Instructed by Courtney Herda.

1. PPC Auditing
Developing & Maintaining a Successful
Framework
Courtney Herda
President
Smarter Searches

2. Today You Will Learn
• The How’s and Why’s of Creating a PPC
Auditing Framework
• Direct Tips on How to Assess your Account
• How to maintain the progress

3. CEO of Smarter Searches
9 years managing PPC and SEO in house and at
the agency level
About Me

4. Agenda
• Why Conduct an Audit?
• Audit Goals and Objectives
• The PPC Auditing Process
• Auditing Landing Pages
• Maintaining the Framework Momentum

5. Why Conduct an Audit?
• Creating consistency when onboarding
new clients
• Reviewing old/existing clients
• Identifying mistakes or opportunities

6. Audit Goals and Objectives
-Aligning Campaigns with Business
Objectives
-Reviewing KPIs
-Identifying and Fixing Tracking issues

7. The PPC Auditing Process
Structure
• Campaign structure
• Ad Group Structure
• Ad group/keyword themes
• Match type strategy
• Branded/non-branded campaigns

8. Settings – Don’t Mess this Part Up!
Did you accidentally opt into the display
network?

9. More Settings
Language
Location
Day Parting
Ad Rotation
Budget Pacing

10. Bidding Strategy
Optimize bid adjustments for location and
device
Check keyword bids
Quality score reporting

11. Keywords
Run search query report (All Keywords) for
opportunities

12. More Keyword Strategies
Check your match types
Make sure keywords match up with goals
and objectives
Add negatives

13. Ad Copy
• SPELL CHECK
• Are there at least 2-3 variations for each
ad group?
• Is there a dedicated mobile ad?
• Do they have clear calls to action?
• Are all landing pages functional and
landing on the right page?

14. Ad Extensions
• Is all information accurate?
• Has everything been migrated correctly to
work with enhanced campaigns?
– Do sitelinks have descriptions?
• Test additional extensions

15. Auditing Landing Pages
• No 404!
• Optimize pages for conversions
• Create a landing page testing plan
• Comply with editorial guidelines (privacy
and user terms)
• If there are problems, contact Google or
Bing immediately to solve issues

16. Maintain the Framework
• You will get faster with time.
• Platforms and software can make the
process easier
• Don’t be afraid to set up automated rules
• Schedule reports
• Schedule audits and be consistent

17. What’s Next?
• Determine frequency
– Budget, staffing, scope of account
• Make sense of the data to recommend
actionable changes
• Look at the big picture
• Budget recommendations? New
opportunities?

18. Move The Needle

19. Move The Needle
Go step by step through at least one
campaign and complete the auditing
process. Start with client goals then
evaluate Structure, Settings, Keywords, Ad
Copy, Extensions, and Landing Pages. Fix
errors, update outdated information, come
up with new areas of potential and growth.
Audit At Least One Campaign

20. -Audits should be used on new & existing accounts
-Focus on big picture goals first then go step by
step through each section
-Don’t forget to analyze conversion and landing
page performance
-Fix errors immediately then come up with new
ideas
Key Takeaways

21. www.onlinemarketinginstitute.org
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