So, you got an account to audit. Where do you begin? There are a lot of details to research and discover in an Adwords account alone that you need to dive into to help the client reach their goals. But how do we get to the point where we have our laundry list of suggestions?
Step 1: Ask the current manager of the account the right questions
Current Manager of Account: Can you audit my account for me?
Your Team: Sure, can you give us some insights & details on what you need?
Current Manager of Account: You’re the expert, you should tell me what I need.
Well, she/he could have been nicer about it, but they aren’t wrong. You’re in charge of bringing the ideas to the table, but that doesn’t mean you shouldn’t ask questions going in. At the very least the following should be relayed your way before starting the audit:
These are just a select few of the questions that can be answered very easily by a person who has been in the account – and it can save you time in terms of next steps off of these questions.
Step 2: Develop the team for the Audit
Once you have all your questions answered up front – develop the team based on that information for the audit. Things to consider when developing the team include:
Step 3: Decide What Reports Will Be Needed
Diving into an account with a mission in mind is much easier than diving in without a clear goal. This is why the upfront questions are extremely important. From there – you’re able to decide what reports would be most useful based on the account needs. Below shows a shorter example of what this might look like in terms of alignment:
The details behind what reports we would run come from some of the answers we received in Step 1 as seen here:
The point here is to connect the dots from each step – and assure that the work being put in on the audit is not only quality work, but usable work as we move onto the fourth and final stage.
Step 4: Complete Analysis & Suggestions
The final step in the process is to take the reports pulled, along with other account findings performed based on the account details given – and create a deck that provides guidelines and next steps based on the findings.
Aligning the data from the reports to what is currently in place in the account compared to what the data shows should be in the account is where everything comes together.
The perfect, simple example of how the process works on a small scale:
Seems simple enough, yeah? These 4 steps are crucial for audits to go smoothly and assure: