Auditing a Google Ads account is a key element in optimizing advertising campaigns. Regular audits help identify issues and implement improvements that will lead to better results and more efficient budget utilization. Here are 6 key benefits for you:

Identifying Ineffective Campaigns
An audit helps determine which campaigns, ad groups, or keywords are not generating the desired results. This allows for optimization or elimination to make better use of the budget.

Better Use of Advertising Budget
Cost and performance analysis ensures that every penny spent is bringing value. Audits help eliminate unnecessary spending on campaigns that do not yield results.

Improving Website Traffic Quality
Reviewing targeting settings and keywords allows for better reaching the right audience, which increases conversion chances.

Increasing Conversion Rate
By analyzing landing pages, ad copy, and bidding strategies, campaigns can be optimized to convert more clicks into user actions (purchases, newsletter sign-ups, etc.).

Ensuring Compliance with Best Practices
An audit helps ensure that the account is being managed according to the current standards and best practices of Google Ads, which enhances campaign effectiveness and minimizes the risk of errors.

Detecting New Opportunities
An audit can uncover untapped opportunities, such as new keywords, audience segments, or campaign strategies that could bring additional benefits.

Regular auditing of a Google Ads account is an investment in improving results, better budget utilization, and the long-term effectiveness of advertising efforts.

The Google Ads audit prepared by Verseo includes a detailed analysis of the advertising account and individual advertising campaigns, including search network campaigns, display network campaigns, Performance Max campaigns, and YouTube campaigns. The audit focuses on evaluating account and campaign settings in terms of their impact on efficiency and also identifies areas requiring attention or changes.

Audit Scope:

1. Account-level audit.

• Checking the accuracy of auto-tagging and recommendations.
• Analyzing content matching settings, including types of ad assets and exclusions for apps and target locations.
• Verifying account access and security, including account access and two-step verification.
• Assessing connections to other Google services, such as Google Analytics 4, Google Merchant Center, and Search Console.
• Checking audience list configuration, including completeness and currency.
• Analyzing conversion settings, including configuration, division into primary and additional conversions, counting methods, conversion window, applied attribution model, and extended conversion setup.

2. Individual campaign audits.
   For each campaign (Search Network, Display Network, Performance Max, YouTube), Verseo analyzes the following elements:

• Schedule: Checking ad scheduling settings.
• Location: Analyzing location settings for targeted ads.
• Campaign Settings: Verifying conversion goals, marketing campaign objectives, targeting settings (network), location, language, daily budget, bidding strategy, keyword matching, ad rotation, audience segments, frequency capping, and content exclusions.
• Campaign Structure: Evaluating the division of campaigns into ad groups or asset groups (for Performance Max campaigns), keyword selection, number of keywords used, keyword matches, excluded keywords, and relevance of search terms.
• Ads: Checking final URL, HTTPS protocol, display path, headlines, ad text, ad performance, images, logos, and call-to-action.
• Components: Analyzing the level of added extensions, completeness of added extensions, including image files, company name, logo, subpage link, descriptions, information extensions, phone numbers, promotions, and locations.

A Google Ads audit (formerly Google AdWords) is intended for all advertisers who are already familiar with the benefits of the Google Ads advertising system and want to accelerate or improve their efforts there. Continuous optimization of Google Ads campaigns is necessary, and neglecting to implement changes results in a decline in ad quality. This is due to the continuous increase in the complexity of the platform and the growing possibilities for detailed targeting of specific audiences. Google is constantly evolving this environment, including adding new ad formats.

It is also important to remember that Google Ads ads are not only text ads in the search engine but also smart product campaigns, display-type banner ads, as well as YouTube ads. There is a vast amount of these, and it’s easy to “lose” money along the way. It may turn out that certain ad groups are converting worse than average. It may turn out that the cost-per-click is higher than it should be in order to achieve the same results.

Google Ads audits are becoming an increasingly popular way to assess one’s activities due to the growing complexity of advertising efforts.

In order to conduct a Google Ads audit, we will need access to your Google Ads account. This is obviously necessary because without it, we cannot view any campaigns. Therefore, it is important to know that such access needs to be granted.

You pay us for the audit, so we will be as critical as necessary.

This does not mean that your campaign is underperforming. We will simply dive deeply into the parameters. There are usually quite a few small adjustments, but there can also be more significant issues, such as the absence of conversion tracking. It may appear that we are auditing Google Ads campaigns that we do not manage, with the aim of “taking” the client. We will not deny this – we care about the success of our current and future clients because we likely understand better than anyone else in the market that their success is our success. Yes, the Google Ads audit can be a step toward long-term cooperation, but it is always the client’s decision, which we have limited influence over. We fulfill our role as auditors and recommend appropriate corrective actions – with our help or with those who have previously managed the campaign.