All the advertising campaigns that are proven so far should have well-defined objectives. Before you start auditing your Google Ads account, ask yourself: What do I expect to achieve? Or perhaps, do you want to increase conversions or cut your Cost Per Acquisition (CPA). Defining what success looks like for your business is critical.
Performance trend analysis is vital for the audit. Look at the way that your performance has been transformed in a certain period. This will show you what is working and what is not.
A well-structured Google Ads account is usually easier to manage and can quite often achieve better results. While auditing, control your account arrangement. Are your campaigns logically segmented? Are your ad groups and keywords in the right categories, you know?
This requires looking at basic elements including spelling and grammar in your ads, conversion tracking, and keywords as well as negative keywords.
Key metrics summarize your account performance. Look at metrics important for your business, for instance, Return on Ads Spend (ROAS), conversion volume, and Cost per Action (CPA).
Metrics like Click-Through Rate (CTR), Cost-per-Click (CPC), impression share, etc can provide a deeper understanding of your account performance. These should not be your primary focus however the review of these metrics can help you understand the overall health of your account.
Analysis of your ads is thus an integral part of the Google Ads audit. Review your ad text for relevance and efficacy. Is your ad enticing enough to get clicks? Are they aligned with the keyword and landing page?
This concerns identifying and removing extra elements which might not be contributory to your campaign achievement, however, are helpful for account sanitation. Among these, extensions, bid adjustments, targeting settings and ad types are included.