How To Perform A Comprehensive Google Ads Audit

Are you spending a lot on Google Ads but not seeing results? One critical fact stands out: Only 29% of Google Ads accounts have accurate conversion tracking. This article guides you through performing a comprehensive Google Ads audit to pinpoint and fix the issues.

Key Takeaways

• Start by setting clear goals for your Google Ads campaign and identify the key performance indicators (KPIs) like click-through rate (CTR), cost per acquisition (CPA), and return on investment (ROI). Only 29% of accounts track conversions right, so make sure yours does.
• Check how your ads are set up in your account. Make sure auto-tagging is on, only one network is targeted at a time, and there's good ad group organization. Use negative keywords to avoid wasting 76% of the budget on wrong search terms.
• Look closely at how your ads perform. Good ad copy should have phrases like "Buy now" and match what people search for. Use ad extensions to give more info without increasing cost per click (CPC).
• Reviewing conversion tracking is key to knowing if ads lead to sales or other actions you want. Also, check attribution models to see which ads really help win customers.
• Analyze your budget and bidding strategies properly. Focus on getting high return on ad spend (ROAS) and keeping cost per acquisition (CPA) low by adjusting where you put money based on performance data.

Establishing Your Audit Goals

First, figure out what you want your ad efforts to achieve. Then, pick the key stats that will show if you're winning or not.

Determine overall campaign objectives

Setting clear campaign objectives is a must for every Google Ads campaign. Owners aim to increase sales, improve brand awareness, or drive more website visits. It's crucial to know these goals because they guide how you manage your ads. For example, if increasing sales is the goal, focusing on keywords with high buying intent matters most.

Next, identifying key metrics lets managers see if they are reaching their goals. Metrics like click-through rate (CTR), cost per acquisition (CPA), and return on investment (ROI) matter a lot here. With 76% of the budget possibly wasted on wrong search terms, using negative keywords helps save money and target better.

Your Google Ads audit must start with setting definite business outcomes to ensure each dollar spent contributes directly to achieving them.

Identify key performance indicators (KPIs)

After setting your campaign goals, it's time to focus on key performance indicators (KPIs). These are crucial for tracking success. You must select KPIs like Return on Ad Spend (ROAS), Conversion Volume, and Cost per Conversion (CPA).

Knowing these numbers helps you understand if you're meeting targets. Sadly, only 29% of Google Ads accounts track conversions accurately. Make sure yours is not among them by checking your conversion tracking settings closely.

Choose metrics that reflect your objectives. If brand awareness is the goal, look at click-through rates and impressions. For sales, monitor ROAS and CPA carefully. Use tools like Google Analytics to see where visitors go after clicking your ads. This way, you'll know which ads bring valuable actions, like purchases or sign-ups.

Reviewing Campaign Structure and Settings

To make your Google Ads work better, start by checking how they're set up. Look at the settings of your account and see if your ads are organized well with the right keywords.

Assess account and campaign settings

Assessing your account and campaign settings is essential for optimizing your Google Ads performance. It helps you ensure that each dollar you spend contributes to your business goals.

1. Check auto-tagging is enabled to track website visits efficiently. This feature adds a unique ID to your URLs, making it easier to monitor user actions.
2. Verify that tracking templates or final URL suffixes are in place for UTM tags. These tags allow you to track the effectiveness of your ads across different platforms.
3. Ensure that one network is targeted at a time. This avoids budget overspending by separating search campaigns from display ones.
4. Review campaign settings to target the right audience. Adjust locations, languages, and devices according to where your customers are.
5. Examine bid strategies to match your objectives, whether it's maximizing clicks or focusing on conversions. Choose the strategy that aligns with what you're trying to achieve.
6. Look into budget allocations across campaigns to ensure funds are directed towards high-performing ads.
7. Validate ad scheduling settings reflect peak times when potential customers are online, increasing chances for ad visibility and engagement.
8. Confirm conversion tracking is properly set up for accurate measurement of campaign success and ROI calculation.
9. Setup ad rotation options based on performance so that ads with higher engagement rates show more often, optimizing exposure.
10. Investigate location targeting settings for precision marketing, ensuring ads appear to users in specific areas where they're most likely to convert.

By taking these steps, businesses can better manage their Google Ads campaigns, leading to improved performance and stronger returns on investment (ROI).

Examine ad group organization and keyword strategies

Ad group organization and keyword strategies are vital for efficient digital marketing. They help target audiences more accurately.

1. Split ad groups by theme or product line to enhance relevancy.
2. Use specific keywords in each ad group to match customer search terms.
3. Include both broad and exact match keyword types to balance reach and precision.
4. Add negative keywords to avoid irrelevant clicks and improve ROI.
5. Set unique bids for different keywords based on performance and competition.
6. Regularly update keywords based on search trends and consumer behavior insights.
7. Check that each ad group has 2 expanded text ads (ETAs) before June 2022, plus 1 responsive search ad (RSA) for variety and testing.
8. Ensure ad groups do not have outdated formats, keeping only active, unique ads.
9. Analyze the quality score of keywords to identify improvement areas in ad copy, landing pages, and user experience.
10. Review conversion data to adjust keyword strategies to those driving the best results.

This list guides you through focusing your efforts where they matter most in organizing ad groups and selecting effective keywords for your campaigns.

Analyzing Ad Performance and Relevance

To boost your ad campaigns, check how well ads and extensions are doing. Make sure ads match search terms people use and grab their attention.

Scrutinize ad copy and extensions

Good ad copy and extensions boost clicks. They are key for success in Google Ads campaigns.

1. Check every ad for clear call to action phrases like "Buy now" or "Sign up today." This directs users on what to do next.
2. Ensure ad texts match keyword themes closely. Ads must answer user searches accurately.
3. Use all available ad extension types such as site links, callouts, and structured snippets to give more information without increasing cost per click (CPC).
4. Test different ad headlines and descriptions with A/B testing tools. See which combinations perform better.
5. Review Quality Scores for each keyword and ad combination. High scores mean your ads and landing pages meet user needs well.
6. Examine Click-Through Rates (CTRs) to measure how often people click your ads after seeing them. Aim for higher than average CTRs in your industry.
7. Regularly update ad extensions with new offers, products, or features to keep messages fresh and relevant.
8. Match ad copy tone with your target audience’s preferences to improve brand recognition and conversion rates.
9. Analyze data-driven insights from tools like Google Analytics to understand how different ads drive traffic and lead to conversions.

10.Player attention to the use of dynamic keyword insertion in ads for personalization without increasing CPCs significantly.

By focusing on these aspects, business owners can refine their Google Ads efforts for better return on investment (ROI) and cost per acquisition (CPA).

Evaluate ad rotation and responsive ad formats

After scrutinizing ad copy and extensions, it's crucial to focus on how ads rotate and the effectiveness of responsive ad formats. Google Ads allows for automatic rotation of ads within an ad group.

This ensures that different versions are shown, which can help identify the most effective ones. The best practice is to have 2-3 responsive search ads (RSAs) in every ad group, limiting to a maximum of three RSAs. These formats adjust their size, appearance, and format to fit available slots on websites and search results pages efficiently.

Responsive ads significantly increase chances for better engagement by adapting based on user data such as device type and browsing behavior. Testing multiple RSAs provides valuable insights into what message resonates best with your target audience.

Effective use of ad rotation and responsive formats maximizes visibility and relevance across various platforms.

 

Deep Dive into Conversion Tracking and Attribution

Checking conversion tracking lets you see if your ads lead to actions. Reviewing attribution models shows which ads really help you win customers.

Check conversion tracking settings and data accuracy

Make sure your Google Ads account has correct conversion tracking settings. Only 29% do this right. Use tools like Google Tag Manager and the Google Tag Assistant extension for accuracy. These tools help you track actions visitors take on your site, like clicking a button or completing a form. Getting this step right lets you see if your ads lead to sales or other key actions.

Reviewing data regularly ensures your tracking works as it should. Accurate data tells you which ads bring in business and helps optimize future campaigns. Check the numbers often using Google’s troubleshooting tool to find any issues early on. This keeps your ad performance strong and supports better decisions for spending and adjustments in campaigns.

Review attribution models and conversion paths

To track how ads lead to conversions, check attribution models and conversion paths in your Google Ads account. Attribution models show which ads get credit for conversions. This helps you know which parts of your advertising campaigns work best.

For eCommerce sites, focusing on ROAS (return on ad spend) is key, as it tells you how much money you make from each dollar spent on ads. CPA (cost per action) also matters because it shows the cost of getting a conversion from your ad.

Understanding attribution models and conversion paths allows businesses to see clearly which advertisements are driving their sales and leads.

Conversion paths point out the steps a customer takes before buying or signing up. By studying these, you can find if people click through search engine results or if display ads catch their eye first. Keeping an eye on these metrics lets managers adjust bids, refine targeting, and allocate budgets better to increase ROI.

Budget and Bidding Strategies Analysis

To improve your Google Ads, examine how you allocate money and choose bid strategies. Check if your spending brings good returns by looking at return on ad spend (ROAS) and cost per action (CPA).

Investigate bidding strategies and budget allocation

Exploring different ways to bid and how to use your money wisely is crucial. Use a mix of smart bidding and manual adjustments based on what you've learned before and how many conversions you get. Smart bidding can automate some choices for better results. Adjust your bids up or down by percentages for specific devices, audiences, and times of day to make the most out of every ad dollar.

Look at return on ad spend (ROAS) and cost per action (CPA) to see if you're getting enough back from what you spend. High ROAS means you're earning more than spending, while low CPA shows efficient spending per user action.

Analyze return on ad spend (ROAS) and cost per action (CPA)

Analyzing ROAS and CPA is critical for maximizing your Google Ads efficiency.

Aspect	Explanation	Action
ROAS Measurement	Evaluates the effectiveness of your advertising campaign in generating revenue.	Divide your total revenue from ads by your total ad spend.
CPA Calculation	Shows the cost to acquire a customer.	Divide total ad spend by the number of conversions.
Goal Setting	Defines what success looks like for your campaigns.	Set clear ROAS and CPA targets based on past performance and future expectations.
Budget Allocation	Ensures funds are directed effectively toward campaigns.	Adjust budgets based on campaigns with the best ROAS and lowest CPA.
Strategy Adjustment	Improves campaign outcomes by refining tactics.	Focus on keywords and ad placements that drive favorable ROAS and CPA.

Revisit these measurements regularly to ensure your campaigns are achieving their financial goals. This approach helps in making informed decisions that align with your budget and bidding strategies, ultimately boosting your advertising ROI.

Utilizing Automation and Advanced Tools

Use tools and rules that work on their own to make managing your ads easier. These can help you get more done without needing to do everything by hand.

Implement automated rules and scripts

Automated rules and scripts in Google Ads make managing campaigns easier. They help you save time by automating repetitive tasks and ensuring your ads perform their best.

1. Set up automated rules to adjust bids for keywords based on performance. For instance, increase bids by 10% for keywords with a cost-per-acquisition (CPA) lower than your target.
2. Create scripts that pause ads with low click-through rates (CTRs). This keeps only high-performing ads active, improving your overall ad rank.
3. Use automation to schedule ads for specific times. For businesses targeting customers in different time zones, this ensures your ads run when most likely to be seen.
4. Employ automated rules to modify budgets based on the day of the week or month. Increase budgets during peak shopping periods to capture more sales.
5. Implement scripts that send alerts via email when changes happen in your account, like sudden spikes in spending or drops in campaign performance.
6. Set up automation to manage negative keywords across campaigns efficiently. Automatically add non-performing search queries as negative keywords to improve relevance and reduce wasted spend.
7. Use automation for real-time bid adjustments based on external data, such as weather conditions or stock levels, to maximize ad performance during specific conditions.
8. Use automated scripts to track and report on performance trends over time, helping you identify areas for improvement and optimization opportunities quickly.
9. Automate IP exclusions to prevent unwanted clicks and protect your budget from being drained by irrelevant traffic or competitors' clicks.
10. Use advanced machine learning tools within Google Ads to predict future trends, allowing smarter budget allocation for campaigns predicted to bring higher returns.

By using these automated solutions, managers can ensure their Google Ads campaigns are optimized for efficiency and effectiveness without constant manual intervention.

Leverage automated PPC audit tools

Using automated PPC audit tools can make a huge difference. Tools like Google Analytics, SEMrush, WordStream, Opteo, and Unbounce help you find issues fast. They check your ads account to see if everything works well. With these tools, you get reports that tell you where to improve. For example, they can show if your keyword match types are right or if your cost per click (CPC) is too high.

These systems also suggest changes to boost your click-throughs and lower costs. They look at every part of your ads campaigns to help you spend less money for more results. Next up: analyzing extra metrics helps fine-tune strategies even further.

Reviewing Additional Metrics and Adjustments

Looking at change history shows what worked before. Exploring network settings and how ads do in different places helps improve future plans.

Examine change history for insights on past adjustments

Change history in Google Ads shows every adjustment you've made, providing a clear view of what worked and what didn't. This feature helps you understand your actions over time and optimize future campaigns.

1. Look at date-specific changes to see the impact on performance. For example, if you notice a spike in cost per acquisition (CPA) after adjusting keywords, you might rethink your keyword strategy.
2. Check adjustments in ad spend to understand budget shifts. A higher return on ad spend (ROAS) following an increase in budget could justify further investment.
3. Review modifications in bidding strategies across different times. Switching from cost-per-click (CPC) bidding to automated bidding might show improvements in ad efficiency.
4. Analyze changes in ad copy or extensions that led to better click-through rates (CTR). Identifying successful phrases or formats can guide future ad creation.
5. Examine geographic performance adjustments to target more profitable regions or exclude underperforming ones, optimizing reach and expenses.
6. Investigate alterations in device targeting settings, as shifting focus from desktops to mobile devices may lower CPA due to user behavior differences.
7. Monitor updates in keyword lists, including additions or removals, and how these reflect on search engine results page (SERP) positions and traffic quality.
8. Evaluate any pauses or reactivations of campaigns and their reasons, which might reveal seasonal trends or product popularity cycles beneficial for planning.
9. Observe shifts in conversion tracking methods or attribution models that provide deeper insights into customer journeys and make ROI calculations more accurate.

Every action logged offers lessons for refining Google Ads campaigns, ensuring each dollar spent is an informed decision leading to meeting your business goals.

Look at network settings and geographic performance

Check your network settings to make sure they match where and when you want your ads to show. This involves picking the right languages and schedules based on your target audience's location. For example, if you're targeting customers in Spain, set the ad language to Spanish and schedule the ads for times when people are most likely to be online there.

Reviewing geographic performance lets you see which areas bring in more traffic or sales. Use tools like Google Ads' geographical reports to spot trends. Say, if ads perform well in urban areas but not in rural ones, consider reallocating your budget accordingly. Keep an eye on these settings regularly to stay ahead of changes in customer behavior.

By keeping track of how different locations respond to your ads, you can fine-tune your approach for better results.

Should You Perform a Google Ads Audit?

Performing a Google Ads audit needs clear goals, organized steps, and attention to details. Review your account's structure, ad performance, and conversion tracking closely. Use advanced tools and review metrics often.

This process sharpens your strategy and cuts waste in spending. It ensures every dollar you spend brings closer to your business targets.

Looking for assistance with your PPC? Contact Click Mentality today to get your PPC audit and see how we can help your business succeed!

FAQs

1. What steps should I follow for a Google Ads audit?

Start with a PPC audit checklist that includes reviewing your cost per acquisition (CPA), checking auction insights, analyzing cost per clicks (CPCs), examining touchpoints, and ensuring your ads comply with best practices.

2. How do I check if my Google Ads campaigns are effective?

Measure the effectiveness by tracking conversions, comparing costs per click against industry averages, and assessing if your ad reaches its intended audience through proper keyword research.

3. Can improving ease of use in my landing pages impact my Google Ads performance?

Yes, enhancing the ease of use on landing pages linked from your ads can lower bounce rates and increase conversion rates, directly impacting campaign success.

4. Why is it important to review cookies and HTTPS status during an audit?

Reviewing cookies ensures you're following privacy laws correctly while checking HTTPS status guarantees that visitors have a secure connection to the sites they reach through your ads.

5. How does social media presence affect my Google Ads efforts?

A strong social media presence boosts brand recognition which can lead to higher click-through rates on your ads as users are more likely to engage with brands they recognize.

6. What tools should I use for conducting an efficient Google Ads account audit?

Use tools like HubSpot for inbound marketing analysis and Google's own suite for managing keywords, CPC bidding strategies, and tracking GCLID parameters to understand ad networks' performance better.