Best Tools for Google Ad Auditing

Is your Google Ads account performing as it should? Here’s a list of the best Google Ads auditing tools to find areas where your website is underperforming.

Photo of Danny Mahoney
Danny Mahoney

Creating ad campaigns is not enough to boost the rankings of your website.

In order to gain success, proper management is needed through conversion tracking, targeting keywords, and appropriate bids. For this, extensive auditing of Google Ads accounts is required.

In this guide, we’ll be introducing you to the concept and importance of PPC audits. Additionally, we’ll be taking you through the steps involved, and the role played by Google Ads audit tools in the auditing process.

Tools For Google Ad Auditing

After you’ve gained the necessary insight, we’ll talk about the ten best tools for auditing your Google Ads campaigns to improve rankings and conversions. Let’s begin then.

What Is Google Ads Audit?

Let us start by understanding the concept of Google ads audits. It’s the process of evaluating how your Google Ads account is performing compared to its competitors. Once you run an audit, it will notify you of the hidden mistakes in the ad campaigns that need immediate addressing.

Auditing Structure And Importance Of Campaigns

After this has been identified advertisers and marketing strategists find it easier to improve the overall performance of the account or the particular ad group. That being said, there’s no need to make campaign or account upgrades while running the PPC audit (unless something critical needs to be addressed immediately).

Make sure you go through the audit process thoroughly so that the results and reports it delivers can be put into action. After all, you obviously wouldn’t want to begin a never-ending audit with changing objectives throughout the process.

It’s important to keep the following key factors in mind for a successful Google Ads audit:

  1. Identify and understand the importance of what needs to be reviewed.
  2. The status of each item in the process should be reviewed and documented.
  3. Make a note of all the items that have to be addressed post-audit.

Why Is PPC Audit Important?

Suppose you’re taking over a Google Ads account from a client, or you could be starting a new role in a company. In such cases, it’s important to know how the PPC campaigns are performing before investing a significant amount of money and time in them. Even crucial decisions related to management, bids, bidding strategies, and budget allocation should only be made after periodic audits of ad campaigns.

Highest Converting Ad Channels

The reports and results obtained from these audits will help you gain the required insight into the ways of ad campaign optimization. You’ll know the areas requiring improvement, and by focusing on them while performing the Google Ads account audit, you’ll inevitably maximise the PPC return on investment (ROI).

Let’s take a look at the few benefits that result from PPC audits:

  • Boosts the management processes
  • Finds locations of spend wastes
  • Expands ad campaign by identifying new opportunities
  • Validates assumptions
  • Helps gain audience insights, which can be applied to ad accounts and other marketing platforms

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How Do Google Ads Audit Tools Help In The Auditing Process?

To understand how Google Ads audit tools help in auditing, we need to dive into the depths of how to go about the auditing process itself. Let’s get started then.

1. Reviewing Goals

The first step in the auditing process is understanding your business goals and objectives. You might have multiple conversion goals, so understand them and the outcomes you seek to set the tone for the rest of the process.

Here is a list of factors to consider:

  • Conversion goals for your company and Google Ads campaign
  • Tracking of leads, sales, and traffic in addition to performance
  • Changes in goals

2. Reviewing Ad Account Structure

The best way to manage campaigns and pull out information is by using PPC (pay-per-click) audit tools. You can then use the data to structure your account and gain more control over the bids, management, and budget of the ad campaigns.

In this step, you’ll need to analyse certain aspects of the account structure, which again wouldn’t be possible without auditing tools. Some of these aspects are:

  • Representation of different campaign setting level segments.
  • Meaningful reporting of campaigns within ad groups.
  • Comparable to other ad campaigns and balanced budgets.

3. Campaign And Account Settings

Based on your previous reviews, you might have to make an adjustment to the campaign and account settings. An easy way to review the ad campaign settings is by:

4. Ad Groups

Don’t think of ad groups as a group of keywords; each ad group should contain keywords and terms, complementing each other with ads and ad extensions written to encompass a product or service. That said, in an ad group, quality scores play a vital role. The metrics provided by Google Ads audit tools, including click-through rates, conversion rates, landing page experience, and ad copy relevance, help determine an ad group’s quality score.

How Ads Accounts Should Be Setup

5. Keywords

If you wish to stay on the right track, make sure you use the right tools to evaluate the set of keywords for each ad group as per your goal. That said, there are different match types that need to be considered, along with negative keywords and search queries.

Begin with the keywords and search terms you’re already targeting; check whether they are leading to high spend but low conversions. After this, review the search queries of people to get your ads in front of potential customers. If there are any searches that don’t make sense but are contributing to ad spend, add them as negative keywords so that your ad doesn’t show up on irrelevant search results.

6. Ad Copy

Once you’re done reviewing the keywords of individual ad groups, progress to ad copy. Test all the different versions of the ads to determine which version will perform better in the ad campaign. Also, make sure you include different keywords to give users a clear idea of what kind of product or service you deal with.

This will, in fact, help boost your overall rank and quality score as well. Finally, you’d want to encourage people to click on your ad or website, thereby increasing the CTR. So, make sure to include strong calls to action in the headlines.

7. Landing Pages

Last on this Google Ads audit checklist is the landing pages of your ads. Ask yourself whether or not there is a strong headline and call to action? Also, make sure that all the clickable functions of the account are working properly.

After all, although landing pages are external to Google AdWords, they directly impact how the ad campaign performs. Furthermore, don’t forget to incorporate your target keywords into the ad copy to boost the quality score.

8. Reporting

Google Ads audit tools will help you in every step of the auditing process. From reviewing your ad account structure to comparing ad groups, it will help you take notes on all the areas which need improvement and optimization.

Using the data and metrics obtained in the form of audit reports, you can put together a solid plan of action to work on the underperforming areas of the ad campaign.

Best Google Ads Auditing Tools

Now that we’ve acquainted you with the concept, importance, and process of Google Ads auditing, it’s time to check out some of the best PPC audit tools.

1. Ads Audit Report

Google Ads Audit Report has been around in the digital marketing industry for a while now and has gained significant experience in PPC marketing. It’s an efficient tool that can audit Google Ads accounts for advertisers, be it consultants or big agencies, within no time. You are given access to client accounts to detect new trends and review crucial data points.

Generating Search Terms Report

All you have to do is sign up (for free), and you’ll get up to 5 detailed reports highlighting the areas that need focus and improvement. That said, let’s now take a look at the features Google Ads Audit Report offers:

  • Ads inspection (landing page, ad copy, KPI)
  • High-performing keyword analysis ( keyword cloud, table breakdown)
  • Trends over time (impressions, spend, clicks, CTR, CPC)
  • Data breakdown (conversions, impressions, spend, CPC, CTR)
  • Comparison reports using a specific date range

2. Adalysis

Adalysis is another popular PPC auditing software that will help improve your Google Ads campaign through ad testing and performance monitoring. It automates the ad testing process, allowing advertisers to oversee the entire Google Ads account and be alert in case of mistakes or errors, including negative keywords, keyword conflicts, broken links, and more.

Adalysis Dashboard

In fact, you’ll get to run automatic A/B testing for numerous ad groups. And this will enable you to identify and remove ads that are underperforming. Another useful feature offered by Adalysis is quality score analysis; it provides better insight into the quality and relevance of the content (blog posts, articles, ads etc) on the website.

You can then use its set of algorithms and tools to boost the quality score of all the ads and ad extensions of your ad campaigns.

3. SEMRush

SEMRush offers various resources, including the SEM Toolkit, allowing you to track any website’s visibility improvement over a specific period of time. It also enables you to identify the keyword for which the site might be ranking on the SERPs and the page’s rank for the particular keyword.

Additionally, here are a few more beneficial features of this PPC auditing tool:

  • Keyword research
  • Account up-gradation for better flexibility and features
  • Comparison of page performance against the competition
  • Recommendations to improve organic traffic through content optimization
  • Identification of paid keywords, search terms, and ad copies used in competitor Google Ads

Semrush Ppc Auditing Tool Preview

4. Google Analytics

Google Analytics has both paid and free versions to help advertisers optimize their Google Ads campaign. It will compile and centrally locate all your data, and using the metrics; you may identify core areas of the ad groups that need improvement.

Google Analytics Preview

You could also use the free version of Google Analytics to understand and improve your Google Ads account. It offers a variety of tools (Chrome extensions) to get the auditing of your ad campaigns and ad extensions are done with efficiency. Let’s take a look at some of these tools:

A) Chrome Tag Assistant Plugin:

This is ideal for beginner-level advertisers; it presents a list of tags on the blog page you might be working on, allowing you to record the analytics calls made while performing actions on the pages.

B) Google Analytics Debugger Plugin

After running a successful audit, the plugin shows you the GA work and every detail in real-time.

C) Google Analytics Health Checker

The Google Analytics Health Checker automates diagnostic tasks for each audit, serving as one of the most valuable tools for running multiple audits in a month.

5. Optmyzer

Optmyzer is yet another exceptional Google Ads account auditing tool capable of monitoring, optimising, and generate audit reports for a Google Ads campaign. The advertising specialist can use this software to build ad campaigns bases on frequently used search terms.

Optmyzer Dashboard Preview

Furthermore, its algorithms test and monitor the campaigns to provide insights and review opportunities. Optmyzer will also present customized, detailed reports to show the results of your PPC campaigns.

That said, it’s designed for advertisers and companies of sizes and offers a ton of benefits to its users. Some of these features are as follows:

  • Based on reports, it generates new and top-performing keyword suggestions
  • Identifies the issues and then runs account audits to improve ad campaigns
  • Inspects and then understands the changes taking place in various campaigns
  • Tests different ad copy variants and suggests tips on improvement
  • Identifies low-performing ads and pauses them with a click

6. Shape ADI

The first step to automating the Google AdWords audit process involves compiling all your ad campaign data in a single place. And with Shape’s Advertising Date Infrastructure (Shape ADI), you can do just that. It aggregates and then stores the current, previous, and cross-network PPC data of your company in a data warehouse.

Using this unified information, you could run ad campaign settings and metrics against a range of checks. This will show whether or not you are meeting all your audit criteria.

Shape ADI also allows you to use free reporting tools such as Google Data Studio to build scalable auditing tools for clients and ad accounts. Before that, you’ll need to learn how to create your own automated PPC auditing template.

7. Clever Audit

Clever Audit is a 100% safe and trustworthy auditing tool for advertisers; it’s designed to boost your Google Ads strategy with exceptional results. You can audit your ad campaign for free while it suggests useful recommendations and tips to optimize and improve performance until your goals are reached.

But the best part about this Google AdWords auditing software is that it can be used anywhere, be it at home, office, or even on the go. This is because its Google Ads analysis feature is designed to be displayed beautifully on mobile phones, tablets, and other such gadgets. So, you can boost your campaign performance with just a few clicks.

8. Wordstream Google Ads Performance Grader

Using Wordstream’s Google Ads Performance Grader, you can get your Google Ads account audited or analysed in less than a minute. You’ll be able to check how your ad campaign is performing against competitors. And with the help of the hints provided, you’ll be able to boost CTRs and conversion rates in no time.

Wordstream Performance Grader Preview

9. Adhawk

Adhawk was founded by two former Google employees to analyse data and trends of particular ad groups. The campaign and channel management software draws the data from your paid AdWord account and then displays it in its dashboard, making it relatively easy to understand. Along with the data, it will suggest tips on improving the ad group performance so that you get more returns on your investment.

Adhawk Dashboard

The only downside is that this is a paid platform; nonetheless, through lead management, task management, keyword and conversion tracking, it ensures the desired audit reports.

10. Spaceboost

Spaceboost is an AI-powered bid and budget management tool that allows you to manage your channel and ad campaign. Through conversion tracking, A/B testing, keyword analysis, and auditing, it improves the profitability of ad campaigns and search terms. Furthermore, Spaceboost enables advertising companies to convert client data into autonomous and powerful campaigns on search engines like Google and Bing.

Spaceboost Dashboard Preview

Conclusion On Google Ads Auditing

While creating ad campaigns for your business or website, it’s crucial to have a bidding strategy in place, targeting relevant keywords. Once you match your goal with this strategy, it will be easier to achieve the desired results.

Without the right auditing tools, advertising specialists won’t be able to identify and eliminate the negative keywords in each ad group. They’ll also need to run audits for gaining other insightful metrics, such as conversion rates, the number of clicks per ad, among other factors.

Overall, the information derived in the form of reports is key to running successful Google Ads campaigns.

Photo of Danny Mahoney

Danny Mahoney

Danny is head of web design at sitecentre and uses user-behaviour metrics to improve UX/UI and accelerate conversions. Using his unique combination of skills, Danny is able to deliver award-winning websites to SMB’s quicker whilst delivering better results.

Find them on their website: sitecentre, Facebook and LinkedIn.

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