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All of our Free PPC Audits are tailored to each ad account so contents will vary from one account to another, depending on our findings in the audit. Below is a view of a typical PPC audit process to show you our workflow and structure.

Free Pay Per Click Ads Audit

Executive Summary

As with any detailed report, an executive summary helps summarise the findings and present back to you a snapshot of the health of your PPC account at the time of auditing. We will describe the strengths, weaknesses and opportunities for you and highlight any immediate wins we see for you.

12 Month Lookback

We’ll present back a top line summary of key metrics over 12 months. This will help evaluate your account over a longer period and show developing trends. Is your account improving, how have key metrics developed? 12 months is a long time in PPC and many factors influence performance. Our experts will offer their guidance on how your account has been performing.

Previous Month Lookback Figures

Our PPC experts will dive deeper into the more recent history in your account and show how it is performing now. This is an important step in understanding how your account stacks up under current conditions and will show us and you if progress is being halted and how much testing is being done to drive incremental improvements. We advocate continuous optimisation to ensure an account is on top of developing market conditions and it is proven to drive wins for our clients.

Account Structure & Naming Conventions

Account structure and naming conventions are often overlooked because the name of a campaign or ad group doesn’t directly impact performance. The main benefit of a logical structure with clear naming conventions is an account becomes easier to manage and you can make decisions quicker based on clearer data and understanding of where improvements can be made.

Your account structure is a key part of aligning your account with your overall objectives so our experts will report back with recommendations on account structure for you.

Conversion Tracking (Pixels, Remarketing, Analytics etc)

Data is key to PPC success and a fundamental part of data collection for PPC is conversion tracking. Without adequate tracking you are effectively swimming in the dark. If you cannot see how your campaigns are performing, you cannot improve them.

We have seen some very costly errors due to a lack of tracking so this is a key area for our experts when auditing your account.

Target Audiences & Placements

There are a staggering number of options for audience targeting in PPC and it is a full-time job keeping on top of them. Our experts will assess whether you are maximising available audience and placement targeting. We’ll assess your data and show you where you will benefit from refining or expanding your targeting.

High Spend Campaigns

Prioritising workflows often begins with the highest spending campaigns and we will hone in on where most of your budget is being spent to ensure it is being spent efficiently. Our experts will go into detail to assess what is and isn’t working and make recommendations to improve the ROI of your budget.

Keyword and Adverts Quality Score

Quality score is a measure of how relevant your ads and keywords are to your audience. Improving your quality score is a sure fire way of delivering improvements. Our experts will guide you on how to improve your quality score across your keyword and advert inventory which will directly improve your bottom line.

Concluding Comments 

This section is similar to the executive summary but will be more detailed on summing up our recommendations for improving your PPC accounts. We will include any specific comments from our experts for you here.

After your audit, we recommend you book a short session with an expert who can provide additional context and answer any questions you may have. This will enable you to build a roadmap for next steps to get the most from your Free PPC Audit.