Follow the Steps of Our PPC Audit Checklist

In this post, we’ll provide a comprehensive PPC audit checklist to help you adapt your campaigns for better results.

It’s important to optimise your PPC strategy properly, or you may be wasting money and missing out on potential customers. 

PPC Audit Checklist

Our PPC Audit Checklist

Whether you’re new to PPC advertising or looking to improve the performance of your existing efforts, this checklist will help you evaluate your campaigns and optimise them for better results:

1. Review Your Goals

The first step in any PPC audit is to review your goals:

  • What are you trying to achieve?
  • Are you looking to drive more traffic to your site, generate more leads, increase sales or promote a specific product?

Make sure your goals are defined, measurable and aligned with your strategy. Once you have a clear understanding of your objectives, you can use them to evaluate the effectiveness of your campaign.

2. Check Your Budget

Next, review your budget to ensure that you’re allocating your funds effectively:

  • Are you spending too much on campaigns that aren’t generating results?
  • Or are you missing opportunities by not investing enough in high-performing campaigns?

Make sure your budget is optimised to support your goals and that you’re tracking your spend accurately.

3. Evaluate Your Keywords

Keywords are the foundation of any PPC campaign, so it’s essential to evaluate them regularly. Review your keyword list to ensure that it’s relevant to your goals and target audience.

  • Are there any keywords that are too broad or too specific?
  • Are you using negative keywords to filter out irrelevant traffic?

Utilise keyword research tools from third parties such as the Keyword Magic Tool or Keyword Explorer to identify new opportunities and refine your list based on performance data.

4. Assess Your Ad Copy

Your ad copy is what draws users in and entices them to click on your ads. Review your copy to ensure that it’s engaging, relevant and aligned with your goals.

  • Are your headlines and descriptions compelling enough to grab attention?
  • Are you using strong calls-to-action (CTAs) to encourage users to act?

A/B testing is a great way of experimenting with different variations and see what resonates best with your audience. In fact, 77% of companies are running split testing in this capacity, so its evidently an effective method for refining campaigns.

5. Analyse Your Landing Pages

Review your landing pages to ensure that they’re relevant to your copy, possess a clear value proposition and provide a smooth user experience. In addition, heat mapping tools can be used to identify areas that may be causing friction or confusion for users.

6. Check Your Ad Extensions

Google report that ad extensions can increase CTR by as much as 15%, so it’s never been more important to use the correct type of extensions for your goals, and that they’re configured properly.

  • Are you using site links, call extensions or location extensions to provide additional information to users?

Leverage performance data too, in order to identify opportunities to improve your extensions.

7. Monitor Your Quality Score

Your quality score is an important metric that can impact your ad placement and cost-per-click (CPC). Review your quality score to ensure that it’s high enough to support your goals:

  • Are your ads and landing pages relevant to your keywords?
  • Is your click-through rate (CTR) high enough?

Use quality score metrics to identify areas where you can improve your campaigns.

8. Evaluate Your Ad Placement

Take a look at placement to ensure that your ads are appearing in the right places for your goals.

  • Are you targeting the right  locations, devices and audiences?

Try ad placement metrics to identify opportunities to improve your targeting and increase your ad visibility.

9. Review Your Bidding Strategy

Consider your bidding strategy and ensure that you’re using the right bidding options for your goals:

  • Are you using manual bidding or automated bidding?
  • Are you bidding aggressively enough to achieve your goals?

Use bidding metrics to identify opportunities to optimise your bidding strategy.

10. Analyse Your Conversion Tracking

Search Engine Journal report that a lack of conversion tracking ‘can lead to overbidding or underbidding on traffic and poor budget allocation’, highlighting how essential it is to ensure conversion tracking is set up correctly.

  • Are you monitoring the right landing pages?
  • Are you using the correct conversion tracking code?

Use relevant metrics to identify opportunities, improve your tracking and optimise for conversions accordingly.

11. Check Your Ad Frequency

Be mindful of your ad frequency to ensure that you’re not overexposing your audience to your ads:

  • Are you capping your ad frequency to prevent what HubSpot describe as ad fatigue?

Use ad frequency metrics to identify opportunities to optimise your ad exposure and improve your user experience.

12. Monitor Your Competitors

Keep track of your competitors to ensure that you’re staying ahead of the game:

  • Are they bidding on the same keywords as you?
  • Are they using similar ad copy or targeting the same audiences?

Use competitor analysis tools to identify opportunities to differentiate yourself from your competitors and stay ahead of the game.

In Short

Conducting a regular PPC audit can help you identify areas for improvement and optimise your campaigns for better results. By following this checklist, you’ll be able to identify opportunities to optimise your campaigns and achieve your PPC advertising goals. Remember to conduct your audit regularly to ensure that your campaigns are always performing at their best.

With our outstanding range of digital marketing solutions, Saturate can help you to unleash your full online potential in no time at all. Contact us to start flooding your market today.

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