The Ultimate PPC Audit Guide: Optimize Like a Pro [2023]

Are you tired of your PPC campaigns underperforming despite your hard work and dedication? Fear not! Because today, we're talking about the ultimate solution to all your PPC woes – one of the best PPC audit guides.

Yes, you heard that right…

After all, 96% of companies spend money on search ads, so it's crucial to know where your money is going.

We're about to unravel the mystery behind PPC audits and why they are crucial for your campaign's success.

What Is a PPC Audit?

PPC audit is a process of evaluating the health and effectiveness of your pay-per-click advertising campaigns.

Think of it as a thorough check-up for your campaigns, like visiting a doctor but for your ads.

And just like a doctor's visit, a PPC audit can save you from some major headaches down the line.

For instance, imagine you're running a PPC campaign, and you're pouring all your hard-earned cash into it, expecting a good return on investment.

But to your surprise, the results are not what you hoped for.

Your ad spends are high, and conversions are low. What could be the problem?

This is where a PPC audit comes in.

By conducting an audit, you can identify areas where you're overspending, underperforming, or simply missing out on opportunities.

A Simple PPC Audit Checklist

When it comes to conducting a PPC audit, there are certain checkpoints you need to tick off to ensure that your campaigns are in top-notch shape.

Keep in mind that almost all PPC audits put a strong focus on the Google Ads network because of its market domination.

By the end of 2023, Google's share of digital advertising revenues worldwide is projected to amount to 27.5%.

So, without further ado, let's dive into the PPC audit checklist:

1. Are You Tracking Conversions Properly?

This is the bread and butter of PPC campaigns. If you're not tracking your conversions accurately, you're basically driving with your eyes closed. Make sure your conversion tracking is set up correctly and that you're measuring the right metrics to determine your ROI.

2. Are Campaign Settings Set Correctly?

Your campaign settings can make or break your campaign's success. Make sure your targeting options, ad delivery, ad rotation, network setting, mobile bid adjustment, and bidding strategies are all set up correctly. A small mistake in any of these areas could lead to wasted ad spending and poor results.

3. Do All Ad Groups Hold Less Than 20 Keywords?

The age-old adage “less is more” rings true when it comes to ad groups. When it comes to identifying the proper keywords for your PPC campaign, the general rule of thumb is to have no more than 15-20 keywords per ad group. This ensures that your ads are highly relevant to the search queries and that you're not diluting your ad group's focus.

4. Are You Using No More Than Two to Three Ad Variations per Ad Group?

Variety is the spice of life, but too much variety can be overwhelming. Stick to two to three ad variations per ad group and test which ones perform best. This will help you optimize your ads and improve your click-through rates.

5. Is Ad Messaging Consistent and Error-Free?

Your ad copy should be consistent across all ad variations and free of errors. Make sure your ad messaging is aligned with your landing pages and that it's appealing to your target audience.

6. Is the Negative Keyword List Complete?

Negative keywords are essential for weeding out irrelevant search queries and preventing your ads from appearing for the wrong searches. Make sure you have a comprehensive negative keyword list to avoid wasting your ad budget on irrelevant clicks.

7. Are You Using PPC Extensions That Are Appropriate Fits for Your Business?

PPC extensions, such as callouts and site links, can help improve your ad's visibility and click-through rate. However, make sure you're using extensions that make sense for your business and that you're not overdoing it with too many extensions.

Bottom Line

There you have it, folks – the PPC audit checklist that will take your campaigns from “meh” to magnificent!

And if you're looking for some handy PPC audit tools, there are plenty of options available, such as SEMrush, AdEspresso, Google Ads Editor, etc., etc.

Just a simple search online will give you a total list of these tools.

So, good luck with your campaigns!