Hello and welcome to the last guide you’ll ever need on performing comprehensive AdWords account audits! This guide will teach you two things:
- How to get organized and arrange your data, and apply a structured audit process for maximal efficiency and insights.
- How to arrange your optimizations around a centered, five pillar framework of AdWords account elements.
Purpose of Account Audits
AdWords audits perform three crucial functions:
- Increase Performance – Understanding what’s happening in your account by taking a comprehensive look under the hood is the surest way to gain quick insights into how you can improve your performance and increase your return.
- Confirm Alignment with Business Objectives — Business goals change. Markets change. Teams change. Performing an audit will ensure that your AdWords account is inline with your current business goals, that your marketing team is working instep with those goals, and that your account is in-tune with your market and competitive landscape.
- Identify Expansion Opportunities — Google is constantly providing new AdWords feature and product enhancements which often represent significant growth and performance opportunities for advertisers. It’s crucial to keep current!
Why Are These Goals Important?
Because AdWords costs you money! The good news is there is always an opportunity to save money and increase return if you know where and how to look for it. Keeping your account running in tip-top shape, and current with all features and products, means less waste and higher profits!
Are You Ready To Audit?
Audits require both an organized approach and enough data to ensure that the performance trends you’re identifying and optimizing are actually meaningful. Before you dive in, be sure of three things:
- Has You Account Been Running Long Enough? — Performing an account audit after only two weeks of running your account will likely lead you down a lot wrong paths. This is true even if you’re running bid budgets with a lot of data, and it’s because account performance is often affected by many external variables. Running your account for more time will give you a better look into your competitive landscape, and more insight into how users interact with your content across different days of the week, times of day, etc.
- Data Passes Statistical Significance Threshold — Regardless of how long your account’s been running, you must have enough data to ensure that the insights you’re gleaming are actually relevant.
- You’re All Squared Away With Your Tracking — You must have the appropriate tracking set up to assess your performance. This means, at minimum, conversion tracking of some kind and use of an analytics platform for measuring website performance.
What You’ll Do With Your Findings
Once you’ve performed your successful account audit, you’ll need to commit to turning those insights into action by taking performance findings to heart and developing an action plan to address any issues, shortcomings, and opportunities you identify.
The Glorious 5 Pillars of Account Optimization:
We’ll be looking at account elements under the following framework:
- Landing Pages
Ready To Rock?
- This guide will 1.) Help you arrange, organize, and understand your data 2.) Arrange your optimizations around a simple 5 pillar framework
- Auditing your account will help you increase performance, align your account with your current business goals, and identify expansion opportunities
- These goals are crucially important because they will cut costs and increase performance
- Make sure you’re ready to audit by confirming that you have enough data, your account’s been running for long enough, and you have the proper tracking in place
- Use audit findings to turn insights into actions
- Let’s do this!