Whether you like to or not, you probably conduct some version of an advertising audit every month.
You run through your whole ads account and make sure you’ve maximized each layer—from campaign mix, keywords, ad placements, to budgets and beyond.
Every layer of your account needs to be investigated for mismatches and missed opportunities.
You ask yourself:
- Are there match types you’re missing for your top keywords?
- Have you forgotten to include your top ASINs in certain types of ad campaigns?
It is a lot to track, and for many advertising managers, it’s one of the more tedious parts of the month.
A lot of clicking around and comparing reports—not a lot of high-level analysis.
At the same time, advertising audits are essential. Brands do them (sometimes) to make sure they are maximizing their spend.
Agencies do them for the same reason, and also to win new business and retain old ones.
A good system for advertising audits gives you the leg up you need over your competitors—but how do you better incorporate audits into your existing processes?
Why do agencies need a great advertising audit?
Most agencies already know that they can win an account on the back of a great audit.
Nothing wows a prospective client quite like being able to identify gaps in their ad strategy that their current agency overlooked.
The problem is, you can also lose accounts for the same reason.
If you aren’t analyzing every layer of your client’s account from the moment you sign them—and if you don’t continue to at a regular cadence—you open yourself up to having your client poached by a rival.
Deep audits take so much time that you might not be able to keep up, especially after you initially win business with an audit.
That’s where the automated experience comes in. With Intentwise’s software, you can deliver world-class audits every month with almost no effort. More on that soon.
Why do brands need to audit their accounts?
For brands, audits can help them find new gaps and opportunities in their ad strategy. A regular monthly audit ensures your campaigns are as nimble and efficient as possible.
But many brands that manage their own ads in-house probably just don’t have the time to audit at all.
Optimizations happen haphazardly—not at a consistent, regular cadence.
It doesn’t have to be this way.
Take the tedious work out of advertising accounts
These days, many agencies have to conduct their audits manually. They’re downloading and stitching together reports if they don’t have a software partner, or they’re constantly applying filters or doing roll-ups if they do.
Whatever your process, auditing an advertising account probably takes a lot of time.
Auditing requires so much quick analysis that your life will be 10x easier if you were able to build a single view of all of these important metrics.
That’s why Intentwise just rolled out a comprehensive new ad auditing solution, which essentially presents a complete snapshot of your account structure and performance for you.
Our software takes every data point you need to know for your audits—your split of spend and performance by campaign type, gaps in match types, high-performing search terms that aren’t keywords, and so much more—and puts it all in one place.
You can audit every line of your account or your client’s account without needing to endlessly click around.
Plus, we’ll help you identify holes and gaps in your strategy. See automated recommendations for keyword or ASIN targets, out-of-budget campaigns to fix, gaps in your match type or in your campaign mix, and beyond.
It’s available to all Ad Optimizer customers, under Insights > Performance Audits.
We’ll surface everything you need to know at a glance. With Intentwise, conducting an advertising audit never has to be painful again.
