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Performance Max & YouTube Ads Case Study (Sports eCommerce)Google Ads Case Study: eCommerce Apparel Retailer (Performance Max)Google Ads Case Study (eCommerce Supplements)Google Ads Conversion Tracking: Get Rid of Window Shoppers (3 minutes) Lead Gen Case Study Google Ads Case Study: eCommerce Shopify Supplement Store (Performance Max)Google Ad Case Study: $3 Million Revenue (Clothing Brand)Google Ads Case Study: Lead Generation B2B Google Ads Case Study: B2B eCommerce $24,000+ Revenue Google Ads Increase Law Firm Leads Family Medical Home Case Cosmetic Surgeon Generates 695 Leads with Google Ads

Google Ads Audit Audience Analysis (Part 8 Tutorial 2022)

Google Ads Audit Overview:

In part eight of the Google Ads Audit tutorial we'll go through Audiences.

Once again, we'll be using the Data Studio report and then analyzing the numbers in Google Sheets/Excel as well as Google Slides.

We'll focus on bid adjustments which help in determining where those conversions are coming from including in-marketing, affinity or custom audiences.

1. In the Audiences data report, take a screenshot of the chart data. This will give a good visual overview.

2. Export the data to Google Sheets.

3. After pasting the screenshot into the Analysis page, we'll write the summary of findings from looking at the data under the Analysis header. For example, I say most ‘searches are in-market for accounting software.’

4. Go back to the Google spreadsheet and sort the data by cost.

I can observe from this data that these are people who are in-market; they are business professionals or looking for accounting software.

Insights can be pulled from this data, like what audiences are performing better considering bid modifications.

5. Go to the Analysis tab and tap into the Ad Account Maintenance Checklist.

Then click Audience Ad Group and the campaign comes up with Audience Ad Group and other metrics.

6. Go back to the original Google data sheet and add level and bid adjustments. This is sorted by cost at group level and bid adjustment. Bid adjustments can be based off this information. Copy and paste to place the info.

7. It’s helpful to do conditional formatting based on a color scale, so it can be visually highlighted.

8. Conversion data is good to have as well. Hit Edit on the Overview Report, then highlight the chart and click All Conversions. None of this data has conversions, so we’ll do bid adjustments.

9. Go into the Google sheet. We don’t have the TCPA, so we can just do zero to 30 percent bid adjustments. Then, just copy and paste the headlines.

BID ADJUSTMENT

10. Open Google Ads Editor and open up the account. Then press Get Changes.

Click Targeting and go to Audiences. Multiple changes can be made here. This has the audience, Campaign, Ad Group, Status and Bid Adjustment.

11. To make the bid adjustment for the audiences, hit Multiple changes, and Paste from Clipboard.

Here it shows the description titles, including Campaign and Audience.

I’ll hit Bid Modifier, Process and then, Finish and Review the Changes.

So, we did a -10 percent for accounting software.

12. Hit Keep changes and then Post them.

And that's how you make bid adjustments.

13. Now go back into your Analysis report and link the Google sheet data to the header, so it can be shared with the client.

And that's how to audit Audiences using Google Studio as well as the Google Ads Editor for the bid adjustment.

Part nine will have us going through the Quality Score.

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About the Author

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

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