Audit of contextual advertising

Google AdWords Contextual Advertising – is a powerful tool for promoting online services and products. Its advantages include fast and evident results, flexibility, and high efficiency. But it is impossible to achieve the expected result with the wrong settings of advertising campaigns.

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When does contextual advertising not work?

It usually happens due to incorrect advertising settings, incorrect segmentation of the target audience, and calculations. You should order an audit of contextual advertising if its effectiveness has decreased compared to the previous period if it costs more profit, and you are not sure about the correctness of its settings. A fresh look and objective advice will help you get out of a difficult situation.

How to understand why contextual advertising does not work?

There are several reasons.

Here is a list of the most common disadvantages of contextual advertising

Entangled structure
It's difficult to track the performance of an ad campaign with a large number of ad groups with different queries if they have the same name. The company's structure should be correct and simple then it is easy to carry out analytics.
Many rejections
To find out the reason, you need to check the search queries, the convenience of the landing page, and the correctness of the links.
Inconsistency between ad content and landing page
In this case, most visitors leave the site immediately because they feel cheated. Due to negative behavioral factors, the search engine lowers the site's ranking in search results, so visits and sales will be even less. Compliance with the content of the landing page for the ad ensures the growth of clicks and sales.
Show ads in a few search engines simultaneously
Statistics from different sources are mixed. It, in turn, complicates the analysis and management of rates.
Ad impressions on irrelevant queries
In this case, the ad will be shown not only to your target audience, and its effectiveness will be low.
No extensions
With a high advertising rate, the ad is displayed in the first place with all the additions, and when you fill out all the extensions, its effectiveness increases significantly.
Same rates for all phrases
Same rates for all phrases. In this case, the effectiveness of ads is low because it disappears the opportunity to take high places for productive requests. There should be a higher rate for ads for more frequently purchased products.
Conversion optimization for additional relevant phrases has been disabled
Optimizing additional relevant phrases for your goals will significantly improve your advertising performance. However, do not forget to control the cost of this option.
The virtual business card is not set up properly
Sometimes the user can't or doesn't want to follow the link, and then the phone number listed on the business card will allow them to call you right away. This way, you get a free lead.
There are no smart ads in the smart banner campaign
Such ads allow you to promote a particular product or service. At the same time, they take up only 1/3 of advertising space, and therefore their placement is much cheaper. Another advantage of smart banners is the ability to use them not only for online stores but also for landings. Their conversion is also a third cheaper than the conversion of image and text-image ads. It is a profitable channel of promotion.
The cost of lead in some phrases is higher than required
In this case, advertising may not pay off. You need to lower your CPL and optimize your ad impressions for these "problematic" phrases.
Ignoring Google Product Ads when promoting your online store
This format is suitable for sites with a wide range and gives high conversion.
The use of image ads is not in all formats
To reach your entire target audience, you need to prepare different graphic creatives for each of its segments. Google allows you to upload up to 20 images in various formats. We can talk about full audience coverage only after a specific ad has been shown for each segment.
Your ads are inconspicuous among competitors' ads
With the help of competitor analysis, you can look at your advertising campaign from the outside, identify shortcomings and improve it. For example, this may be a lack of USO, incorrect text, or invisible banners. All this can lead to the fact that customers will choose a competitor.
The retargeting campaign does not take into account sales funnel stages
Before deciding to order a service or purchase a product, the customer goes through several stages, and on each of them, he must see the ad with the appropriate text.

A Google Adwords audit will help you identify and resolve all these issues.

How to audit contextual advertising

The audit of the Google Ads campaign consists of several successive stages:

1. Identification and goal setting.

2. Analytics of available data and analytics systems.

3. Check the settings of advertising cabinets.

4. Definition of advertising campaign strategy.

The audit of online advertising can be basic and detailed. The audit of online advertising can be basic and detailed. Experts recommend a basic express audit at the first stage of cooperation to detect gross errors in the settings of advertising offices. This service allows you to find the best solution for each type of business at the beginning.

After correcting obvious gross errors, or if they are not detected, you can proceed to the next stage — a detailed audit.

What does the audit of an advertising campaign in Google Adwords include?

1. Audit of the Adwords PPC account:

  • check the contextual advertising settings: geotargeting, language, budget, correct display on different devices and use of different types of advertising campaigns, check the connection with analytics systems, an ad showing strategies, and bidding;
  • checking the structure of the account, its clarity, and scalability, ease of management;
  • checking the relevance of the keywords of the advertising campaign to key queries, their correct grouping, conversion, and positions;
  • checking the correctness of the set rates and budget distribution between campaigns;
  • checking search queries, the correctness of work with them, and with "negative words";
  • checking ads for relevance to queries and completeness of the text; checking their positions, relevance, and correctness of the tags;
  • errors detection when working with landing pages, checking the correctness of destination URLs.

2. Analytics systems checking:

determination of the correctness of data processing, transmission
and conversions;

analysis of the number of pages viewed, the number of failures, and the correct operation of the goals;
кількості відмов,
коректної роботи цілей

analysis of losses through the rating/budget.


3. Conclusions and recommendations:

analysis of competitors' activities;

recommendations for
further strategy and settings up
of advertising campaigns in Google Adwords.

The main goal of specialists is to reduce the cost of clicks and increase the reach of the target audience, to make your advertising as targeted as possible to those who may find it helpful. However, you can't make decisions based solely on your conversion cost and cost per click.

Specialists also carry out additional work: track the lead's follow-up after a successful order and compare with competitors to understand why you can't afford to set the bids as they do.

After a detailed audit, you can move on to finding solutions to correct the current situation and achieve the best results.

What contextual advertising audit results will you receive?

Price for audit of contextual advertising

The cost of work depends on the type of site. There are several types of sites:


With a list of services;

With a list of products;

Online stores.

What do you need to do to conduct an audit?

access to Google AdWords advertising accounts;

access to the Google Analytics analytics system;

connected call tracking;

order information, as well as customer feedback;

identifying specific campaign issues;

setting a realistic business goal for the advertising campaign.

How fast is an advertising account audited?

Before starting work, it is necessary to collect data and conduct preparatory work, and only after that do the company's specialists join the process. An analysis of the effectiveness of contextual advertising takes one week. During four days, the specialist observes, analyzes, and processes information, after which he spends one day writing the text of the conclusion and developing recommendations


What are the advantages and disadvantages of an external audit?

A "side view" will allow you to identify problems better.

Specialists will promptly solve your problems and offer ready-made solutions.

Third-party experts do not always understand the specifics of the business.

There is a risk of encountering unscrupulous professionals.

Therefore, it is important to order contextual advertising services only from reliable companies. Choose a company that is ready to take responsibility for the result and ask for feedback on its work.

You can order an audit of the advertising campaign from our digital agency Lanet CLICK. Our experienced, competent PPC specialists will analyze, develop recommendations, and, if necessary, set up Google Adwords advertising campaigns at the best rates.

Services prices

ServiceAgency fee (UAH)Media budget (UAH)
Audit of contextual advertisingfrom 2500-
Launch of display campaignsfrom 8000from 20000
Optimization of Google Shopping сampaigns from 8000from 20000
Running ads on YouTubefrom 8000from 20000
Mobile apps advertising settings from 8000from 20000
Google Ads settings from 8000from 20000
Discovery Adsfrom 8000from 20000
Google Ads Remarketing from 8000from 20000

Leave a request for an audit of contextual advertising



1. What does an advertising campaign audit include?
The audit of an advertising campaign includes an audit of the advertising account, in particular, checking Google Ads settings (targeting, budget, etc.) and identifying errors, checking account structure, the relevance of keywords to queries, analytics systems, and analyzing campaign results. It also includes conclusions and recommendations on the strategy and setting up advertising campaigns.
2. Why do you need an audit of advertising campaigns?
The audit allows you to learn about the strengths and weaknesses of the campaign, get a list of recommendations for improving advertising, and suggestions for using other Google tools not involved before, for example, media advertising or teaser advertising. It also allows you to increase the effectiveness of contextual advertising (reduce the cost of a click, increase site traffic and sales) without increasing the budget for it.
3. What determines the cost of an audit?
The cost of the audit depends on the type of site (online store, corporate, with a catalog of products or with a catalog of services), the volume of the analyzed account, the number of advertising campaigns and advertising tools used. Order an individual consultation to find out the exact cost of the audit!
4. How long does it take to conduct an audit?
A complete analysis of contextual advertising takes one week, in addition to the preparatory work on data collection. From this week, four days will be spent on analysis and observation, and one day on the preparation of the text of conclusions and recommendations. Order an individual consultation with a specialist to find out the details of cooperation with our agency!
5. Do you provide recommendations for improving campaigns?
Audit services include the development of recommendations for improving the effectiveness of contextual advertising. We analyze your account and your competitors' advertising campaigns and develop recommendations based on this data: advice on setting up advertising campaigns and ads, on semantics and negative keywords, and make suggestions for using other tools. If necessary, we will help you set up an advertising campaign.
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