Five reasons to get a Google Ads audit for your business

Is your Google Ads account yielding you desirable returns?

With over 3.5 billion searches performed daily, Google is the most used search engine by users. These statistics make Google the most preferred platform for advertising by many businesses. It exposes businesses to a wide range of audiences actively looking for the products and services they provide. While Google Ads have proven effective for delivering traffic to businesses' websites and converting these leads to sales, this form of marketing doesn't necessarily work for all types of businesses.

It's therefore essential to frequently audit your Google Ads account to determine if the platform is giving you the results you want.

What Is a Google Ads Account Audit?

A Google Ads account audit is the process of assessing the performance of your Google Ads accounts. You should audit your Google Ads account from time to time to maximize its performance.

Google Ads is one of the most complex tools to use in your marketing strategy. It consists of numerous channels, tools, and ad formats that you can effectively use to market your business. When your brand's bottom line and marketing budget are at stake, any mistake you make can significantly impact your marketing strategy and wipe out your entire marketing budget in days without yielding any tangible results.

A Google Ads account audit help reveal what aspects of your account are working and the weak points and flaws that need to be addressed. Thoroughly evaluating your accounts helps you identify where money is spent, where results are coming from, and how the overall performance of your account can be improved. Ultimately, it helps you fine-tune your account to generate more profits while spending less time and money.

Why Should You Audit Your Google Ads Account?

Whether you're auditing your account routinely or for the first time, knowing where your account stands before investing a significant amount of money and time is crucial.

There are several reasons to auditing your Google Ads account periodically. Most PPC audit guides list the following reasons:

1. Identifying and reducing areas that waste spending

No business wants to lose money. Unfortunately, it's very common when it comes to Google advertising. Your most successful marketing tactics could be negatively impacting your account. You may be losing money by:

• Using irrelevant keywords
• Using broad keywords
• Bidding on underperforming keywords
• Targeting a wide audience with your campaign
• Neglecting the call to actions
• Having a poor landing page

Reducing wasted spend isn't only about saving money. It's also about freeing up some ad budget and allocating it to more productive aspects of your account.

2. Identifying new opportunities

You need to continually improve your ad campaigns and locate new opportunities to get results from your PPC campaign. PPC is a progressive marketing environment. You, therefore, need to monitor your account continually and make adjustments.

If you're lucky enough, stagnant campaigns can maintain you on baseline performance. However, as a business, you don't want to settle for the baseline. Your PPC strategies need to grow and produce greater returns.

Are there more relevant keywords that you can capitalize on? Are there new ad formats and features that you can leverage? Are there better Google Adwords bid management processes to ensure that you're making the most out of your Google Ads budget?

Auditing your Google Ads account will help you find new opportunities to grow your account, minimize spending, and yield greater returns.

3. Enhancing management processes

As you reduce wasted spend and identify new opportunities to increase ad revenue, you may conclude that your standard PPC management procedures are no longer relevant.

Is your daily PPC campaign routine giving the results you want, or is it time to try a new approach?

Auditing your Google Ads account can help you find new ways of managing your PPC campaign more efficiently. With the constant evolution in the digital marketing landscape, there are probably some new tools you need to explore.

4. Gaining actionable insights

Your Google Ads account is rich in vital data and metrics. How often do you analyze this stream of data to study trends that have been growing over time?

You can regularly monitor this data to protect your account against significant problems. A PPC audit enables you to dig in through this data, understand trends and how they are affecting your campaign. These insights may inform your entire marketing strategy, even beyond the PPC campaign.

5. Finding evidence to validate your assumptions

As you explore your data and metrics, you will sometimes come across a positive correlation. A growing trend doesn't necessarily result in a winning opportunity. It's therefore essential to allow your data to mature.

Make notes on these potential relationships and assumptions and when you perform your next audit, follow up on these trends. Now that your data has matured, is there enough evidence to validate your assumptions? If your new audit doesn't support your assumption, the correlation might not have been as strong as you initially thought.

It's important to avoid jumping to conclusions when exploring any data. Making rash decisions based on inaccurate data can be costly. If you think there's a significant data trend, it will still be available the next time you audit your PPC account.

Conducting a Google Ads account keeps your account clean, easy to navigate, and helps reduce the money and time you spend on it. The better the structure, the quicker and more efficient you get the job done.