A decade ago, marketers managed the bidding for keywords manually. Since then, the process of PPC campaign management has significantly become more automated. As the PPC landscape rapidly changes, new performance data is being collected on a regular basis. As a result, there is always more optimizing to do. And that is where audits come into the picture.
Google Ads audits are comprehensive examinations of account setup, performance, and gaps in opportunities. In this blogpost, we discuss the importance of Google Ads audits by looking into different ways to maximize ad spend.
Analyze the Different Parts of Campaign
Paid search audits analyze every aspect of a PPC ad campaign to ensure that the value of the ad spend is maximized. Some of these parts include:
• The Ad Copy
The audit should look into the quality of the ad copy content and ensure that it is free of basic grammatical and spelling errors. Such checks can be done manually, or using tools available online.
• The Keywords
Use the right keywords to trigger the display of the ads. Over 70% of the ad spend is usually wasted on the wrong keywords. This can be avoided by identifying the high and low performing keywords. Avoid the usage of the latter and find other relevant keywords that have a tendency to perform better.
Remarketing is the best strategy to ensure greater conversions. Those who have already shown and inclination towards your ad and products can be easily persuaded using targeted ads with lucrative offers and discounts. Evaluate the existing remarketing strategy during Google Ads account audit and optimize the same.
Evaluate the List of Negative Keywords
Negative keywords are those that will not trigger your ads being displayed on the SERP. They are often overlooked and lead to significant wastage of ad spend. Utilizing a list of negative keywords is a great way to reduce wastage of ad spend. They can be optimized during PPC audits. Such audits generally evaluate negative keywords in two categories, as listed below.
• General List
This refers to general terms that you do not want associated with your brand or business like obscene or adult terms, terms like cheap, terms related to litigation like lawsuit, etc.
• Brand Terms List
This list refers to keywords that aid in research on the brand. It is intended to prevent the access of competitors into details regarding your business and includes terms like address, customer reviews, customer services, terms indicating properties owned, etc.
Review the Statistics to Make Adjustments
Audit of Google Ads account evaluate the important statistics related to your account. Once you know the numbers, you will be in a better position to make adjustments to your campaign to ensure that the money spent on the campaign is used effectively. These metrics include:
• Return on Ad Spend (ROAS)
This lets you know the profit you are making on the money spent on Google Ads.
• Conversion Volume
This reveals to you how many people seeing your ads are actually converting into customers.
• Cost Per Conversion (CPC)
This is ad spend on every conversion. The lesser the CPC, the better the performance of the campaign.