When it comes to trying to win business, a tried-and-true tactic auditing a prospective client’s Google AdWords account is very important.  If you review accounts, you’ll be able to find missed opportunities, and even address issues with campaign structure, settings and optimizations.  There are checklists (and sometimes specific areas) that a number of agencies have that they use to review when auditing accounts.  But due to the fact that AdWords is always being updated and becoming more and more complex all the time, the traditional audit isn’t really cutting it anymore.

There is a post written by  where he addresses areas that are, all too often, neglected or not given enough thought when auditing AdWords accounts.  Generally speaking, one size doesn’t fit all when it comes to the AdWords account audit.  Because of some people’s preconceived notions, it’s possible that they aren’t able to view accounts in a different light.

[Read the full article here on Search Engine Land]