1. Account Setup
- Account Settings
- Ensure you have access to the correct AdWords account
- Ensure billing info is accurate
- Ensure permissions are setup
- Ensure auto-tagging is setup
- Ensure GA is linked to AdWords
- Account Structure
- Is this account leveraging the logical campaign types for it's business?
- Does a Brand Campaign exist?
- Is there a nomenclature in place to keep campaigns focused/organized?
- Is the account using campaign budgets or shared budgets?
2. Campaign Setup
- Tracking
- What are the client's goals?
- What are the KPIs?
- Ensure conversion goals are setup
- Unless importing from GA, ensure conversion tracking scripts are placed correctly
- Ensure URL tracking is in place
- Campaign Settings
- Ensure budgets aren't constrained
- Ensure there are no campaign end dates
- Make note of bid strategy
- Ensure ad delivery is set to standard
- Ensure geo-targeting is setup for location-specific campaigns
- Ensure ad scheduling is setup for time-specific campaigns
- Are mobile bid modifiers being used?
3. Ads & Landing Pages
- Ads
- Ensure no ads have been disapproved
- Ensure all ad groups have ads associated to them
- Check for ad copy relevance
- Analyze ad performance
- Check if ads are being tested
- Is the account leveraging ad labels?
- Are mobile optimized ads being used?
- Landing Pages
- Check landing page relevance
- Check page responsiveness
- Ensure conversion mechanisms exist, are visible, and are working
- Ensure dedicated landing pages are no-index
4. Ad Groups & Keywords
- Ad Groups
- Ensure Ad Groups are relevant to the parent campaign
- Ensure a logical default max CPC is in place
- Take note of how Ad Groups are structured
- Is there a nomenclature in place to keep ad groups organized?
- Keywords
- Check keyword status
- Ensure negative keywords are being added
- Ensure negatives aren't blocking ads from serving
5. Extensions & Advanced
- Ad Extensions
- Ensure ad extensions are relevant
- Ensure sitelink landing pages have conversion mechanism(s)
- Ensure location extension addresses are accurate
- Dive Deeper into Keyword Performance
- Upload keyword data into PPC audit document
- Ensure at least 80% of keywords have clicks
- Ensure at least 90% of keywords have impressions
- Ensure at least 75% of keywords are converting
- Analyze match type efficiency
- Ensure the majority of keywords have a Quality Score of 6 or greater