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Google Ads Audit 2023

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457 views7 pages

Google Ads Audit 2023

Uploaded by

Ahsan
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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Google Ads Audit

for e-commerce
Checklist

contact@prominenceagency.com
Item Impact Yes/No Action

Targets

The KPIs for this account are well-defied


High
and documented.

CPA targets are based on Customer


High
Lifetime Value.

ROAS targets were set from a solid


High
foundation.

Is the account meeting its budget goal? 

High
(not overspending/underspending)

Is the 30-day performance and 90-day


High
performance consistent?

Budgets

Are there any shared budgets being used?


Med
Why?

Are any main campaigns limited by budget? Low

Conversion tracking

The Google tag is installed on the website? High

If tag manager is not being used, is there a


Med
reason for it?

Do they have Google Analytics 4 installed on


Med
their website?

Are GA4 conversions imported as


Low
secondary conversions?

E-commerce: only purchase is set as the


High
primary conversion.

The Google Remarketing tag is active and


High
firing on all relevant pages?

Is auto-tagging enabled? High

Enhanced conversions are implemented


High
properly?

Consent mode is implemented? High


Item Impact Yes/No Action
Connected accounts

E-commerce: Google Merchant Center was


High
linked properly?
Google Analytics 4 was linked properly? High
Optional: YouTube account was linked
Med
properly?

Account structure

Are the campaigns and ad groups split


logically with an eye on account High
consolidation?
Are the geographic targeting & languages
High
set up properly?
Search ads are set to “prefer best
performing” unless there is a good reason to Low
set it to “rotate indefinitely.”
Campaigns have automatic asset creation
Med
turned off.
Brand search terms are excluded from non-
High
brand campaigns?
Negative keyword lists are being used? High
DSA is set up properly, and performance
Med
warrants the use?

Bidding Strategies

The brand campaign is set to mCPC unless


they have tested and found improvements Low
otherwise.
Campaigns with broad match keywords use
High
smart bidding exclusively.
Campaigns with tCPA / tROAS get 30
Med
conversions per month.
Are tCPA / tROAS goals up-to-date and
Med
realistic?
Item Impact Yes/No Action

Keywords

Broad match and smart bidding are used


Med
unless there is a good reason.

Broad keywords have negative keywords


High
excluded?

Broad match is not in the same ad group as


Med
exact/phrase unless there is a good reason.

Keywords are bundled together in single-


High
topic ad groups?

Keywords are manageable? (not too many


Med
keywords in 1 ad group)

Broad match modifier keywords are paused


Med
/ removed from the account?

DSA has active keywords excluded. Med

Google Shopping Feed

No products are disapproved. High

Free product listings is set to ‘active’? Low

Product titles are descriptive and full length


High
is used?

Product images are high quality. High

Optional: fashion brand uses lifestyle


High
images vs product-only images?

Resellers: prices are similar to competitors? High

There are no policy issues with products. High

Shipping information is set correctly? High

Product discounts are set up correctly? High


Item Impact Yes/No Action
Ads
Every ad group has at least one RSA with a
score of ‘good’ or ‘excellent’? Med

D ynamic keyword insertion is used. Med


Optional: dynamic location insertion is used
if applicable. Low

Optional: dynamic countdown is used if


applicable. Low

Audiences
Remarketing lists are relevant and qualitative? High
Remarketing lists are large enough to use. High
Audiences are properly segmented? Med
Audiences are set to ‘observation’ in search
campaigns? High

Custom audiences are relevant to the


account? Med

Optional: custom audiences based on


search terms? Low

Optional: custom audience based on


competitor websites? Low

Optional: separate remarketing campaigns


have been set up? Med

Extensions
4 sitelink extensions are present and relevant. High
7-10 relevant call-out extensions are added
to the campaigns. Med

Structured snippets make sense to be


added to the ads. Med

Pricing extensions are added if relevant. High


A Phone number extension is added. High
An image extension is added. Med
Item Impact Yes/No Action

Standard Shopping

Standard shopping campaigns have a good


High
campaign structure.

The ad group structure is logical and


High
optimized for performance.

If Performance Max is present in the


account, Standard Shopping is set to Med
manual CPC.

Performance Max

Should this account have a P-Max account? High

Enough budget was given to the


High
Performance Max campaign?

E-commerce: Fully built-out P-Max has a


reason to exist instead of a product-only Med
P-Max?

No remarketing audiences were added to


Med
Performance Max?

The campaign was built properly and with


High
next steps in mind?

Check where the Performance Max


High
conversions and impressions are coming
from (what channel)

Need some help with this?


W
When you look at this list, you
might be overwhelmed
You might think: “This is a lot! Where do I find all of these
things inside of my account? How do I fix the issues at hand?”

So my question to you is, would you like some help with this?

At Prominence, we offer Google Ads Auction Plans (GAAP™)


This is not just an audit!

We don’t only point out what’s wrong with your account. We give you an action plan for
the next 60 days of your account, which follows a step-by-step approach to take your
account to where you want to go.

Interested?
Book a call
You can contact me via my LinkedIn

or book a call via the button.

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