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A PPC (pay-per-click) audit is an in-depth analysis of a business’s pay-per-click advertising strategy and campaigns. The primary objective of a PPC audit is to pinpoint underperforming aspects of the campaign and suggest improvements.
During a PPC audit, the following components are typically examined:
Account structure: This includes the organization of the PPC account, such as ad groups, keywords, and ad copy.
Keywords: An assessment of the targeted keywords in the PPC campaigns, ensuring they are relevant to the business and its offerings.
Ad copy: Evaluating the effectiveness of the ad text, including headlines and descriptions, in attracting clicks and conversions.
Landing pages: A review of the website pages to which the ads direct users, checking their relevance to the ad copy and their optimization for conversions.
Conversion tracking: Analyzing the techniques used to monitor conversions (e.g., phone calls or form submissions) and their accuracy in measuring the PPC campaigns’ performance.
Based on the audit results, the PPC specialist will provide recommendations to enhance the campaign, such as modifying the ad copy, incorporating negative keywords to filter out irrelevant traffic, or optimizing landing pages for improved conversion rates.