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PPC (Pay Per Click) Audit



PPC Audit

A PPC (Pay Per Click) audit is a great way to ensure that the health of your account is in order, that you’re not wasting money or missing opportunities. Businesses get audit their PPC accounts on a regular basis for a number of reasons.

Accounts grow over time, the management of them can change hands regularly and updates to the software all allow for issues to creep in. Performing a PPC audit is the perfect way to ensure that the account is setup correctly, running smoothly and delivering optimal results.


12 years Experience in PPC

Dedicated Account Manager

Professional Service

Passionate About PPC

Results Driven Approach


Why Get a PPC (Pay Per Click) Audit?

A PPC audit is run on accounts like AdWords, Microsoft Advertising, or Facebooks ads platform to ensure that:

  • Your ad spend is going in the right places
  • You are targeting the right keywords or audiences
  • Your ads are being triggered
  • You are getting results in terms of sales, ROAS (Return on Ad Spend) and profits
  • Keywords, ads and landing pages are relevant
  • That you not wasting spend on irrelevant terms

In short, we are looking to see what is wrong with an account and what can be improved within it. As such, performing a PPC audit is something that should be done regularly or at key points (such as when beginning work, handing over management, in prep for new product launches, etc).


What We Do (PPC Audit Checklist)

The specific tasks comprising a PPC audit will vary depending on the nature of the account and the business objectives. For example, some accounts may target multiple regions or have hundreds of campaigns, others may utilise different features such as shopping campaigns and PLAs (Product Listing Ads). There are multiple networks such as display and search and many types of targeting and bidding technologies.

Not every feature is relevant to every business and hence some accounts will not use or need to use certain features. Consequently, there are many aspects of a PPC audit that are not ubiquitous. In addition to features, not every business has the same objectives, some seek direct response and focus on ROI, others are looking to increase market share or build brand awareness.

As such any audit will be tailored to the needs and objectives of the client business and the features or technology that they can, do or should utilise. That said, there are many components of an audit that are very common, we have detailed these below.


Account Structure

The structure of accounts should follow best practices as set out by Google but should also meet the needs of the business and business objectives. The core areas reviewed within this category are:

  • Campaign structure
  • Ad group structure
  • Keyword match type structure

Many factors will contribute to the account structure and several methodologies could be implemented.  Factors such as total budget can impact the number of campaigns implemented, the number and category of products can impact the structure of campaigns and ad groups. Methods such as triangulation and matrices can be used independently or in conjunction with one another.

When we perform a PPC audit, we look at the account structure to ensure that it is both best suited to the needs of the business and most likely to deliver results.


Keywords & Targeting

Ensuring that the right keywords or placements are used is essential, this can also consider the match types of keywords used. Failing to use match types or use them effectively can waste money or allow you to systematically miss opportunities. Broad match keywords allow you to find new opportunities, while exact match keywords allow you to deliver hyper-relevant ads.

Reviewing the search terms (the terms that trigger your ads) is a great place to find new opportunities.


Negative Keywords & Placements

Broad match keywords can trigger ads for irrelevant terms if not managed properly, reviewing search terms is a great place to find terms that are not relevant. These irrelevant terms can be added as negative keywords to ensure that they do not trigger ads in the future.

Negative keywords can also be used to sculpt campaigns that are structured based on match type, to ensure that the most relevant ads are always shown.


Ads & Ad Extensions

Ads and ad extensions are the bleeding edge of a PPC account, they are what users will see and should encourage them to click through to your site. As such, having relevant ads with powerful unique sales messaging is essential.

Google have also changed and added to ad formats significantly over the recent past and now offer a lot of options. They have also retired old ad types and so, its vital to ensure that the latest ads are used and fully taken advantage of.


Ad Scheduling

Often overlooked, ad scheduling ensures that your ads are shown at the right times as well as allowing you to adjust bids based on the time of day or day of week. If your business only operates within certain hours and can’t take calls outside of those hours, it is essential to limit your ads to those times.

Once an account has been running for at least a month, you will start to see that users are more likely to click or convert at certain times or on certain days. Using this data, we can optimise bids to ensure that budget is spent in the most optimal way.


Analytics & Tracking

Ensuring that tracking is setup properly and tested to ensure that it is working is essential if you are to optimise for anything other that CTR (Click Through rate). Setting up relevant goals, ensuring that user data such as bounce rates and time on page all helps when making strategic decisions.

We check and test tracking to ensure that it works as intended and provides the data you need to make the best choices and steer when it comes to PPC strategy.


Spend Management

At the most basic level we ensure that you are spending the most money where it delivers the best return. We can also suggest tests such as turning off campaigns or keywords that you rank well for organically to see if spend is being wasted in these areas.


Bid Management

Bid management is one of the biggest areas for opportunity, whether you are manually bidding on keywords or using portfolio bid strategies there is nearly always room for improvement. We check to ensure that both the bidding technologies being used are the most useful and that the bids themselves are facilitating optimal results.

Bids are intrinsically linked to ROI but also affect a range of other factors such as traffic volumes, exposure and the likelihood of converting users. We analyse this data heavy system with advanced mathematical tools combined with intuition gained derived from decades of experience.



This feature and technology allow you to plug holes in your online paid marketing strategy by recapturing users once they leave your site. Providing recommendations on how to set this up or optimising existing remarketing campaigns ensures that there are no holes in your PPC strategy.


What Data Do We Look At

As mentioned previously, the needs of each business vary greatly and so the specific metrics we review will vary from client to client. However, there are some metrics that are almost always reviewed such as those detailed below.


QS (Quality Score)

Due to the impact that this metric has on the cost of keywords, this metric is always top of the list when reviewing search campaigns.


CTR (Click Through rate)

This metric has a huge impact on the Quality Score and also implies the relevance of ads to keywords or search terms.


CPC (Cost Per Click)

The cost incurred per click has a direct effect on the visibility of your ads in terms of their position within the paid listings and can affect profitability.


Impression Share

The metric defines the remaining opportunity there is for expansion and therefore can indicate the scalability of an account.


Conversion Data & ROAS (Return on Ad Spend)

Conversion data is often the primary metric for businesses as it indicates, sales, revenue and is used to calculate ROAS and profit.


Clicks & Impressions

The two metrics determine the volume of traffic you receive from your ads and the amount you are missing out on.


Average Position

This metric will determine where your ads are being listed and can highlight both opportunities and problems with visibility.


What Results Can You Expect

A PPC audit is either provided as an analysis with recommendations or is something that we go ahead an implement for you. In either case the recommendations will need to be implemented for any results to be seen. The spectrum of results is huge, if an account is in poor shape then the implementation of the audit findings will likely result in significant improvements.

We tailor our audits to your needs, so if you are trying to increase sales, this will be the nature of the results. If you are looking to decrease spend while maintaining profits, this will be the result of the audit.


What Will It Cost

We charge a standard hourly rate of $75 USD / $110 AUD / £60 GBP (+VAT where applicable), the number of hours required will depend on the size of the account. All costs and hours will be agreed before any work begins, there are no hidden costs.


How Do We Get Started

If you are interested in getting a PPC audit or would like to engage into a conversation with us about your needs please fill in the form below and we will be in touch shortly.



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