If you use Google Ads, you may wonder, “is my account as effective as it could be?”
The only way to know for sure is by conducting an audit.
The Audit: What Is It?
When you conduct an audit on your Google Ads account, you are – to put it simply – evaluating how effective your efforts are. With an audit (done properly) you can discover hidden issues you need to address. Once identified it is possible to improve the overall performance and health of your account.
To make the audit process easier, consider using the automated services and tools that offer algorithmic-based audit results and grades for your account. While this is beneficial, it’s important to note that these tools may lack the context of your desired outcome, focus audience, or marketing tools.
To ensure your audit is as effective as possible, take the following steps:
- Determine what you will review and why it is important
- Evaluate each focus area of your audit and take comprehensive notes
- Create detailed noes and pinpoint examples of items that must be addressed or revisited in your post-audit action plan
When you are conducting the audit, this is not the time to make the campaign or account updates – unless there is something critical that needs to be addressed right away.
Why a Google Ads Account Audit is so Important
It doesn’t matter if you are new to an account or helping with a new vendor or client, or if you have recently received a promotion, knowing where things stand before you put time and money into it is crucial. There are also benefits offered by auditing your campaigns from time to time to fine tune the targets. By doing this, you can take a step back and look at things that may have been missed in the day-to-day management of the campaigns.
Some of the main benefits that you may see from the Google Ads audit include the following:
- Validation of assumptions
- Find areas of spend waste
- Gather audience insights that are applicable to the account and other marketing channels
- Identify new opportunities to grow and expand
- Enhance ongoing management processes
With an audit, you can gain invaluable insights and you can uncover new opportunities where you can take steps to improve your accounts. By focusing on the issues, you have found, you can improve your efforts to ensure you get the best results possible.
Creating an Effective Google Ads Campaign
When you want to create an effective Google Ads campaign, you must put time and effort into the process. If you are unsure if you can handle the process necessary to audit your campaigns, or if you just do not have the time to do this, it is a good idea to hire the professionals. The right professionals will help ensure that your Google Ads efforts are up to par and that your PPC efforts will help you achieve the desired results. Being informed is the best way to ensure you get the results desired.