Google Ads Optimization Checklist

Never forget what optimizations you need to complete in your Google Ads Campaign

1. Keyword Search Review
Search Term Audit (add extra negative KWs) - 🔴 Every 3 days
add extra negative KWs to stop unrelated searches
add extra long tail search terms
Identify keywords that are not performing well. - 🟠 weekly
Keywords with a high CPC compared to the account average
Keywords which have a high cost per conversion compared to the account average
Keywords with a status warning (low search volume, below first page bid, rarely shown due to low quality score)
Review match types -🟡 monthly
Are there keywords which can be added as phrase or exact match
Auction Insights Report
Are there new competitors or have competitors increased their spend
Keyword status -🟠 weekly
Do any keywords have a 'below first page bid estimate' warning
Do any keywords have a 'rarely shown due to low quality score' warning
Do any keywords have a 'low search volume' warning
2. Ad Review
Review Ads by Ad Group -🟠 weekly
Identify Ads with poor performance by conversion rate
Identify Ads with poor performance by low quality score
Identify Ads with poor performance by low CTR
Review Ad Strength: Add or update until we get a Good or Excellent score
Complete Ad Copy Spilt Testing (Run Manual Tests with 2 different ads per ad group) -🟡 monthly
Testing the best performing headlines & descriptions and the best positions for headlines & descriptions
Landing Page Review -🟡 monthly
Are different landing pages performing better in terms of conversion rate
check all landing pages to make sure that are URLs are working and that Google Ads is not disapproving any ads due to 404s, slow page load times etc.
Ad Copy Warnings -🟠 weekly
check all ads to make sure that google ads has not applied any limited approvals, which could be affecting the visibility of the ad.
have any ads been disapproved. If so, make changes and re-submit ads.
Ad Extensions Check & Recommendations -🟡 monthly
sitelink extensions
callout extensions
structured snippet extension
call extension
lead form extension
location extensions (GMB linking)
affiliate location extensions
price extension
promotion extension
image extensions
3. Quality Score (keywords & ads)
🟡 monthly
Identify Keywords and Ads that have a low Quality score.
Changes to ad copy to help with KW targeting and quality score
Landing page updates to help with KW targeting
Google Analytics checks to review bounce rate and average session time
4. Bid Optimisation - Audience & Demographic Targeting
Search for possible bid optimisations to improve performance, under dimensions: -🟢 Quarterly
Hour of the day / Day of the week
Demographics by: age, gender, income, location
Audiences
Review new potential new audiences to add -🟠 weekly
5. Conversion Action Checks
🟡 monthly
Are all conversion actions working
If tracking phone calls, review the call extension report
6. Location Targeting
Identity searches from non targeted location (and exclude locations) -🟡 monthly
Review location performance and add bid optimisations (if required) -🟢 Quarterly
7. Campaign Goal Settings
Is current campaign goal still the best option - 🟢 Quarterly
For CPA Goal: is this higher than the current performance. (If actual CPA is lower than CPA goal the CPA goal should be reduced)
Has your number of conversions stalled. (if no other reason can be found test another campaign goal)
8. Quality Control
Budget pacing checks -🟠 weekly
Payment & Account budgets -🟡 monthly
9. Recommendations Tab
Review system generated recommendations and implement or reject -🟠 weekly

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Google Ads Optimization Checklist

Never forget what optimizations you need to complete in your Google Ads Campaign

1. Keyword Search Review

2. Ad Review

3. Quality Score (keywords & ads)

4. Bid Optimisation - Audience & Demographic Targeting

5. Conversion Action Checks

6. Location Targeting

7. Campaign Goal Settings

8. Quality Control

9. Recommendations Tab