Google Adwords Account Audit [Template] – Optimization Checklist for Client Campaigns in 2019


How to Conduct a Google Adwords Audit for Yours or Your Client’s PPC Accounts. This Adwords Optimization Checklist Reveals Low-Hanging Fruit to Quickly Determine if You Can Improve a Google Ad Campaign.

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Change History – Are they making changes and actively managing?

Conversions – Are they tracking all conversion types?

Negatives – Do they have negative lists, how extensive are they?

Search Terms Reports – Check their search terms to get a sense of the quality of searches their campaigns are bringing in and if there are any pattern negative keywords you can quickly add to improve the campaigns?

Google Defaults – Do they have these turned off?

Bid Strategy – Are they using optimization strategies with low data in their account?

Keywords – Are they using broad match keywords?

Budget Vs. CPC – Are their campaigns limited by budget?

Impression Share – are they taking advantage of of the full market share?

Location Targeting – can you broaden or tighten the account by leveraging location targeting, can you make the data more granular by splitting into multiple zips/regions?

Ad Schedule – Can you split the ad schedule to smaller blocks to increase the granularization of their account?

Data – how much data is present in the campaign?

Check for Low Performers – are there campaigns, ad groups, or keywords, in which you can reduce bids for or shut off all together?

Bid Adjustments – Check devices, ad schedule, and demographics for bid adjustments

Extensions – Are they leveraging extensions, if so are they missing any, and can you make improvements based on market research and data?

Granular Structure – Are they splitting and isolating data?

Landing Pages – Are they sending traffic to landing pages or their home page?

Ads – Are they split testing correctly, do their ads pop out or are they fairly generic, is there enough data to make optimization decisions


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  1. David Asafuah 28 May, 2020 at 17:09 Reply

    Great video. I Just started on optimizing ads and this has been so helpful. Really good stuff

  2. Brian Bui 28 May, 2020 at 17:09 Reply

    Thanks for the useful information! If anyone's looking for additional PPC training on how to effectively audit any Google Ads account, our company has developed a free resource that we think you'll find useful:

  3. Mohamed Taha 28 May, 2020 at 17:09 Reply

    hi Ryan,
    Could you make a video please about the bid Adjustments?
    you can go in the video on this questions:
    where do we make bid adjustments?(possibilities) for example adgroup , keywords, device, location, etc…,
    In which cases schould we make bid adjustment? for example: Zero Conversion, lower CTR, etc..
    And also another VIdeo about Crossnegatives ?
    Thanks in advance
    Mohamed Taha

  4. Dylan Koltz Hale 28 May, 2020 at 17:09 Reply

    No unnecessary flair or showmanship- simply the stuff people are looking for. Thank you.

  5. Aimee Vo 28 May, 2020 at 17:09 Reply

    Ryan, this is awesome. I run adword campaigns and your audit is detailed, simple and super clear. great content!

  6. #coolmachine 28 May, 2020 at 17:09 Reply

    Thank you so much…Ryan, I just made my first Audit for practice, and this video helped me alot ….and I recently started my career in PPC…for now I am thriving to understand each and every concept…and video like this is lifesaver for me….Thanks again. Please make more campaign wise separate vedios of PPC.

  7. Kawtar Dupont 28 May, 2020 at 17:09 Reply

    The best course ever seen on Adwords and how to run successful campaigns:

  8. Gary Tan 28 May, 2020 at 17:09 Reply

    Great efforts in producing this video to give digital marketers (DM) an overview in audit. The attitude, body language and communication techniques of the presenter are commendable. I am an advertiser and run campaigns frequently and have come across social media and DM executives from agencies, whom, I wish could learn from this chap! Keep it up Ryan.

  9. Priyanka Lokhande 28 May, 2020 at 17:09 Reply

    I worked for Google Ads and I can say this is one of the best videos on YouTube for Google Ads account campaign optimization. Great job!

  10. Janis Jekabsons 28 May, 2020 at 17:09 Reply

    Hey. Great video. Helped me a lot.
    I have a question though.
    Howhow many different bid adjustments I should do? Because I have a client to whom I could make plenty of different bid adjustments. what does that do to the price? For example Male, 35-44, Friday, In a specific city, and device. Wouldn't it add up to a monstrous CPC?

  11. Angelina Ballerina 28 May, 2020 at 17:09 Reply

    Ryan does removing old campaigns to clean an account up mess with anything important? We only have maybe a handful of campaigns in the account but I'm thinking about starting over so I have fresh data. Is it better to just start a new adwords account altogether??

  12. Amber Hinderer 28 May, 2020 at 17:09 Reply

    This is such a great video and helps me out so much. Simpler explanations with visual assistance helps. I am more of a see and do type person and no one else gives this type of visual explanation. Absolutely love it and you have a new subscriber!

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