How to Organize Successful PPC Audit

Over the years, Many things have changed about PPC. Clients expect us should be progressively 
coordinated with their general business methodology and objectives. Specifically, I have seen a move 
in our audit clients and what kind of presentation resonates the best. Gone are the days when we 
can simply jab through an account’s settings, list high CPL keywords, suggest some ad scheduling 
and call a Successful PPC Audit.

In a recent  Organize a Successful PPC Audit process, we’ve outlined an improved procedure for 
getting the correct information from the customer, and organizing our analysis discoveries such that 
tells a better story. If you saw the title of this post and quickly figured "this doesn't make a difference 
to me, I don't do audits” – the principles outlined here apply to any customer facing (or boss facing!) 
presentation.

Here's how to set up and organize a successful PPC Audit.

Ask The Right Questions

So as to give important and helpful information, we have to think about the business.  Here is a list 
of questions I want to ask on a kickoff call.

• What is the primary concern you're hoping to get out of this audit?
• What is your sales process like?
• If e commerce -> which products are your best sellers / highest profit margins?
• If lead gene -> talk to us through the sales process, how long is the sales cycle?
• What are your major pain focuses that we can assist you with?
• What are our KPIs? What metrics does your boss care about?

The most critical piece at this phase in the process is clarity. We should leave this meeting having a 
clear picture of the business and what challenges we are planning to assist them with.

Create an Outline

After the initial call, go through your call notes and create an outline. For each pain point, list what 
analysis as well as tools you are going to use to give suggestions. I would say, the advantages of 
having a solid outline are as follows:

• Saves you time – don’t waste time on pulling reports that you don’t need!
• Guides your final presentation
• Ensures that your points are actually solving issues whose customer cares
• Ensures that you are providing concrete takeaways & action items

Your Presentation Should Tell a Story

Data analysis is generally received when we can tell a story with it.Rather than simply dumping a 
bunch of numbers and graphs into a slide deck, give some context behind it.For what reason is this 
imperative? What does it mean for the business? These are key questions that you ought to consider 
for each and every slide and each takeaway.

Here is the means by which we may structure the slides for each segment (which relates to a 
particular goal):

1. Significance: for what reason would we say we are discussing this? How does business 
   
   impact KPIs with an ineffective account?
2. Historical Performance & Findings: we should discuss the past  data and trends
3. Recommendations: Depending on the importance and historical performance review, give very 
   specific work items (if possible, include the estimated impact on the revenue / lead)

Supporting materials

A crucial piece of a successful audit is  giving any vital supporting documents.I highly recommend not 
trying to cram everything in PowerPoint slides. it's simply not compelling. Rather, adopt this strategy:

Appendix Materials

Did you make a slide that you truly love about quality score, however get the feeling that it doesn’t 
quite fit where you’ve placed it? The reference section may be a decent spot for it! This enables you
 to concentrate on your most significant material during the presentation. A good audit will include a 
thorough review of the “boring” stuff – like campaign settings, number of advertisement extensions, 
location targeting, etc. – but that doesn't really should be a large focus in the presentation.

Handout Notes

This is an incredible method to avoid placing too much text on your slides. I like to include detailed 
notes in notes area for each slide, which I send along after the presentation.Telling the customer that 
you will do as such before you start additionally lets them know they don’t need to be preoccupied with 
taking diligent notes.

Follow Up Documents

Excel files and Google Sheets are the best. Some examples of follow-up material include:

• Example campaign build-outs
• Estimates from keyword planner
• Keywords to pause/enable
• Performance estimates for maxed out impression share
• A complete list of campaigns that are missing ad extensions

And so on.

Final Thoughts

As the PPC business gets increasingly complex and competitive, iit's basic that we're tuning in to our 
customers individual needs and delivering audits that are tailored to them. Cookie cutter audits are 
never again going to give enough value, and as PPC analysts and account managers, it’s our job to 
connect the dots to business objectives.

Article by - PPC training in Chandigarh