It is believed that Google ad is the most complicated platform across the entire business industry. The platform incorporates many tools, ad formats, and other different ways that require you to spend significant sums of money.
Any time you make a slight mistake on Google ads, you are likely to interfere with the general performance of the business and the amounts of revenue you generate. This is why Google ads audit is a vital process to ensure the well-being of your business.
Remember that a well-established business that took years to build can fail within the shortest time possible. However, this only happens when you don't take into account all your business operations. Besides, this can never happen if you monitor your Google ads' performance.
Google ads audits are vital in keeping your business account clean and trigger business success. The auditing process involves lengthy procedures that need to be followed to the latter. Let’s look at the steps to be followed when auditing your business accounts.
1. Focus on the Basic Aspects
When you want to check the Google ad campaigns you have just created, you need to channel your entire focus on the basics aspects. This is meant to avoid matters of focusing on major things and yet the problem brought about by simple operations within the campaigns.
Some of these fundamental aspects include the type of bidding style you use in your ad campaigns. Also, the channels you are using to advertise more about your products and services. Also, you need to check whether the Google ads are linked to the business analytics account.
2. Track Your Conversions
The most successful element when carrying out a Google ads campaign is tracking your conversion levels. A recent study has revealed that only 29% of businesses track their conversions in the right way.
This means that about 71% of business accounts do not track their conversions correctly. These businesses are likely to be incurring losses due to poor management of the ad campaigns.
Tracking your Googles ads campaigns gives you a clear picture of your efforts' milestones in the business. You need to have detailed information regarding the performance of every Google ad campaign.
3. Check the Structure of Your Ad Group
The ad group structure is considered the simplest way to simplify your business account and make it simple to use. Note that poorly constructed and structured ad groups are complex to navigate and update to the current system.
You need to evaluate the number of keywords you have on each ad group. Also, identify the similarities of the keywords and evaluate if you can split the keywords into different groups. If you realize that you have over ten keywords in one ad group, try and break them into a group of five or less.
Remember that being specific in Google ads and simplifying the ad groups are vital aspects in improving the quality scores of your business accounts.
4. Check the Number of Ads You Have in Every Group
Ads are complex to craft! Many people struggle to jam up content into tiny limits of content. This is daunting and requires exceptional skills to run multiple campaigns with several ad groups simultaneously.
However, once you can generate the ads, you have completed the giant part of your business success. Most accounts always have one ad; Google advises business account owners to run at least three to five ads.
Once you have begun analyzing the groups of your ad campaigns, generate a minimum of three ads per group. You can also use responsive search ads that help the Google algorithm mix and match the descriptions and headlines of your ad campaigns.
5. Reduce the Wasted Ad Spend on Negative Keywords
The study done in the recent days has revealed that an average ad spends on accounts has a conversion tracking of about 61%. Besides, an average Google ads account wastes about 76% of the total budget on wrong search terms.
Note that all the well-established accounts waste a lot of money on negative keywords. In addition, the wasted ad increases the amount of money paid on every conversion. Most accounts spend a lot of money on Google ads conversion rates.
6. Assess the Relevancy of Ad Extension
Most business owners see ad extension and assume its capabilities when it comes to ad campaigns. Google has proved that ad extension can improve the average CTR of different ad campaigns by an average of 15%.
Business operators who use ad extensions go wrong since they promise customers more value than what is available. This contributes to the overuse of ad extension to gain a dramatic increase in CTR.
Consider using the most relevant extensions to your business goals or math them directly to your call to action. Always remember that relevancy is a crucial aspect.
7. Have Unique Landing Pages for Each Campaign
Getting quality scores plays a major role in the success of Google accounts. Google ad audits are excellent ways to uncover potential ways that can be improved with the quality scores. The major denominator you need to focus on is the landing page.
Having unique landing pages makes a vast difference in your success in business. All the ad groups should have their dedicated landing page and ensure that you do not direct any user to a generic home page.
Focus on giving the searchers what they want to see once they make their search queries. All the messages should match the customer needs to increase the conversion rate.
8. Check Whether You Are Generating New Ideas Using Search Terms
Considering the above auditing steps, they mainly focus on fixing business owners' common mistakes in the ad campaigns. This final stage is meant to ensure that potential wins for your accounts and the general success of your business.
The search term report is considered a hidden goldmine, especially for the success of the Google ads campaign. It gives you a clear picture of the keyword searches your ads display on the search engine.
It helps you identify potential keywords that you don’t bid on. This means you are making sales from specific keywords without focusing on them. At this point, you will know where the Google ad campaigns account stands.
Bottom Line
The Google ads audit is a detailed process that requires you to evaluate various aspects to identify the potential of your account. The above-discussed are systematic steps involved in auditing and evaluating the success of businesses.
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