Conducting an audit of your Google Ads account is very essential in order to evaluate its performance. You can discover previously hidden issues within your account that need to be addressed. This helps you to modify your account for improving its performance.
Conducting an audit includes identifying the aspects which you are going to review and learning their importance, reviewing and recording the status of every aspect in the audit, meticulously taking notes and proclaiming examples of the aspects that need to be addressed/revisited in the post-audit action plan. This audit helps in developing an action plan that includes on-time follow-up activities and processes for ongoing adjustments in the management.
Pointers for Conducting an Audit of Your Google Ads Account
Benefits of conducting a Google Ads account audit include: discovering areas of spend waste, identifying new opportunities for expansion, escalating the ongoing management processes, obtaining audience insights which can be attributed to the account as well as to other marketing channels and validating your assumptions. The audit also helps to ensure that you are boosting your pay per click (PPC) marketing ROI (return on investment).
Reviewing your business goals in order to understand your objectives, reviewing your account structure (organizing around product lines, service lines, persona targets, subject matter, logical business objectives), revisiting your account and campaign settings, organizing your ad groups, identifying the keyword trends and patterns, testing different variations of your ads, analyzing your landing pages, and developing an action plan to address key issues are the activities undertaken in a Google Ads account audit.
Content marketing is a useful resource that grabs the attention of your target audience and provides solutions to their problems. Creating compelling content goes a long way towards boosting your search engine optimization and then engaging your audience.
You can add different forms of content outreach, such as ebooks, videos, podcasts, webinars, social media posts, influencer updates, email campaigns, and online courses. Also, there are various other avenues through which you can reach potential audiences, such as voice search optimized content, live-streaming, one-to-one conversations with consumers using tools like Facebook Messenger, augmented reality (AR) experiences, as well as personalized content that is based on collected data (such as location, demographic, online behavior).
Content Marketing and its Significance
Content marketing helps you in communicating with your ever-changing consumer base. Your content is more than likely to reach a very wide audience in the current scenario in which almost everyone owns a smartphone. You can now maintain a consistent conversation with your consumer base. Content marketing also drives conversions by engaging with prospects.
Content marketing is cost effective. It drives sales by generating a vast number of leads. You can develop a network of pre-purchase followers through opt-in advertising (subscription-based advertising). These followers will then consider your brand first and foremost before making any buying decision.
Be prepared to create incredible content, promote it and use the content to drive leads and search engine optimization (SEO).