Conducting a thorough review of a Google Ads account is crucial for optimizing performance and ensuring that your ad spend is delivering the best possible return on investment.
This is exactly why the team at ShoutEx offers a comprehensive Google Ads Review and Audit. Our goal is to help identify inefficiencies, uncover opportunities for improvement, and align your campaigns with best practices.
Through our reviews, we've helped hundreds of Startups, Service providers and large Enterprise clients optimize their Ad spend, increase brand awareness and generate better qualified leads.
We are happy to share our ten step process below so that others in the industry can benefit from our experience and success.
1. Starting your Google Ads Review
Define Objectives of the Ad Review
Before diving into a full Google Ads Review and audit, it’s essential to clarify the goals of the review. Are you looking to increase conversions, improve ad quality, reduce costs, or enhance overall campaign performance? Clear objectives will guide the audit process and focus your analysis on the most relevant areas.
Gather Data from your Google Ads
Collect all relevant data from your Google Ads account, including performance metrics, account structure, keywords, ad copies, and conversion tracking information. Historical data is also important for identifying trends and patterns.
2. Google Ads Account Structure Review
Campaign and Ad Group Organization
The Google Ads review focuses on the overall structure of your account. Ensure that campaigns and ad groups are logically organized. Each campaign should have a clear objective, and ad groups should be grouped by similar themes or product categories. This organization facilitates better management and tracking.
Google Ad Naming Conventions
Consistent naming conventions for campaigns and ad groups make it easier to navigate and analyze your account. Names should be descriptive and reflect the purpose or content of the campaign or ad group.
Google Ad Campaign Settings
Examine the settings for each campaign. Ensure that geographic targeting, language settings, bidding strategies, and ad schedules align with your objectives. Misconfigured settings can lead to wasted spend and suboptimal performance.
3. Review Google Ads Keywords
Ad Keyword Relevance and Performance
Evaluate the relevance and performance of the keywords in each ad group. Identify high-performing keywords that drive conversions and low-performing keywords that waste budget. Use performance metrics like CTR (Click-Through Rate), CPC (Cost Per Click), and conversion rate to assess keyword effectiveness.
Ad Keyword Match Types
Google Ads Review requires you to examine the match types (broad, phrase, exact) used for your keywords. Ensure that you are using the appropriate match types to balance reach and precision. Over-reliance on broad match keywords can lead to irrelevant traffic, while too many exact match keywords may limit your reach.
Negative Keywords in Google Ads
Analyze the negative keywords in your account. Ensure that you have a robust list to prevent your ads from showing for irrelevant searches. Regularly updating your negative keywords list can significantly improve the efficiency of your campaigns.
4. Google Ad Copy and Extensions Review
Ad Copy Effectiveness
Examine the ad copy for each ad group. Ensure that headlines and descriptions are compelling, relevant, and aligned with the targeted keywords. Use A/B testing to compare different versions of ad copy and identify the most effective messaging.
Google Ad Extensions
Review the use of ad extensions such as site links, callouts, structured snippets, and call extensions. Ad extensions enhance the visibility and effectiveness of your ads by providing additional information and call-to-action opportunities. Ensure that extensions are relevant and well-optimized.
Google Ad Rotation Settings
Check the ad rotation settings to ensure that ads are being served in a way that optimizes performance. Consider using the “Optimize” setting to allow Google to favor higher-performing ads.
5. Review Ad Bidding Strategies and Budget Allocation
Google Ad Bidding Strategies
Evaluate the bidding strategies used across your campaigns. Whether you are using manual CPC, automated bidding, or enhanced CPC, ensure that the chosen strategy aligns with your campaign goals. For instance, use Target CPA (Cost Per Acquisition) for conversion-focused campaigns and Target ROAS (Return on Ad Spend) for revenue-focused campaigns.
Google Ad Budget Allocation
Analyze the budget allocation across campaigns. Ensure that high-performing campaigns receive adequate budget to maximize ROI. Conversely, adjust or pause underperforming campaigns to prevent budget wastage. Regularly monitor and adjust budgets based on performance data.
6. Review Google Ads Conversions and Performance Metrics
Conversion Tracking Setup
Review and verify that conversion tracking is set up correctly. Accurate conversion tracking is crucial for measuring the success of your campaigns. Ensure that conversion actions are defined correctly, and tracking codes are properly implemented on your website or app.
Key Performance Indicators (KPIs)
Identify and review the key performance indicators (KPIs) that align with your campaign objectives. Common KPIs include CTR, CPC, conversion rate, cost per conversion, and ROAS. Regularly monitor these metrics to gauge the effectiveness of your campaigns.
Performance Trends
Analyze historical performance trends to identify patterns and seasonal variations. Understanding these trends can help you make informed decisions about budget allocation, bidding strategies, and campaign adjustments.
7. Audience Targeting in Google Ads Review
Audience Segmentation
Review the audience segments used in your campaigns as part of the Google Ads review. Ensure that you are targeting the right audiences based on demographics, interests, behaviors, and remarketing lists. Effective audience segmentation allows for more personalized and relevant ad experiences.
Audience Exclusions
Examine the audience exclusions in your campaigns. Excluding irrelevant or low-performing audiences can help improve campaign efficiency and focus your budget on high-potential segments.
8. Review Google Ads & Analyze Landing Page
Relevance and Quality
Evaluate the relevance and quality of the landing pages associated with your ads. Ensure that landing pages align with ad copy and provide a seamless user experience. High-quality landing pages contribute to higher conversion rates and better Quality Scores.
Conversion Optimization
As part of the Google Ads review, analyze the conversion elements on your landing pages, such as forms, call-to-action buttons, and page load speed. Optimize these elements to enhance the user experience and increase the likelihood of conversions.
9. Competitive Analysis in Google Ads Review
Competitor Benchmarking
Conduct a competitive analysis to benchmark your performance against industry peers. Identify key competitors and analyze their ad strategies, keywords, and ad copy. Understanding your competitive landscape can provide valuable insights and inspiration for optimization.
Auction Insights
Use the Auction Insights report in Google Ads to gain insights into how your campaigns compare to competitors in the same auctions. This report can help you identify opportunities to improve your ad position and share of voice.
10. Compliance and Best Practices for Google Ads Review
Policy Compliance
Ensure that your ads comply with Google’s advertising policies as part of the Google Ads review exercise. Non-compliant ads can be disapproved, leading to lost impressions and wasted budget. Regularly review Google’s policy updates to stay compliant.
Google Ads Review: Best Practices
Adopt industry best practices for Google Ads management. This includes regular account maintenance, continuous optimization, and staying updated with the latest features and trends. Following best practices helps ensure that your campaigns are always performing at their best.
Get started on your Google Ads Review
Conducting a comprehensive Google Ads review requires a methodical approach and attention to detail. This is why, the ShoutEx team offers a thorough analysis of your account structure, keywords, ad copy, bidding strategies, and performance metrics. Request your free Google Ads review with our team.
Keep in mind that a comprehensive review not only improves campaign performance but also ensure that your ad spend is utilized effectively to achieve your marketing goals. Whether you are a small business or a large enterprise, a well-executed Google Ads audit is a crucial step toward maximizing the ROI of your digital advertising efforts.