{"id":33523,"date":"2022-12-07T07:00:23","date_gmt":"2022-12-07T15:00:23","guid":{"rendered":"https:\/\/eigene-homepage-erstellen.net\/?p=33523"},"modified":"2023-12-14T17:46:55","modified_gmt":"2023-12-15T01:46:55","slug":"13-places-look-next-google-adwords-account-audit","status":"publish","type":"post","link":"https:\/\/eigene-homepage-erstellen.net\/blog\/ppc\/13-places-look-next-google-adwords-account-audit.htm","title":{"rendered":"Google Ads Audits: Why They Matter and How to Conduct Them"},"content":{"rendered":"\n

We often think of audits as something to do at the start of our work in an account during the onboarding process. In this post, I’ll lobby for the benefits of more consistent quarterly or semi-annually audits as a way to step back from the day-in, day-out management grind to find gaps in performance or areas for expansion to help boost overall performance.<\/p>\n\n\n\n

For the account manager, this can be difficult. Difficult to find the time. And difficult when you are already so used to what is in the account. At Portent, we solve this by having different account managers less familiar with the client conduct the audit and present it to the owner as a fresh set of ideas.<\/p>\n\n\n\n

However you are conducting your audit, here are some helpful tips to help elevate your Google Ads account.<\/p>\n\n\n\n

What Is a Google Ads Account Audit?<\/h2>\n\n\n\n

Google Ads audits are an in-depth review of the account setup, performance, and opportunity gaps. The PPC landscape is changing rapidly, and new performance data flows daily. This means there is always something new to do. If you don’t stop for a health check at regular intervals, it can be hard to see the forest through the trees as you work to develop a strategy<\/strong>, not just manage an account. <\/p>\n\n\n\n

How to Conduct a Google Ads Account Audit<\/h2>\n\n\n\n

Google Ads has shifted over the years. Ten years ago, account managers spent significant time managing keyword bids manually. Over time, Google has become more and more automated. This is a good thing! Automation frees up time to think and work strategically while spending less time doing busy work. With that time, here are some areas to focus on when auditing an account that will help you develop and improve your paid strategy. <\/p>\n\n\n\n

[Step 1]: Review Goals<\/h3>\n\n\n\n

Take stock of what the goals of the account are. Is it leads or transactions? Are there specific ROAS targets? You cannot audit an account effectively without understanding the KPIs and goals the account is aiming for. <\/p>\n\n\n\n

Be realistic. Your account may have several goals. Everyone’s goal is to make more money. But driving revenue might be the end goal when there are softer goals along the way, like brand awareness, traffic, or driving high-funnel MQLs. <\/p>\n\n\n\n

Optimizing to just a few low-funnel goals like transactions will falsely tell you as you audit that some areas of the account are underperforming when they are just aiming at a different goal.<\/p>\n\n\n\n

[Step 2]: Review Conversion Tracking<\/h3>\n\n\n\n

Once we have goals and KPIs to support those goals, start your auditing by reviewing your Google Ads conversion tracking setup. Does your tracking empower you to gauge where you are being effective and where to optimize? <\/p>\n\n\n\n

Some things specifically to audit are:<\/p>\n\n\n\n

How is the account recording conversions? <\/strong><\/p>\n\n\n\n

To future-proof your conversion setup and ensure you accurately track conversions, you should use the Google Global Site Tag<\/a>. Importing UA goals from Google Analytics will become impossible in Summer 2023.<\/p>\n\n\n\n

Are you tracking all actions on your landing page?<\/strong><\/p>\n\n\n\n

If your goal is form-fills on your landing page, tracking that is obvious. If there are other potential actions on the page (phone calls, video plays, newsletter sign-up, etc.), you should be tracking those as trust signals to Google that people are engaging with your landing page and, therefore, their click had some value.<\/p>\n\n\n\n

Do you know the value of your conversions?<\/strong><\/p>\n\n\n\n

If you know that a form fill is, on average, worth about $100, tell that to Google. Assign that as a value. And for the other actions I mentioned above, assign relative values. A newsletter sign-up is very likely worth less…but not zero. Decide what these actions on your landing page are worth so Google’s automation can know what you know and deliver more value<\/a>. <\/p>\n\n\n

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