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One of the most important skills you will develop as you grow in your career is performing an account audit in AdWords, Bing, Google Analytics, and Google Tag Manager. An audit helps you understand what has and is happening in the account, where there are opportunities to grow the account, and also cut unnecessary spending.

This advanced guide is going to cover what it takes to perform an audit in your advertising account. We are going to focus on Google AdWords for demonstration purposes and briefly touch on Google Analytics. However, we wrote this guide to help you understand what you should be looking for and why it is important in any advertising account. We do not want to just focus on one platform. You can take what you learn here and apply it to Bing, Facebook, and other advertising platforms, even if the names of features are different, the outcome and intent could be the same. If you don’t know where you are, then you cannot know if you are doing better than the past in-house person or advertising agency.

When you take over managing an advertising account, you should have an account audit done within the first 48 hours to benchmark performance. If you don’t know where you are, then you cannot know if you are doing better than the past in-house person or advertising agency.

This guide covers the what and why, instead of the how-to, when running an account audit for your client or in-house brand. If you want to download the full guide, you can do that above by accessing the PDF, which is pretty beautiful. Otherwise dig in below and let this guide chart your next PPC account audit.

Chapter 0: Home
Chapter 1: Introduction
Chapter 2: AdWords
Chapter 3: Shared Library & Bulk Operations