The Promotional Guy Marketing Checklist of The Week: Pay-Per-Click (PPC) Audit Checklist

This Pay-Per-Click (PPC) Audit Checklist is designed to help you evaluate the effectiveness, targeting, and ROI of your paid advertising campaigns. By following this checklist, you’ll gain insights into areas for improvement and optimization. With AI Prompts for each section, you’ll receive personalized guidance to make your PPC campaigns more successful.

Campaign Structure

Campaign structure is the foundation of your PPC efforts. A well-organized campaign makes it easier to manage ads, allocate budget, and measure performance.

  • Review the organization of your ad groups.
  • Check if campaigns are segmented by network (Search, Display, etc.).
  • Verify that you’re using appropriate keyword match types.
  • Ensure that ad extensions are being used effectively.
  • Review your geo-targeting settings.
  • Check if negative keywords are in place.
  • Validate the tracking setup for conversions.

AI Prompts:

  • ChatGPT, what are some best practices for organizing PPC ad groups?
  • ChatGPT, how do I choose the best keyword match types for my campaign?
  • ChatGPT, what are ad extensions, and how can they improve my PPC ads?

Ad Copy and Creative

The quality of your ad copy and creative elements can significantly impact click-through rates and conversions.

  • Review the headlines and descriptions for clarity and relevance.
  • Check if the display URLs are accurate and functional.
  • Evaluate the visual elements in display ads.
  • Test different variations of ad copy.
  • Ensure that the ads align with the landing pages they link to.
  • Check for any disapproved ads and resolve issues.
  • Validate that your call-to-action (CTA) is clear and compelling.

AI Prompts:

  • ChatGPT, how can I write more compelling ad headlines?
  • ChatGPT, what are some tips for creating persuasive display ads?
  • ChatGPT, how do I align my ads with my landing pages for better performance?

Keyword Performance

Keywords are the backbone of your PPC campaigns. Monitoring their performance helps you allocate your budget efficiently.

  • Review keyword Quality Scores.
  • Check for keywords that are underperforming.
  • Identify high-performing keywords.
  • Evaluate the cost-per-click (CPC) for each keyword.
  • Review search term reports for new keyword opportunities.
  • Check if you’re bidding on irrelevant keywords.
  • Adjust bids based on keyword performance.

AI Prompts:

  • ChatGPT, how can I improve my keyword Quality Scores?
  • ChatGPT, what metrics should I look at to evaluate keyword performance?
  • ChatGPT, how do I adjust bids for better ROI?

Budget and Bidding

Effective budget management and bidding strategies are crucial for maximizing ROI.

  • Review your daily and monthly budgets.
  • Evaluate the performance of your bidding strategies.
  • Check if you’re hitting budget caps.
  • Analyze cost-per-acquisition (CPA) for each campaign.
  • Review return on ad spend (ROAS).
  • Adjust budgets based on campaign performance.
  • Consider using automated bidding options.

AI Prompts:

  • ChatGPT, how do I set an appropriate budget for my PPC campaigns?
  • ChatGPT, what are some effective bidding strategies for PPC?
  • ChatGPT, how can I calculate and improve my ROAS?

Performance Metrics

Regularly monitoring key performance metrics helps you understand the effectiveness of your campaigns.

  • Check click-through rates (CTR).
  • Review conversion rates.
  • Analyze impression share.
  • Evaluate ad position and average CPC.
  • Monitor Quality Scores.
  • Check landing page performance.
  • Review device performance metrics.

AI Prompts:

  • ChatGPT, what is a reasonable click-through rate for PPC ads?
  • ChatGPT, how can I improve my conversion rates?
  • ChatGPT, what is impression share, and why is it important?

Legal Compliance

Ensuring that your PPC ads comply with legal requirements is crucial for avoiding penalties and maintaining a positive brand image.

  • Ensure that your ads comply with the advertising policies of the PPC platform.
  • Verify that landing pages have a visible and accessible privacy policy.
  • Check that your ads do not make false or misleading claims.
  • Review that you have the legal right to use copyrighted material in your ads.
  • Make sure that your ads meet industry-specific legal requirements.
  • Confirm that your ads are not targeting restricted or sensitive categories.
  • Validate that your data collection methods comply with privacy laws.

AI Prompts:

  • ChatGPT, what are the standard legal requirements for PPC ads?
  • ChatGPT, how can I ensure that my PPC ads are not misleading?
  • ChatGPT, what should I include in the privacy policy on my landing pages

When you’re ready to discuss or develop your Digital Marketing Plan, we can help. Contact us¬†and schedule a free marketing consultation.