Having an SEA audit (Google Ads and Bing Ads) carried out externally by a French native specialist can be wise to take a step back from your teams who are involved in the daily operations of campaign management in all its finesse.
The Essential Steps of a Google Ads and Bing Ads SEA audit (SEA / paid search / search engine advertising)
The SEA / paid search audit is a crucial step to maximize the effectiveness of your online advertising campaigns, such as Google Ads (formerly AdWords). Here are the key steps to follow when conducting an audit:
- Analysis of objectives and KPIs (Key Performance Indicators): I will start by surveying you on your company’s objectives for your SEA campaigns (increase sales? generate leads? improve brand awareness or any other specific objective?) . I will then identify the relevant KPIs to measure the success of your campaigns, such as conversion rate, return on investment (ROI), sessions with engagements etc.
- Account structure review: I will review the structure of your Google Ads account to ensure that campaigns, ad groups and keywords are organized logically and coherently and align with your objectives
- Evaluating campaign settings: I will check the settings for each campaign, such as daily budget, hourly scheduling, geotargeting, automatic or manual bidding, etc. to ensure that they are aligned with your objectives and that they are optimized to maximize performance.
- Keyword Analysis: I will examine the list of keywords you are targeting and identify the best performing keywords that drive conversions and optimize or even eliminate those that are not generating results or are of little relevance.
- Audit of Google Merchant and products intended for Google Shopping:
- Ad evaluation: I will analyze the text and visual elements of your ads to check their relevance, clarity of message and call to action.
- Review of ad extensions: I will ensure the presence of relevant ad extensions for your account (sitelinks, phone numbers, locations, etc.) as they can improve the visibility of your ads.
- Conversion tracking check: I will verify that conversion tracking is correctly configured to measure important actions.
- Performance Audit: I will analyze the past performance of your campaigns, looking at trends, costs, conversions, CPA and ROI, etc. in order to identify anomalies or opportunities for improvement.
- Competitive analysis: I will take a look at the competition in your sector of activity whether in Google Ads or Google Merchant Center (if available)
- Recommendations and action plan: this audit will allow me to evaluate the actions to take to achieve your objectives and to develop an action plan to optimize your SEA campaigns. This audit will be the starting point for our collaboration!
The SEA audit for Your Google Ads and Bing Ads campaigns is an iterative process that must be carried out regularly to maintain efficient advertising campaigns.