Is it worth doing a Google Ads campaign audit? If so, why? What will we gain from this? I will try to answer these and several other questions in this article. Why did I decide to write it at all? I’ve been auditing Google Ads accounts for over 2 years. Monthly, I audit several to several campaigns, and I often see repetitive errors that can be quickly repaired.
What is the Google Ads campaign audit and what does it look like?
In the beginning, it is worth telling yourself what Google Ads campaign audit is and what it should look like. I will not write about design, because of how many specialists, so many different audits. From colorful charts and beautifully dressed in graphic data, to the error points listed in the email and information on how to correct them. I am definitely a fan of the second option and many of my clients also prefer simple sub-items where you can immediately see what needs to be improved. Google Ads campaign audit is nothing more than checking by a specialist the functioning and development possibilities of the campaign and then listing all errors and the possibilities to solve them.
For a specialist to be able to audit Google Ads campaigns at all, he must have access to the Google Ads account, Google Analytics and (if used) the Google Tag Manager account. Thanks to this we can check connections, goals and many other additional things.
For audit will also need some information about the campaign and its assumptions, e.g. budget, location, products worth focusing on, etc.
After the audit, you should get a list of errors that the Google Ads campaign contains and information about why the specialist thinks it is a wrong configuration. I additionally attach to the audit possibilities of campaign development and additional things that are worth adding to the campaign. If during the audit any errors were found in the configuration of the Google Analytics or Google Tag Manager account, then you should also receive such information.
Is it worth doing an audit of Google Ads campaigns?
This is a rather rhetorical question. We should check all our activities. It doesn’t matter if we do campaign on our own or if the agency does it for us. If we do not know how to run a campaign and are not up to date with news from Google, it is worthwhile to commission an audit from time to time.
Why? It’s easy! In order not to lose money and earn more. Many times I received accounts for audit, which due to a large number of errors and incorrect campaigning did not use their potential. After the changes introduced after the audit, it suddenly turned out that they could sell a lot more.
Unfortunately, I often find campaigns that are not optimized after creation, and really nobody does anything with them. Auditing Google Ads campaigns is the easiest way to check that your account is properly managed and whether anyone is looking at it. The specialist who runs your campaign should not have any problem with the fact that you commission an audit to another person. If the campaign is conducted decently, then the audit will only help and does not necessarily mean that you will change the person to keep the account. You have to realize that in 99.99% of cases in the audit there will be some errors to improve. This is due to different approaches to campaigning, habits, and experience. A good audit should help a specialist, not upset him. Thanks to this, the person running the campaigns will have a different approach to compare and can test other interesting solutions. He can also comment on the audit or arrange a short conversation with the person conducting the audit. It always works for me.
News is another important element. Here, most often people who run their own campaigns are prone to errors. I understand perfectly well that when you are running a company, its social media, Google Ads campaigns and a few other things there is no time to be up to date with news from all areas. The audit will show you what and how to introduce into your campaign to make it work better and use all available functionalities.
I have already audited many accounts in Poland and abroad, but errors are often the same. One of the most common mistakes in shopping campaigns is e.g. a very poor distribution of the shopping campaign. One example of how sales improved after the audit can be seen in the article on the division of a product campaign. It was a really big campaign, which lost a lot of potential customers because of a badly run campaign. It is true that the campaign was earning a living, but the increases achieved after the changes are amazing.
The price and information needed for the audit can be found in the Google Ads campaign audit site