Are you struggling to get results with your Google Ads campaigns? Do you feel like you’re missing out on growth opportunities, but don’t know where to look? If so, you’re not alone. Many advertisers struggle to improve their performance on Google Ads because they don’t know how to audit properly.
The truth is, auditing your Google Ads account is the best and fastest way to uncover growth opportunities and improve your performance. However, most people don’t know how to audit properly, and end up wasting time and giving wrong recommendations that result in unhappy clients. That’s why we’ve created our own system: a 3-step templatized auditing process that helps us save time, get better results, and impress our clients.
In this blog post, we’ll show you how to master the 3-step templatized auditing process for Google Ads accounts. We’ll cover everything from preparing for the audit, to conducting the audit, and finally, giving the best advice based on our findings. So, let’s dive in!
Step 1: Prepare – Brief the Client and Ask a Ton of Questions
The first step in our 3-step templatized auditing process is to prepare for the audit by briefing the client and asking a ton of questions. This step is crucial because it sets the stage for the entire audit process. Without proper preparation, you risk giving mediocre or even unwanted advice on how to improve results.
To prepare for the audit, we start by sending our client a detailed briefing document with questions about their business and goals, customers, competitors, market insights, products and services, marketing efforts, specific Google Ads goals, KPIs, challenges, and more. We only ask about Google Ads after we understand their business, goals, customers, market, and marketing efforts. By asking the right questions, we show our clients we truly care and showcase our expertise beyond just Google Ads. This reinforces our position as the authority in our field.
Quick bonus tip: always ask your client specifically WHY they requested an audit and what they’re hoping to get out of it. This will dramatically improve the quality of your output and how you frame your advice.
Step 2: Audit – Check the Account with a Template/Checklist
Once we have the answers to our questions, it’s time to conduct the audit and dig up any growth opportunities we can find. We use a template that’s basically a big checklist to quickly find out what’s working and what isn’t. We structure it based on 15 categories like goals and targets, performance insights, general (account) settings, connections, Search campaigns, Performance Max campaigns, bid management, budget, conversion tracking, audience data, remarketing, Google Merchant Center, and more.
In all those categories, we have over 200 checks that we go through one by one. We invested over 100 hours to create a document that fit all our needs. The template looks like this:
- Predefined question that needs to be answered
- Predefined column that ranks the impact of the check and fix (high, mid, or low)
- Predefined column that ranks the complexity of the check and fix (complex, neutral, or simple)
- Give a score to a check (through the predefined drop-down menu)
- Room for any notes on this specific finding
- Room for any screenshots to back up findings
3: Advise: give advice on how to improve results (with a clear action plan based on impact/complexity)
The final step in our templatized auditing process is to advise the client on how to improve their results.
We prioritize our advice based on the impact and complexity rankings we’ve given to each check in the audit.
This helps us to present the client with a clear action plan that highlights the most important changes that need to be made in order to see significant improvements in their performance.
We group the recommendations together based on category (as described in the audit checklist) and prioritize them based on impact and complexity.
For example, if we find that the conversion tracking is set up incorrectly, and it’s a high-impact and complex fix, then that’s going to be our top recommendation. We’ll explain why it’s important, what the impact could be, and provide detailed instructions on how to fix it.
We also make sure to provide context around why each recommendation is important, and what the impact could be on their business. We’ve found that this helps clients to understand why we’re making these recommendations, and it helps to build trust between us and the client.
Finally, we present our recommendations in a clear, easy-to-read format. We’ve created a presentation deck template that we use for all of our audits, which includes slides for each category in the audit checklist, as well as slides for the top recommendations.
This helps to make the presentation visually appealing, and it helps to reinforce the impact and importance of our recommendations.
Auditing a Google Ads account can be a daunting task, but it’s also a crucial one if you want to improve your performance and see better results.
By using a templatized auditing process like the one we’ve outlined here, you can save time, get better results, and make your clients very happy with advanced advice.
Remember to always start with a detailed briefing document and ask a ton of questions before you start auditing. Use a template or checklist to ensure you cover everything, and prioritize your recommendations based on impact and complexity.
And finally, present your recommendations in a clear, easy-to-understand format that highlights the most important changes that need to be made in order to see significant improvements in performance.
If you follow these steps, you’ll be well on your way to becoming an authority in the Google Ads field, and your clients will love you for it!