PPC Audit Powerpoint Ppt Template Bundles

Focus on CTR, CPC, conversion rate, and ROAS/CPA first. If your CTR's under 2%, your ad copy probably sucks. CPC shows whether you're getting ripped off on clicks. Conversion rate tells you if people actually want to buy once they hit your site - this one's huge honestly. ROAS and CPA determine if you're making money or just throwing cash away. Don't ignore impression share and quality score either since they mess with everything else. Oh, and quality score can be annoying but it really does matter. These metrics will show you exactly where you're bleeding money.

Honestly, do mini check-ins monthly - way better than waiting quarterly. Your campaigns can tank fast with competitor changes or platform updates (trust me on this one). Quick monthly reviews of top keywords, ad copy, and spend keep you sane. Then every 3 months go deeper into campaign structure and landing pages. Don't wait a whole year like some people do - that's just burning money. Set those calendar reminders now or you'll definitely forget. Catching problems early saves your ROI from going to hell.

Start with Google Ads Editor and Performance Planner - they're free and actually pretty good. Add SEMrush or Ahrefs for checking out what competitors are doing. SpyFu works too if money's tight. Google's Keyword Planner is weirdly underrated for search volumes. I'd also grab Hotjar for landing page stuff - helps you see where people are clicking around. Don't go crazy with tools though. Pick 2-3 max or you'll drown in spreadsheets. Begin with your account structure, then move through keywords, ads, and finally landing pages. That order just makes sense to me.

Pull up your keyword report and sort by cost-per-conversion - the expensive losers will be right at the top. Look for anything with high impressions but terrible CTR (like under 2%). Quality Scores below 4 are usually trash too, honestly. Don't forget to check your search terms report - you'll probably find some weird irrelevant stuff that somehow got through your match types. Pause the worst ones right away. Then add negatives so you don't waste more money on similar garbage. I always tackle the biggest budget burners first since they hurt the most.

Yeah, ad copy makes or breaks everything - I've watched so many campaigns tank because the targeting was perfect but the copy sucked. Your headlines need to actually grab people, not just exist there. Check if your descriptions tell people why they should care, and make sure your CTAs don't sound like robots wrote them (which... honestly half of them do). Look for weird mismatches between what different ad groups are saying. Also super important - does your ad copy match what people see when they land on your page? That disconnect kills conversions. Even tiny changes to emotional hooks or benefit language can boost your CTR big time.

For your PPC audit, start with conversion rates - see which campaigns and keywords are actually working. Bounce rates matter too; if people bail immediately, your ad messaging probably doesn't match the landing page (super common mistake). Also check how long visitors stick around. Load speed is huge - nobody waits anymore. Test everything on mobile since that's where most traffic comes from anyway. Walk through the whole user experience yourself and make sure your call-to-action actually makes sense. Google Analytics plus your PPC data will show you the real story.

Start with conversion tracking - you can't optimize what you can't measure. UTM parameters on your landing pages will show you which ads actually convert in Analytics. Quality Scores matter more than ad position sometimes, so track those by placement. Google's position reports are useful but honestly kind of a pain to navigate. Set automated rules to kill bad placements based on your CPA goals. Pull a placement report this week and compare your top 10 vs bottom 10 performers - that's where you'll find quick wins.

Honestly, PPC audits are a game changer - they show you exactly where your cash is going and what's actually working. You'll catch those campaigns burning budget with awful ROAS (we've all had that one "brand awareness" campaign that was basically lighting money on fire). Plus you can spot the hidden winners that just need more budget thrown at them. I usually run mine monthly and move like 10-20% from the duds to whatever's crushing it. Way better than just guessing based on what feels right, you know?

Honestly, diving into Quality Score is like getting a reality check on where you're wasting money. Your keywords might have awful relevance scores that jack up costs. Ad copy could be totally off from what people actually search for. And don't get me started on landing pages - if they suck, users will bounce immediately. Low scores mean you're paying way more for worse ad spots while your competitors get cheap clicks and better placement. I'd start with any keywords under 5, those are bleeding you dry. It's actually pretty shocking when you see the numbers.

So I'd start with SEMrush or SpyFu to dig into their keywords and ad copy - both show you what they're spending and how their campaigns have evolved. Ahrefs works too. iSpionage used to be great but honestly it's gotten way too expensive. Check out their messaging angles and what products they're pushing hardest. I always do manual searches for my main keywords just to see their ads myself, plus you'll catch any display campaigns they're running. Oh, and definitely export everything to a spreadsheet so you can actually spot where you're missing opportunities. The data's only useful if you can compare it to what you're doing.

CTRs are all over the place depending on what you're doing. Search ads usually hit 2-5%, though legal/finance can push 6-8% while retail stays closer to 2-3%. Display ads? Way lower - like 0.5-1%. Here's the thing though - I wouldn't stress too much about hitting some industry benchmark. Your audience is different, your keywords are different. What I'd actually watch for is when your own numbers suddenly tank compared to last month or whatever. That's your real red flag. Beat your own past performance instead of chasing what everyone else is doing.

So your PPC audit basically shows which people are actually buying stuff vs just browsing around. Pull that audience performance report and sort by cost-per-conversion - that's your starting point. You'll find demographic patterns, device types, locations, even what times work best. Sometimes you discover random audience segments that convert like crazy even though you weren't really targeting them on purpose (those are gold). Don't dump audiences with good clicks but weak conversions yet - they usually just need tweaking. Take the winners and build lookalikes, then exclude the total duds.

Oh man, don't get lost in the weeds right away - I made that mistake so many times. Check the big picture stuff first like campaign structure and goals. You could spend forever tweaking keywords when actually your landing pages suck or you're targeting completely wrong people. Date ranges matter too! Seasonal businesses will throw off your whole analysis if you're not careful. One thing auditors always do (drives me crazy) is they only focus on what's broken. Look for the opportunities just sitting there waiting. Work top-down: structure, then campaigns, then get into keywords and ads.

Oh man, seasonality will mess with your PPC audit big time if you don't watch out. Peak season makes everything look amazing when it might not be. Off-season? Total opposite - looks like disaster when it's just normal fluctuations. Had a retail client where I almost panicked looking at January data after December's crazy numbers. You've gotta pull at least a year's worth of data and compare the same time periods year-over-year. Don't just look at recent stuff. Also heads up - call out those seasonal patterns in your recommendations or stakeholders will think you're nuts.

Okay so first thing - reorganize your campaigns and group similar keywords together. Get rid of redundant ad groups, they're just burning money. Your bidding strategy probably needs work too. Bump up bids on keywords that actually convert and pause the ones going nowhere. I know it sounds like a lot but honestly once you get started it clicks pretty fast! Fix your ad copy so it matches what people are actually searching for. Oh and definitely add negative keywords - that'll stop a ton of wasted spend right there. Your landing pages need to be relevant too. Start with whatever's eating the most budget first since those wins will give you more room to test new stuff.