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PAGE0
PPC Audit Report
Your Company Name
Your Name
http://EXAMPLEdigitalsigns.com
Prepared For:
Website URL:
Contact:
Mobi...
PAGE1
Account Diagnostics
AdWords Grade: 13%
 Active Campaigns: 2
 Active Ad Groups: 4
 Active Text Ads: 36
 Active Ke...
PAGE2
Quality Score:
Room for Improvement
64% Optimized
0 50 100
Quality Score Actual
Possible
Although the quality score ...
PAGE3
CTR Click-Through-Rate:
very low based upon ad placement.
30% Optimized
Account Activity
12% Optimized
Successful Ad...
PAGE4
Text Ad Optimization
61% Optimized
The more text ads you write and test, the
better your results will be. Do your ad...
PAGE5
Impression Share
28% Optimized
Impression share is a measure of how
often your ads are appearing for searches
that a...
PAGE6
Mobile Advertising Strategy
16% Optimized
Mobile searches increased by 200% year
over year and are set to outpace de...
PAGE7
PPC Best Practices
These are the best practices that PPC experts follow to create and run effective, profitable camp...
PAGE8
Recommendations for Example Company:
Here’s a summary of the areas we recommend focusing on:
 Negative Keywords – s...
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Sample PPC Audit Report

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The PPC Audit report is a sample of what our clients can expect at the start of any PPC Management campaign effort. We will identify all weak areas of the campaign and we provide a summary of detailed recommendations about what we intend to do to solve these challenges and improve the campaign. Once these recommendations are approved we move quickly to implement them. If you would like a campaign audit conducted by proven PPC experts

Contact us today at (800) 419-8575 or visit our website at

www.mobileseopros.com/ppc-management-services/

Published in: Marketing

Sample PPC Audit Report

  1. 1. PAGE0 PPC Audit Report Your Company Name Your Name http://EXAMPLEdigitalsigns.com Prepared For: Website URL: Contact: Mobile SEO Pros! 5042 Wilshire Blvd. Los Angeles, CA 90036 www.MobileSEOPros.com
  2. 2. PAGE1 Account Diagnostics AdWords Grade: 13%  Active Campaigns: 2  Active Ad Groups: 4  Active Text Ads: 36  Active Keywords: 142  Clicks (Last 90 Days): 825  Conversions (Last 90 Days): 3  Avg. CPA (Last 90 Days): $548.26 Avg. Monthly Spend (Last 90 Days): $548.26 Campaign Waste – Not enough Negative Keywords added on a regular basis. 0% Optimized AdWords Score 0 50 100 Wasted Spend Actual Recommended Our initial assessment shows that the CTR is very low based upon the amount of clicks received. This can be due to ad relevance, conversion tracking not being implemented correctly or a variety of other issues. We will share our detailed analysis below. 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. Routinely adding negatives to your account is an ongoing process which will continue to save you money going forward. 0 Negative Keywords have been added $756.30 projected 12 month waste $189.07 wasted in the last 90 days. You're falling behind similar advertisers, who added an average of 143 keywords in the last month. You seem to be wasting a significant portion of your AdWords budget. Start adding negatives now to get more value out of PPC.
  3. 3. PAGE2 Quality Score: Room for Improvement 64% Optimized 0 50 100 Quality Score Actual Possible Although the quality score is almost a 7, there is still room for improvement which will reduce the Cost per click over time. Quality scores in excess of 7 get a discounted cost per click. Adwords keyword/ads with a Quality scored below a 7 are charged a higher CPC than other advertisers for the same keyword phrases. This creates an incentive for advertisers to be focused and accurate with their ad campaigns. Google uses your Quality Score to determine when to display your ad, your ad ranking, and your cost per click (CPC). The higher your campaign Quality Score, the better your ad placement and the lower your cost per click will be. Your score is surprisingly good with room to further optimize some of your text ads based on your keywords as well as your landing pages. Impression Weighted Average QS 6.6 which is not bad overall. You should target a Quality Score of 7 or higher. Raising your Quality Scores could help you achieve higher ROI. 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. By improving your Quality Score by 1.0, you can save $72.01, or get 36 more clicks / month.
  4. 4. PAGE3 CTR Click-Through-Rate: very low based upon ad placement. 30% Optimized Account Activity 12% Optimized Successful AdWords advertisers spend active time in their accounts every week, if not every day. How often are you working to improve your results? You may be neglecting your account and losing ground to competitors in the process. Your campaigns will suffer if you're not actively working on your account, logging in almost every day. I know you don't have a lot of time to spend making changes to the account, but this is an aspect of the audit. 0 50 100 CTR Actual Possible 0 50 100 Account Activity Actual Possible Click through rate is an indication of whether your keywords and ads are properly targeted toward your audience. Are you getting through to potential customers? Your Current CTR is 1.42% Your relatively low CTRs indicate poorly targeted campaigns and bad ad placement. You're getting impressions but losing clicks to competitors. Low click-through rates hurt Quality Scores and limit results. Better keyword targeting and negative keyword discovery can increase your lead volume.
  5. 5. PAGE4 Text Ad Optimization 61% Optimized The more text ads you write and test, the better your results will be. Do your ad numbers measure up? You've written a fair amount of ads, but writing more targeted ads will go a long way toward improving results. 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 Keyword Optimization 69% Optimized Long-tail keywords cost less per click and often drive more conversions. Are you taking advantage of these less competitive long-tail opportunities? Adding more long-tail keywords to your campaigns could improve your conversion rates and lower costs per click. By adding more long-tail keywords to your account, you could improve CTRs and conversion rates while lowering costs. 0 50 100 Text Ad Opt Actual Possible 0 50 100 Long-tail Opti Actual Possible
  6. 6. PAGE5 Impression Share 28% Optimized Impression share is a measure of how often your ads are appearing for searches that are relevant to your ads. Are you making a good impression? You're missing out on opportunities for impressions and clicks. Raising your impression share would increase your exposure and bring in more leads. Increasing your impression share would result in 3,931 more impressions and 55 more clicks. The problem could be low budget, low Quality Scores, poor targeting or all 3. Landing Page Optimization 16% Optimized You need a unique, targeted landing page for each ad group, if not each keyword. How many do you have? Your low number of landing pages means you're not effectively targeting your best keywords and potential customers. 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 55% 454% 42% 0 50 100 Impression Share Actual Possible 0 50 100 Landing Page Actual Possible
  7. 7. PAGE6 Mobile Advertising Strategy 16% Optimized Mobile searches increased by 200% year over year and are set to outpace desktop searches by 2014. Mobile searches often have higher action intent, convert quickly with 55% taking action within 1 hour, and typically cost less per click than desktop CPC's. Are you taking full advantage of the mobile search channel? $2,268.76 projected 12 month mobile spend (Representing 35% of your overall PPC spend) Are you missing on opportunities to optimize for your mobile ad performance? Mobile Text Ads: 4 of 4 ad groups don't have mobile text ads set up Mobile Site links: 1 of 2 campaigns don't have mobile site link extension set up Mobile Call Extension: 1 of 2 campaigns don't have mobile call extension set up 0 50 100 Landing Page Actual Possible
  8. 8. PAGE7 PPC Best Practices These are the best practices that PPC experts follow to create and run effective, profitable campaigns. Look below to see if you're following these all-important guidelines. These overall points been updated to reflect your current active campaigns. Some of your paused campaigns do have multiple text ads running and negative keywords. Network Targeting - Are your campaign settings customized for their specific network (Search vs. Display)? Geo Targeting - Are your campaigns focused on your most profitable markets? Language Targeting - Are you making use of language restrictions for better audience targeting? Conversion Tracking - Are you keeping track of which keywords and ads drive profitable actions? Multiple Text Ads Running - Are you running multiple ads in each ad group to ensure strong targeting? Mobile Ads – Are you running Mobile ads which are more cost effective than traditional ads Mobile Ads Extensions – Are you using mobile site links and call extensions? Modified Broad Match Type - Are you making use of match types that give you more control? Negative Keywords - Are you ACTIVELY adding in NEW negative keywords to reduce wasteful spending and irrelevant clicks? Use of Adwords Ad Extensions - Are you using Ad Extensions to provide additional links and improve click-through rates? SEE BELOW FOR RECOMMENDATIONS
  9. 9. PAGE8 Recommendations for Example Company: Here’s a summary of the areas we recommend focusing on:  Negative Keywords – search through the past quarter’s clicks and see if any negative keywords need to be added. (They are so you’re ads won’t show up for these keywords). o Identify and add additional Negative Keywords and continue to monitor and add additional ones/  Higher Conversions: to raise this I would recommend focusing on the following: o Text ads: I would recommend tweaking some of the ads to liken them to some of your better performing ads as well as utilize new ads on any keywords that have a low quality score due to the text ad quality. o Test new ads with exact match keywords and point to the correct landing page for best results (i.e. outdoor digital signs keyword must point to outdoor digital signage page).  Edit current ads/landing page content (keyword integration) to improve your AdWords Quality Score for better CPC. This will improve ads placement over time but will make some initial impact within a short period.  Landing page optimization: while the audit recommends several news ones due to the amount of keyword groups, I do believe that by better honing some of your current landing pages (including the actual search terms your targeting within the page) we would be able to work with some of the current landing pages to make them more impactful (for conversions) and also increase the quality scores for them.  Create Contact forms for specific Landing pages/campaigns to improve ad conversion tracking ability  Mobile Text ads and Call extensions for mobile. Mobile specific campaigns have lower bidding is different for those campaigns than for desktop.  Keyword Match types. You actually have a lot of exact match words which is great to see, but you may have too many based upon your budget at the moment. Once your conversions are higher and the campaign is paying off you can expand into partial match keywords phrases. The last area to focus on would be the addition of further keywords with new opportunities. (and then of course the creation of the text ads and landing page content to match. While audits are generally a look under the hood to determine what’s wrong or right, we also wanted to add extra value for you on this and I want to help you with the areas above. We would recommend on focusing on the existing campaigns as opposed to adding new keywords yet, in order to get the best out of what you already have. After you have had a chance to look at the audit, please let me know if you have any questions. If you’re comfortable with my suggestion to focus on optimizing your current active campaigns in the ways mentioned above, simply let me know and I’ll get to work on making the additions that I mention above, outside of adding new keywords.

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