Google Ads Audit

CHALLENGE

SOLUTIONS

RECOMMENDATIONS

ASSETS (LINKS)

In October 2023, I took on a client from a Non-Profit Organization seeking support with their Google Ads account. The client received a Google Ads Grant with a monthly ad spend allocation of $10,000. Despite having a substantial monthly budget their campaigns were struggling. Impression Share and Conversion Rate was on the decline. The client tasked me with conducting a thorough audit of their account, with the aim of devising a list of recommendations to improve account performance.

I conducted a thorough audit of the Google Ads account, pinpointing any underlying issues. I identified 10 immediate action steps aimed at enhancing Impression Share, improving Quality Scores, CTR, and Conversion Rates. I complied this information into a PDF file for discussion at our upcoming client meeting.

• Pause Underperforming Campaigns and Optimize Structure: Pause underperforming campaigns and create new, more optimized campaigns with improved structure.

• Introduce New Campaigns: Introduce three new campaigns to maximize budget allocation.

• Conduct Thorough Keyword Research: Perform Keyword Research to identify high intent keywords with significant search volume, for strategic campaign development.

• Test New Ad Copy for Enhanced Performance: Test new ad copy incorporating targeted keywords, unique selling points and compelling calls to action to improve Ad Relevance Score.

• Create Dedicated Landing Pages: Create dedicated landing pages for each ad group to improve landing page experience.

• Optimize Landing Page Content: Ensure landing pages adhere to best practices, featuring targeted keywords, clear CTAs, relevant images, and fast page loading times to enhance user experience.

• Enhance Ad Relevance: Incorporate targeted keywords into ad copy and landing pages to maximize Quality Scores and improve ad relevance, thus increasing the likelihood of ad visibility and user interaction.

• Ensure Ad Group Relevance: Avoid keyword repetition across different ad groups or campaigns targeting the same locations to reduce the risk of higher CPCs and maintain campaign efficiency.

• Verify Conversion Tracking Accuracy: Assess and verify that conversion tracking is functioning properly, providing accurate data for informed decision-making and campaign optimization.

• Continuous Monitoring and Optimization: Regularly monitor campaign performance metrics and conduct ongoing optimization efforts.

Complete Audit

"I truly appreciate the dedication and hard work Estera at Esticlick has put into the management of our Google Ads account. She upped our quality scores, did the vital keyword research and increased the overall performance of our account while at the same time keeping our cost-per-clicks to a minimum. I recommend her fully to anyone who is in need a Google Ads account manager."

John Romano

★★★★★