What is a PPC Audit?
A comprehensive PPC Agency Audit is a no holds barred approach to review and identify areas of your current pay per click management that could use performance improvement. The auditing process one should take is comprehensive and listed step-by-step further down in this tutorial.
Why and How often should you Audit your PPC advertising?
If you manage more than one Adgroup it is a good idea to do a comprehensive PPC campaign audit every fiscal quarter. Not that this is the definitive PPC account audit and analysis guide but you should also perform some type of monthly audit focused around the highest value KPIs. Both examples are laid out in the Pay Per CLick (PPC) Campaign Audits plans portion of this guide.
Should you outsource your Pay Per Click Audits?
If you are a Pay-Per-Click agency its best that you perform the audit yourself. The same is true if you are a small business owner. Your inside knowledge and insights into the buyer personas and the purchase funnel will prove invaluable. However, if your forward progress has been flat lining longer than a zombie you might want to look into outsourcing your Adwords campaign audits to a capable Google Adwords expert agency.
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PPC Audit Checklist
The below checklist is a step by step guide to auditing your own PPC campaigns on Bing, Google Adwords, and Yahoo Gemeni.
Many other PPC advertising company tutorials suggest a year or perhaps 90 days, but today’s shoppers are fickle and much more educated with search patterns that come and go. Our goal is to find out what is and is not working now. We don’t care what happened all year if the past month was horrid so stick with the 30 day PPC Audit.