December 17, 2018

A better way to audit your Google Ads account

Many marketing agencies offer a Google Ads audit to solicit business.

Often these audits are about seven pages long or more, pointing out every single ad extension you could be using but aren’t. (Stupid you).

I have a slightly different approach. In looking at a Google Ads account, I’ll ask:

  • Is conversion tracking in place, and mostly accurate? (If not, fix that first)
  • What ONE change could lead to the biggest improvement in results?

This one change nearly always comes from looking at your most expensive keywords.

Order every active keyword in your account by total spend. Make sure that cost and impressions are shown in the table. Then order all your keywords by cost (click on the column heading).

Normally the keywords with the highest spend will have the most impressions, but you might want to check out keywords with a high volume of impressions too. High impressions often means a keyword has been left on broad match by mistake.

For high cost keywords, ask these questions in order:

  • Have you written dedicated ads for that specific keyword? (Have you really thought about the ads? Or did you copy and paste from another ad group?)
  • Could you test a new angle or approach in your ads?
  • Does the keyword have a dedicated landing page?
  • If you have a high performing ad, could you create a dedicated landing page just for that ad? (Could you create a better synergy between ad and landing page)
  • Is there a difference between desktop, tablet and mobile performance for that keyword?
  • Could you create a better landing page just for mobile traffic? (Maybe with minimal distractions, or a click-to-call button for example?)
  • If you operate nationally or internationally, do different geographic regions perform better?

Ignore all other keywords for now, and just start with your most expensive.

You won’t end up with a seven page audit by asking these questions, but you’ll have something actionable to work on straight away. Which frankly, is far more important.

If you’re spending money with Google and none of the above made sense, email me.

Rob Drummond

Rob Drummond runs the Maze Marketing Podcast and Maze Mastery. Rob specialises in content production, ad creation, storytelling and CRM systems. He has two published books, Magnetic Expertise and Simple Story Selling, affordable on Amazon.

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