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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