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What is the Google Ads audit?

An audit of Google Ads (formerly Google AdWords) conducted by a specialist will allow you to assess whether the campaign is properly run and eliminate any errors. By deciding to audit Google Ads, you will get a properly optimized campaign that will bring the expected results in the form of an increase in the number of recipients and higher revenues. In a few simple steps you’ll find out if your campaign and Google Ads account are as effective as they can be!

What is the Google Ads (AdWords) audit?

What is a Google Ads Audit? It is the process of verifying the Google Ads account and conducted advertising campaigns in terms of their and effectiveness, as well as in terms of possible errors. On the basis of the Google Ads (AdWords) audit, you will find out if your advertising campaign is fully effective, what you can do better and if you do not make mistakes that will result in a decrease in the quality of the advertisement and a lower number of conversions. Find out about the activities that fall under the scope of the Google Ads audit and create the best possible campaign.

Why do you need a Google Ads audit?

The Google Ads (Google AdWords) audit brings a number of benefits and can have a positive impact on your campaign. Thanks to him:
– you will find areas that require optimization,
– you will find areas for development,
– you will find out if the campaign is tailored to the expectations and needs of users,
– you will improve the process of managing Google Ads campaigns,
– you will check whether the Google Ads campaign meets your business goals,
– you will obtain information about users that can help you target and optimize your campaign.

Google Ads audit in 9 steps

What actions should be taken to conduct a comprehensive audit of the campaign and Google Ads account (Google AdWords)? Learn the 9 steps to creating an audit that will allow you to improve your paid search campaigns.

Google Ads Audit – Step 1: Verifying Account Settings
A Google AdWords audit should start with the basics, i.e. verification of account and campaign settings. As part of this step, check:
– whether the goals set for the campaign correspond to your business goals (e.g. image building, sales, etc.),
– are you tracking conversions correctly,
– whether the Google Ads account is linked to the Google Analytics account,
– do you advertise in the correct locations (if you run regional activities, nationwide advertising does not make sense),
– do you advertise on mobile devices (lack of mobile advertising may deprive you of significant income)
– bidding methods – If you focus on conversions, your Google Ads account must be linked to Google Analytics to properly record and count conversions from the Google Ads channel.

What signs might indicate that conversion tracking is not being implemented correctly? Among others:
– the number of clicks is the same as the number of conversions – probably the tracking code was added to the landing page, and not to the thank you page for using the offer or placing the order;
– the sales results are low and the number of conversions is high – probably the tracking code was added on the home page or product page, not on the checkout page;
– you have a large number of orders, but a very low conversion rate – you may not be tracking some type of conversion (e.g. phone calls) or have not added the tracking code on your new landing pages.

Google Ads (AdWords) Audit – Step 2: Check the ad group structure
In order for the Google Ads campaign to bring the intended results, you should ensure the appropriate structure of the ad group. As part of this step of the Google Ads (AdWords) audit, verify: – if the ad group is as specific and relevant to the keyword as possible,
– maybe you can distinguish an even more detailed set of keywords from it; Whether your ad group uses different keyword matches that are relevant to your ad headlines,
– how many ads are in each group – according to Google, the optimal number is 3-5 ads in the group;
– Whether your ad group uses both responsive and extended ads.

Google Ads Audit – Step 3: Applying negative keywords
The Google Ads (AdWords) audit is also used to verify keywords used in Google Ads campaigns, and above all, to use negative phrases. If you don’t follow them, you are likely “wasting” a significant amount of your Google Ads campaign budget. Why? Because your ads are also displayed on phrases that contain one of the words selected for the campaign or its synonym, but have a different meaning and do not reflect the user’s intention. If you exclude a given keyword, you’ll eliminate such errors.

Google Ads Audit (AdWords) – Step 4: Evaluate the keyword value for each ad group
Audit of Google campaigns should also include the evaluation of keywords in terms of generating clicks and conversions. The relevance of a keyword also affects your ad’s Quality Score, so make sure it matches your landing page content and reflects your prospect’s expectations and intentions. As part of the keyword audit in Google Ads campaigns, check:
– whether the keywords are too general,
– do you use long tail keywords,
– whether the keywords are relevant enough.

Google Ads Keyword Audit (AdWords) is also a great opportunity to search for new keywords for your campaign. Perhaps you are losing potential conversions because you are not advertising for a phrase that has gained popularity in the search engine recently, although it was not popular before? Regularly check information on keywords and their potential in Google Keyword Planner. For more information on how to search for phrases in this tool, see How to Use Google Keyword Planner.

Google AdWords Audit – Step 5: Assess your keyword match types
In your Google Ads account, you can specify the type of keyword match to your query. The options available include:
– exact match,
– approximate and approximate match with a modifier,
– phrase match.

Keyword matches determine how far a keyword must match a user’s password in order for your ad to be included in an “auction”. When auditing your Google Ads (AdWords) campaigns, check what types of extensions you are using. It’s best to consider the different types of matches in your account. If you only use one, such as exact match, you may be losing leads. Conversely, too many broad matches can have a negative impact on the campaign’s Quality Score, as the ad is served on loosely related queries and too distant from the offer. During the audit, it is worth examining the effectiveness of the matches, verify that they do not contain errors, are tailored to your needs, possibilities and goals, and whether they are diverse.

Google Audit – Step 6: Evaluate the relevance of your ad extensions
What are ad extensions in Google Ads? This is a feature that allows additional information to be included in the ad that may encourage the user to convert. They can be, among others:
– Phone number,
– company address,
– product or store evaluation,
– links to specific subpages on the website,
– information about promotions, discounts, free delivery,
– callout extensions.

It is also possible to use an extension of the contact form that allows the customer to quickly contact the advertiser.

When auditing Google Ads, it’s a good idea to analyze your ad extensions and their value for possible conversions. Badly constructed extensions can become a source of frustration for a potential customer. Example? If your ad has an extension that shows a phone number and you don’t have someone on your team who can receive customer calls, you’re wasting your budget on conversions that you can’t handle.

Google Ads Audit – Step 7: Evaluate the quality of landing pages for each campaign
The quality and content of the landing page are also responsible for your Ad Quality Score. Therefore, when conducting an audit of Google Ads (Google AdWords) campaigns, check that:
– the landing page is unique,
– each ad group has its own original landing page,
– the landing page contains all the key information for the user and the keywords used in the ad group that increase the Quality Score,
– the landing page does not contain information that does not interest the user.

If you advertise baby walkers in Google Ads, create a landing page where the user will find products excluded from the category they are interested in. In the audit process, check that the landing page address is not the home page, which is likely to get the user to exit and increase the bounce rate. All of these errors can negatively impact the number of conversions and the relevance of your campaign.

Google Ads Audit – Step 8: Verify your ad content and see if it’s worth improving?
Your ad content may have an impact on the CTR, which is the number of times your ad is clicked in relation to the number of times it is displayed. If only for this reason, it is worth constantly optimizing and taking into account when conducting a Google Ads audit. What parameters should be analyzed when auditing paid advertising campaigns? Primarily:
– is the ad catchy and interesting for the user,
– whether the advertisement contains information that may be relevant to the user,
– whether there is a call to action (CTA) in the content of the ad,
– does the headline of the ad contain keywords that the user has entered in the search engine window,
– whether all extensions are used in the ad.

Audit of Google Ads campaigns will allow you to check if you can somehow improve the ad and increase the conversion rate. You may find it helpful to change the content of the ad, for example the CTA, or to add relevant information that may encourage the user to take advantage of the offer.

Google Ads Audit Step 9: Check if you can extend your ad with new keywords
Audit of Google Ads (AdWords) campaigns will allow you to check if there are keywords for which you are not advertising and for which your ad is showing. You will find them in the Keywords-> Search terms section. Consider adding them as keywords to an ad group in your Google Ads account.

Google Ads (AdWords) audit – summary

Regularly conducted audit and optimization of Google Ads campaigns is a great way to reduce the cost of advertising, increase its relevance and improve the efficiency of activities. Whether you’re taking over a new customer’s account or optimizing your own account, a Google Ads audit will help you achieve your goals at the lowest possible cost. Remember to repeat the audit activities regularly and optimize your account and campaigns.

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