{"id":22072,"date":"2025-06-10T08:59:26","date_gmt":"2025-06-10T08:59:26","guid":{"rendered":"https:\/\/www.adenlab.com\/15-ways-to-audit-your-google-ads-account-post-covid\/"},"modified":"2025-11-04T11:42:30","modified_gmt":"2025-11-04T11:42:30","slug":"15-ways-to-audit-your-google-ads-account-post-covid","status":"publish","type":"post","link":"https:\/\/www.adenlab.com\/en\/15-ways-to-audit-your-google-ads-account-post-covid\/","title":{"rendered":"15 ways to audit your Google Ads account post-COVID"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"22072\" class=\"elementor elementor-22072 elementor-17450\" data-elementor-post-type=\"post\">\n\t\t\t\t<div class=\"elementor-element elementor-element-14e1f94 e-flex e-con-boxed e-con e-parent\" data-id=\"14e1f94\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-3424a0b noted_content elementor-widget elementor-widget-text-editor\" data-id=\"3424a0b\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<script src=\"https:\/\/platform.linkedin.com\/in.js\" type=\"text\/javascript\"> <\/script>\n<script type=\"IN\/FollowCompany\" data-id=\"35547327\" data-counter=\"bottom\"><\/script>\n\nAfter many months of a period that seems to be struggling to come to an end, it&#8217;s time to start looking ahead to the &#8220;post-COVID&#8221; period. For many companies, activities have been put on pause or have slowed down considerably. This hasn&#8217;t been the case for Ecommerces, but if your company has slowed down its visibility or campaigns on Google, this article is for you.  \t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-60d0b45 e-flex e-con-boxed e-con e-parent\" data-id=\"60d0b45\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-700a5f7 elementor-widget elementor-widget-text-editor\" data-id=\"700a5f7\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>While the peak of the pandemic seems to be behind us, it seems only natural to want to move forward, even if cautiously.<br>The consequence? A reactivation of marketing strategies that have been put on hold for weeks or even months, especially Google Ads campaigns. And to support you, whether you&#8217;re starting from scratch or launching new campaigns, here are the different ways you can easily audit and reactivate your account.  <\/p>\n<p><img fetchpriority=\"high\" decoding=\"async\" class=\"alignleft size-full wp-image-17460\" src=\"https:\/\/www.adenlab.com\/wp-content\/uploads\/2025\/06\/Audit-Google-Ads_1.webp\" alt=\"\" width=\"648\" height=\"432\" srcset=\"https:\/\/www.adenlab.com\/wp-content\/uploads\/2025\/06\/Audit-Google-Ads_1.webp 648w, https:\/\/www.adenlab.com\/wp-content\/uploads\/2025\/06\/Audit-Google-Ads_1-300x200.webp 300w\" sizes=\"(max-width: 648px) 100vw, 648px\" \/><\/p>\n<p>The task of restarting your campaigns in a totally different, post-COVID context can seem both daunting and a little nerve-wracking. Most likely, your priorities have changed. That&#8217;s why the steps outlined below will help you see things more clearly, and roll up your sleeves with a bit of cheering up.  <\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-188d658 e-con-full category-data e-flex e-con e-child\" data-id=\"188d658\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-d4d2e2c elementor-widget elementor-widget-heading\" data-id=\"d4d2e2c\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Where did you leave your Google Ads account?<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-cd03200 elementor-widget elementor-widget-text-editor\" data-id=\"cd03200\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Chances are you&#8217;ll fall into one of the three scenarios below:<\/p>\n<ol>\n<li>You stopped everything during the COVID-19 epidemic. And now you&#8217;re back to get things moving again. In the end, you&#8217;re one of the lucky ones &#8211; you&#8217;ve done most of the work, and now you just need to work on the strategy.  <\/li>\n<li data-wpmeteor-wheel=\"true\">You&#8217;ve continued, but you&#8217;ve cut your budget. That&#8217;s good news too, because you&#8217;ve got a whole lot of recent data that will come in very handy when it comes to implementing your new strategy. <\/li>\n<li>Are you getting into Google Ads for the first time? Wonderful, you&#8217;ll be able to create your campaigns with a whole new perspective. <\/li>\n<\/ol>\n<p>As you can see, whatever your situation, there are positives. Everyone has their own opportunities, so all you have to do is exploit them. <\/p>\n<p><img decoding=\"async\" class=\"alignleft size-full wp-image-17474\" src=\"https:\/\/www.adenlab.com\/wp-content\/uploads\/2025\/06\/audit-google-ads.webp\" alt=\"\" width=\"600\" height=\"200\" srcset=\"https:\/\/www.adenlab.com\/wp-content\/uploads\/2025\/06\/audit-google-ads.webp 600w, https:\/\/www.adenlab.com\/wp-content\/uploads\/2025\/06\/audit-google-ads-300x100.webp 300w\" sizes=\"(max-width: 600px) 100vw, 600px\" \/><\/p>\n<p><a href=\"https:\/\/www.adenlab.com\/contact\/\">Request a free audit by Google Ads experts<\/a><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-8d1f511 e-con-full category-data e-flex e-con e-child\" data-id=\"8d1f511\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-8df3426 elementor-widget elementor-widget-heading\" data-id=\"8df3426\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">How do you audit your Google Ads account in a post-COVID world?<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-aca1755 elementor-widget elementor-widget-text-editor\" data-id=\"aca1755\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Are you ready to wake up your Google Ads account and attract new prospects? A little patience&#8230; It&#8217;s important to start by taking a quick look at the aspects of your account that you should review before getting started. <\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-d17c8fe e-con-full category-data e-flex e-con e-child\" data-id=\"d17c8fe\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t<div class=\"elementor-element elementor-element-ee88c32 elementor-widget elementor-widget-heading\" data-id=\"ee88c32\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h5 class=\"elementor-heading-title elementor-size-default\">Adjust your daily budgets<\/h5>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-ee4965a elementor-widget elementor-widget-text-editor\" data-id=\"ee4965a\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>First thing to do: adjust your daily budgets. You may not want to spend what you did before COVID. Take some time to consider what your spending was before the pandemic, during it, and what your goals are today.  <\/p>\n<p>Perhaps you&#8217;ll need to adjust your day-to-day budgets if they&#8217;re still set on your 2019 or 2020 targets. How do you determine your new post-COVID budgets? There&#8217;s a formula, for example, that allows you to make estimates for 2021. All you then need to do is allocate this amount day by day, according to the breakdown best suited to your expectations. Use the following calculation:    <\/p>\n<p>Monthly budget or projected expenditure divided by 30.4 (average number of days in a month) = Overall daily budget<\/p>\n<p><img decoding=\"async\" class=\"alignleft size-full wp-image-17488\" src=\"https:\/\/www.adenlab.com\/wp-content\/uploads\/2025\/06\/Audit-Google-Ads_2-1.webp\" alt=\"\" width=\"704\" height=\"231\" srcset=\"https:\/\/www.adenlab.com\/wp-content\/uploads\/2025\/06\/Audit-Google-Ads_2-1.webp 704w, https:\/\/www.adenlab.com\/wp-content\/uploads\/2025\/06\/Audit-Google-Ads_2-1-300x98.webp 300w\" sizes=\"(max-width: 704px) 100vw, 704px\" \/><\/p>\n<p>It&#8217;s up to you to decide how to allocate this sum to the campaigns that are most important to you.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-c697fc7 e-con-full category-data e-flex e-con e-child\" data-id=\"c697fc7\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-282b91f elementor-widget elementor-widget-heading\" data-id=\"282b91f\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Evaluate your metrics and set realistic goals<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-80cc3ed elementor-widget elementor-widget-text-editor\" data-id=\"80cc3ed\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>As you probably know, performance can vary considerably from one year to the next. That&#8217;s why it&#8217;s always a good idea to look back and assess where you were a few weeks or months ago. <\/p>\n<p>This will help you set realistic goals for 2021. Of course, focus on the data that matters most to you. For example, it&#8217;s probably a good idea to start with CPA. Or if it&#8217;s brand awareness you&#8217;re working on, it&#8217;s impressions or click-through rates that should get your full attention. And don&#8217;t hesitate to consult benchmarks in your sector to get a clear idea of where you currently stand, and what your ambitions should be.    <\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignleft size-full wp-image-17493\" src=\"https:\/\/www.adenlab.com\/wp-content\/uploads\/2025\/06\/1_Audit-Google-Ads_3.webp\" alt=\"\" width=\"600\" height=\"258\" srcset=\"https:\/\/www.adenlab.com\/wp-content\/uploads\/2025\/06\/1_Audit-Google-Ads_3.webp 600w, https:\/\/www.adenlab.com\/wp-content\/uploads\/2025\/06\/1_Audit-Google-Ads_3-300x129.webp 300w\" sizes=\"(max-width: 600px) 100vw, 600px\" \/><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-1abd8ab e-con-full category-data e-flex e-con e-child\" data-id=\"1abd8ab\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-12b149b elementor-widget elementor-widget-heading\" data-id=\"12b149b\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Make sure your bidding strategies are consistent with your objectives<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-96f3933 elementor-widget elementor-widget-text-editor\" data-id=\"96f3933\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<div id=\"partie 3\" class=\"bloc-separator darkblue \">\n<p>It may seem obvious, but it&#8217;s one of the most important steps. You need to make sure that your campaigns are linked to a bidding strategy in line with your current objectives. <\/p>\n<\/div>\n<p> <\/p>\n<p>Case in point? You&#8217;re not going to use a conversion-based strategy like target CPA if you don&#8217;t have enough recent data for Google to optimize. The same goes for target CPCs that no longer correspond to current data.  <\/p>\n<p>So remember that bidding strategies such as Target CPA require a minimum of history. If you&#8217;re embarking on a post-COVID campaign with little data, you may be better off opting for a manual strategy, or preferring an automatic bidding strategy such as Maximize Clicks. <\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignleft size-full wp-image-17498\" src=\"https:\/\/www.adenlab.com\/wp-content\/uploads\/2025\/06\/1_Audit-Google-Ads_4.webp\" alt=\"\" width=\"600\" height=\"160\" srcset=\"https:\/\/www.adenlab.com\/wp-content\/uploads\/2025\/06\/1_Audit-Google-Ads_4.webp 600w, https:\/\/www.adenlab.com\/wp-content\/uploads\/2025\/06\/1_Audit-Google-Ads_4-300x80.webp 300w\" sizes=\"(max-width: 600px) 100vw, 600px\" \/><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-183ce46 e-con-full category-data e-flex e-con e-child\" data-id=\"183ce46\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-b8b2be1 elementor-widget elementor-widget-heading\" data-id=\"b8b2be1\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Allow time for the algorithm to adapt<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-252e130 elementor-widget elementor-widget-text-editor\" data-id=\"252e130\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<div id=\"partie 4\" class=\"bloc-separator darkblue \">\n<p>You probably have a morning routine that resembles a gradual adaptation to a new day: brushing your teeth, coffee, toast, orange juice, news of the day, etc. Well, your Google Ads campaigns undergo a similar process when they emerge from an extended period of standby. This phase consists of learning the algorithm.  <\/p>\n<\/div>\n<p>In a nutshell, Google&#8217;s algorithm always performs a personalized learning process to offer the best possible optimization for each account. It uses historical data, combines it with new modifications and then tests different methods of delivering your ads to deliver the best possible results. <\/p>\n<p>If your account has been put on hold due to COVID 19, expect a learning period of around one to two weeks, especially if you are making changes to important elements such as bidding strategy. So you&#8217;ll have to be patient. <\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignleft size-full wp-image-17506\" src=\"https:\/\/www.adenlab.com\/wp-content\/uploads\/2025\/06\/1_Audit-Google-Ads_5.webp\" alt=\"\" width=\"600\" height=\"426\" srcset=\"https:\/\/www.adenlab.com\/wp-content\/uploads\/2025\/06\/1_Audit-Google-Ads_5.webp 600w, https:\/\/www.adenlab.com\/wp-content\/uploads\/2025\/06\/1_Audit-Google-Ads_5-300x213.webp 300w\" sizes=\"(max-width: 600px) 100vw, 600px\" \/><\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-4d4fcfb e-con-full category-data e-flex e-con e-child\" data-id=\"4d4fcfb\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-c400074 elementor-widget elementor-widget-heading\" data-id=\"c400074\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Check your geographic targeting<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-c7f79a9 elementor-widget elementor-widget-text-editor\" data-id=\"c7f79a9\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Here&#8217;s a tip: the way you set up your campaign&#8217;s geographic targeting will have an impact not only on your audience, but also on your spending. If, in the past, you targeted the whole of France, perhaps today you can start with certain cities that interest you more specifically. This means you&#8217;ll have to adapt an undoubtedly smaller budget to more precise targeting.  <\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-4a1bbb8 e-con-full category-data e-flex e-con e-child\" data-id=\"4a1bbb8\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-7ac80e5 elementor-widget elementor-widget-heading\" data-id=\"7ac80e5\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">  Put certain keywords on standby or add new ones<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-dd5439d elementor-widget elementor-widget-text-editor\" data-id=\"dd5439d\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<div id=\"partie 6\" class=\"bloc-separator darkblue \">\n<p>Don&#8217;t be afraid to put certain keywords on pause. In a post-COVID world, where every penny counts, it&#8217;s counter-productive to hold on to a keyword that doesn&#8217;t suit you at the moment. <\/p>\n<\/div>\n<p>Put underperforming keywords on the back burner and keep the most relevant ones, according to your current objectives. This will help you organize your campaigns and use only keywords you&#8217;re convinced will have an impact. <\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignleft size-full wp-image-17517\" src=\"https:\/\/www.adenlab.com\/wp-content\/uploads\/2025\/06\/1_Audit-Google-Ads_6.webp\" alt=\"\" width=\"600\" height=\"428\" srcset=\"https:\/\/www.adenlab.com\/wp-content\/uploads\/2025\/06\/1_Audit-Google-Ads_6.webp 600w, https:\/\/www.adenlab.com\/wp-content\/uploads\/2025\/06\/1_Audit-Google-Ads_6-300x214.webp 300w\" sizes=\"(max-width: 600px) 100vw, 600px\" \/><\/p>\n<p>And, of course, you can think of new keywords. You can use Google&#8217;s Keyword Planner to help you along the way. Unlike Google Trends, the Google Keyword Planner provides a much more granular overview of keyword metrics by location. Think about it when you reactivate your account. It&#8217;s a great way to align your expectations, bids and budget.    <\/p>\n<p>This tool also gives you a snapshot of search volume based on specified locations and timeframes. Combine it with Google Trends to get the current state of search volume and average CPC for keywords in your sector. <\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-97fd1dd e-con-full category-data e-flex e-con e-child\" data-id=\"97fd1dd\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-6ac8951 elementor-widget elementor-widget-heading\" data-id=\"6ac8951\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Rethink your advertising content and landing pages<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-63c9b33 elementor-widget elementor-widget-text-editor\" data-id=\"63c9b33\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<div id=\"partie 7\" class=\"bloc-separator darkblue \">\n<p>If your campaign has been inactive for a long time, your ad hasn&#8217;t changed either. So, if your PPC objectives are no longer the same as they were before COVID, it&#8217;s probably time to rethink your ad copy. Is it in line with your new objectives? Does it correspond to your new keywords or a new landing page?   <\/p>\n<\/div>\n<p>Simply put, you don&#8217;t want to promote a discount that was only available in 2020, or a service you no longer offer. Similarly, you don&#8217;t want this ad to link to an old landing page. <\/p>\n<p>Now&#8217;s the time to ask yourself the right questions about what you&#8217;re currently promoting, and which keywords you&#8217;re now interested in. What&#8217;s more, a new ad will offer Internet users a bit of renewal. <\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-5f60401 e-con-full category-data e-flex e-con e-child\" data-id=\"5f60401\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-5b5c989 elementor-widget elementor-widget-heading\" data-id=\"5b5c989\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Put underperforming ads, ad groups or campaigns on standby<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-03350c0 elementor-widget elementor-widget-text-editor\" data-id=\"03350c0\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<div id=\"partie 7\" class=\"bloc-separator darkblue \">\n<p>If you want to save money, you can also temporarily stop underperforming ads, ad groups and campaigns. In a post-COVID world, you probably want to make sure that your money is well invested. That means focusing on the essentials and putting the rest on hold.  <\/p>\n<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-842f880 e-con-full category-data e-flex e-con e-child\" data-id=\"842f880\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-0461e4b elementor-widget elementor-widget-heading\" data-id=\"0461e4b\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Analyze keywords to exclude<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-1e151d3 elementor-widget elementor-widget-text-editor\" data-id=\"1e151d3\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<div id=\"partie 7\" class=\"bloc-separator darkblue \">\n<p>Don&#8217;t forget to check the keywords to be excluded when you reactivate your account. Consult the Google Search Terms Report to find out which keywords to exclude and keep an up-to-date list. This will ensure that you continue to appear on relevant searches and don&#8217;t spend your money in vain.  <\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignleft size-full wp-image-17532\" src=\"https:\/\/www.adenlab.com\/wp-content\/uploads\/2025\/06\/1_Audit-Google-Ads_7.webp\" alt=\"\" width=\"600\" height=\"168\" srcset=\"https:\/\/www.adenlab.com\/wp-content\/uploads\/2025\/06\/1_Audit-Google-Ads_7.webp 600w, https:\/\/www.adenlab.com\/wp-content\/uploads\/2025\/06\/1_Audit-Google-Ads_7-300x84.webp 300w\" sizes=\"(max-width: 600px) 100vw, 600px\" \/><\/p>\n<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-b27f8f5 e-con-full category-data e-flex e-con e-child\" data-id=\"b27f8f5\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-f751316 elementor-widget elementor-widget-heading\" data-id=\"f751316\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Configure your ad delivery schedule<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-5de0603 elementor-widget elementor-widget-text-editor\" data-id=\"5de0603\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<div id=\"partie 7\" class=\"bloc-separator darkblue \">\n<div id=\"partie 10\" class=\"bloc-separator darkblue \">\n<p>Perhaps today, your ads work better at a different time and day than before COVID. In fact, with telecommuting and changing lifestyles, certain parameters have been modified. <\/p>\n<\/div>\n<p>Don&#8217;t forget to set your ad delivery schedule to the most active hours to optimize your budget.<\/p>\n<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-2fab13f e-con-full category-data e-flex e-con e-child\" data-id=\"2fab13f\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-212d7df elementor-widget elementor-widget-heading\" data-id=\"212d7df\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Update your ad extensions<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-ef6963c elementor-widget elementor-widget-text-editor\" data-id=\"ef6963c\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<div id=\"partie 7\" class=\"bloc-separator darkblue \">\n<p>Ad extensions are a great way to create your own ads, but also to ensure that you always display high-quality ads on search pages. Be careful, however, not to rely too heavily on the automatic aspect and leave them as they are. When auditing your account, be sure to ask yourself whether your ads are still relevant.  <\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignleft size-full wp-image-17546\" src=\"https:\/\/www.adenlab.com\/wp-content\/uploads\/2025\/06\/1_Audit-Google-Ads_8.webp\" alt=\"\" width=\"600\" height=\"149\" srcset=\"https:\/\/www.adenlab.com\/wp-content\/uploads\/2025\/06\/1_Audit-Google-Ads_8.webp 600w, https:\/\/www.adenlab.com\/wp-content\/uploads\/2025\/06\/1_Audit-Google-Ads_8-300x75.webp 300w\" sizes=\"(max-width: 600px) 100vw, 600px\" \/><\/p>\n<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-383bed4 e-con-full category-data e-flex e-con e-child\" data-id=\"383bed4\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-86cd47a elementor-widget elementor-widget-heading\" data-id=\"86cd47a\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Check your conversion tracking<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-3b8f130 elementor-widget elementor-widget-text-editor\" data-id=\"3b8f130\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<div id=\"partie 7\" class=\"bloc-separator darkblue \">\n<div id=\"partie 12\" class=\"bloc-separator darkblue \">\n<p>If you&#8217;ve been neglecting your Google Ads account, don&#8217;t hesitate to double-check your conversion tracking. Knowing that COVID has changed the game, you may have new actions to track, or a new site that still requires the implementation of Google Tag Manager tracking tags. <\/p>\n<\/div>\n<p>How about an example? You&#8217;ve added a chat feature to your site and would like to know how many people are using it. You can also access your site directly to ensure that all tags are working properly, on the right pages, using the Google Tag Assistant plug-in.  <\/p>\n<p>You can also take advantage of this to display a list of tracked conversions and resolve any issues relating to old or missing conversions, in order to detect incorrect conversion data.<\/p>\n<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-0718ad3 e-con-full category-data e-flex e-con e-child\" data-id=\"0718ad3\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-4b8ea4b elementor-widget elementor-widget-heading\" data-id=\"4b8ea4b\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Use Google Trends<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-ff84b16 elementor-widget elementor-widget-text-editor\" data-id=\"ff84b16\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<div id=\"partie 7\" class=\"bloc-separator darkblue \">\n<div id=\"partie 12\" class=\"bloc-separator darkblue \">\n<div id=\"partie 13\" class=\"bloc-separator darkblue \">\n<p>Let&#8217;s say you&#8217;ve restored your account to its former glory, and it&#8217;s ready to go again. However, your performance isn&#8217;t up to par with last year. Perhaps it&#8217;s not your fault. Because in a post-COVID world, the interests of searchers are no longer the same. Patterns of popularity in Google searches are constantly changing. Consumers&#8217; priorities and needs have changed considerably as a result of the pandemic.     <\/p>\n<\/div>\n<p>Google Trends helps you find out how much interest there is in a given keyword or subject in a specific geographical area. Use it to see if your drop in performance is simply due to a drop in search volume. <\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignleft size-full wp-image-17557\" src=\"https:\/\/www.adenlab.com\/wp-content\/uploads\/2025\/06\/1_Audit-Google-Ads_9.webp\" alt=\"\" width=\"600\" height=\"338\" srcset=\"https:\/\/www.adenlab.com\/wp-content\/uploads\/2025\/06\/1_Audit-Google-Ads_9.webp 600w, https:\/\/www.adenlab.com\/wp-content\/uploads\/2025\/06\/1_Audit-Google-Ads_9-300x169.webp 300w\" sizes=\"(max-width: 600px) 100vw, 600px\" \/><\/p>\n<\/div>\n<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-710910c e-con-full category-data e-flex e-con e-child\" data-id=\"710910c\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-ab12482 elementor-widget elementor-widget-heading\" data-id=\"ab12482\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Evaluate the competition with Bid Analysis<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-8d0a1ea elementor-widget elementor-widget-text-editor\" data-id=\"8d0a1ea\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<div id=\"partie 7\" class=\"bloc-separator darkblue \">\n<div id=\"partie 12\" class=\"bloc-separator darkblue \">\n<div id=\"partie 14\" class=\"bloc-separator darkblue \">\n<p>Whether your account has been suspended for some time or you&#8217;re currently using it, you can also make use of Google Ads&#8217; Bid Analysis. This enables you to assess trends in your sector. <\/p>\n<\/div>\n<p>You&#8217;ll find the companies that appear most often on the same page of search results. This will tell you whether the competition has changed since COVID 19, or whether your old rival is still in the running. <\/p>\n<p>Bid Analysis shows you not only who is on the SERP, but also where they are on the page; whether above or below you.<\/p>\n<\/div>\n<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-62a077b e-con-full category-data e-flex e-con e-child\" data-id=\"62a077b\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-1abf9f9 elementor-widget elementor-widget-heading\" data-id=\"1abf9f9\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Review your modification history<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-5a4a024 elementor-widget elementor-widget-text-editor\" data-id=\"5a4a024\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<div id=\"partie 7\" class=\"bloc-separator darkblue \">\n<div id=\"partie 12\" class=\"bloc-separator darkblue \">\n<div id=\"partie 15\" class=\"bloc-separator darkblue \">\n<p>This is the perfect time to take a look at your workflow before and during COVID. Check out Google&#8217;s Change History section to see what changes you last made to your account, and when. This will eventually encourage you to follow the same pattern.  <\/p>\n<\/div>\n<p>It&#8217;s easy to forget the routine checks you used to make. This will not only help you get back into good habits, but also give you an insight into past trends in your account. <\/p>\n<\/div>\n<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-6452484 e-con-full category-data e-flex e-con e-child\" data-id=\"6452484\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t<div class=\"elementor-element elementor-element-e52b79b elementor-widget elementor-widget-heading\" data-id=\"e52b79b\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h5 class=\"elementor-heading-title elementor-size-default\">Audit and reactivate your Google Ads account with confidence<\/h5>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-50ae99a elementor-widget elementor-widget-text-editor\" data-id=\"50ae99a\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Whether you&#8217;ve put your account completely on hold, scaled back your activity or started from scratch, you stand to benefit from reactivating your Google Ads account after the peak of the pandemic. And to sum up, here are the steps we&#8217;ve identified over the course of this article: <\/p>\n<ol>\n<li>Adjust your daily budgets<\/li>\n<li>Evaluate your metrics and set realistic goals<\/li>\n<li>Make sure your bidding strategies are consistent with your objectives<\/li>\n<li>Allow time for the algorithm to adapt<\/li>\n<li>Check your geographic targeting<\/li>\n<li>Put certain keywords on standby or add new ones<\/li>\n<li>Rethink your advertising content and landing pages<\/li>\n<li>Put underperforming ads, ad groups or campaigns on standby<\/li>\n<li>Analyze the keywords to exclude<\/li>\n<li>Configure your ad delivery schedule<\/li>\n<li>Update your ad extensions<\/li>\n<li>Check your conversion tracking<\/li>\n<li>Use Google Trends<\/li>\n<li>Evaluate the competition with Bid Analysis<\/li>\n<li>Review your modification history<\/li>\n<\/ol>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignleft size-full wp-image-17568\" src=\"https:\/\/www.adenlab.com\/wp-content\/uploads\/2025\/06\/audit-google-ads-1.webp\" alt=\"\" width=\"600\" height=\"200\" srcset=\"https:\/\/www.adenlab.com\/wp-content\/uploads\/2025\/06\/audit-google-ads-1.webp 600w, https:\/\/www.adenlab.com\/wp-content\/uploads\/2025\/06\/audit-google-ads-1-300x100.webp 300w\" sizes=\"(max-width: 600px) 100vw, 600px\" \/><\/p>\n<p><a href=\"https:\/\/www.adenlab.com\/contact\/\">Ask us for a free, no-obligation audit of your accounts  <\/a><\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>After many months of a period that seems to be struggling to come to an end, it&#8217;s time to start [&hellip;]<\/p>\n","protected":false},"author":10,"featured_media":24168,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[75],"tags":[77],"class_list":["post-22072","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-trends","tag-search-en"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.2 (Yoast SEO v27.6) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>15 ways to audit your Google Ads account<\/title>\n<meta name=\"description\" content=\"Find out 15 ways to effectively audit your Google Ads account after the Covid crisis to boost your performance.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.adenlab.com\/en\/15-ways-to-audit-your-google-ads-account-post-covid\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"15 ways to audit your Google Ads account post-COVID\" \/>\n<meta property=\"og:description\" content=\"Find out 15 ways to effectively audit your Google Ads account after the Covid crisis to boost your performance.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.adenlab.com\/en\/15-ways-to-audit-your-google-ads-account-post-covid\/\" \/>\n<meta property=\"og:site_name\" content=\"Adenlab\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/Adenlab.Agency\/\" \/>\n<meta property=\"article:published_time\" content=\"2025-06-10T08:59:26+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-11-04T11:42:30+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.adenlab.com\/wp-content\/uploads\/2025\/06\/170120231673944875-1.webp\" \/>\n\t<meta property=\"og:image:width\" content=\"2000\" 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