Tired of a dwindling marketing budget without a significant ROI? Many brands hit a revenue plateau and struggle to scale. Despite pushing for higher budgets, their ROAS plummets down.
If you’re stuck in such a rut, you need a meticulous audit to carefully examine every nuance of your Google Ads campaign. Marketers need to be sure that every action they want to measure, like a purchase or a sign-up, is being tracked correctly. By doing this, they can ensure your Google Ads campaign is working towards the business goals.
Here are some tips to review your Google Ads account and improve your campaigns as efficiently as possible to get a high ROI/ROAS.
How To Do A Google Ads Audit In 6 Steps
Every brand conducts audits differently, and every account has its own unique needs. However, there are a few things you need to get right when examining any Google Ads campaign or set of Search campaigns within an account.
Here are some simple steps you can take to optimise your ad strategy.
1. Creative Analysis
Break down your ads to identify top performers, uncover hidden opportunities, and refine your strategy.
Theme Segmentation:
- Offer-Based Ads: Analyse the performance of ads with specific deals, discounts, or promotions.
- User-Generated Content (UGC) Ads: Assess the impact of ads featuring real customer experiences.
- Lifestyle Ads: Focus on the effectiveness of ads that evoke emotions and aspirations.
Spend and Performance Correlation:
- High-Spend Ads: Identify top-performing ads that justify higher budgets.
- Low-Spend Ads: Discover underperforming ads that may benefit from increased investment.
Purchase Data and AOV Impact:
- Correlation Analysis: Determine how creative elements influence purchase decisions and average order values.
- Product-Specific Performance: Identify ads that drive sales for specific products or categories.
Revenue Per Click (RPC) Analysis:
- Top-Performing Ads: Identify ads with the highest RPC to optimise bidding strategies.
- Underperforming Ads: Analyse low-RPC ads to identify potential improvements.
Product-Content Creation Mapping:
- Content Relevance: Ensure that ad copy and visuals align with the specific products or services being promoted.
- Consistency: Maintain a consistent brand message across all creative assets.
2. Product Performance Analysis
Analyse key metrics, optimise your campaigns and drive sales to maximise your Google Ads ROI to keep an eye on your product-level performance.
Budget-Draining SKUs:
- Low-Performing Products: Identify products that consume significant budget but yield minimal returns.
- Optimisation Strategies: Pause or reduce bids for underperforming SKUs.
Underutilised High-Converting SKUs:
- High Converting Products: Discover products with high conversion rates but low budget allocation.
- Strategic Investment: Allocate more budget to these high-potential SKUs.
Repeat Purchase Drivers:
- Customer Loyalty: Identify products that encourage repeat purchases.
- Retention Strategies: Implement strategies to retain loyal customers and promote repeat business.
3. Landing Page Experience Optimisation
A seamless landing page experience is critical to drive conversions and maximise your Google Ads investment.
Navigation Clarity:
- Intuitive Design: Ensure your website or app has a clear and intuitive navigation structure.
- Prominent Call-to-Action: Highlight the primary action you want users to take.
Product Visibility:
- Clear Product Information: Provide detailed product descriptions, specifications, and high-quality images.
- Easy-to-Find Products: Organise products in a user-friendly manner.
Price Transparency:
- Clear Pricing: Display pricing information upfront and avoid hidden fees.
- Value Proposition: Highlight the value and benefits of your products or services.
Mobile Experience:
- Responsive Design: Ensure your landing pages are optimised for mobile devices.
- Fast Loading Times: Minimise load times to reduce bounce rates.
Checkout Blockers:
- Frictionless Checkout: Simplify the checkout process and minimise form fields.
- Secure Payment Options: Offer a variety of secure payment methods.
4. Campaign Structure Optimisation
Analyse your campaign structure to improve your ad targeting, reduce wasted spend, and drive better results.
Traffic Campaigns:
- High Traffic: Ensure that traffic campaigns are driving qualified leads and conversions.
- Strategic Optimisation: Adjust bids and targeting to improve performance.
Broad vs. Targeted Match Types:
- Performance Analysis: Compare the performance of broad and targeted match types.
- Strategic Allocation: Allocate budget to match types that deliver the best results.
Creative Consolidation:
- Redundant Ads: Identify and remove underperforming or redundant ad variations.
- Focused Messaging: Ensure that each ad group has a clear and focused message.
Creative Testing Velocity:
- Quality Over Quantity: Focus on testing high-quality ad variations.
- Data-Driven Insights: Use data to inform your creative testing strategy.
5. Catalog Management Optimisation
By analysing key metrics and identifying optimisation opportunities, you can drive sales and improve your ROI.
Low-Spend SKUs:
- Underperforming Products: Identify products that receive minimal budget allocation.
- Optimisation Strategies: Consider pausing or reducing bids for low-performing SKUs.
High-CAC Products:
- Costly Acquisitions: Analyse products with high customer acquisition costs.
- Strategic Adjustments: Adjust bids, targeting, or creative assets to improve performance.
Return Rates by Product:
- Product Quality and Satisfaction: Identify products with high return rates.
- Quality Assurance: Implement quality control measures to reduce returns.
Revenue Contribution:
- Top-Performing Products: Identify products that contribute significantly to revenue.
- Strategic Investment: Allocate more budget to high-performing products.
6. Price Point Testing
Optimising your pricing strategy can significantly impact your Google Ads performance. By testing different price points, bundles, and collection pages, you can identify the most profitable strategies.
Conversion Rates by Price Tier:
- Price Sensitivity: Analyse how conversion rates vary across different price tiers.
- Pricing Optimisation: Adjust pricing strategies to maximise conversions.
Bundle Performance:
- Upselling and Cross-Selling: Evaluate the effectiveness of product bundles.
- Bundle Optimisation: Create compelling bundles that drive increased sales.
Collection Page Results:
- Product Discovery: Analyse how well collection pages drive product discovery and conversions.
- Page Optimisation: Improve page layout, product organisation, and filtering options.
AOV Impact:
- Average Order Value: Monitor the impact of pricing strategies on average order value.
- Upselling and Cross-Selling Opportunities: Identify opportunities to increase AOV through strategic product recommendations.
Most brands struggle with the initial setup and ongoing optimisation of their Google Ads campaigns. What’s hindering your campaign’s success?
Remember, ROAS optimisation is an ongoing process. By conducting rigorous audits of your Google Ad campaigns and making data-driven decisions, you can fine-tune your pricing strategy to maximise revenue and profitability.
Need a fresh perspective? Let’s talk.
At 360 OM, we specialise in helping businesses take their marketing efforts to the next level. Our team stays on top of industry trends, uses data-informed decisions to maximise your ROI, and provides full transparency through comprehensive reports.
