Google Ads Audit
Questionnaire
Name
*
Email
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Google Ads ID No.
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Is conversion tracking turned on?
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Yes
No
Have you done a keyword analysis?
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Yes
No
% of spend flowing towards keywords that convert vs those that don't
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Have you done Negative keyword analysis?
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Yes
No
Are the correct pages tracked?
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Yes
No
Setting up conversion tracking is not yet complete until you make sure that you are tracking the correct pages. eg. Thank you pages
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Have you done a search terms analysis?
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Yes
No
Part of the ad spend is flowing towards search terms that are not relevant.
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Is the account tracking valuable actions?
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Yes
No
It is important that your account is tracking valuable actions else it would really be difficult to achieve your desired ROI.
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Are there times of day that perform better or worse than average?
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Yes
No
Have you checked the campaign settings?
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Yes
No
Campaign setting is a very crucial step. You have to make sure that each element including delivery method, location, bidding, Ad rotation, etc are set properly.
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Is Search Partners on?
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Yes
No
Search Partners is essentially a network of different pages and companies that work with Google to show ads. From Google AdWords you can buy clicks through the Search Partners network, and then your ads will appear on these pages that are a part of the network
What is the distribution od spend by match type?
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Yes
No
Are there at least 3 ad variants in each ad group?
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Yes
No
Are the search queries closely tied to the products or services advertised?
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Yes
No
Search terms are literally the keywords that a searcher type in to find your website.
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Are they fully utilizing Ad Extensions?
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Yes
No
Ad Extensions are additional pieces of information that expand your advertisement to make it more useful to users. Ad extensions typically include telephone numbers, additional links from your website, seller reviews.
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Are there discrepancies in device performance?
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Yes
No
Mobile vs. Tablet vs. Desktop at the campaign & account level
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Are they bidding at the keyword-level?
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Yes
No
When you select each keyword, you can choose how much you're willing to pay whenever a customer searches on that keyword and clicks your ad. This is your keyword's maximum cost-per-click, or max CPC, bid amount.
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Are there budgets set at the campaign level?
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Yes
No
This funnels spend to the highest performing aspects of the account
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Are display campaigns showing ads in mobile apps?
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Yes
No
Are the correct languages targeted?
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Yes
No
Language targeting allows you to choose the language of the potential customers you'd like to reach.
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Are they employing a multi-touch attribution model?
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Yes
No
The term “multi-touch attribution” refers to the martech attribution solution that tracks a series of touchpoints through the funnel and assigns revenue credit to those touchpoints.
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