• 1. Keyword Search Review

• 🔴 Every 3 days - Search Term Audit (add extra negative KWs)
• add extra negative KWs to stop unrelated searches
• add extra long tail search terms
• 🟠 weekly - Identify keywords that are not performing well.
• 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)
• 🟡 monthly - Review match types
• 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
• 🟠 weekly - Keyword status
• 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

• 🟠 weekly - Review Ads by Ad Group
• 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
• 🟡 monthly - Complete Ad Copy Spilt Testing (Run Manual Tests with 2 different ads per ad group)
• Testing the best performing headlines & descriptions and the best positions for headlines & descriptions
• 🟡 monthly - Landing Page Review
• 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.
• 🟠 weekly - Ad Copy Warnings
• 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.
• 🟡 monthly - Ad Extensions Check & Recommendations
• 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 Optimization - Audience & Demographic Targeting

• 🟢 Quarterly - Search for possible bid optimizations to improve performance, under dimensions:
• Hour of the day / Day of the week
• Demographics by: age, gender, income, location
• Audiences
• 🟠 weekly - Review new potential new audiences to add

• 5. Conversion Action Checks

• 🟡 monthly
• Are all conversion actions working
• If tracking phone calls, review the call extension report

• 6. Location Targeting

• 🟡 monthly - Identity searches from non targeted location (and exclude locations)
• 🟢 Quarterly - Review location performance and add bid optimisations (if required)

• 7. Campaign Goal Settings

• 🟢 Quarterly - Is current campaign goal still the best option
• 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

• 🟠 weekly - Budget pacing checks
• 🟡 monthly - Payment & Account budgets

• 9. Recommendations Tab

• 🟠 weekly - Review system generated recommendations and implement or reject