# PPC Account Audit

**Card ID**: `ADV-{PROJECT}-{NNNN}`
**Version**: 1.0
**Status**: Draft | Complete
**Account**: {ACCOUNT_NAME}
**Platform**: Google Ads / Microsoft Ads / {Other}
**Audit Date**: {DATE}
**Auditor**: {AUDITOR_NAME}

---

## Executive Summary

### Overall Health Score

| Category | Score | Priority |
|----------|-------|----------|
| Account Structure | {/10} | {High/Med/Low} |
| Keywords | {/10} | {High/Med/Low} |
| Ad Copy | {/10} | {High/Med/Low} |
| Bidding | {/10} | {High/Med/Low} |
| Targeting | {/10} | {High/Med/Low} |
| Tracking | {/10} | {High/Med/Low} |
| Landing Pages | {/10} | {High/Med/Low} |
| **Overall** | **{/10}** | |

### Top 5 Priorities

| Priority | Issue | Impact | Effort |
|----------|-------|--------|--------|
| 1 | {Issue} | {High/Med/Low} | {High/Med/Low} |
| 2 | {Issue} | {High/Med/Low} | {High/Med/Low} |
| 3 | {Issue} | {High/Med/Low} | {High/Med/Low} |
| 4 | {Issue} | {High/Med/Low} | {High/Med/Low} |
| 5 | {Issue} | {High/Med/Low} | {High/Med/Low} |

### Estimated Impact

| Metric | Current | Projected |
|--------|---------|-----------|
| Clicks | {Number} | {Number} (+{%}) |
| Conversions | {Number} | {Number} (+{%}) |
| CPA | ${Amount} | ${Amount} (-{%}) |
| ROAS | {X}:1 | {X}:1 |

---

## Account Overview

### Account Performance (Last 90 Days)

| Metric | Value | Trend |
|--------|-------|-------|
| Spend | ${Amount} | {↑/↓} {%} |
| Impressions | {Number} | {↑/↓} {%} |
| Clicks | {Number} | {↑/↓} {%} |
| CTR | {%} | {↑/↓} |
| Avg CPC | ${Amount} | {↑/↓} |
| Conversions | {Number} | {↑/↓} {%} |
| Conv Rate | {%} | {↑/↓} |
| CPA | ${Amount} | {↑/↓} |
| ROAS | {X}:1 | {↑/↓} |

### Account Age & History

- Account created: {Date}
- Time under management: {Duration}
- Historical optimization score trend: {Description}

---

## Account Structure Audit

### Campaign Structure

| Assessment | Status | Notes |
|------------|--------|-------|
| Logical campaign organization | {✓/✗} | {Notes} |
| Campaign naming convention | {✓/✗} | {Notes} |
| Appropriate campaign types | {✓/✗} | {Notes} |
| Budget allocation logic | {✓/✗} | {Notes} |
| Campaign count appropriate | {✓/✗} | {Current: #} |

### Campaign Breakdown

| Campaign | Type | Monthly Budget | % of Spend | Performance |
|----------|------|----------------|------------|-------------|
| {Name} | {Type} | ${Amount} | {%} | {Good/Fair/Poor} |
| {Name} | {Type} | ${Amount} | {%} | {Good/Fair/Poor} |

### Ad Group Structure

| Assessment | Status | Notes |
|------------|--------|-------|
| Tightly themed ad groups | {✓/✗} | {Notes} |
| Ad group naming convention | {✓/✗} | {Notes} |
| Keywords per ad group | {✓/✗} | Avg: {#}, Target: 15-20 |
| Ads per ad group | {✓/✗} | Avg: {#}, Target: 3+ |

### Recommendations

1. {Recommendation 1}
2. {Recommendation 2}
3. {Recommendation 3}

---

## Keyword Audit

### Keyword Portfolio Overview

| Metric | Value |
|--------|-------|
| Total keywords | {Number} |
| Active keywords | {Number} |
| Paused keywords | {Number} |
| Keywords with 0 impressions (30d) | {Number} |

### Match Type Distribution

| Match Type | Count | % of Keywords | % of Spend |
|------------|-------|---------------|------------|
| Exact | {#} | {%} | {%} |
| Phrase | {#} | {%} | {%} |
| Broad | {#} | {%} | {%} |

### Quality Score Analysis

| QS Range | Keywords | % of Total | Avg CPC | Conv Rate |
|----------|----------|------------|---------|-----------|
| 8-10 | {#} | {%} | ${} | {%} |
| 5-7 | {#} | {%} | ${} | {%} |
| 1-4 | {#} | {%} | ${} | {%} |
| N/A | {#} | {%} | ${} | {%} |

### Top Performing Keywords (by conversions)

| Keyword | Match | Impressions | Clicks | Conv | CPA | QS |
|---------|-------|-------------|--------|------|-----|----|
| {Keyword} | {Type} | {#} | {#} | {#} | ${} | {#} |

### Bottom Performing Keywords (high spend, low conv)

| Keyword | Match | Spend | Clicks | Conv | CPA | Action |
|---------|-------|-------|--------|------|-----|--------|
| {Keyword} | {Type} | ${} | {#} | {#} | ${} | {Pause/Optimize} |

### Negative Keywords

| Assessment | Status | Notes |
|------------|--------|-------|
| Negative keyword lists exist | {✓/✗} | {Notes} |
| Account-level negatives | {✓/✗} | Count: {#} |
| Campaign-level negatives | {✓/✗} | {Notes} |
| Search term mining frequency | {✓/✗} | {Notes} |

### Search Terms Analysis

| Finding | Action Required |
|---------|-----------------|
| {Irrelevant terms found} | Add as negatives |
| {Valuable terms found} | Add as keywords |
| {Cannibalization found} | Restructure |

### Recommendations

1. {Recommendation 1}
2. {Recommendation 2}
3. {Recommendation 3}

---

## Ad Copy Audit

### Ad Coverage

| Ad Type | Ad Groups with Type | % Coverage |
|---------|---------------------|------------|
| Responsive Search Ads | {#}/{#} | {%} |
| Responsive Display Ads | {#}/{#} | {%} |
| Extended Text Ads (legacy) | {#} | N/A |

### RSA Analysis

| Assessment | Status | Notes |
|------------|--------|-------|
| 3+ RSAs per ad group | {✓/✗} | {Notes} |
| 8+ headlines per RSA | {✓/✗} | Avg: {#} |
| 4+ descriptions per RSA | {✓/✗} | Avg: {#} |
| Ad strength ratings | {✓/✗} | Avg: {Excellent/Good/Fair/Poor} |
| Keyword insertion used | {✓/✗} | {Notes} |
| Pin usage appropriate | {✓/✗} | {Notes} |

### Ad Strength Distribution

| Ad Strength | Count | % of Ads |
|-------------|-------|----------|
| Excellent | {#} | {%} |
| Good | {#} | {%} |
| Average | {#} | {%} |
| Poor | {#} | {%} |

### Ad Extension Coverage

| Extension Type | Status | Notes |
|----------------|--------|-------|
| Sitelinks | {✓/✗} | Count: {#} |
| Callouts | {✓/✗} | Count: {#} |
| Structured snippets | {✓/✗} | Count: {#} |
| Call extensions | {✓/✗} | {Notes} |
| Location extensions | {✓/✗} | {Notes} |
| Price extensions | {✓/✗} | {Notes} |
| Image extensions | {✓/✗} | {Notes} |
| Lead form extensions | {✓/✗} | {Notes} |

### Recommendations

1. {Recommendation 1}
2. {Recommendation 2}
3. {Recommendation 3}

---

## Bidding Audit

### Current Bidding Strategy

| Campaign | Strategy | Target | Performance |
|----------|----------|--------|-------------|
| {Campaign} | {Strategy} | {Target} | {Good/Fair/Poor} |

### Bidding Assessment

| Assessment | Status | Notes |
|------------|--------|-------|
| Strategy aligned with goals | {✓/✗} | {Notes} |
| Sufficient conversion data | {✓/✗} | 30d conv: {#} |
| Target CPA/ROAS appropriate | {✓/✗} | {Notes} |
| Bid adjustments logical | {✓/✗} | {Notes} |

### Bid Adjustments Review

| Adjustment Type | Current Setting | Recommendation |
|-----------------|-----------------|----------------|
| Device - Mobile | {+/-}% | {+/-}% |
| Device - Desktop | {+/-}% | {+/-}% |
| Location - {Area} | {+/-}% | {+/-}% |
| Time - {Period} | {+/-}% | {+/-}% |
| Audience - {Segment} | {+/-}% | {+/-}% |

### Recommendations

1. {Recommendation 1}
2. {Recommendation 2}
3. {Recommendation 3}

---

## Targeting Audit

### Geographic Targeting

| Campaign | Current Targeting | Issues | Recommendation |
|----------|-------------------|--------|----------------|
| {Campaign} | {Locations} | {Issues} | {Rec} |

### Audience Targeting

| Assessment | Status | Notes |
|------------|--------|-------|
| Remarketing audiences | {✓/✗} | {Notes} |
| Customer match lists | {✓/✗} | {Notes} |
| Similar/Lookalike audiences | {✓/✗} | {Notes} |
| In-market audiences | {✓/✗} | {Notes} |
| Affinity audiences | {✓/✗} | {Notes} |
| Audience exclusions | {✓/✗} | {Notes} |

### Device Performance

| Device | Impressions | Clicks | Conv | CPA | Recommendation |
|--------|-------------|--------|------|-----|----------------|
| Desktop | {#} | {#} | {#} | ${} | {Rec} |
| Mobile | {#} | {#} | {#} | ${} | {Rec} |
| Tablet | {#} | {#} | {#} | ${} | {Rec} |

### Time of Day Performance

| Time Period | Conv | CPA | Recommendation |
|-------------|------|-----|----------------|
| {Morning} | {#} | ${} | {Rec} |
| {Afternoon} | {#} | ${} | {Rec} |
| {Evening} | {#} | ${} | {Rec} |
| {Night} | {#} | ${} | {Rec} |

### Recommendations

1. {Recommendation 1}
2. {Recommendation 2}
3. {Recommendation 3}

---

## Tracking & Attribution Audit

### Conversion Tracking

| Assessment | Status | Notes |
|------------|--------|-------|
| Conversion actions defined | {✓/✗} | Count: {#} |
| Proper conversion values | {✓/✗} | {Notes} |
| Conversion windows appropriate | {✓/✗} | {Notes} |
| Enhanced conversions enabled | {✓/✗} | {Notes} |
| Offline conversion import | {✓/✗} | {Notes} |

### Conversion Actions Review

| Action | Type | Value | Status | Last 30d |
|--------|------|-------|--------|----------|
| {Action} | {Type} | ${} | Active | {#} |

### Attribution Model

| Current Model | Recommendation |
|---------------|----------------|
| {Model} | {Recommendation} |

### Google Analytics Integration

| Assessment | Status | Notes |
|------------|--------|-------|
| GA4 linked | {✓/✗} | {Notes} |
| Audiences imported | {✓/✗} | {Notes} |
| Goals aligned | {✓/✗} | {Notes} |
| Discrepancy acceptable | {✓/✗} | Ads vs GA: {%} |

### Recommendations

1. {Recommendation 1}
2. {Recommendation 2}
3. {Recommendation 3}

---

## Landing Page Audit

### Landing Page Performance

| Landing Page | Traffic % | Conv Rate | Load Time | Mobile |
|--------------|-----------|-----------|-----------|--------|
| {URL} | {%} | {%} | {sec} | {✓/✗} |

### Page Assessment

| Assessment | Status | Notes |
|------------|--------|-------|
| Message match with ads | {✓/✗} | {Notes} |
| Clear CTAs | {✓/✗} | {Notes} |
| Mobile optimized | {✓/✗} | {Notes} |
| Page speed acceptable | {✓/✗} | {Notes} |
| Tracking implemented | {✓/✗} | {Notes} |

### Recommendations

1. {Recommendation 1}
2. {Recommendation 2}
3. {Recommendation 3}

---

## Wasted Spend Analysis

### Identified Waste

| Category | Monthly Waste | % of Spend | Action |
|----------|---------------|------------|--------|
| Poor keywords | ${Amount} | {%} | Pause/optimize |
| Irrelevant search terms | ${Amount} | {%} | Add negatives |
| Poor audiences | ${Amount} | {%} | Exclude |
| Poor placements | ${Amount} | {%} | Exclude |
| Low QS keywords | ${Amount} | {%} | Improve/pause |
| **Total** | **${Amount}** | **{%}** | |

---

## Action Plan

### Immediate Actions (Week 1)

| Action | Impact | Owner | Status |
|--------|--------|-------|--------|
| {Action} | {High/Med} | {Name} | {Pending} |

### Short-Term (Weeks 2-4)

| Action | Impact | Owner | Status |
|--------|--------|-------|--------|
| {Action} | {High/Med} | {Name} | {Pending} |

### Medium-Term (Months 2-3)

| Action | Impact | Owner | Status |
|--------|--------|-------|--------|
| {Action} | {Med/Low} | {Name} | {Pending} |

---

## Appendix

### A. Full Keyword Analysis

{Link to detailed keyword export}

### B. Search Term Report

{Link to search term analysis}

### C. Competitive Analysis

{Competitor insights if available}

---

## Version History

| Version | Date | Auditor | Notes |
|---------|------|---------|-------|
| 1.0 | {DATE} | {Name} | Initial audit |

---

*Template version: 1.0 | MMK Framework*