What does a typical PPC audit include?
A typical Pay-Per-Click (PPC) audit is a thorough examination of your advertising campaigns designed to identify areas of strength and opportunities for improvement. By analysing account structure, keyword performance, and ad copy effectiveness, a PPC audit ensures your campaigns are aligned with your business goals. This process helps to enhance overall campaign efficiency and return on investment.
The audit also evaluates targeting strategies, including demographic settings and geographic reach, to ensure your ads are reaching the most relevant audience. By examining budget allocation and bidding strategies, the audit aims to optimise spending, reduce waste, and improve click-through and conversion rates. Ultimately, a PPC audit is essential for maintaining competitive, high-performing campaigns.
A detailed PPC audit begins with reviewing account organisation, including campaign and ad group structure, to ensure clarity and focus. Next, the performance of keywords is assessed to identify those driving valuable traffic and those underperforming or irrelevant. Additionally, ad copy and creative are scrutinised to confirm messaging effectiveness and alignment with user intent.
The audit extends to analysing landing pages and their relevance to ads, as this directly impacts Quality Score and conversion rates. It also reviews tracking and analytics setups to verify accurate data collection for performance measurement. Finally, competitor analysis provides insight into industry standards and helps identify opportunities for differentiation.
Following the audit, a comprehensive report outlines key findings and actionable recommendations. This enables advertisers to refine their strategies, optimise budgets, and enhance campaign targeting. Regular PPC audits foster continuous improvement, helping campaigns stay agile in a dynamic marketplace.
Engaging in a PPC audit is a proactive step towards maximising the effectiveness of your advertising efforts. By addressing inefficiencies and capitalising on strengths, you can improve campaign performance and achieve better returns. To maintain a competitive edge in digital advertising, regular PPC audits should be an integral part of your marketing approach.