PPC Audit Sample & AdWords Review from Markitors

WHAT’S INCLUDED IN THIS AUDIT?
The PPC Audit we’ve performed for ABC Co. evaluated
the most important factors that impact your pay per
click marketing performance.
In the evaluation process we determined which issues
would be most important for your consideration as it
relates to a prioritized action plan.
In this report we only present the issues we believe
will likely bring the most efficient results moving
forward. The report is organized by the sections we
believe have the most impact on your PPC results.
At the end of the report you’ll find our prioritized
action plan and strategy to improve the PPC marketing
efforts for ABC Co..
OVERVIEW // PPC AUDIT + STRATEGY
// ADVERTISING & COMPETITOR RESEARCH
- Competitors’ best keywords, ad strategies and budget.
// WASTED SPEND
- How much money could be saved with a few actions.
// QUALITY SCORE OPTIMIZATION
- How Quality Score is impacting rankings and costs.
// CLICK THROUGH RATE (CTR)
- Factors impacting your CTR results.
// ACCOUNT ACTIVITY
- Best practices within your PPC account.
// TEXT AD OPTIMIZATION
- How ad text impacts clicks, CTR and ad ranking.
// LONG TAIL KEYWORD OPTIMIZATION
- How long-tail keywords can achieve a higher ROI.
// IMPRESSION SHARE OPTIMIZATION
- How often your ads appear for relevant searches.
// LANDING PAGE OPTIMIZATION
- How effectively you’re converting clicks into sales.
// MOBILE ADVERTISING
- Maximize opportunity with mobile ads.

PPC AUDIT:
ADVERTISING & COMPETITOR RESEARCH
HERE ARE THE KEY TAKEAWAYS:
» Top competitors on average are spending $1,300 a month on PPC marketing
» ABC Co. spends about $100 per month - less than what competitors spend in three days
» Top competitors on average are targeting 145 nonprofit related keywords per month
» ABC Co. is targeting 38 keywords - almost a fourth of competitor reach
» Top competitors on average are getting 940 clicks a month to their site
» ABC Co. is getting about 33 visits per month - 3.5% of competitor traffic
» Top competitors on average are spending $1.38 per click
» ABC Co. is paying about $3.03 per click, largely due to a higher
than average ad position

TOP LANDING PAGE FOR THE COMPETITOR:
competitor.com
YOUR COMPETITION:

» KEY STATS
: Estimated Monthly Budget: $1,146
: Total Paid Keywords: 170
: Estimated Monthly PPC Clicks: 849
» TOP 10 PAID KEYWORDS
: top competitor paid keyword - $3.63 / click
* See Excel spreadsheet for full list of keywords
» ADS
: Average Ad Position: 6.29
: Average Cost Per Click: $1.35
: Ad History: 3 years, 4 months
competitor.com
YOUR COMPETITION:

TOP LANDING PAGE FOR ABC Co.:
abcco.com
YOU:

» KEY STATS
: Estimated Monthly Budget: $1,146
: Total Paid Keywords: 170
: Estimated Monthly PPC Clicks: 849
» TOP 10 PAID KEYWORDS
: top paid keyword - $3.63 / click
* See Excel spreadsheet for full list of keywords
» ADS
: Average Ad Position: 6.29
: Average Cost Per Click: $1.35
: Ad History: 3 years, 4 months
abcco.com
YOU:

com
petitor
1
com
petitor
2
com
petitor
4
com
petitor
3
COMPETITIVE ANALYSIS
com
petitor
5
Monthly Budget
ABC
Co.
# of Paid Keywords
# of Monthly Clicks
Average Ad Position
Average CPC
$100 $1,146 $1,760 $960 $1,590 $1,050
38 170 261 78 122 94
33 849 1,340 788 975 748
3.78 6.29 7.39 7.29 6.74 9.18
$3.03 $1.35 $1.31 $1.21 $1.63 $1.40

COMPETITIVE RECOMMENDATIONS
» We have provided you with a list of keywords that your competitors buy, but that you
currently don’t.
Our Buy Recommendation list includes 48 keywords related to TARGET INDUSTRY NAME. The
list also includes our bid recommendations for each keyword, and your expected daily costs
and daily traffic for each keyword.
We recommend building out new campaigns targeting these keywords.
We estimate that if you target all 48 of these keywords, you will spend approximately $1,000 to
generate 826 clicks at about $1.21 per click.
This will increase your monthly budget to $1,100 to generate about 859 visits. You will be
targeting 86 keywords in your campaign. All of these numbers - budget, visits, and keywords -
are consistent with what we found from the top competitors in your industry.
Next month, your competitive chart could look like this:
Monthly Budget
ABC Co.
# of Paid Keywords
# of Monthly Clicks
Average Ad Position
Average CPC
$1,100 $1,146 $1,760 $960 $1,590 $1,050
86 170 261 78 122 94
859 849 1,340 788 975 748
6.5 6.29 7.39 7.29 6.74 9.18
$1.28 $1.35 $1.31 $1.21 $1.63 $1.40
COMP. 1 COMP. 2 COMP. 3 COMP. 4 COMP. 5

PPC AUDIT:
ADWORDS AUDIT
HERE ARE THE KEY AREAS OF FOCUS ON THIS NEXT SECTION:
» Wasted spend
» Quality Score Optimization
» Click Through Rate Optimization
» Account Activity
» Text Ad Optimization
» Long Tail Keyword Optimization
» Impression Share Optimization
» Landing Page Optimization
» Mobile Advertising
OVERALL SCORE

SUMMARY OF AUDIT FINDINGS:
Wasted Spend is calculated by tracking the number
of negative keywords you have created in the last 90
days and projecting how much money could be saved
by adding additional negative keywords every month.
Negative keywords are an absoulte must, especially if
you have broad and modified broad match keywords.
AUDIT // WASTED SPEND
You’re falling behind similar
advertisers, who added an average
of 56 keywords in the last month.
You have 0 negative keywords added to
your account. Your industry average is 45
negative keywords. The lack of keywords
on your account has resulted in $32.73
wasted in the last 90 days, and is
projected to waste $130.93 in the next year.
WHAT IS WASTED SPEND?
RECOMMENDATION:
You seem to be wasting a significant
portion of your AdWords budget. Start
adding negative keywords now to get more
value out of PPC.
For example, if you’d like to exclude a
segment of customers from your
campaigns, consider adding negative
keywords like “KEYWORD” and “KEYWORD”
to your ad groups.

Quality Score is a measure of the relevance of your
keywords, used to ensure that Google users see
relevant ads and have a positive experience. The
factors that determine your Quality Score are:
// The Click Through Rate (CTR) of the keyword and
matched ad
// The relevance of the keyword and ad to the search
query
// The relevance of the keyword to its ad group
// The CTR of the display URLs in the ad group
// The quality of your landing page.
AUDIT // QUALITY SCORE
Raising your Quality Scores could
help you achieve higher ROI.
Your quality score is 6.2. We recommend
that you target a score of 7.0 or higher.
By improving your Quality Score by 1.0,
you can save $10.26, or get 3 more clicks /
month.
WHAT IS QUALITY SCORE?
RECOMMENDATION:
Higher Quality Scores will increase your
impressions and lower your costs. Splitting
ad groups, finding more targeted keywords
and testing different ad text will improve your
Quality Scores. So will creating specific
landing pages for specific keywords.

AUDIT // QUALITY SCORE
RECOMMENDATION:
You don’t have any keywords that are less than
a 4, which is great!
Focus on improving keywords that have a
quality score of 4, 5 or a 6.
Evaluate the keyword and ask yourself:
- Is this keyword included in my ad?
- Is this keyword including in my landing page?
- Is there a keyword that is more targeted?
Improve the quality score of your keywords by:
- Testing different ad text in your ad
- Splitting keywords into different ad groups
- Building a landing page that includes the
keyword
- Pausing the keyword and selecting more key-
words to test

Click through rate (CTR) is a ratio of the number of
people who click your ad to the total number of times
your ad is shown (impressions). This data is then
aggregated for all the ads in your account to calculate
an overall click through rate.
AUDIT // CLICK THROUGH RATE
Your CTRs are pretty good, but it
looks like your keywords and ads
could be better targeted.
Your Account CTR is 1.82% with an average
position of 3.69. If you increased your CTR to
3.44%, you could expect 1 more clicks or 1
more conversions a month.
WHAT IS CLICK THROUGH RATE (CTR)?
RECOMMENDATION:
Increasing your click-through rates would
drive more traffic and improve your Quality
Scores. To raise CTRs, try finding more targeted
keywords, using negatives, and updating your
ad text.

Account activity is a measure of how frequently you
made changes in the past 30 days to key areas of your
AdWords account, including campaigns, keywords, ad
groups, ad text and placements.
AUDIT // ACCOUNT ACTIVITY
You may be neglecting your account
and losing ground to competitors in
the process.
You made 28 updates to your ad text in
this quarter, but haven’t made any
updates in the last month. You’ve made 15
keyword updates in the last quarter,
including 4 in the last 30 days. You’ve
added 2 new campaigns this quarter as
well.
You’re actively devoting time to working
on your account - this is good news for
your campaigns!
WHAT IS ACCOUNT ACTIVITY?
RECOMMENDATION:
Your campaigns will suffer if you’re not
actively working on your account, logging
in almost every day. Do you have the time
and resources necessary to keep your
campaigns running smoothly?

Specific, targeted ads tend to get better rankings and
higher click-through rates. So it’s important to write
a unique ad for each keyword. In fact, best practices
dictate writing multiple text ads for each keyword -
you can then test which of your ad versions performs
best. Writing and testing multiple ads will have a
strong positive impact on CTRs and Quality Scores, so
your ads get more exposure, without you having to
raise your bids.
AUDIT // TEXT AD OPTIMIZATION
You’ve written a fair amount of ads,
but writing more targeted ads will go
a long way toward improving results.
You have 36 active text ads in your
account, which is above the industry
benchmark of 20 ads. You also have about
4 text ads per ad group, which is above the
industry benchmark of 2.5. Nice job!
Your best ads are performing slightly
better than expected given their average
position, but your worst ads are not
performing near the expected CTR’s.
WHAT IS TEXT AD OPTIMIZATION?
RECOMMENDATION:
To get the most out of PPC, target your
weakest ads and replace them with new
and relevant text ads that feature
compelling text and keywords from your
ad groups.

Long-tail keywords are longer, more specific keyword
phrases, usually containing three or more words. They
have low to medium search volume individually, but
overall, long-tail keywords account for most of search
engine traffic. By leveraging long-tail keywords in your
PPC campaigns, you can achieve a higher ROI, since
long-tail keywords are less competitive and therefore
less costly.
AUDIT // LONG-TAIL KEYWORDS
You’ve done a good job
incorporating more targeted, long-
tail keywords into your campaign.
99% of your long-tail ad impressions come
from keywords with 3 or more words. 1% of
your search impressions come 2 word
keywords, which are your “ABC Co.”
branded search terms.
WHAT ARE LONG-TAIL KEYWORDS?
RECOMMENDATION:
By adding more long-tail keywords to your
account, you could further improve CTRs
and conversion rates while lowering your
costs. Start finding more long-tail
keywords...

Impression share is a measure of how often your ads
are appearing for searches that are relevant. This
metric is a ratio of the number of times your ad is
shown (impressions) to the total number of times your
ad was eligble to appear based on its relevancy to a
search. A low impression share means that something
is going wrong in your campaign and causing you
to lose out on potential opportunities to appear to
qualified searchers.
AUDIT // IMPRESSION SHARE
Raising your impression share
would increase your exposure and
bring in more leads.
You’re losing 3% of your impression share
due to Ad Rank.
The good news is that you’re not losing
any impression share due to your budget.
WHAT IS IMPRESSION SHARE OPTIMIZATION?
RECOMMENDATION:
You need to troubleshoot your relatively
low impression share. The problem could
be low budget, low Quality Scores, poor
targeting or all three.

Landing pages are where you convert clicks into
sales. Without effective landing pages, your PPC ROI
will suffer. Features of a strong landing page include:
- Clear relevance to the keyword, the ad and the ad
group. - Concise copy and a clean, visual layout - A
clear call to action - A well-designed form that leads
the visitor to take the next step. Poor or generic
landing pages can harm your Quality Score as well
as your conversion rates, so it’s important to create
specific landing pages for each ad group.
AUDIT // LANDING PAGE
You’ve created a fair amount of
landing pages, but more and
better landing pages will go a long
way toward improving results.
You have created 3 different landing
pages, which is a fair amount. The
benchmark in your industry is about 5
landing pages, which enable advertisers
to better convert leads and improve their
Quality Score to reduce their advertising
cost.
WHAT IS LANDING PAGE OPTIMIZATION?
RECOMMENDATION:
You need to create more landing pages to
get more out of PPC. Make sure you have
a unique landing page for each ad group.
Then test your landing pages to boost
conversion rates.

Mobile searches continue to grow at a rapid pace
and are set to outpace desktop searches in the near
future. Mobile searches often have higher action
intent, convert quickly with 55% taking action within
1 hour, and typically cost less per click than desktop
searches.
AUDIT // MOBILE ADVERTISING
You’re missing out on opportunities
to optimize for your mobile ad
performance.
: 0 of your 9 ad groups have mobile text
ads set up
: 0 of your 2 campaigns have mobile site-
link extension set up
: 0 of your 2 campaigns have mobile call
extension set up.
WHY MOBILE ADVERTISING?
RECOMMENDATION:
Enabling mobile on your campaigns will
add a projected $72.84 mobile spend over
the course of 12 months, which would
represent 9% of your overall PPC spend.

PPC AUDIT:
HIGH PRIORITY NEXT STEPS
» Increase monthly budget to $1,100 to compete with top competitors
» Add 24 negative keywords to your account to save $351 / year in wasted ad spend
» Add 48 keywords from our Buy Recommendation list related to INDUSTRY NAME
» Target weakest ads with CTR’s lower than 2.3% and replace with new, relevant ads

PPC AUDIT:
MEDIUM PRIORITY NEXT STEPS
» Test different ad text for keywords with Quality Scores of 4, 5 and 6
» Create 2 additional landing pages for keywords with low Quality Scores
» Reduce your average cost per click across all of your campaigns to pay less per click
» Enable mobile campaigns to increase impression share

PPC AUDIT:
LOW PRIORITY NEXT STEPS
» Decide whether you have the time and resources internally to handle PPC, or if you’ll need to look
for an alternative solution
» Find additional long-tail keywords to include in your campaigns
» Monitor impression share reports to see if your account continues to lose impressions due to Ad
Rank
» Closely monitor the account as activity increases and track conversions carefully

PPC Audit Sample & AdWords Review from Markitors

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