1. 1. Keyword Search Review

2. 🔴 Every 3 days - Search Term Audit (add extra negative KWs)
3. add extra negative KWs to stop unrelated searches
4. add extra long tail search terms
5. 🟠 weekly - Identify keywords that are not performing well.
6. Keywords with a high CPC compared to the account average
7. Keywords which have a high cost per conversion compared to the account average
8. Keywords with a status warning (low search volume, below first page bid, rarely shown due to low quality score)
9. 🟡 monthly - Review match types
10. Are there keywords which can be added as phrase or exact match
11. Auction Insights Report
12. Are there new competitors or have competitors increased their spend
13. 🟠 weekly - Keyword status
14. Do any keywords have a 'below first page bid estimate' warning
15. Do any keywords have a 'rarely shown due to low quality score' warning
16. Do any keywords have a 'low search volume' warning

17. 2. Ad Review

18. 🟠 weekly - Review Ads by Ad Group
19. Identify Ads with poor performance by conversion rate
20. Identify Ads with poor performance by low quality score
21. Identify Ads with poor performance by low CTR
22. Review Ad Strength: Add or update until we get a Good or Excellent score
23. 🟡 monthly - Complete Ad Copy Spilt Testing (Run Manual Tests with 2 different ads per ad group)
24. Testing the best performing headlines & descriptions and the best positions for headlines & descriptions
25. 🟡 monthly - Landing Page Review
26. Are different landing pages performing better in terms of conversion rate
27. 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.
28. 🟠 weekly - Ad Copy Warnings
29. check all ads to make sure that google ads has not applied any limited approvals, which could be affecting the visibility of the ad.
30. have any ads been disapproved. If so, make changes and re-submit ads.
31. 🟡 monthly - Ad Extensions Check & Recommendations
32. sitelink extensions
33. callout extensions
34. structured snippet extension
35. call extension
36. lead form extension
37. location extensions (GMB linking)
38. affiliate location extensions
39. price extension
40. promotion extension
41. image extensions

42. 3. Quality Score (keywords & ads)

43. 🟡 monthly - Identify Keywords and Ads that have a low Quality score.
44. Changes to ad copy to help with KW targeting and quality score
45. Landing page updates to help with KW targeting
46. Google Analytics checks to review bounce rate and average session time

47. 4. Bid Optimization - Audience & Demographic Targeting

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

53. 5. Conversion Action Checks

54. 🟡 monthly
55. Are all conversion actions working
56. If tracking phone calls, review the call extension report

57. 6. Location Targeting

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

60. 7. Campaign Goal Settings

61. 🟢 Quarterly - Is current campaign goal still the best option
62. For CPA Goal: is this higher than the current performance. (If actual CPA is lower than CPA goal the CPA goal should be reduced)
63. Has your number of conversions stalled. (if no other reason can be found test another campaign goal)

64. 8. Quality Control

65. 🟠 weekly - Budget pacing checks
66. 🟡 monthly - Payment & Account budgets

67. 9. Recommendations Tab

68. 🟠 weekly - Review system generated recommendations and implement or reject