How frequently you audit your PPC account depends on a variety of factors, particularly the size of your account. However, as a rule of thumb, we recommend twice a year. The paid media landscape is in constant flux, and so your account could seriously suffer when left uninspected for a significant period of time. For example, Google is always announcing new ad policies that need to be accounted for.
Following a PPC audit, your PPC account still requires daily attention. You should be monitoring it every day to ensure that nothing is slipping under the radar which could be damaging your performance e.g. there is a problem with the payment process. Equally, bid optimisations should be a weekly occurrence. That’s why we offer ongoing eCommerce PPC services following our PPC audit to maximise your campaign performance.