How to Audit your PPC Campaign

How to Audit PPC Campaigns SG

Things you need to do on auditing your PPC campaign.

Are you getting the most out of your PPC campaign? A PPC audit is the best way that you can dig into your Google AdWords account and identify the areas that need improvement.

Unfortunately, many marketers are struggling with getting the desired results from their PPC marketing campaigns, and they give them up without looking at the reason why it failed.

Why Do A PPC Audit?

You can audit your PPC campaign yourself or hire a specialist to do it. Either way, it will help see how your campaigns stack up against other PPC campaigns. Moreover, you will also be able to identify the following:

  • What is wrong with your PPC account
  • What you can do to improve the account’s performance
  • The results achievable if you apply the recommended changes

Regular PPC audits are essential for any business that wants to optimise their PPC accounts. There are many ways of doing a PPC, including using a PPC ad management agency, using premium PPC audit tools, or you can do it yourself.

How to Do A PPC Audit

A PPC audit is not only reserved to the badly performing PPC campaigns, but also those that are performing well. The audit will show you how you can improve on certain aspects to exceed your goals.

Here are easy to follow steps to help you in carrying out an effective PPC audit to maximise your ROI.

Step 1: Analyse Your Goals and Strategies

As with every marketing campaign, you should have a PPC advertising campaign goal and a variety of strategies you will use to meet them. Before you start the audit, ensure to brainstorm on what the goals of the campaign were as well as how and why the campaign was started.

Together with your team, look into whether the goals of the PPC campaign have changed. If they have, address how the new goals have affected the outcomes of the campaign.

Step 2: Set the Audit Range of 30 Days

Log into your PPC account and in the navigation bar click on the ‘Change History’ link on the left side. You will see the parameters that have been changed during the course of the campaign. However, be careful not to change or undo any of the recent changes.

At this point, you will be able to see the account’s recent activities, the effectuated changes, and who made them. If the account is properly managed, you will see the activity periods listed systematically.

Step 3: Review Conversion Tracking

In the top right-hand corner, you will find a variety of tools that allow you to select conversions in the dashboard management section. This is essential data in your PPC audit since it shows you the cost per acquisition.

It is necessary to ensure that all conversions are being tracked efficiently and that all the landing pages have phone numbers, contact forms, and other conversion necessities such as the use of correctly embedded tracking scripts.

If there was a team involved when setting up the goals of the PPC campaign in Singapore, meet with them again when preparing to do the audit. They will give a report on whether the campaign is delivering the desired results.

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Step 4: Audit Network Settings

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By using the right settings, you can accurately collect information and performance metrics to calculate your cost per acquisition. For the campaign you are auditing, click on the Settings link and then Network to expand it.

Opt-out of the networks by unchecking both of the boxes. However, there are a few tips to consider including:

  • Separate the search campaigns from the display campaigns to manage costs behaviours and costs better
  • Test the search partners option and measure them at the cost per acquisition level to determine if it is performing as well as the managed PPC campaigns
  • Focus ad dollar spent on searches that appear directly on the Google platform for the purpose of using accurate data
  • If you are interested in having your ads appear on the display network, be sure to set up a separate display campaign

Step 5: Review Targeting

First, select the settings link within your campaign and click on “Location” to expand. It will show whether the campaign’s targeted locations are geographically accurate. After expanding the location options, take note of the following:

  • Under Exclude, ensure that the top option is selected: People in, or who show interest in your excluded locations
  • Under Target, the middle option is selected: People in your targeted locations

This prevents people outside your targeted locations from viewing and clicking on the ads. This will keep the ad spend concentrated on the clicks with a higher chance of converting. Moreover, you will be able to have greater control over who sees your ads and make ad spending more effective.

Step 6: Focus On Campaign Structure

Expand the ad groups in your PPC campaigns; click the keywords link to review the keywords list for similarity. Under the Ads and extensions section, review the ad copy for accuracy. Also, review whether the campaign is using the right keywords and if they are spelt correctly.

All your campaigns ought to have an accurately defined ad group with proper keyword segmentation that reflects what you do and what you are selling. The ad groups ought to be appropriately optimised and aligned in a way that facilitates your targeted cost per acquisition goals.

Be sure to check that there are no existing sub-standard keyword groups and that each group has a corresponding landing page. Be on the lookout for a bad ad copy, and whether your root keywords appear in the subheadings.

Step 7: Review Your Extensions

Under the PPC campaign you are auditing, select the ads and extensions link and choose the extensions tab. Despite that the use of extensions is optional; they are a necessary addition to ensure that your PPC ad ranks well. Ensure to review the options in this category and enable a core set of extensions.

Step 8: Optimise For Position

Expanding the ad groups section will show the campaign’s average position. The average position will show the select columns, if not, select, modify columns and click on performance then select the “Avg. pos” checkbox and apply the changes.

To see the average position of the ad across devices and to select the ‘segment device’ options.  After this, review your average position by device.

Step 9: Review Your Negative Keywords List

Select the tools icon and then the negative list link in the menu. It will display all the lists that can be applied to your campaigns. To view the list by campaign, select your desired campaigns, and the keywords/negative keywords from the navigation menu.

This is a crucial way of preventing unwanted clicks. Lack of negative keywords is one of the major factors that make running PPC campaigns costly irrespective of your budget.

Step 10: Take Advantage of the Built-In Rules

The available automation options will help in lowering the cost per click and to improve your overall production. For example, you can take advantage of the automation scripts to manage bid costs and the ad position by the hour.

Ignoring them could see you spend more than you need to at the cost per acquisition level. Use the tools icon in the selected campaign, select rules under the management heading to check the automation scripts. You can then select the scripts available in the list.

Extra Steps

After auditing your PPC campaigns, you will have a list of items that you will need to fix. However, you should prioritise this list and reach out for help whenever you need it. You will not only be able to reduce the cost of acquisition but also to remove the harmful aspects that might be hindering the success of your PPC campaigns.

Moreover, you should take note of the dates that you make the PPC audits. If you have several PPC campaigns, you will also need to go through the above steps for each one. Sometimes, you might need to run the campaigns through the steps more than once.

Top 4 PPC Management Software Tools

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Managing PPC campaigns can be time-consuming and the chances are that you might not do a very good job of it. This makes it necessary that you automate the management process, but selecting the appropriate PPC management software tools can be tricky.

Here is our selection of the top tools for your consideration.


Spaceboost combines PPC campaigns automation with creative automation, powerful 24/7 bidding algorithms and excellent customer support. It has over 5000 users and they have a variety of packages.

They have a sliding scale that allows you to select the services which also includes managed services with or without mentoring at different business levels. The basic software goes for $1000; if you include mentoring, the price jumps to $1500, and a jump to $2,250 if you opt for the managed services.

Moreover, Spaceboost has a 30-day free trial period and hundreds of training videos with support offered via email, phone, and chat on the website. To get the hand of this PPC campaign management tool will require that you review your business needs to select the best package for your organisation.


Optmyzr offers campaign management for Bing Ads, Google Ads, and Google Shopping feeds. It offers a variety of features such as data insight tools, quality score tracker, Google shopping campaign tools, one-click optimisations, and more.

For users with a PRO account, they get two training sessions and 250 free credits per month. Prices range from between $499 per month for a regular Pro account with appealing discounts if you pay the fee for six or 12 months. They also have an enterprise account but you have to contact the support team for pricing.

Moreover, they have a 14-day free trial and it is pretty easy to pull in the data from all your accounts. It gives decent recommendations and a free Udemy private training course. The initial set up might be lengthy, but it will save you a lot of time in the future.


ProAdly offers automated optimisation suggestions by constantly analysing your Google Ads account. The automation and optimisations are calculated and weighted with the expected impact. It will also show the expected potential for savings and growth for the recommended optimisations.

It has a 14-day free trial and a free live demo. The pricing depends on the number of Merchant Centre and Google Ads accounts. For example, if you have five accounts, you will pay $250 per month, and for up to 25 accounts, you will pay $459 per month. However, if you pay for 12 months, you will get a wide range of discounts.

With that said, there are times when your accounts will give you suggestions when the software will not show any. It is a straightforward PPC management tool that clearly defines what it can do and what it cannot do.

AdWords Performance Grader

This is software from WordStream and it uses their proprietary algorithms to analyse and audit Google Ads accounts in 10 key areas. It will compare your PPC campaign performance with the industry benchmarks derived from WordStream’s intimate knowledge of AdWords and years of experience.

 The AdWords Performance Grader will then assign your campaign a grade based on your performance vs. the benchmarks. Moreover, you will also get a detailed report that gives a deeper outline of how to improve your account.

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This is one of the best PPC management software available today and it also offers PPC auditing as a service. It also has an integrated performance tracker that provides data on the performance of your account over time.


PPC campaigns should be optimised to increase their effectiveness. This means that you should audit your campaigns every once in a while to know what you should improve on if you are not getting the desired results. On top of this, you will also know how to increase the outcome if the campaigns are meeting the intended targets.

The above steps of how to carry out PPC audits will help you get a better understanding of the performance of your PPC campaigns. Contact us for professional digital marketing services in Singapore. Our support team will be on hand to offer free and non-obligatory quotes.

Author Bio

Tom Koh is widely recognised as a leading SEO consultant in Asia who has worked to transform the online visibility of the leading organisations such as SingTel, Capitaland, Maybank, P&G, WWF, etc. Recently he was instrumental in consulting for a New York-based US$30B fund in an US$4Bn acquisition. Tom is a Computational Science graduate of the National University of Singapore. In his free time he performs pro-bono community work and traveling.

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