- Ad copy analysis: Check the number of Ad variations per Ad group
To begin the audit, see how many ad variations your average ad group include.Steps: export all account ads using AdWords Editor and use a Pivot Table (Excel) to count the number of variations
The best practice is to test 3-4 ad variations at a time.If your ad groups include over four ad variations, reduce the number by eliminating the least succesful ones.
- Are you using DYNAMIC KEYWORD INSERTION (DKI)
If you’re unsure whether to use dynamic keywords, the best answer is “no”.
Youe can use DKI if you’re faced with a vast range of keywords (long tail) - Check for Ad spelling & grammar errors
- Check which Ad extensions are used
By using the ad extensions, you can take up more “real estate” on the search engine result page (SERP), and comminicate more value proposals to customers. - Check your keyword match types
When auditing your PPC account, compare whether your resource allocation matches with the results from each type of keyword matching.Assign the largest share of your PPC budget to the match type with the lowest cost-per-action (CPA) and the highest conversion rate.
- Check how many keywords per ad group
Check for the number of keywords and match types used.
Do NOT use more than 20 keywords in one ad group - Analyse youre Ad words Quality Score
The higher QS you have, the more auctions you’ll be able to participate in, and less you’ll have to pay for website visits.
Check your Quality Score by looking within your Adwords Keywords tab(Keywordscore). - Check frequency of bid changes
By regularly auditing your ad campains, you’ll be able to rapidly adjust to the changes. - Review pending keyword opportunities
To discover new keyword opportunities and take advanctage of your findings, check your Search Query Report in Google AdWords. - Check your Audience Targeting
During your PPC account audit, consider the new possibilities, of re-targeting your audiences based on their previous preferences and actions.
Returning customers are typically more likely to convert. - Check for landing page errors
In addition to engaging ad copy and relevant keywored targeting, you also need to set up campaign landing pages.
While auditing your PPC account, take the time to review your landing page details - Review Remarketing Campaigns
First check your remarketing campaigns profitability, cost per click, and conversion rate.
Second look for new audience segments that you could retarget with a specific value offer - Check your campaign & ad rotation settings
Campaign settings include the basic rules on how and to whom your ads are shown - Keywords with zero impressions
To keep your Ad group streamlinded, find all the keywords bringing no traffic over extended periods, and remove them from your targeted keywords list - Check Impression share
Are your ads shown every time someone searches for a particular keyword, or is your impression share lower than 100%?
You can increase your impression share by improving the overall quality and relevance of your ad campaigns as well as increasing budget and bids for higher positions - Review your AdWords Competitors
Its an incremental part of a PPC account audit to understand how your impression share campares to those of your competitors
To get more insights into this topic, use the Auction insights report in Google AdWords
