By carefully checking your Google Ads account and individual areas of the campaign, you can effectively diagnose the problem by improving and increasing its effectiveness. Ads audit is a tool worth using, even if the campaign seems to be effective – finally better is the enemy of good, and changing settings can interest.
Audit – Google Ads campaign under the spotlight
The purpose of the audit is to check whether the Google Ads campaign is working properly and whether its potential is being fully exploited. A thorough analysis allows you to evaluate current account balance, campaign structure and verify the actions to date carried out as part of the campaign. This, in turn, opens the possibility of implementing appropriate settings and necessary improvements, which will positively affect the efficiency of advertising and reduce the cost of clicking. . By optimizing your account, you can seal your budget. There is no point in investing in actions and keywords that convert poorly or when conversion is too expensive. The audit allows to determine whether (and to what extent) advertising is tailored to the customers who best convert and which, therefore, should be strengthened.
Elements analysed during the audit
Adwords Account
The correct account configuration is not meaningless when it comes to the effectiveness of the Google Ads campaign. That's why. audit should start by looking at the structure of the account, its basic functions and settings or types of campaigns carried out in relation to the business conducted and the objectives pursued. Account verification should include:
- whether the conversion targets are correctly chosen;
- verification of the budget;
- verification of automatic targeting options;
- settlement and payment configuration;
- geolocation data – whether advertising goes to all users to whom it should, in terms of language and territory;
- whether the account is correctly connected to Google Analytics – here it is worth to check whether the data is collected correctly; Google Analytics analysis allows to examine, among others, user behaviour and whether the campaign is properly set.
Structure and segmentation of campaigns
The next step is to look at what types of campaigns are used – effective, i.e. geared towards maximizing conversion, branding, reach or image. It is worth examining the logic of the divisions and whether the different types of campaigns are properly distinguished. . The proper structure of the campaign translates into the effects of advertising activities. It is further necessary to check how the different types of campaigns function and whether they have been selected accordingly. It is worth remembering that some settings, such as language, campaign type, location, rate strategy, daily budget, advertising schedule, can only be made at the campaign level, and others, such as choice of keywords, setting maximum rates per click, creating advertising extensions assigned to a particular advertising group, only at the advertising group level.
Key words and exclusion phrases
Key words form the basis for any Google Ads campaign. One element of the audit should be to analyse their number and quality within advertising groups. Proper choice of keywords is crucial to whether advertising will reach the desired group of potential customers. It is therefore necessary to check whether the words and phrases have been properly matched and to exclude those that are unsuccessful or ineffective. Based on the analysis of the list of queries and passwords searched by users, lists are created that exclude keywords. Like this. you can avoid the situation where advertising appears when the user only enters the search engine loosely linked to our password offer.
Advertising content
The next important step is to check the correctness of the ads. This is not just about technical issues. It is also extremely important to see how advertising is written, whether it is stylistically correct, substantively correct and attractive to the audience. One of the most important elements that should appear in the content is the call for action. Potential customers also like information about current promotions. By testing different forms of transmissions, you can check which are most effective. The quality of advertising is a factor affecting the reception of advertising – if the advertising is properly constructed and tailored to the needs of users, it increases its clique.
Website Audit
By carrying out an audit of the Google Ads campaign, cannot forget the audience of the target site. . Special attention should be paid to those from the subpages on which the users are placed directly after clicking the advertising. The content of advertising should correspond to the content of the sub-page concerned and the information provided on the website should encourage the purchase of the product or the use of the services offered. When you audit the website, it is worth checking what might interfere with the conversion, what elements are illegible or unclear for users. It is also worth remembering that the majority of traffic on the Internet is currently generated from mobile devices. The conclusion is simple. – the page must be adapted to display on mobile devices. . Otherwise, even a well-designed campaign may not be enough.
