If you already have a Google Ads campaign running, think about the last time you made a settings adjustment. What works right now might not be the same as what helped achieve past success. Conducting a Google Ads audit frequently is your best chance of staying relevant and converting customers.
There are various settings to work with during an audit that affect different parts of your ad campaign. Sometimes, changing just one function or setting gets better results and increases your conversion rate. A Google Ads audit also helps when you’re trying to decrease spending. You don’t have to be a Google Ad pro to maximize your chances of getting more conversions through Google Ads.
If you’re paying too much and not getting results, you may need to adjust your settings and weed out the unnecessary expenditures. Since Google Ads has so many different options and functions that affect your campaign strength, auditing should always be a priority. With a few steps, you can maintain your rankings or improve them to make the most of your Google Ad campaign.
Review Existing Settings
Before you start making changes, review your existing settings. Go over your extension settings to see if your reviews and website links are visible. If you are targeting mobile users, make sure you enable click to text settings.
Another issue to look out for is 404 errors. If your ads are linking to error pages, you will lose money quickly. Check the links often and make sure that your pages display correctly. Also, review your audience settings to see where they come from and how to target them based on location.
Take Note of What’s Missing
While you sweep through your current settings, take note of what is missing. For example, you may be bidding on specific keywords that may not be relevant. Always check periodically to see if there are new keyword opportunities to use on your campaign.
You can also check if your Google Ads account links to Google Analytics. Google Analytics allows you to track changes and know the location of your users. It also helps you determine whether your campaign is successful by showing you organic and paid traffic. Analytics is the best tool to use when tracking changes over time and measuring how effective an action is on your users.
Check your Conversion Tracking
The best way to test the approach and strength of your campaign is to monitor conversions frequently. Conversion tracking settings let you identify what actions your users took after they clicked on the ad.
Google Ads tags an action as a conversion depending on your preference. For example, a customer signing up for a newsletter may be a favorable action for you. If you aren’t receiving the conversions you want, then you may need to adjust your strategy.
Check Negative Keywords
Negative keywords in Google Ads are when you don’t want your ads to show for specific keywords. The right keyword omissions save money and give you a more relevant click-through rate (CTR). There are manual settings to add negative keywords that aren’t automatic suggestions. Ensuring that you are eliminating keywords that you don’t want improves your conversion rate as it targets the audience you want.
Check Ad Groups
Make sure that your ad group settings are still relevant to your needs. You may have some ad groups that are not active or incomplete and need additional work. Your Ad Group settings also show you which campaigns are no longer running and if there are still pending campaigns.
Ensuring that your settings are working is essential because Ad Groups are what Google uses to determine what shows in search results. Tweaking and renewing campaigns helps you manage the traffic flow from your ads the way you want it.
With these steps, you can perform a thorough and effective audit of your Google Ads settings. Since the nature of the digital sphere is ever-changing, always try to conduct a review at least twice a month. Monitor your analytics and ensure that your ads are displaying to whom you want, as you want them to.
One of the biggest mistakes that some people make is never adjusting their settings. This leaves their Google Ad campaigns to run themselves. Negligence will increase your spending and isn’t a practical approach. A solid Google Ads strategy means consistent monitoring and adjustments that keep you ahead of the competition. To learn more about Google Ads and how it can benefit your business, call Gauge Digital Media today at (410) 376-7709!