Your PPC account is never perfect. Hopefully, that doesn’t come as a surprise to you. The truth of the matter is that no matter how hard you work on building an account and optimizing it according to best practices, you will probably miss something. An even truer statement is that the longer you work in an account, the easier it is for things to slip past your ever-watchful eye.
In these situations, you need to take the time to audit your efforts, even if your account is performing well. Even periodically doing a quick 20-minute PPC audit can catch small issues before they become big issues.
What is a PPC account audit?
An account audit is a dive into your account to determine areas that could use further attention or work to improve performance. We’ll outline the actual process of the audit shortly.
When and why should I audit?
There’s never a bad time to audit your account because you’ll typically find something to help improve performance. However, you don’t particularly want to audit your account after a recent strategy change or account update. You could be auditing based on skewed information and nobody wants that.
The most important time to audit your account is if you’re having performance issues. It’s also a good idea to periodically audit an account if it has been managed by the same person or team for a long time.
Who should perform the audit?
This is a tricky question, because it really depends. If there is a particular issue in the account that needs auditing, take the time yourself and dig in to the areas that may be impacting performance.
However, if you’re talking about a more comprehensive check, it may be better to outsource the project and get fresh eyes. No matter how much you try to deny it, as an account manager you have a slight inability to look at something you uploaded and thought would work and say “Nope, not working, have to stop it.” And as we’ve already mentioned a couple times, it’s very easy to overlook the “basics” and assume you have everything set up correctly or just skip stuff because there’s no way you’d set your campaign to target the Search and Display networks at the same time, right?
Where should you be looking?
Let’s get to the meat and potatoes of this guide, shall we? The following checklist outlines all the different account areas you can dive in to during an account audit and what kinds of items to look for.