Building out a new Pay Per Click (PPC) campaign involves a detailed roadmap that aids in achieving your business's specific marketing goals. Here's a brief description of the process:

1. **Goal Setting:** At the start, you'd need to determine your objective. This could be increasing website traffic, generating leads, or boosting sales. Your campaign needs to be tailored to meet these goals.

2. **Keyword Research:** Identifying the right keywords is essential. You must consider relevance, search volume, and competition. Tools such as Google Keyword Planner can assist with this research.

3. **Target Audience:** Understanding your target audience, including their demographic data, preferences, and online behavior, will help you design a more effective campaign.

4. **Budget Planning:** Decide how much you are willing to spend on your campaign. You'll set max bids for keywords, but always consider your overall budget limitations.

5. **Writing Compelling Ad Copy:** Create relevant and persuasive ads that encourage users to click on them. Incorporate your keywords naturally into the ad copy.

6. **Creating Landing Pages:** These should be relevant to your ad copy and offer a seamless user experience. They should direct users to take specific actions, like filling out a form or making a purchase.

7. **Campaign Settings:** Choose your campaign type (Search, Display, Shopping, etc.), targeting preferences (geography, language, device, etc.), and bidding strategies (manual, CPC, CPA, etc).

8. **Monitoring & Optimization:** Once your campaign is live, monitor its performance using key metrics like click-through rate (CTR), quality score, and conversion rate. Use this data to tweak and optimize your campaign as needed.

Creating a new PPC campaign requires careful planning and execution, and regular auditing and optimization to ensure its effectiveness.

Pay Per Click (PPC) audit is a comprehensive analysis of your PPC campaigns to evaluate their effectiveness and efficiency. It involves assessing all elements of your campaigns, including keywords, ad groups, bid strategies, ad copy, and landing pages. The process helps in understanding whether the PPC campaigns are meeting their intended objectives or not.

A PPC audit can identify areas that require improvement or optimization, potential opportunities that aren't being fully exploited, and strategies that may not be working effectively. By assessing your Return on Investment (ROI), Click Through Rates (CTR), Quality Scores, and Conversion Rates, a PPC audit can provide insights for enhancing your campaigns and better allocating your advertising budget.

Regular PPC audits are a crucial part of maintaining an effective digital marketing strategy. They can help in cutting unnecessary ad spends, optimizing the keyword list, refining the target audience, and improving overall campaign performance.