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Google Ads Account Audit

1. Account Structure

Verify the account hierarchy (campaigns, ad groups, and ads).

Ensure campaigns are organized by goals or themes.

Check for appropriate naming conventions for easy identification.

Here are some additional steps you could include in the "Account Structure" section of your Google Ads Account Audit checklist

Assess the number of campaigns and ad groups to ensure they are not excessive or insufficient

Evaluate the relevance of ad groups to their respective campaigns, ensuring each ad group contains tightly themed keywords

Confirm that ad groups contain a manageable number of ads to allow for effective testing and optimization

Review the use of labels for campaigns and ad groups to facilitate reporting and organization

Check for duplication of campaigns or ad groups that could lead to inefficiencies

Ensure that each campaign has a clear, defined target audience

Verify that all campaigns have the appropriate type (Search, Display, Shopping, Video, etc.) based on marketing objectives

Review the use of shared budgets and negative keyword lists for efficiency across campaigns

Ensure that campaigns are set up in a way that aligns with seasonal promotions or business changes

Confirm compliance with Google Ads policies regarding account structure and organization

2. Campaign Settings

Review campaign types (Search, Display, Video, etc.) to ensure they align with objectives.

Check location targeting settings for relevance to the target audience.

Confirm budget allocation for each campaign is appropriate.

3. Targeting and Bidding

Assess audience targeting settings (demographics, interests, remarketing).

Review bidding strategies (manual CPC, automated bidding, etc.) for effectiveness.

Check if any bid adjustments are applied (device, location, time of day).

4. Keywords

Conduct a keyword research review for relevance and search volume.

Check for negative keywords to prevent irrelevant traffic.

Analyze keyword match types (broad, phrase, exact) in use.

5. Ad Copy

Evaluate ad copy for clarity, relevance, and adherence to best practices.

Ensure all ads have compelling calls to action.

Check for A/B testing status and performance of different ad variations.

6. Extensions

Review the use of ad extensions (sitelinks, callouts, structured snippets).

Confirm all eligible extensions are being utilized.

Analyze the performance of each extension for effectiveness.

7. Landing Pages

Assess the relevance and quality of landing pages linked to ads.

Check for mobile-friendliness and loading speed.

Review user experience and conversion pathways on landing pages.

8. Performance Metrics

Analyze key performance indicators (click-through rate, conversion rate, etc.).

Compare performance against benchmarks and past performance.

Identify underperforming campaigns or ad groups for further investigation.

9. Conversion Tracking

Verify that conversion tracking is properly set up and functioning.

Ensure all relevant conversion actions are being tracked.

Analyze conversion data for insights and optimization opportunities.

10. Compliance and Best Practices

Check for adherence to Google Ads policies and guidelines.

Review account for any disapproved ads or policy violations.

Ensure that all ads meet industry standards and ethical guidelines.

11. Recommendations and Action Items

Compile a list of actionable insights based on the audit findings.

Prioritize recommendations based on potential impact.

Set a timeline for implementing changes and tracking progress.

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