WEBITMD® University Guides

PPC Audit

Guides > PPC Guides > PPC Audit

Why Audit:

Is your account setup with the optimal structure and settings needed for long term success? The chances are that you have a significant portion of your budget going to low quality, or even unwanted, traffic. PPC interfaces such as AdWords allow for almost anyone to easily start running ads within a few clicks. However, without the proper knowledge and experience, this seemingly simple system will blow through your budget while delivering subpar results.

A PPC audit by WebitMD can give you a high level summary of the current condition and possibilities of your account.

Audit Differences: There are many ways to perform an audit on a PPC account, many fail to address the real issues within an account. Automated tools that give an “account score” or “health grade” are often based off set rules and do not factor what is needed for an individual account. Spreadsheet analysis that looks for weaknesses and opportunities for the current build also miss some of the most important qualities needed for a successful account. Audience selection, structure and theming, keyword intent, proper settings, and ad copy quality can only be properly evaluated in person by a PPC professional.

Audit Sections: Our custom comprehensive PPC audits include the following analysis:

  • Settings, Budgets, & Bid Adjustments
    • Location Targeting
    • Device Targeting
    • Budgets
    • Networks
  • Impression Share & Auction Insights
    • Search Impression Share
    • Impressions Lost Due to Quality
    • Impressions Lost Due To Budget
    • Competitor Comparison For Shared Keywords
  • Account Structure
    • Campaign Theming & Segmentation
    • Ad Group Structure
    • Keyword Match Types
    • Quality Scores
    • Search Terms
  • Ad Copy & Extensions
    • Text Ads
    • Image Ads
    • Ad Extensions
  • Conversion Tracking & Performance Measurement
    • Types of Conversions
    • Conversion Tracking Accuracy
    • Conversion Rate Analysis
    • Cost Per Conversion
  • Written Conclusion

Review of Findings:

Once the audit is complete, we either schedule an in-person meeting or online screenshare to review the findings and provide recommendations. We provide this audit and personalized meeting complimentary to our prospective clients in order for us to demonstrate our level of expertise for them to determine if we would be a value added service to their business.

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