Why is it so crucial to perform a Google Ads audit in 2023?

• Posted by Sam Coper Jul 16 - Filed in Technology - #It is crucial that you hire digital marketing experts  - 133 views

  When it comes to search engine advertising, there is a lot of fine tuning involved in order to get the best results. If you are experiencing inadequate results on your ad campaigns, chances are you need improvements to enhance your ad campaigns. While it is a common idea to perform an account audit at the start of the job during the onboarding process, most successful PPC experts believe it is better to conduct a Google ad account audit quarterly or semi-annually. It is crucial that you hire digital marketing experts for the purpose.

  Before we jump into the reasons why auditing your Google Ads account is important to running your business, let’s look at what a Google Ads account audit is.

  What exactly is Google Ads account audit?

  Google ads audits are basically in-depth review of the account setup and performance that also identify the opportunity gaps in a certain campaign. Since the PPC landscape is altering at a rapid pace with the latest performance data flowing daily, there is something new to do to bring better results than your previous campaigns. It is thus necessary to perform an audit that works as a health checkup of the Google Ads account at regular intervals. Regular Google Ads account auditing is crucial for developing a strategy and estimating its success.

  With a Google Ads account audit, you get a comprehensive look at various aspects of your Google Ads campaign. This way you can analyse how effective your ad campaign is, pinpoint the underlying issues that might be hindering the results of the campaign, and improve the overall performance of the ad account.

  With that being said, it is also important to note that it is never too late to conduct an audit of your Google Ads campaign and get the necessary information to improve it. With an audit, you can dive into the given account and locate the areas of your marketing strategy that might need enhancements.

  In short, here are a few signs or reasons that indicate a Google ad account needs auditing soon.

  • If your business has landed a client where you need to take over their account, you might need a Google ad account audit to identify the flaws as well as new opportunities.
  • If your current Google Ads performance is not bringing you the desired results and has become sub-par, you might want to improve the ads' performance. Auditing your account might give you a clearer idea of the flaws that might be the reason behind it.
  • Another reason to audit an account is when you have never done it before. An audit should be a part of your marketing strategy in order to maximise the ad's performance.

  Now that we have explored the possible reasons to audit a Google ad account, let’s find out why it is so important for businesses.

  • Improving performance: with an audit, you can identify the areas where your business might be wasting the advertising budget, like poorly performing ads or keywords that are not so effective.
  • Stay ahead of the competition: An audit helps your business stay ahead of the competition by removing the obstacles that are hindering the campaign’s success.
  • Maintain quality score: It is important to maintain the quality score when you have an active Google ad account. With a Google ad account audit, a high quality score can be maintained, which in the long run results in lower ad spending and higher ad rankings.
  • Guarantee compliance: With an audit, you can ensure your business is following all the necessary regulations to run an ad, which in turn will help you retain the account health status.

  Conclusion

  While you can always choose to perform an audit within the company, it is always a better idea to go with a third-party service provider. They have experts onboard and have worked on similar accounts in the past. Moreover, by handing over the responsibilities, you can save time and effort that you can invest in other business objectives.