Performing a Google Ads account audit is like undergoing a thorough health check-up for your advertising campaigns. The aim is to diagnose issues, uncover opportunities for optimization, and ensure that the account is set up to meet its goals effectively.

Below is a step-by-step guide to accomplish a comprehensive Google Ads account audit, focusing on key performance metrics like Click-Through Rate (CTR), Quality Score, and Conversion Rate.

Step 1: Define Audit Objectives

Begin by clarifying what you want to achieve with the audit. Objectives may include:
  • Identifying wasted ad spend
  • Improving campaign structure
  • Enhancing targeting and segmentation
  • Increasing CTR, Quality Score, and Conversion Rate

Step 2: Account and Campaign Structure Assessment

Ensure that the account is structured logically, campaigns are thematically divided, and ad groups are tightly knit with related keywords.
  • Is the account organized into well-defined campaigns?
  • Do campaigns accurately reflect the company’s offerings or targets?
  • Are ad groups within each campaign organized by theme?

Step 3: Analyze Key Performance Metrics

Dive into the key metrics of your campaigns:

Click-Through Rate (CTR)

  • Evaluate if your ad copy is relevant and engaging.
  • Compare CTRs across different campaigns to spot trends or underperformers.
  • Check how CTR trends over time and adjust creative strategies accordingly.

Quality Score

  • Examine keyword relevance, landing page experience, and expected CTR.
  • Filter out keywords with consistently low Quality Scores.
  • Take action to improve the Quality Score by refining ad copy, keywords, and landing pages.

Conversion Rate

  • Assess which campaigns, ad groups, and keywords are driving conversions.
  • Analyze whether your landing pages are optimized for conversion.
  • Adjust bids and budgets based on campaigns’ conversion performance.

Step 4: Review Targeting and Audience Selections

Evaluate the targeting settings for demographics, locations, devices, and ad scheduling to ensure they match your audience profiles and behaviors.

Step 5: Keyword and Bidding Strategy Evaluation

  • Scrutinize keyword lists for relevance, performance, and match types.
  • Assess the bidding strategy—is it maximizing ROI for the current goals?
  • Check for negative keywords to avoid irrelevant traffic.

Step 6: Analyze Ad Copy and Creatives

  • Review the ad copies for clarity, benefits, features, and CTAs.
  • Test different ad variations to improve engagement.
  • Ensure the ads align with landing page content for a cohesive user experience.

Step 7: Landing Page Optimization Check

  • Ensure that landing pages are relevant to the ads pointing to them.
  • Check for clear CTAs and user-friendly design.
  • Verify that the landing pages are fast-loading and mobile-responsive.

Step 8: Conversion Tracking Accuracy

  • Confirm that conversion tracking is set up properly.
  • Validate that the conversion actions reflect the business goals.

Step 9: Extension and Feature Utilization

  • Check if all applicable ad extensions are in use (Sitelinks, Callouts, Structured Snippets, etc.).
  • Utilize features like remarketing lists for search ads (RLSA) where appropriate.

Step 10: Budget and Cost Analysis

  • Review whether the allocated budget is being spent efficiently.
  • Consider relocating the budget to campaigns that show the best results.

Step 11: Competitor Benchmarking

  • Use tools to analyze the competitive landscape.
  • Identify areas where competitors might be outperforming and why.

Step 12: Reporting and Data Insights

  • Ensure reporting tools are providing valuable insights for decision-making.
  • Create custom reports if needed to better visualize data related to goals.

Step 13: Action Plan Creation

Based on the findings, create a detailed action plan:
  • Prioritize issues that need immediate attention.
  • Outline steps to take for optimization in the short and long term.

Step 14: Implement Changes and Monitor

Begin making the necessary changes, monitoring the impact on the account’s performance:
  • Document any adjustments made for future reference.
  • Continually fine-tune strategies based on ongoing data analysis.

Step 15: Regular Audit Scheduling

Establish a schedule for regular audits to continually refine and improve account performance. Remember that an audit is an ongoing process rather than a one-time event. A methodical approach to your Google Ads audit allows you to stay on top of your account’s health and optimize for success.

Let’s collaborate to develop a tailored Google Ads campaign to enhance your business. Reach out to me using the information provided below and let’s get the ball rolling!

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