Google Ads Audit: The ultimate plan for your success

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This advertising system has long been commonplace among experienced marketers. Even smaller companies are increasingly relying on the popular system from the American software giant Google: Google AdWords. However, the system, which specializes in placing and analyzing advertisements, is quite complex and possesses many features and analytical capabilities that must be properly deployed to function as Google claims in its descriptions. If you already have an AdWords account, you've come to the right place, because today's topic is the Google Ads Audit !

For those of you wondering what an SEA audit is: An audit is an analysis of the entire AdWords account. All data and settings are examined and evaluated for effectiveness. Our 70-point guide below will show you how to properly approach this analysis as part of an audit and how it can help you become more successful. Let's get straight to point number 1!

1. AdWords is complicated!
Admittedly, the first point has nothing to do with settings or data, but it's no less important. There's a reason why an AdWords audit is often outsourced and placed in the hands of experts: AdWords is complex. If you're a beginner in this field and couldn't even find the exit button among what feels like 24,000 buttons when you first opened it, I can reassure you: Even for advanced users, the system often presents many hurdles that ultimately result in untapped potential. So don't be afraid to seek help with your audit. After all, it's not about you, but about the success of your ads. With a good audit, you can significantly increase the chances of your campaigns performing better in one fell swoop.

2. Set clearly defined goals!
This point is also extremely important for your future success. You could memorize this article, follow all the tips, and still end up with a poorly performing AdWords account if you don't set clear goals. What is your goal with this audit? Find the appropriate answers. Whether your ultimate goal is to increase your conversion rate or lower your CPA (cost per action) or CPC (cost per click), tailor this goal as closely as possible to your business. You'll see that this will make many tasks easier!


3. Analyze your performance!
One last point before we get a bit more technical: Generally speaking, you should examine your past performance in more detail before delving into technical topics. This analysis should primarily focus on how your performance has changed and the time frame this change has taken. It's important to find a suitable observation framework. It's best to limit your analysis to a period of approximately four to eight weeks to obtain useful results. This ensures you have enough usable data for an in-depth audit.

4. The account organization
The organization of an AdWords account is the first area examined by analysts during an audit. How is the account structured? Does it have a logical structure? And if the organization seems a bit chaotic: What was the account czech republic phone number data manager thinking? While the somewhat aggressive undertone of the latter question can be ignored, there should actually be some purpose behind the chaos. In short, you should simply know: For your AdWords to function effectively, your account should have a logical organization.

5. The campaign themes
People still often try to cover multiple topics at once with one ad, but in the vast majority of cases, this simply doesn't work. Instead, campaigns must be tailored as precisely as possible to the respective target audience, service, or environment. However, if you try to include multiple topics in one campaign, you not only lose your users' attention but also a significant amount of control over your ads.

6. Campaign segmentation
It's relatively simple: Successful campaigns must be segmented and granular. This gives you a logical structure and generates attention much more efficiently. As already mentioned in point 5, this gives you more control over your campaigns, which in turn means you also have more control over your financial resources and your settings for each campaign. This not only gives you more flexibility (e.g., if you want to test things or settings against each other in AdWords), but also brings you various advantages when evaluating your campaigns.

7. Geography
If you want to distribute your campaign across multiple countries, you need to consider several factors: the time zones of each country, their usage and search habits, and even local competition. Therefore, an audit should help you determine which geographic settings work best for your specific ads.