"Get in front of customers when they’re searching for businesses like yours on Google Search and Maps."

Search Engine Marketing

Why Google Search Ads?

Google Search Ads is one of the most popular features of Google Ads. Google Ads is one of the most successful methods of Search Engine Marketing. This platform will help you reach your customers when they are searching for your products or services. People will search for your products and services on Google, and this model of online advertising will help you come up as one of the results on the search engine result page. So many factors will define your position, but the goal is to be on the first page of search results. 

Advertising on Google means paying money for the service, and you will compete with others to get your position. Everyone wants to be the winner, but your approach and settings will determine whether you win or fail.

We are going to be reviewing the Google Search Ads process- reviewing Google Display isn’t part of this analysis.

Business Goals

Before making any progress, we need to understand your business goals from advertising on Google. This understanding will help us to design the right KPIs (Key Performance Indicators), which will help us measure your success or failure. 

Usually, KPIs cover two aspects: the cost and the goal. The cost of achieving these goals will define certain thresholds. The goal could be filling a form, registering for an event, buying something, or anything relevant to your business during the campaigns.

Review Account Settings

Checking settings like the connection between Google Analytics and Google Ads, Conversion Tracking Settings, reviewing Bulk Actions, and finally reviewing the audience lists would be the first steps in auditing a Google Ads Account.

Review Campaigns Settings

This review can cover:

  • Bidding Strategy
  • Geo-Targeting
  • Budget
  • Devices
  • Scheduling

Geo-targeting is one of the most critical settings at the campaign level. Targeting the wrong area could cause a lot of unnecessary costs. We also need effective scheduling. This setting will help businesses, specifically if they have a low budget or specific operating hours. 

Google Ads Setting

Review Ad Groups

Google Ad Group

Here, we will review the method of breaking down a campaign to certain ad groups. We will try to consider the categorizing logic against the business objectives. The results would be better categorizing and better tracking.

The other part which we’ll consider is auction insights. This section will show us who we were bidding against during the auction. These results are going to answer two questions:

  1. Who are our competitors?
  2. Are we competing with the right companies?

 This list will give us an idea of who our competitors are in the online environment, and we will have the opportunity to analyze them and make the right decision.

Review Keywords

At this stage, we will analyze different subjects:

  1. Checking the used keywords to have their quality score, CPC, CTR, Conv. Rate and how they cover our business objectives.
  2. Reviewing the search terms to understand our potential clients’ points and making sure that we have the right keywords in charge.
  3. Finding Negative Keywords is another step. Having them will help us not to spend our budget on unrelated keywords. This part is one of the trickiest parts of the keyword research and audit process. 
  4. Reviewing Keyword Match Types to make sure they are helping us get better traffic at a higher quality. 

Review Ads Per Ad Group

We will start this process by reviewing how many ads there are per ad group. Google suggests that “every ad group should have at least three quality ads.” 

Reviewing the keywords quality score, will inform us about the quality of ads too. Improving the quality of ads is one of the steps that we will take here. 

And finally, Extensions is another part of the audit process which we will take seriously and develop to help you achieve better results.