AdWords Audit – For better results from your AdWords campaigns


What is an AdWords audit?

Setting up and running AdWords campaigns is not enough. You need to continually review your account to track and analyze it for improvements. This habit will help optimize your account for success. Every client wants profit and conversions from the money they are investing. As an advertiser, it is your job to provide opportunities to your client to help reach their goals.

Why do you need it?

For many setting up an AdWords campaign is not a tough job. It’s the next step, what should we do after the campaign is set and running? It’s the after that has an impact on the success or failure of your campaign. Because sometimes you look at your screen and wonder, I set up a fantastic campaign but where did I go wrong? Why isn’t it driving the desired results? AdWords is a powerful tool and has immense potential; we need to know what to make of the data results to achieve the goals.

What to audit your AdWords account for:

Conversion Tracking

If conversion tracking is not set up in your campaign, why are you even investing money in your campaign? The phone calls, email sign-ups, downloads from your website or a sale, everything is a conversion. Wouldn’t you like to know how many conversions are generating from the AdWords campaigns? How many leads and how much business is the campaign driving?. What is the ROI on your spending? The answers to these questions lie in setting up conversion tracking. You can set up conversions in the tools section of your AdWords account. Conversions can be set-up for websites, App or phone calls.

Landing Page Testing

A landing page is a page on which a user lands after clicking on your ad. The landing page should be relevant to your ad. It should match the text of your ad. If the ad talks about ‘car glass tinting service’ and your landing page is your company profile, the bounce rate is likely to be quite high. If the landing page has a long and complicated contact form which a user finds very cumbersome to fill or the call to action buttons on the landing page are not clickable, or the layout of the page is dull and boring, there could be many reasons. This would lower the quality score and ad position, increase your cost per clicks and mark your ad as irrelevant. Hence it is crucial to have different landing pages that match the content of your ad.

Ad Extensions

These are a powerful feature; Google reports that ad extensions can increase your CTR by 30%. Enable ad extensions to display your location, phone number, link to additional pages of your website and more. There is no extra cost involved in adding them. So why not? You need to analyze which extensions would work best with the keywords in your ad. For example, if someone searches for ‘car wash in Brampton’ a location extension in the ad would be great. Whereas another ad that has prices as the keyword, a product extension would do better.

Ads Review

Review the text of your ads. Make sure each ad has at least 2-3 keywords. Make different lists of keywords for different ad groups. For example, if your ad group is for ads on hair color have keywords relevant to ‘hair color,’ if your ad group is for ‘facials’ have a separate set of keywords for facials only. Divide your keyword lists so that they are relevant to the ads in each ad group. This will improve the ranking of your ads. Have more than two to three ads per ad group to test which ads are performing better than the others and make changes accordingly.


For your ads check if you have relevant settings set up like location targeting, device targeting, language targeting and more to make your ad appear to a more specific target audience. This will increase your CTR and conversions by targeting a group more likely to click on your ads.

Search Query Report

It is a powerful report which is often overlooked. The search terms report shows how each keyword performed and the search terms for which your ads showed up. This helps you analyze keywords and optimize them for best results. The search terms also give us data to add search terms which have a good search volume as keywords and make specific irrelevant search terms negative. Adding negative keywords helps us to not show our ads for search terms which are irrelevant to our business. This helps us reduce our cost-on clicks.

Auditing accounts and reviewing them should be a weekly habit. This helps you evaluate your performance. It also gives you actionable insights to act upon. Give your AdWords account the necessary attention to stop draining your credit card. Fix the problems as they arise, whether it’s the landing page, useless keywords, adding a small extension or setting up tracking.