How to Audit Adwords Campaign for An Existing Account
If you are going to handle the existing Adwords campaign to improve the
performance then Audit the current campaign will give you an idea to do so.
Client can easily take steps while you present the data using pictorial format.
Client can easily understand the performance for hourly basis and
geographic location basis data to make the right decision.
Instead of raw data, we can take the necessary steps to improve the
campaign performance using the audit report.
Campaign Level Analysis
Day Part Analysis
Hourly Data Analysis
Geographic Location Analysis
Adgroup Level Analysis
Note: Use Google Adwords dimension section and Google Analytics
Ecommerce data for data collection. I have taken some sample data to
explain the Audit report
Campaign Settings Metrics
Targeting Location United States
Targeting Type Search and Display Network
No of Keywords Used 195 Keywords
Ad groups 4 Ad groups
Ad copies 10 Ad copies
Budget $75 / Day
Device Targeting Desktop
Campaign Run Time 73%
Conversion Code Yes
Google Analytics Code Yes
Keyword Variation No
Ad extension 1 Type of Ad extension Used
Targeting Type: We can separate the Search and Display network to
maintain the campaign effectively.
Adextention: How many adextensions are used in the current campaign
and how we can improve it
Targeting Device: If the website is responsive web design then how to
target the same etc..
Analytics and Conversion Code: Whether website has proper tracking in
Cost per conversion at $162.49 on every Sunday
Received only 9 conversions on Sunday
Stop the campaign on every Sunday.
o $300 available for the remaining days
o Increase the daily budget from $75 to $85 for remaining days.
o More conversions with low cost/conversion rate.
Current scheduled timings: 8 AM - 10 PM
2 PM, 4 PM and 5 PM has the cost / conversion of $151.64, $156.59 and
$248.90 respectively. This cost / conversion is higher than the other hours
of the day.
Stop the campaign during 2 PM, 4 PM and 5 PM also.
o Non interested users may be avoided
o Use this cost for peak hours.
Non Converting Regions
o Alaska, Delaware, Hawaii, Louisiana, Maine etc.. are the regions with
no conversions so far.
o Spent $643 through these regions without any conversions.
o Totally 46,462 impressions came through these regions
High Cost / Conversion Regions
o Ohio, Georgia, Massachusetts, Pennsylvania, Indiana, Missouri, Tennes
see and Virginia regions are having high cost / conversion compared to
Exclude non converting regions.
Exclude the high cost / conversion regions too
o Avoid the user who may not interested to our products.
o Target the regions who may highly interested for our products with less cost /
List of Top converting search queries in the Top 25 Performing search
query keywords list:
These keywords are not added in the current keywords list.
Need to add the missing keywords from the top performing keywords list.
Add keyword “Match Type” to improve the campaign performance further.
o Target the keywords which may increase conversion.
o Reach the other possible keywords using “keyword match type” variations.
How the static and dynamic adtexts are using in the campaign.
Analyze the proper landing page for each Adgroup
Write the adtext for mobile targeting alone.