Step To Conduct Google Ad Audits With the Ease
Have you ever noticed on the several advertisements, which you might see while surfing on the internet?
Well most of us are aware with this kind of online ads that has become a crucial part of Search Engine Marketing strategies. If you do a little bit market research, you may find numerous online platforms where you can put your ads by investing small amount. Today, we will be discussed about Google ads and steps to manage an audit for your Google advertisements.
The below step-by-process you can use when performing your own Google Ads account audit. You will gain invaluable insights and uncover big opportunities where you can improve your accounts. Focusing on these areas and asking these important questions when performing your own Google Ads account audit will help ensure that you’re maximizing your PPC marketing ROI.
Before diving into the Google Ads account, the first step of the audit is reviewing business and account goals to ensure you understand what your focus and objectives are. There can be multiple conversion goals.
Understanding what they are and what performance outcomes you’re seeking will set the tone for your evaluation throughout the rest of the audit process. Defining your goals and focus makes it easier to objectively audit the account.
Step 2: Review Account Structure
Having the right hierarchy can positively impact the amount of time required for managing campaigns and yield better data for decision making. While there’s not necessarily a “right” way to structure your account, you want to do so in a way that gives you as much control as possible on the more granular details of bid, budget, ads, and overall management.
Step 3: Account & Campaign Settings
In most cases, you can quickly review your campaign settings and move on. However, you may ultimately need to come back to these settings to make adjustments based on your review and decisions for changes in other areas of the audit.
At this stage, it’s important to remember that “ad groups = group of ads” rather than “ad groups = group of keywords.” Sometimes we get those two concepts confused. We think too much about keywords and groupings before we think about the intent of the searcher and the destination, we’re sending them to. Your focus must be on ads, landing pages, quality scores, and ultimately the potential for performance for getting users to convert.
We can get lost in keywords, match types, search queries, negative matching, and a lot of detail at a granular level. It’s important to identify patterns and trends during the audit process. While doing so, resist the temptation to start making updates. Now isn’t the time to start implementing or to run off and yell at the person who managed the account before you did.
When you look at keywords, do so within each relevant campaign to stay focused on the specific subject matter of the campaign and drill down into ad groups. By applying the goals identified in the first step of the audit process, you can evaluate the specific intent and performance of keywords.
Ads often are left to run unchecked in many accounts or are over-tested. One way to effectively test ads is to set the ad rotation to force even rotation indefinitely and ensure that each ad group has two ad versions — an “A” and a “B” version. At set intervals, you can then judge the winner and rotate in a new “B” version to test.
Even if you rely on Google’s algorithm in determining the ratio to serve ads and use dynamic tools, it is dangerous to leave things on autopilot.
Landing pages are external to Google Ads, but have a direct impact on the performance of the campaign and influence the metrics you see throughout Google Ads. It would be an oversight to not analyze landing pages even if they don’t show up on your radar when evaluating ad quality scores.
Carrying consistent wording and terminology through to the landing pages, having clear calls to action, and positive user experiences are all key to ensuring optimal conversion rates (and raising your quality score to lower your costs).
Step 8: Reporting & the Action Plan
As you work through the audit steps and spend time looking at the details compared to performance expectations and goals, you’ll need to document your notes. It’s likely that your audit is going to be shared with others internally or externally. So, organize your audit into a document or template format will help you both craft your action plan and share insights with others. Your real work begins after you’ve documented each item, the status of it, and any issues to address.
Now the production list and action plan can come together, get scheduled, and be put into motion. If you need any guidance or assistance related to any Google tools and services, feel free to counsel with the experienced online marketing professionals of ProICT LLC.
We are serving in online business marketing services including Search Engine marketing as leading service providers for a long time. If you want to know more about Google services and tools then, read more blogs and articles available on ProICT LLC.
