The process of reviewing the efficacy of your Google Ads accounts is known as a Google Ads account audit. A Google ads campaign audit can uncover painfully hidden problems that must be rectified. After you have recognised these problems, you may focus on enhancing your account’s general health and performance. While there are many automated tools and services that produce algorithmic-based audit findings and grades for your account, they frequently lack the context of your marketing goals, target audience, and specific PPC desired outcomes. Let us read the following points which are key to a successful audit.
Now we will take a quick glance at the steps required for a successful google ads campaign audit.
Review your objectives – The first step of the audit is to evaluate business and account goals to ensure you understand your focus and objectives before going into the Google Ads account. Multiple conversion targets are possible. Understanding what they are and what performance outcomes you want to achieve will set the tone for the rest of the audit process. It is easier to audit the account objectively after you have defined your goals and focus.
Introspect into your account structure – The correct hierarchy can reduce the amount of time spent managing campaigns while also providing superior data for decision-making. You can organise your campaigns and ad groups in a variety of ways, including logical objectives, personal goals, and product description.
Campaign configuration – Most of the time, you can evaluate your campaign settings quickly and move on. However, you may need to return to these settings in the future to make adjustments depending on your audit assessment and decisions for changes in other areas. Here are some specific features to check before implementing performance-based updates:
Focus on Ad Groups – It is crucial to remember that “ad groups = group of ads”. We focus too much on keywords and groupings before considering the searcher’s intent and the destination we are directing them to land.
Emphasize on keywords – Keywords, match types, search queries, negative matching, and a lot of fine detail can get us lost. Identifying patterns and trends is critical during the audit process. While you’re doing so, avoid the need to start making changes. This is not the time to start implementing or yelling at the person who managed the account before you.
Proper framing of advertisements – Ads are frequently left unchecked or over-tested in many accounts. Setting the ad rotation to force even rotation forever and ensuring that each ad group has two ad versions, ‘A’ and ‘B’ version which is a fine technique to successfully test advertising. You can then judge the winner at regular intervals and test a new ‘B’ version.
Importance on landing page- Landing pages is not part of Google Ads, yet they have a direct impact on the campaign’s performance and the analytics you see in Google Ads. Even if landing sites are not on your radar while reviewing ad quality ratings, it would be a mistake to ignore them.
It is absolutely true that Google ads campaign optimization is a very effective strategy of improving our performance in the search result pages and you must follow the above methods to become successful.