Google Ads Audit Ad & Keyword Analysis (Part 4 Tutorial 2022) 

Google Ads Audit Overview:

This is part four of the Google Ads Audit tutorial. We'll look at Ad and Keyword Performance in the Data Studio. Analysis will follow in Google Sheets/Excel & Google Slides.

This is the time to concentrate on high click-through rates in a single keyword ad group strategy.

1.      Click on Ad Performance and confirm the correct date.

Google Ads Audit Ad Performance
Google Ads Audit Ad Performance

2.      Copy the visual.

3.      Export this data to Google Sheets.

Google Ads Audit Ad Performance

Important note: I like to sort this by costs as well. This helps tremendously in understanding which search terms and keywords are popular. I see this as the most important part of the report. This sheet shows the insane click-through rates - this is what we can optimize on.

Google Ads Audit Ad Performance

4.      Now, find the Ad Account Performance Checklist I created and click on RSA Analysis Flags.

Google Ads Audit Ads Performance

Google Ads Audit Ad Performance
Google Ads Audit Ad Performance

5.      Make a copy of the RSA Analysis Flags Template.

Google Ads Audit Ad Performance

6.      Now you have a duplicate page, take the overview data, copy and paste it into CTR Keyword Flags.

7.      Then share this in the report.

Google Ads Audit Ad Performance
Google Ads Audit Ad Performance

8. Link the spreadsheet to the header Ad and Keyword Performance Analysis.

Google Ads Audit Ad Performance

9.      Now we have the visual, we still have the RSA analysis flags to do and this is sorted by cost.

Google Ads Audit Ad Performance

We can look at ‘search keyword,’ search terms.

Google Ads Audit Ad Performance

These are expensive clicks, so it's important we're showing up.

This is similar to a workflow with keywords. The costs behind marketing for CPAs look great,

Google Ads Audit Ad Performance

This is showing questions that can be answered through the search term keywords match:

  • Do we sell this item or service?
  • Is it already a keyword for this ad group? Look at the search term results.
  • Is there a bunch of videos? Should we make content around something else?

 

For example, Social media marketing for accountants - it's an exact one-to-one match. That's perfect. The CTR is out of this world, but we're not getting conversions.

Google Ads Audit Ad Performance

10.       Date the RSA once the fields have been completed.

Google Ads Audit Ad Performance

11.       In the analysis, I interpret the data as "all keywords are 40 percent CTR. I also need to look into the landing page optimization."

And that’s Ad and Keyword Performance - one of the most important sections to focus on. 

Part five will look at Responsive Search Ads and Click Through Rate Performance.

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About the Author

Ted is the founder of TGQ Marketing a PPC, Analytics and CRO agency focused on client results.