Why is it important to consider business goals when auditing Google Ads Account

In the dynamic world of digital marketing, it is crucial to ensure that your advertising efforts are both effective and efficient. As a business owner, you want to maximize your marketing budget while continuously improving the results of your campaigns. But how do you know if your Google Ads campaigns are performing optimally? This is where a Business-oriented Google Ads audit comes in. Not a standard quick audit, but a real comprehensive audit that you can actually benefit from.

A comprehensive audit is designed to provide you with insights into the performance of your Google Ads campaigns and help you discover untapped opportunities for optimization and growth.

Why a Business goals-oriented Google ads audit and not a standard simple audit?

Business goals-oriented Google Ads audits can be extremely valuable for your business for several reasons. Here are a few examples: 

• Identifying Hidden Inefficiencies: Sometimes, there are inefficiencies in your campaigns that are difficult to recognize without a thorough analysis. For example, you may be overpaying for certain keywords that do not generate enough conversions. This could also be due to inefficient targeting or exclusion lists.
• Optimization of Advertising Spend: By better allocating your advertising budget and focusing on the most profitable keywords and ad groups, you can achieve a higher return on investment (ROI).
• Better Alignment with Business Goals: Your campaigns should be closely aligned with your business goals. An audit helps identify any discrepancies and ensures that your campaigns contribute to your overall strategy.
• Technical Accuracy and Data Integrity: Errors in the technical configuration of your campaigns or in the data used can lead to incorrect decisions. An audit ensures that everything is set up correctly and that the data you use is reliable.
• Competitive Advantage: By regularly conducting an audit, you stay a step ahead of your competitors. You can quickly respond to market changes and implement new strategies before your competitors do.

In this blog, we explain what such an audit can entails, how it work, and why this service is essential for your business and your Google Ads results.

What should a well-prepared business goals-oriented audit include?

A Google Ads audit is a comprehensive evaluation of your advertising campaigns within the Google environment. A business goals-oriented audit should focus on three key aspects:

1. Data Hygiene and Accuracy: Examine whether the data and metrics used in your campaigns are accurate and relevant to your business objectives.
2. Technical Configuration: Verify the technical correctness of your campaign settings and the optimization techniques used.
3. Alignment with Business Goals: Assess how well your campaigns align with your business objectives and how they contribute to achieving these goals.

How should such an audit be optimally be processed

The audit is conducted in three dimensions:

1. Data Analysis and Metrics: Examine the hygiene and accuracy of the analyzed data and metrics with respect to your business objectives.
2. Technical Correctness: Check the technical correctness of the campaign configurations and the applied optimization techniques, best practices, and experiences.
3. Business Goals and Campaign Performance: Evaluate the achievement of the business objectives of the executed activities, both on communication and configuration levels.

What people should take part in this process

A Google Ads audit project that is this extensive is often carried out by a team of three experts:

– A PPC Team Leader, Senior Google Ads Programmatic Specialist, Certified Google Expert
– A Senior PPC Specialist
– A Senior Digital Analyst

This top-down analysis approach provides a complete picture of all elements of your campaigns. It should also look at the activities from an omnichannel perspective and investigate the macro-mechanisms that have shaped the current situation and the synergy of the executed activities. Your personal team ensures that you receive a clear and understandable audit report that will be discussed with you.

Ideal Analysis Approach

1. Strategic and Tactical Analysis: Start with an overarching analysis to identify a complete picture and all elements. This provides space for conclusions at both strategic and tactical and operational levels.
2. Google Ads Channel Analysis: Next, analyze how the campaigns use the brand image of Diverse and whether they target segments that align with the brand communication strategy. It should examine how the campaigns fit with the business objectives and what role they play in the customer journey.
3. In-Depth Technical Analysis: Finally, conduct an in-depth technical analysis of the campaigns themselves, asking questions about the configured and defined campaign goals, such as ROAS maximization, initial/outlet sales, CLTV maximization, customer acquisition, brand awareness, and sale completion.

Depending on your account and goals, look at various elements of Google Ads, such as Merchant Center, search network, display network, Performance Max, shopping, video network, and the account in general.

Execution Process (example from Yetiz)

1. Opening: Presentation of the team, exchange of expectations and communication methods, and discussion of the provided documentation.
2. Execution of the Analysis: Conducting the analysis.
3. Additional Meeting: Discussing any questions that arise during the analysis.
4. Further Analysis: Continuing the analysis.
5. Drafting the Final Document: Compiling the results and recommendations.
6. Presentation of the Document: Presenting the findings and recommendations.
7. Quick Wins and Action Plan: Proposing quick improvements and an action plan.

Conclusion

Taking business goals into consideration when auditing a Google Ads account is essential for several reasons. First, it ensures that advertising efforts are aligned with the overall strategic objectives of the business, which can lead to more effective and efficient use of the marketing budget. Second, a business goals-oriented audit helps identify hidden inefficiencies and optimization opportunities that may not be apparent through a standard audit. This can lead to better allocation of advertising spend and improved ROI. Third, aligning campaigns with business goals helps maintain technical accuracy and data integrity, ensuring that decisions are based on reliable information. Finally, regular audits provide a competitive advantage by allowing businesses to quickly adapt to market changes and implement new strategies. By focusing on data hygiene, technical configuration, and alignment with business objectives, a comprehensive Google Ads audit can significantly enhance the performance and impact of advertising campaigns.

By working with our team of experts, you can elevate your digital marketing strategy to a higher level. Our audit not only helps you identify inefficiencies and better utilize your advertising budget, but also gain a competitive advantage in your market. We ensure that your campaigns are perfectly aligned with your business goals and that all technical settings are correctly configured. In addition to our Google Ads audit, we also offer various other audits such as UX, Marketing Automation, Social Media Ads, and more.

Would you like to discover how our Google Ads audit can help your business grow? Contact us today for more information and to schedule a personal presentation of our methodology and approach. We are ready to transform your digital marketing strategy and help you achieve your business objectives. Don’t miss this opportunity.