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Coming from facebook ads, please help me with my first google audit
Hey everyone,
I have worked with Facebook ads primarily in the past 2 years but am now in charge of our Google ads too. I know about the google help stuff on their page and about surfside ppc and they are both great at helping me understand how to start creating things.
What I need to understand though are how to analyze our account and find things to improve and tweak. No need to invent the wheel, especially because I also wouldn’t be able to really understand the results I am getting and how to improve on them.
Any good places to start?
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8 Replies
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An easy place to start is doing a search query analysis. Looking at what broad and phrase match keywords you are bidding on. Chances are there is some low hanging fruit of irrelevant keywords you are showing up for by using broad match keyword targeting. You can then add those as negative keywords to help optimize your spend.
There are plenty of articles out there that show how to do Goolge Ads audits as well.
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Wrote a [PPC audit guide](https://www.takesomerisk.com/ppc-audit-guide/) for people who want to do it themselves. Covers how we look at audits and what we look for. Covers Google Analytics too.
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Start: what is the account’s objective and how well are you doing at achieving it?
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I would really suggest you to first modell your KPI and dependecies for your overarching goals.
So for example your goal is to generate X revenue this year. This can be broken down into component metrics like average transaction, clicks & conversion rate.
Then you move onto the next smaller part. The metric “clicks” is made from components on a smaller level like impressions, ctr and keyword volume.
That way you can define your levers and get a great starting point for finding out which levers to pull in order to reach your goals.
Basically what you want to do with an audit in Google Ads is to put all those numbers Google gives you into a set business context.
Start with the business goal, down to the media goals, down to campaign goals and so forth.
Then simply try to explain why the numbers look like they did using the leverage metrics above.
That way you can for example find out that your impression share lost in one campaign is exactly what you would need to reach your yearly goals.
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Wordstream advisors!
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Search term report. Are you getting relevant clicks?
Geographical report? Are you getting clicks from the area where you are selling?
If it is display ads, placement report.
Auction Insight. How your competitors are doing and how much money you are leaving on the table? ( impression share report )
Please follow Google recommendations with a pinch of salt. Don’t rush to increase the budget. First stop wastage then add some budget. And for some time do manual bidding only.
Expand from here. You will find the audit template online.
All the best. -
As others alluded to, search ads are TOTALLY different from Facebook. You’ll need to do a lot of self-education to understand how paid search works and what you should be auditing. The search term report is a great place to start, but you’ll really have to dig into search as a platform before you can start optimizing campaign settings, keyword matchtypes, bidding strategies, ads and extensions, and everything else that goes into a good search account.
You can use your FB experience to audit display/remarketing campaigns in Google (checking to make sure audiences and bidding settings are logical, etc) with the added analysis of placements to ensure you aren’t wasting money on garbage websites and apps.
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I audit for a living DM me I can walk you through some things to help
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