If there is any branch of Digital Marketing that gives quick results while being cheap, it is PPC advertising. But it is more than a ‘set and forget’ kind of operation. To keep on giving successful results and drive conversions, PPC accounts need to be always optimized for performance and ROI. Thus, it becomes necessary for every company to conduct PPC audits on a regular basis.

An accounting audit is a thorough examination and repair of your PPC account to make it work in its conditions to give a maximum and profitable performance. There are several reasons why a PPC audit needs to be done:

• To find out the big/small issues in the PPC accounts and campaigns.

• To improve the performance of the PPC account, and make it valuable.

• To identify the bad and good performing ads and formulate a new strategy accordingly.

• To update the PPC account and campaigns according to the changes in the market and competition.

• To analyze the results if any changes are made.

• Those who create quality ads are rewarded by Google with lower ad prices.

When to do a PPC audit?

Basically, auditing can be done in two ways. One way is to do it by the PPC account manager themselves, on a regular, everyday basis. Checking the PPC account even for 10 mins a day or alternate days can reveal small & easy mistakes/issues which can be rectified then and there itself so that later those small issues don’t grow big over a period of time.

Another way is to do a complete and thorough audit of the whole PPC account and campaigns. This is mostly done by external agencies who specialize in it. This auditing should be done in intervals of minimum one to maximum six months, depending on the need and usage frequency of the PPC account. Ideally, a quarterly audit is highly recommended, because extending time beyond that would make the audit less effective. It should also be done before a peak season for advertising and marketing, like festival time, summer vacations etc.

For ad agencies, an audit should be performed once every three to six weeks for each client, and also once before they start working for a new client who already has a PPC account.

Who should do a PPC audit?

Either an in-house team or an external consultant. There are pros and cons of both. If there are multiple employees managing PPC accounts, then it would make sense for them to check each other’s account. A person’s account can be checked by either one or more than one colleague. In that way, all the data is safe in the company, no additional costs are incurred, and no extra training is required to teach the company business model for external agencies.

But then, there is no outsider perspective, the audit won’t be honest as personal connections and favors of employees would come in the way. Auditing work might not finish in time because of regular employee duties and interruptions.

On the other hand, an external agency might cost some bucks and need the training to know the company’s business model, but that dwarfs in front of the benefits that they give:

• Auditing is done in time, in a systematic and professional manner.

• No room for politics and employee connections.

• More experience and expertise in Auditing than the company’s in-house employees.

• The company’s employees can save time to do only their regular job duties.

• Gives an outsider’s and fresh perspective at the PPC account; thus, can precisely suggest all that can be done to optimize the PPC account and make best PPC campaigns.

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