5 steps to do a Google Ads audit

Taking the reins of a fresh account, lending an experienced perspective to someone else's work, or stepping back to re-evaluate an account you've long been responsible for — all these situations benefit immensely from a thorough Google Ads audit. It offers the perfect chance to return to the fundamentals, ensuring every detail is accounted for, from the tiniest punctuation to the overarching strategy. Consider it a digital magnifying glass, revealing all those sneaky little inconsistencies while offering clarity on performance and strategy refinements.

5 steps to do a Google Ads audit

To ensure you’re extracting the maximum value from your Search campaigns, follow a series of key steps during your audit. This process acts as a safeguard, allowing you to refine strategies, optimize resource allocation, and confirm that every element — whether keywords, bids, or settings — is driving the best possible results. It’s like fine-tuning an engine, ensuring peak performance and top-tier ROI at every turn.

1. Align your settings with your goals

I always start a Google Ads audit at the highest level with the settings used for the account and campaigns to make sure they align with the stated goals.

Conversion tracking

A key step in any audit is verifying whether the right conversion actions are tied to your campaigns. I often begin by examining a breakdown of the recent history of conversion actions for the account. By navigating to the Segment tab and hovering over Conversions, then selecting Conversion action, you can analyze which specific actions are driving results. This helps ensure that you're attributing credit accurately and making decisions based on the most relevant outcomes for your business goals.

You’ll observe a line item beneath each campaign displaying all tracked conversion actions for the selected timeframe. It’s crucial to determine if these align with your Google Ads goals; if discrepancies arise, further adjustments are necessary. Additionally, the absence of a conversion action in this overview doesn’t imply that the campaigns are incapable of generating them. For instance, if the campaigns are expected to produce Phone Calls but none appear, we must dig deeper. Navigate to the Goals section, click on Conversions, and proceed to Summary to explore all conversion actions and verify their performance effectively.

Upon reaching this page, a wealth of settings for conversion tracking unfolds before us. Rather than delving into the mechanics of how Google Ads tracks conversions, let’s center our attention on the implications for the audit:

1.??? Account-level goals: What priorities guide the account? Identify the key actions that demand attention and clarify what objectives this default setup seeks to achieve.

2.??? Primary vs. secondary conversion actions: Distinguish which actions are marked as Primary, functioning as conversions and influencing bidding strategies, and which are labeled Secondary, serving solely for supplementary insights. Are these designations appropriate according to the account’s objectives and performance expectations?

3.??? Status: Are any of the Primary conversion actions malfunctioning or lacking recent data? Assess whether the tracking is correctly established and functioning as intended, or if adjustments are necessary to ensure reliable performance.

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Budget settings

In the final stage of the audit, I scrutinize the budget settings. Google Ads offers the flexibility to establish either a daily or lifetime budget at the campaign level, or to consolidate resources with a Shared Budget across multiple campaigns. Depending on the account objectives, one approach may prove more effective than another. Here’s what I focus on while analyzing these budgets:

• Sufficiency of funds: Does the budget adequately support the active campaigns? Should certain campaigns be merged, or would a shared budget enhance efficiency?
• Allocation effectiveness: Is there sufficient funding assigned to each campaign to achieve the outlined goals?
• Performance alignment: Do the budget distributions reflect campaign performance? Ideally, campaigns demonstrating superior results should receive more financial backing, while those lagging behind get less.
• Budget caps: Are there any campaigns encountering budget limitations that require an increase to enhance their performance?

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2. Review your campaign structure

During my review of the campaign structure, I don’t fixate on replicating my ideal setup. Instead, my focus is on ensuring that the account is structured to provide a fair shot at success. It’s worth discussing some common red flags that I frequently encounter, even if I’ve touched upon them previously:

• Overloaded ad groups: When all keywords reside within a single ad group, spanning a broad array of themes, it can raise concerns. While this may not spell disaster — especially if all keywords funnel to the same landing page — issues arise if 1) the keywords ought to direct users to different landing pages, or 2) they perform starkly differently despite linking to the same page.
• Mixing brand and non-brand keywords: Although not inherently detrimental, merging brand and non-brand keywords in the same ad groups or campaigns is often ill-advised. This is due to the significant performance disparities that typically exist, making segmentation into distinct campaigns advantageous.
• Excessive ad group fragmentation: Conversely, some accounts exhibit an overwhelming number of ad groups to accommodate a constantly expanding keyword list, rendering management challenging. Ideally, I would recommend that no campaign exceed around 30 ad groups, though this is merely a rough guideline. If your structure exceeds this and still yields positive results, that’s acceptable; however, most accounts likely do not require more than that number within a single campaign. A more streamlined approach could enhance control through campaign-level settings.

Ultimately, the primary focus when evaluating campaign structure is identifying either over-segmentation or under-segmentation. Both scenarios can hinder the account's performance, either by missing out on performance nuances or overwhelming the system, preventing sufficient data for effective machine learning.

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3. Check in on keyword strategy

In the previous section, we briefly touched upon keywords, primarily focusing on their placement. Now, let us explore in greater depth the nuances of keyword selection and the various match types currently being utilized.

Keyword usage

What keywords populate the account? Do they genuinely align with the products or services being offered? You might find it surprising, but a frequent error I encounter is the tendency to overcomplicate matters, leading to the inclusion of keywords that are only loosely related, resulting in queries that lack relevance.

The most logical starting point is to apply common sense. Examine the website associated with the account under scrutiny. Do the keywords present in the account resonate with the website's content?

Once you've navigated that initial phase, the next step involves ensuring that the essential aspects are addressed. Delve into the Keyword Planner and conduct a swift search for the primary terms in the account. What extended variations emerge, and are they already incorporated into the account? As depicted in the previous image, certain terms for this company are already in use, yet others may warrant consideration for addition, provided they are relevant.

I advocate for taking this exploration a step further by inputting the website to discover the types of keywords Google recommends based solely on the site's content. You can opt to search for terms on a specific page or across the entire website, as illustrated above. If the business has only a handful of offerings, it may be wise to analyze the entire site; however, if they boast numerous distinct product or service categories, it might be more effective to examine each page individually to compile a robust list of terms.

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When it comes to keyword utilization, your primary objective is to ensure that the terms within the account accurately reflect the business's offerings. You might find it astonishing what discrepancies arise, particularly given that Google occasionally adds keywords to accounts without users' awareness — though that's a discussion for another time.

Match types

Having examined the actual keywords, it’s now essential to assess the match types in play. Are they utilizing exact, phrase, and broad matches? Perhaps just a few, or even solely one type?

As with many other elements discussed herein, there isn’t a definitive right or wrong approach to match types; however, they often yield distinctly varied performance outcomes. Your primary aim is to ascertain which match types are employed and whether they align with the objectives the account manager is striving to achieve.

With exact and phrase match terms, users typically gravitate towards more specific phrases, seeking greater control over the resulting queries. Delve into the Search Terms report located under Reports & Insights. Are the ads capturing the intended queries, or are irrelevant searches creeping in? Additionally, are there any new keywords that merit consideration for addition?

Conversely, broad match is usually employed to maximize volume and reach. Personally, I tend to utilize broad match when the other match types have yielded positive results, allowing for a bit of flexibility. If broad match is in use, do you observe that most queries maintain a strong relevance while only a minor portion diverges from the business’s focus? If that’s the case and the keywords are meeting their goals, they likely have a sound strategy.

Here are the two most prevalent scenarios prompting my recommendations regarding match types:

• Missing out on volume: In instances where accounts exclusively leverage exact match or a combination of exact and phrase match, yet are performing admirably, I might recommend testing some broad match terms to determine if they can also achieve favorable results and enhance volume.
• Broad getting too broad: Conversely, if an account predominantly relies on broad match and the queries lack relevance while performance remains subpar, I would advise a shift away from broad and a stronger focus on exact and phrase matches until performance aligns more closely with the established goals.

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Negative keywords

You’d be surprised to see the number of accounts I look at that don’t have a single negative keyword in them. Not one. No matter what match types you’re using, you’re almost always going to need some form of negative keyword strategy to keep things in line. As the auditor, you need to make sure you know how negative keyword match types work and all the potential levels for negative keywords in the account. Your goal is to see where there are negatives, try to find gaps in their implementation, and suggest where new negatives could be added or where something needs to be extended to a different part of the account.

4. Dive into ad copy strategy

Ad copy serves as the initial encounter a potential customer has with your brand, making it a critical element of advertising triumph. Yet, I’ve observed many individuals who approach copywriting and strategy with a lackadaisical attitude.

Ad usage

Initially, I assess the number of active ads within the account. Is there consistency across ad groups and campaigns? Are we dealing with merely one ad per ad group, or are there consistently three active Responsive Search Ads (RSAs) available?

While I’m engaged in this evaluation, I also take note of the variety of assets being utilized. Are there three headlines per ad, the complete set of 15, or something in between? Are all four descriptions being employed, or are they just scraping by with the bare minimum?

Based on these observations, I might already formulate a substantial recommendation. Personally, I advocate for maintaining at least two RSAs active simultaneously, if not all three. I also emphasize leveraging every headline and description available. Google appreciates having an abundance of options to rotate through, and you can be confident they’ll favor combinations that yield superior interactions.

Moreover, if you’re coupling this with smart bidding, Google is likely to prioritize the copy that aligns with achieving your objectives, leaving no downside to incorporating additional assets. Seize every opportunity to maximize the space afforded to you.

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Ad strategy

After I’ve assessed the overall quantity of ads, I pivot to determining the strategy, if one exists. My focus primarily narrows down to three key areas:

• Message Testing Across Ad Variants
• Quality of Assets
• Use of Pins

I aim to discern whether there has been an effort to differentiate messages for insights and learning. This could manifest in pinning various assets to specific locations, employing different asset types across variants (for example, problem-oriented versus solution-oriented ads), and assessing whether a structured testing framework is in place. Does one ad variant emphasize pricing differences while another champions product quality? Or do all the ads essentially convey the same message, lacking a clear avenue for improvement?

Evaluating ad copy can be a challenging endeavor due to its subjective nature, but if the account under scrutiny appears devoid of any coherent rationale behind its ads, the most constructive advice would be to develop a strategic approach and remain steadfast in its execution.

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Ad assets

Much like ad copy, evaluating ad assets can be a subjective undertaking, especially regarding the specific language employed; thus, it’s essential to rely on your best judgment. However, the primary focus should be on ensuring comprehensive coverage and maintaining a consistent testing regimen.

Ad asset coverage

Are they fully utilizing the array of ad assets available to them? Do they have a minimum of four sitelinks with completed descriptions? Are they making the most of other essential assets that every business should employ, regardless of their specific focus? Consider the following:

• Business Logo
• Business Name
• Structured Snippets
• Callouts

Each of these represents complimentary ad space that can be effortlessly customized for virtually any business.

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What about the more sophisticated extensions? Are they incorporating any of those into their strategy? Should they? My strongest recommendation here is to draft a few examples, discuss their potential applications, and illustrate what the preview would look like if they were effectively utilized.

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Segmentations

One intriguing aspect I enjoy exploring is the plethora of performance segmentations available within the Google Ads platform, as they can help unveil valuable patterns. The initial two options I want to discuss are found under the Segment breakdown. Here, you can segment by Device and Network (including Search Partners). Utilizing these features will generate new line items for each campaign, ad group, or keyword you’re examining, based on these specified breakdowns.

When analyzing device performance, my primary focus is to determine if Mobile or Tablet are significantly outperforming or underperforming compared to Desktop. If I observe notable discrepancies, I delve deeper to uncover the underlying causes, making tailored recommendations to align the performance of the less effective device with its more successful counterpart. This could involve adjustments to ad copy, refining the call to action, or even redesigning landing page layouts, depending on my findings.

In terms of Network reviews, my attention shifts to whether Search Partners are enabled and how their performance stacks up against Google’s direct results. While Search Partners often garner a reputation for delivering lower-quality traffic, this doesn’t inherently negate their potential value. For instance, as illustrated above, if Search Partners are generating a substantial portion of traffic for the Brand campaign with solid performance metrics, there’s little justification for making changes.

Depending on the outcomes of my analysis, I might inquire about lead quality from Search Partners or recommend disabling the network if it underperforms. Conversely, if performance is robust and conversion actions are consistently yielding solid results — especially in the eCommerce realm where every revenue stream counts — I might advocate for activating Search Partners to broaden reach and amplify campaign volume.

Additionally, I assess other segmentation options related to Audience, Ad Schedule, and Location. These can be found under the Audiences, Keywords, and Content sections within the interface.

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In this analysis, my primary focus is to identify any outliers that warrant attention. For instance, are there specific days — such as Sundays — where ads fail to convert? Or perhaps there’s an alarming trend of accumulating expenses without any conversions for segments like All Previous Site Visitors? Additionally, it’s crucial to examine regional performance; for instance, do users from the West Coast convert at twice the rate compared to other areas of the country?

Depending on the bid strategy employed, these insights could offer opportunities to implement bid modifiers as we once did. However, even when bid modifiers aren’t an option, a significant insight might still justify a strategic adjustment aimed at capitalizing on favorable trends or mitigating potential losses.

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5. Look into change history

The final aspect I examine is the Change History. A glaring red flag emerges when I encounter an account that shows minimal activity over the past 30 days, as depicted here:

Not every account has the volume to warrant daily, weekly, or even bi-weekly adjustments. However, I have yet to find an account that doesn’t require some form of intervention at least once a month. This might involve optimizing existing elements or introducing new tests. At the very least, there’s a good chance that new negative keywords need to be added to prevent ads from appearing for irrelevant queries.

When I discover an account lacking changes, or with significantly fewer adjustments than necessary, I typically compile a recommended review cadence. This ensures consistent progress and helps prevent wasting ad spend on ineffective queries due to a lack of diligence.

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Make your Google Ads audit count

Conducting Google Ads audits can be both enjoyable and immensely beneficial for account managers. An additional pair of informed eyes often uncovers overlooked opportunities or innovative elements to test. As with much in the realm of paid media, this topic carries a degree of subjectivity; my recommendations may vary from one account to another. However, I trust this overview provides insight into my regular focus areas and offers a foundational list to help you get started on your own audits.

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