Auditing Google Ads

Google Ads can be a great way to generate leads and sales for your business, but only if they are set up correctly. Many businesses make the mistake of not auditing their Google Ads campaigns regularly. This can lead to wasted money and decreased performance. This blog post will discuss some of the most important aspects of auditing Google Ads campaigns for your clients.

Why You Focus On Auditing

  • Based on how the campaign is performing, you can tell how much you can make in terms of performance, and how you can scale your clients’ businesses.
  • You can do a better job by highlighting aspects that are not running correctly.
  • By doing the audit, you’re actually showing the client we can do better; without the audit, you’re been hypothetical by oversetting expectations.
  • Showcasing the experience you have to the clients and scale what they already have to a better position.


Things You Need To Check When Auditing A Google Ads Campaign

A few factors carry out the perfect Google Ads campaign, but only if they’re set up correctly according to the client’s needs. Keep reading to find out their importance and how they should be set up!


It’s one of the most important aspects of running a campaign. When you set an expectation with your client, you want to show the results, which is the way to go. When auditing a campaign, make sure to verify there’s tracking and check if it’s correctly implemented.

Campaign Settings

After tracking, you want to check the campaign settings are in place because it affects the whole campaign, from the audience, right network, or right place/location. Go through every single step of the campaign setting to make sure it’s set up based on actual best practices of the industry.

Campaign Structure 

Understand how the ad groups and keywords are set up. Basically, you want to ensure that your main keywords are separated from the other ad groups, such as location. Otherwise, you’re going to have many keywords competing against each other for the same auction. 

Remember, ads should be speaking to the right audience at the right place to save you money and generate more conversions.

Negative Keywords 

They are vital, but they have to be chosen carefully. Ensure you have negative keywords set up in the right match type of your campaign and the correct search terms that apply to the keywords. 

Bidding Strategy

Your bidding affects what you’re targeting. Get the most from your campaign and maximize conversions according to the client’s needs. 

A/B Testing

A/B Testing, also known as split testing, is the process of testing two different versions of a campaign or ad to see which one performs better. Once you have created your test, Google Ads will automatically rotate between the two versions so that you can see which one performs better. 

Impression Share

It is a metric that shows how often your ads are being shown relative to other ads on the page. 

Ad Extensions

There are several types of ad extensions that you can add to your Google Ads campaign, including site link extensions for linking directly from one page on your site into another; callout extensions for adding text about specific aspects of your product or service; structured snippet extensions for highlighting special features and benefits; location extension information about your business’s physical location.

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