Audit your PPC Account before 2017. Here’s the Checklist!


Like every year, end of December 2016 has arrived and January 2017 is waiting to get started. Like every other businessman, you are also thinking about vacations. But along with planning for vacations, it’s the time to review your PPC account and set new goals with the help of a dedicated PPC consultant who is a nitpicker when it comes to PPC account audit.

PPC account audit helps to find the flaws in your account that the further increase conversation rate and ROI, improves quality score, cuts wasteful spend and allows revising account strategies to know where improvement is required in your account. Here is a comprehensive checklist of the essentials areas that you should not overlook while moving into the New Year 2017. We regularly focus on keywords, bids, ad copy messaging, and budgets regularly; but following simple-looking but most overlooked areas must be a part of your annual audit.

Bid Rules

Typically, advertisers set bid rules and forget them. We spend a lot of time in bid management, strategizing the ways to implement these rules and how are they going to influence ad groups, keywords, and campaigns. These rules work for maximum one month only, if not checked regularly; and over a period of time, these start showing negative effects, and start hurting business’s reputation in the long-term.  Therefore, it’s mandatory to take time after every week to analyze the impact of these rules and how to adjust them accordingly.

Match Type

Match type is like broad match, phrase match, exact match used for the keywords you are using in your paid campaigns. These matches trigger your ads when someone searches for particular keywords. The broad match takes all the synonyms and variations. Phrase match checks the phrase for the keywords and the exact match takes all the matching keywords.

Device Targeting and Bidding

With the beginning of 2017, many new devices like phones, tablets, laptop-tablets and other devices are going to be announced. Also, with the introduction of the device-level bidding, it has become important for every PPC consultant to give attention to this another overlooked area in your account audit. Maybe, you account settings don’t allow mobile devices to pick up with the continuously growing mobile device searches. Because of this, you are missing thousands of potential customers. Therefore, it’s important to look into device targeting and bidding now.  

Search Partners Data

Tracking your search partner's data is the most forgotten tactic. Check if this data is dragging down the CTR or raising CPC. A good PPC consultant never forgets to segment this traffic out and check the level of actual performance.

Ad Extensions

Ad extension can make a huge difference to your PPC campaigns, but PPC tacticians forget to do regular ad extension testing. Even though overall PPC performance is not based on ad extension; but it can optimize your ad text in which you can include updated offers and benefits of products you sell. This will directly increase your CTR.

Remarketing Lists

Create a multi-funnel approach by including the ad groups or campaigns that target customers who previously shown interest in you. Create Remarketing lists that will help target your potential customers in an easier way.

Code Audit

Use Google Tag Assistant or any other Chrome browser plug-in to test the site codes on multiple pages. It will help you spot the errors or missing code that might be hurting your campaign’s performance.

Negative Keywords - This is the most important factor for pay per click ads. If you are a good PPC consultant or a good ppc freelancer, then you should have the analytics capability. This will help you to recognize the negative terms and save some money by adding negative keywords in your list.

In a nutshell, although it’s an end of 2016, but you can still bring your PPC account in shape with the help you’re an expert PPC consultant. 


If you are a PPC consultant, then you must audit your PPC accounts before the end of 2016 and arrival of 2017. It will help make better future goals in favor of your business. 

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