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Getting started with Google Ads is easy. Attaining success, however, is a completely different story. Pay-Per-Click advertising requires a proactive attitude, and your campaigns will only yield results when you put in the effort. One of the most effective ways of doing that is by performing a PPC audit.
The question is, how do you perform an effective paid search audit? You might be needed a PPC audit checklist template for 2022.
Just ticking the boxes on a checklist template with a perfunctory look through some metrics and a half-hearted attempt at optimizing a few ads is not enough.
If you really want to see results from a PPC audit, then you need to know how to do it right. Just read this audit guide to learn more about it.
In Google Ads, a PPC audit is a structured evaluation process that helps you determine the efficacy of Google Ads account. Done right, it can reveal issues that are contributing to underperforming campaigns, and give you actionable insights that you can use to improve the overall performance and health of your account. You must have some audit template.
Today, you can find a host of automated services to run a pay-per-click audit. Unfortunately, many of these lack proper context for your specific PPC goals which fulfils all the requirements of paid search audit checklist.
Ideally, in a good PPC audit template you will:
A finely-tuned campaign is more likely to succeed, which makes it more likely to make money instead of wasting it. Therefore, an campaign audit is needed because a PPC audit offers you several benefits:
So, without further ado, let’s see how to do a PPC audit on your Google Ads account. We will look at several key areas, posing key questions, which you should focus on to maximize your return on investment (ROI).
First things first — you need to clarify your business objectives. Have this thing in the top of your audit checklist.
Ask yourself the following:
It’s usually easy to review campaign settings quickly, however, occasional tweaking helps to keep things optimized. Review the following while having audit your paid search campaigns if you really want to improve campaign performance:
Your settings may always change depending on your review of other areas during the paid search audit. Here are the key questions which should be in PPC audit template:
This is a crucial area where you will look at keywords, ads, Google ads quality score, and landing pages. It’s all about the potential for conversion. Think about these aspects:
Similar to the Search network, you must ask yourself important questions about the Google Display Network:
It can be risky to rely too heavily on Google’s algorithm. In your PPC audit, check the following to identify issues that the autopilot is overlooking and it is affecting your PPC campaign performance.
Don’t waste money on locations, devices, or time periods that aren’t working out.
While landing pages are external, they have a direct impact on your campaign performance, and they also influence key metrics in Google Ads. Think about this if you want to improve campaign performance, make landing page analysis a part of PPC audit template:
With the previous period data at hand, you can make comparisons and get vital insights for your ads campaign:
Pay-per-click audit guide cannot be completed without talking about budget utilization. Following points should be the part of PPC audit checklist:
To optimize the performance of your search ad campaigns, advertising managers need to do a campaign audit regularly to ensure their campaigns are running smoothly and generating the best possible PPC ROI. Data analytics is a huge part of modern business, and the more you tap into it, the more success you will have in paid advertising.
Get a free audit of PPC account, try running the Account Audit Report from PPCexpo to really cut to the core of campaign issues, and ultimately, run a PPC campaigns audit that boost performance on all levels. We hope this would be the ultimate PPC audit checklist 2022 to better improve your Google Ads performance.
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