Effective management of a Google Ads account is crucial for maximizing the return on investment (ROI) of your ad spend. Auditing your Google Ads account regularly can help identify areas for improvement and optimize performance. In this guide, we will walk through the key steps of a thorough Google Ads audit.
Step 1: Initial Setup and Overview
Before diving into the details, ensure your workspace is set up for efficiency. Use a layout that you are comfortable with and customize your columns to align with your business goals. For a comprehensive audit, consider the following metrics:
- Campaign Type
- Optimization Score
- Bid Strategy Type
- Conversion Value
- Conversion Value/Cost (ROAS)
- Conversions
- CPC
- Cost per Conversion
- Conversion Rate
- Clicks
- Impressions
- Ad Strength
- Competitive Metrics
- Budget Simulator
Step 2: Analyzing Campaign Performance
Start by reviewing the overall performance of your campaigns over the last 30 days or a relevant time period. Look at metrics such as total spend, conversion value, and return on ad spend (ROAS). Identify any underperforming campaigns and note potential areas for improvement.
Key Areas to Examine:
- Wasted Spend: Identify campaigns or ad groups that are not generating results and consider pausing or optimizing them.
- Missing Campaign Types: Ensure you are utilizing all relevant campaign types, such as Performance Max campaigns, which can help reach a wider audience.
Step 3: Campaign Breakdown and Optimization
Shopping Campaigns
- Recommendation: Implement a heavy shopping ad strategy if applicable to your products or services. This can enhance visibility and drive more conversions.
Search Campaigns
- Keywords: Ensure your ad groups contain relevant keywords. Avoid broad match keywords alone; instead, use a mix of phrase and exact match keywords.
- Ad Groups: Each ad group should have specific and relevant keywords. Avoid mixing different types of keywords within the same ad group.
Ads and Extensions
- Responsive Search Ads: Use all available headline and description fields to improve ad strength.
- Ad Relevance: Regularly update your ads to ensure they are current and relevant to your target audience.
- Extensions: Utilize all available ad extensions, such as site links, callouts, and structured snippets, to increase ad real estate and improve CTR.
Step 4: Bid Strategy and Budget Management
Adjusting Bid Strategies
- Target ROAS: If your current ROAS is below target, consider adjusting your bid strategy. A small increase in target ROAS can lead to significant performance improvements.
Budget Allocation
- Geographic Targeting: Ensure your ads are targeted to the right geographic locations. Use the setting “people in or regularly in your targeted locations” to avoid wasting budget on irrelevant clicks.
Step 5: Performance Analysis by Location
Compare cost per acquisition (CPA) across different regions. If certain locations are significantly underperforming, consider creating separate campaigns for better control and optimization.
Step 6: Reviewing Conversion Actions
Ensure that your conversion tracking is accurate and not double-counting. This will provide a clearer picture of your campaign performance and help make informed decisions.
Conclusion
Regularly auditing your Google Ads account is essential for maintaining and improving ad performance. By following the steps outlined in this guide, you can identify areas for optimization and ensure your ad spend is generating the best possible results.
Key Actions:
- Revise Keywords and Ad Groups: Update and refine your keywords and ad groups for better targeting.
- Improve Ad Content: Enhance your ads by using all available fields and keeping content relevant.
- Optimize Bid Strategies: Adjust your bid strategies to meet or exceed your target ROAS.
- Utilize Ad Extensions: Take advantage of all ad extensions to improve visibility and CTR.
- Monitor Performance: Regularly review performance metrics and adjust campaigns as needed.
Get Professional Help
If you want a detailed audit of your Google or Facebook ad account, reach out to us at The Develop Company or to me directly. We offer tailored services to help you optimize and scale your business.
Final Note
Stay proactive in managing your Google Ads account. Regular audits and optimizations can lead to significant improvements in performance and ROI. If you found this guide helpful, please share it with others and subscribe for more insights on digital marketing and ad management.