Google Ads Audit Procedure

Objective

To conduct a comprehensive audit of a Google Ads account to ensure optimal performance and identify areas for improvement.

Key Steps

1. Prepare for Audit
   • Obtain a copy of the Google Ads audit spreadsheet.
   • Access the Google Ads campaign.
2. Review Spreadsheet Sections
   • Go through each section of the spreadsheet, answering questions and marking yes, no, or unsure.
   • Address any issues marked as no or unsure.
3. Check Conversion Goals
   • Ensure all conversion actions are set up correctly.
   • Verify marketing objectives align with digital marketing goals.
4. Review Location Settings
   • Check for negative locations surrounding targeted areas.
   • Ensure location options are set appropriately.
5. Assess Campaign Settings
   • Verify conversion tracking settings.
   • Check network settings and bid strategies.
6. Evaluate Keyword Performance
   • Review keyword match types and negative keywords.
   • Check for keyword relevance and quality scores.
7. Analyze Ad Performance
   • Assess ad copy, landing page relevance, and ad extensions.
   • Compare ad performance with competitors.
8. Examine Search Term Performance
   • Review search terms for relevance and performance.
   • Identify and address irrelevant search terms.
9. Check Miscellaneous Factors
   • Verify auto-apply recommendations and audience tracking.
   • Assess ad scheduling, industry average cost per conversion, and landing page compatibility.
10. Conduct Auction Insights Analysis
    • Review impression share and performance in auction insights.
    • Identify areas for improvement in impression share.

Cautionary Notes

• Ensure consistent data analysis over a significant time period.
• Address any discrepancies in performance metrics promptly.
• Use Google Analytics and Google Search Console for detailed insights.

Tips for Efficiency

• Use filters and segments in Google Ads to streamline data analysis.
• Regularly review and optimize campaigns based on audit findings.
• Seek professional assistance for complex or time-consuming tasks.

By following this step-by-step guide, you can conduct a thorough Google Ads audit to optimize performance and ensure effective campaign management.