Identifying technical problems

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Technical issues can wreak havoc on your ad spend. If PPC tracking isn't set up correctly on one of your sites, your data will be inaccurate. You'll hopefully notice technical issues right away on the accounts you manage, but you should always take the time to set up new accounts correctly.

Keeping up with the changing environment
The PPC landscape is constantly changing. Auditing your account will reveal any new opportunities you can take advantage of. For example, you may find new ad types or targeting options that ios database will help you achieve better results.

Review your goals
Conducting an audit will help you reassess your goals and ensure your account is working to achieve them. Having a better understanding of how your Google Ads are performing will help you develop a better strategy for the future. See what’s working and what’s not to create a roadmap for what to do next.

Who should conduct a PPC audit?
You can start by doing an audit yourself and see what you can find. If you have a good understanding of PPC, are happy with what you’ve found, and your campaign is delivering results, then that may be enough. If not, you may benefit from having a second pair of eyes look at your account. The benefit of this is that third parties bring a fresh perspective. They’re not tied to any specific strategy or tactics. They’re simply looking at the data and making recommendations. This third party could be a PPC account manager from another team. Or you could hire a freelancer or agency to look for you.