46-point checklist for optimizing and auditing Google Ads campaigns

Verify conversion tag installation: Ensure your conversion tags are firing correctly to track website actions. Use the Google Tag Assistant to check.

Define conversion locations and types: Specify where and what conversions you want to track (e.g., form submission, button clicks).

Sync Google Ads and Google Analytics: Link your accounts to gain insights into user behavior after clicking your ads.

Check user behavior flow: Use Google Analytics and Google Tag Manager to track user journeys across your website and identify areas for improvement.

Consider button tracking: Track clicks on important buttons for further analysis in Google Analytics.

Set up a comprehensive end-to-end analytics system: Track user behavior from all sources to gain a holistic view of your marketing funnel.

#2 - Strategy & Objectives

Define campaign strategy and objectives: Determine your goals for each campaign (e.g., brand awareness, lead generation, sales).

Identify your target audience and conduct keyword research: Understand your ideal customer and find relevant keywords they search for. Use tools like SEMrush and Google Keyword Planner.

Analyze competitor ads: Use SEMrush or Spyfu to see what your competitors are doing in terms of ad copy, landing pages, and offers.

Analyze website analytics: Use data from your website to inform your Google Ads strategy. Consider heatmaps and scroll-tracking tools to understand user behavior.

#3 - Campaign Settings & Objectives

Choose ad rotation settings: Select “Optimize” to let Google automatically show the best performing ads, or choose “Rotate indefinitely” for more control.

Utilize ad scheduling: Schedule ad delivery based on your business hours or peak customer times.

Consider using Search Network and Display Network expansion: Expand your reach if necessary, but consider testing this approach first.

Use dynamic keyword insertion: Personalize ad copy with keywords from user searches to improve click-through rates (CTRs) and conversions.

#4 - Keyword Analysis

Review your keyword match types: Choose the appropriate match type (broad, phrase, exact) based on your goals and campaign structure.

Manage negative keywords: Exclude irrelevant search terms to prevent wasted ad spend. Use tools like SEMrush to help you structure your account and negative keyword lists.

Optimize keyword groupings: Group related keywords into ad groups for better organization and control.

Consider single keyword ad groups (SKAGs): This approach can be effective for focused campaigns with limited budgets, but may not be suitable for all situations.

Identify and resolve keyword conflicts: Ensure your negative keywords don’t block relevant searches.

Match ad copy to search queries and landing pages: Ensure your ad copy is relevant to the search queries and leads to relevant landing pages with clear CTAs.

Include a clear CTA on your landing page: Make it easy for users to take the desired action.

Align display ad terms with searches and landing pages: Use relevant keywords and messaging in your display ad copy.

Cover all available placements in display campaigns: Utilize both image and text ad placements to increase your ad’s visibility.

Utilize sitelink extensions: Include relevant links to different sections of your website to improve CTRs and provide users with more options.

Consider using offer extensions: Highlight special offers in your ads to increase CTRs.

Enable call extensions and location extensions (if applicable): Make it easy for users to contact you or visit your physical location.

Review and update all extensions: Ensure your extensions are relevant and up-to-date.

Use descriptive text for sitelink extensions: Provide clear and concise descriptions for your sitelinks.

Target the right locations: Ensure you’re targeting areas where your customers are located. Consider testing different locations to see which ones perform best.

Analyze demographic targeting performance: Identify which demographics perform best and adjust your targeting accordingly.

Choose relevant placements for display ads: Select websites and apps where your target audience is likely to be present.

Exclude irrelevant placements: Prevent your ads from showing on websites that are not relevant to your business.

#8 - Optimization & Quality Score

Monitor your quality score: A high quality score can lead to lower CPCs and better ad positions.

Review optimization score recommendations: Consider Google’s suggestions for improving your campaigns,

Tracking & Analytics: Ensure proper conversion tracking, define conversion goals, and sync your Google Ads and Analytics accounts.

Strategy & Objectives: Define campaign goals, identify your target audience, research keywords, and analyze competitor ads.

Campaign Settings & Objectives: Choose ad rotation settings, utilize ad scheduling, consider expanding your reach, and personalize ad copy.

Keyword Analysis: Review match types, manage negative keywords, group related keywords, and identify keyword conflicts.

Campaign Ads: Match ad copy to search queries and landing pages, include clear CTAs on both ads and landing pages, and use relevant keywords in display ad copy.

Extensions: Utilize various extensions like sitelink, offer, call, and location extensions to improve ad performance.

Targeting: Target relevant locations, demographics, and placements, and exclude irrelevant ones.

Optimization & Quality Score: Monitor and improve your quality score and optimization score recommendations.

External/Macro Factors: Consider seasonal factors and understand auction dynamics in relation to keyword difficulty.

Budget & Bidding: Choose appropriate bidding strategies based on your campaign objectives, and utilize advanced bid adjustments if needed.

Reporting, Metrics & KPIs: Use custom columns to view key metrics, monitor various metrics beyond just conversions, and utilize dashboards and reporting tools for holistic analysis.

Testing Framework: Track and document your Google Ads experiments effectively.