Have you audited your Google ads account? When do you have plans to get the job done? The best time to audit your Google ads account is now! A Google ads audit is a friendly practice to undertake every month to ensure that everything is running in the right direction. The practice is meant to enhance efficiency and identify any possible problems in your account.
The audit findings can help identify things such as spending waste, audience insights, expansion, and any existing opportunities in business. While doing the audit, you must take notes of everything you encounter. Once you are done with the process, you can then take time to evaluate the findings.
Google ads audit involves a detailed process focusing on uncovering all the hidden insights and data patterns in your Google ads account. Below are the steps that you need to follow when contacting Google ads analysis. Read this blog post for more information.
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Reevaluate Your Business Goals
The immediate step to your Google ads audit is to review your business goals. Check on some of the metrics you track in the form of conversion points across your Google ads account. Every business has goals that it is working to achieve. You need to outline your goals clearly to help you evaluate if you are moving in the right direction.
Ensure that whatever you are tracking and monitoring is perfectly aligned with your business goal. Evaluate if there are any goals that have changed over the period. Also, check if there is anything that you can add or remove from your goals. This will give you a better foundation before you dive deep into the more detailed aspects of the entire process.
Your business and brand goals are only meant to give you a better starting point before getting to the technical part of your Google ads account.
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Review the Account Structure
After getting all the business goals refreshed in your mind, you can now make the next step. Here, you need to evaluate the account structure and everything it involves. There is a specific structure that you need to use when sorting out your account. You can arrange the stuff using the product line or services depending on the kind of services or products you are offering.
Make sure that the approach you use to organize your Google ads account outlines everything clearly. If you have an optimal account structure, you can reduce the time it takes to manage the account. In addition, it will become easier for you to navigate through making it easier for customers to get what they want without wasting time.
Remember to group similar topics together to make them easily readable. Proper arrangement of the website makes reporting and balancing the budgets easier, thus saving much of your time.
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Evaluate the Account and Campaign Settings
Once you review your account’s structure, you need to check what is in the account and the campaign settings. At this point, you need to evaluate things such as location and device targeting. Check on the geographical areas that the business is serving to ensure that it’s targeting the right audience.
After identifying the target market, you should check if the ads are set to target that audience. This is meant to ensure that the ads do not target the wrong audience to avoid wasting your budget. Note that location targeting is another critical area, especially if you have plans to expand your market outreach.
Also, evaluate your bid strategy when checking the campaign settings. Given that there are different strategies available, you can find out the best one that can work well for you. Invest in optimization to save you time and money.
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Ad Groups
The next step is to check on your ad groups. You need to evaluate your ad group as a group instead of a keyword. Every ad group consists of keywords that work by complementing each other. The ad group can also incorporate the product or service you are providing.
At the ad group level, you need to be keen on the quality score that you get. The quality score of your ads offers a better landing page experience. Also, it increases the click-through rate and the ad copy relevance of your ads. You need to keep all these aspects in mind during the auditing process.
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Keywords
The keywords part is where you get into the granular part of the entire process. At times, this part can get confusing, especially if you are not careful with what you are doing. Remember to evaluate the keywords used in every ad group depending on the company’s goals. When setting up the queries, you need to be careful with the match types.
You need to take some of your time and start with the keywords that you are targeting. Evaluate if the keywords are making sense or if anything is missing. Check on the keywords with high spending and low conversion rates. The next step is to review the queries that people are searching for.
Identify the keywords that are way off and are still contributing to the ad spend. Once you identify such instances, you can use these keyword ideas and use them as negative keyword ideas.
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Ad Copy
After you are done with the keywords, you can now check the ad copy. At this point, you can now check on different versions of your ads to make it easier to evaluate the performance of your ads. You can refine your ad copy by including different keywords to give you a better idea of the products and services you are dealing with.
This is one of the best strategies to boost quality scores and ad ranks. Ensure that your headlines have an incredible call to action to convince prospects to take action. It’s an excellent approach if you intend to get good returns from your ads.
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Landing Pages
The landing page is one of the most critical parts of the Google ads audit. Remember that the landing page is the first stop where the visitor lands once they click on your ads. Ensure that the landing page has a clear call to action that sends a clear message to readers.
Check all the clickable aspects to ensure that they are working smoothly. Even though the landing page is a technically external part of the Google ads, it will directly impact your ads’ performance. The target keyword should also appear on your landing page for you to record better results.
By outlining your keywords on your landing page, you elevate the quality score of your Google ads.
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Reporting and Action Plan
This is the final stage of your Google ads audit. After going through every corner of your business website, you can now identify the areas that need optimization. Remember that the ultimate goal of a Google ads audit is to evaluate the status of your business website and work on the areas that need changes.
The report mainly helps to give an explanation and what can be done to make things run smoothly. The report provides a simple explanation that everybody can read and understand before taking the next step.
Final Verdict!
Google ads audit is a time-consuming process that requires you to spend considerable time to get the job done. Also, you need to have an idea of what you are doing to enable you to do the right thing. However, the fruits of the process are worth it!
You cannot understand the status of your Google ads account if you don’t take the time to conduct auditing. The process uncovers all the detailed reports you need to use when revamping your business operations. It’s a matter of checking what is working and what’s not.
Once the process is done, you can make the respective changes that will boost your business performance. By following the steps outlined in this article to the letter, you can complete the process within a shorter time.
