PPC Audit: Paid Search Audit Checklist

We should conduct a Pay Per Click audit for every new or current client to ensure we make the most of their advertisement budgets. The following checklist is mostly geared toward Google; however, many elements can also be applied to Bing.

Following the steps will help us to perform a thorough PPC audit. Before beginning a PPC audit, ensure that we have access to the following resources:

• Google Analytics: We may use this to determine whether their Google Analytics and Google Ads accounts have been connected and whether conversion objectives have been properly configured.

• Tracking conversions: We should compile a list of recognized conversion actions. We are doing an audit while wearing a blindfold if we are unaware of the conversions that a customer wants to track.

• Google Ads ID: If we have a client’s Google Ads ID, we can sync their account with Google Ads.