specific account, you must figure out what is driving specific metrics. Do this by assessing how vital a campaign is to your account through the metrics delivered. For example, when you compare the cost of conversions generated by specific campaigns compared to others, you will be able to make better-informed decisions regarding where your budget needs to be allocated to help maximize performance. When you compare campaigns, you can also find the weaker or poorer performing parts of your account, which may require more attention. 

The Keywords 

Once you figure out what campaigns require more attention, the next step is to look into your ad groups and figure out what keywords are performing best. By doing this, and determining what keywords are providing the most profitable return, you can take steps to help maximize this further. This is done by broadening the search terms or by creating an entirely new campaign with the most successful keywords that allow more of your budget to be allocated to them. 

This step also helps you find keywords that are not performing as well. When you know what keywords are negatively impacting performance, you can choose if you should pause the problem keyword or change the parameters. 

Get Help with Your PPC Audit

When it comes to your PPC audit, acquiring third-party help may be beneficial. With the professionals, you can find all the specific information needed about your account and feel confident you get the best results possible.


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