The PPC Audit report is a sample of what our clients can expect at the start of any PPC Management campaign effort. We will identify all weak areas of the campaign and we provide a summary of detailed recommendations about what we intend to do to solve these challenges and improve the campaign. Once these recommendations are approved we move quickly to implement them. If you would like a campaign audit conducted by proven PPC experts Contact us today at (800) 419-8575 or visit our website at www.mobileseopros.com/ppc-management-services/

1. PAGE0
PPC Audit Report
Your Company Name
Your Name
http://EXAMPLEdigitalsigns.com
Prepared For:
Website URL:
Contact:
Mobile SEO Pros!
5042 Wilshire Blvd.
Los Angeles, CA 90036
www.MobileSEOPros.com

2. PAGE1
Account Diagnostics
AdWords Grade: 13%
 Active Campaigns: 2
 Active Ad Groups: 4
 Active Text Ads: 36
 Active Keywords: 142
 Clicks (Last 90 Days): 825
 Conversions (Last 90 Days): 3
 Avg. CPA (Last 90 Days): $548.26
Avg. Monthly Spend (Last 90 Days): $548.26
Campaign Waste – Not enough Negative
Keywords added on a regular basis.
0% Optimized
AdWords Score
0 50 100
Wasted Spend Actual
Recommended
Our initial assessment shows that the
CTR is very low based upon the amount
of clicks received. This can be due to ad
relevance, conversion tracking not being
implemented correctly or a variety of
other issues. We will share our detailed
analysis below.
Wasted spend is calculated by tracking the
number of negative keywords you have
created in the last 90 days and projecting how
much money could be saved by adding
additional negative keywords every month.
Routinely adding negatives to your account is
an ongoing process which will continue to save
you money going forward.
0 Negative Keywords have been added
$756.30 projected 12 month waste
$189.07 wasted in the last 90 days.
You're falling behind similar advertisers, who
added an average of 143 keywords in the last
month. You seem to be wasting a significant
portion of your AdWords budget. Start adding
negatives now to get more value out of PPC.

3. PAGE2
Quality Score:
Room for Improvement
64% Optimized
0 50 100
Quality Score Actual
Possible
Although the quality score is almost a 7, there is
still room for improvement which will reduce the
Cost per click over time. Quality scores in excess
of 7 get a discounted cost per click. Adwords
keyword/ads with a Quality scored below a 7 are
charged a higher CPC than other advertisers for
the same keyword phrases. This creates an
incentive for advertisers to be focused and
accurate with their ad campaigns.
Google uses your Quality Score to
determine when to display your ad,
your ad ranking, and your cost per
click (CPC). The higher your campaign
Quality Score, the better your ad
placement and the lower your cost per
click will be.
Your score is surprisingly good with
room to further optimize some of your
text ads based on your keywords as
well as your landing pages.
Impression Weighted Average QS 6.6
which is not bad overall.
You should target a Quality Score of 7
or higher.
Raising your Quality Scores could
help you achieve higher ROI.
Higher Quality Scores will increase
your impressions and lower your
costs. Splitting ad groups, finding
more targeted keywords and testing
different ad text will improve your
Quality Scores.
By improving your Quality Score by
1.0, you can save $72.01, or get 36
more clicks / month.

4. PAGE3
CTR Click-Through-Rate:
very low based upon ad placement.
30% Optimized
Account Activity
12% Optimized
Successful AdWords advertisers spend
active time in their accounts every week, if
not every day. How often are you working
to improve your results?
You may be neglecting your account and
losing ground to competitors in the
process. Your campaigns will suffer if
you're not actively working on your
account, logging in almost every day.
I know you don't have a lot of time to
spend making changes to the account,
but this is an aspect of the audit.
0 50 100
CTR Actual
Possible
0 50 100
Account Activity Actual
Possible
Click through rate is an indication of
whether your keywords and ads are
properly targeted toward your audience.
Are you getting through to potential
customers?
Your Current CTR is 1.42%
Your relatively low CTRs indicate poorly
targeted campaigns and bad ad
placement. You're getting impressions
but losing clicks to competitors. Low
click-through rates hurt Quality Scores
and limit results. Better keyword
targeting and negative keyword
discovery can increase your lead volume.

5. PAGE4
Text Ad Optimization
61% Optimized
The more text ads you write and test, the
better your results will be. Do your ad
numbers measure up?
You've written a fair amount of ads, but
writing more targeted ads will go a long
way toward improving results. To get the
most out of PPC, target your weakest ads
and replace them with new and relevant
text ads that feature compelling text and
keywords from your ad groups.
Long-Tail Keyword Optimization
69% Optimized
Long-tail keywords cost less per click and
often drive more conversions. Are you
taking advantage of these less competitive
long-tail opportunities?
Adding more long-tail keywords to
your campaigns could improve your
conversion rates and lower costs per
click.
By adding more long-tail keywords to
your account, you could improve CTRs
and conversion rates while lowering
costs.
0 50 100
Text Ad Opt Actual
Possible
0 50 100
Long-tail Opti Actual
Possible

6. PAGE5
Impression Share
28% Optimized
Impression share is a measure of how
often your ads are appearing for searches
that are relevant to your ads. Are you
making a good impression?
You're missing out on opportunities for
impressions and clicks. Raising your
impression share would increase your
exposure and bring in more leads.
Increasing your impression share would
result in 3,931 more impressions and 55
more clicks. The problem could be low
budget, low Quality Scores, poor
targeting or all 3.
Landing Page Optimization
16% Optimized
You need a unique, targeted landing page
for each ad group, if not each keyword.
How many do you have?
Your low number of landing pages means
you're not effectively targeting your best
keywords and potential customers. You
need to create more landing pages to get
more out of PPC. Make sure you have a
unique landing page for each ad group.
Then test your landing pages to boost
conversion rates
55%
454%
42%
0 50 100
Impression Share Actual
Possible
0 50 100
Landing Page Actual
Possible

7. PAGE6
Mobile Advertising Strategy
16% Optimized
Mobile searches increased by 200% year
over year and are set to outpace desktop
searches by 2014. Mobile searches often
have higher action intent, convert quickly
with 55% taking action within 1 hour, and
typically cost less per click than desktop
CPC's. Are you taking full advantage of the
mobile search channel?
$2,268.76 projected 12 month mobile spend
(Representing 35% of your overall PPC spend)
Are you missing on opportunities to
optimize for your mobile ad performance?
Mobile Text
Ads:
4 of 4 ad groups don't have
mobile text ads set up
Mobile Site
links:
1 of 2 campaigns don't
have mobile site link
extension set up
Mobile Call
Extension:
1 of 2 campaigns don't
have mobile call extension
set up
0 50 100
Landing Page Actual
Possible

8. PAGE7
PPC Best Practices
These are the best practices that PPC experts follow to create and run effective, profitable campaigns. Look
below to see if you're following these all-important guidelines.
These overall points been updated to reflect your current active campaigns. Some of your paused
campaigns do have multiple text ads running and negative keywords.
Network Targeting - Are your campaign settings customized for their specific network (Search vs. Display)?
Geo Targeting - Are your campaigns focused on your most profitable markets?
Language Targeting - Are you making use of language restrictions for better audience targeting?
Conversion Tracking - Are you keeping track of which keywords and ads drive profitable actions?
Multiple Text Ads Running - Are you running multiple ads in each ad group to ensure strong targeting?
Mobile Ads – Are you running Mobile ads which are more cost effective than traditional ads
Mobile Ads Extensions – Are you using mobile site links and call extensions?
Modified Broad Match Type - Are you making use of match types that give you more control?
Negative Keywords - Are you ACTIVELY adding in NEW negative keywords to reduce wasteful
spending and irrelevant clicks?
Use of Adwords Ad Extensions - Are you using Ad Extensions to provide additional links and
improve click-through rates?
SEE BELOW FOR RECOMMENDATIONS

9. PAGE8
Recommendations for Example Company:
Here’s a summary of the areas we recommend focusing on:
 Negative Keywords – search through the past quarter’s clicks and see if any negative keywords need to be
added. (They are so you’re ads won’t show up for these keywords).
o Identify and add additional Negative Keywords and continue to monitor and add additional ones/
 Higher Conversions: to raise this I would recommend focusing on the following:
o Text ads: I would recommend tweaking some of the ads to liken them to some of your better
performing ads as well as utilize new ads on any keywords that have a low quality score due to the text
ad quality.
o Test new ads with exact match keywords and point to the correct landing page for best results (i.e.
outdoor digital signs keyword must point to outdoor digital signage page).
 Edit current ads/landing page content (keyword integration) to improve your AdWords Quality Score for
better CPC. This will improve ads placement over time but will make some initial impact within a short period.
 Landing page optimization: while the audit recommends several news ones due to the amount of
keyword groups, I do believe that by better honing some of your current landing pages (including the
actual search terms your targeting within the page) we would be able to work with some of the current
landing pages to make them more impactful (for conversions) and also increase the quality scores for
them.
 Create Contact forms for specific Landing pages/campaigns to improve ad conversion tracking ability
 Mobile Text ads and Call extensions for mobile. Mobile specific campaigns have lower bidding is different
for those campaigns than for desktop.
 Keyword Match types. You actually have a lot of exact match words which is great to see, but you may
have too many based upon your budget at the moment. Once your conversions are higher and the
campaign is paying off you can expand into partial match keywords phrases.
The last area to focus on would be the addition of further keywords with new opportunities. (and then of course
the creation of the text ads and landing page content to match. While audits are generally a look under the hood to
determine what’s wrong or right, we also wanted to add extra value for you on this and I want to help you with
the areas above.
We would recommend on focusing on the existing campaigns as opposed to adding new keywords yet, in order to
get the best out of what you already have.
After you have had a chance to look at the audit, please let me know if you have any questions. If you’re
comfortable with my suggestion to focus on optimizing your current active campaigns in the ways mentioned
above, simply let me know and I’ll get to work on making the additions that I mention above, outside of adding
new keywords.