Webby Monks AUDIT CHECKLIST STATUS KEYWORD ANALYSIS TIPS Keyword Conflicts A phrase added as a keyword as well as a negative keyword. Average Number of Keywords in an Ad Group 10-15 Keyword/Ad Group Search Query Report How many search queries are relevant to our products/services. Keyword Theming An Ad Group should contain keywords that fall under the same theme. Different ad group should be made for keywords with different themes. Duplicate Keywords Same keyword used in different ad group/campaign Avg. Quality Score of Keywords Average quality Score - 5. Quality Score can be increased by improving expected CTR, landing page relevance, keyword/ad relevance, geographic performance & device perfomance.
Keywords Performance Analysis Avg. CPC would be a key factor along with conversions, cost/conversions and device performance. Negative Keyword Analysis Check negative keywords - the number of negative keywords, at what level they are applied (Campaign or Ad Group). STATUS CAMPAIGN STRUCTURE & CAMPAIGN SETTING ANALYSIS TIPS Campaign Settings. Separate campaigns for search, display & call Check campaign setting for search network only/search network with all features, including google partners. Account Structurization Account should be structured properly Ad Group Analysis Different Ad Groups according to different products & services. Geo Targeting & User Location Analysis User location must be selected according to service requirements. Exclude the countries which we are not targeting. Bidding Strategy Check which bidding strategy aligns best with the advertising goals. Delivery Method Analysis Ideally it should be standard but it can vary according to service. If we have limited budget then it must be standard. Ad Rotation If the campaign has been created recently then it should be rotate indefinitely otherwise optimized is the preferred option. Tracking Template Check if the conversion tracking setup is working properly or not.
Campaign Settings. Separate campaigns for search, display & call Check campaign setting for search network only/search network with all features, including google partners. Automation Scripts Add this ' Check if any automated script is being used at campaign/ad group level'. Automated Rules Add this 'Automated rules are useful for performing repetitive tasks that must be done frequently'. Scheduled according to performing and traffic hours It depends on the business hours and performance of the Frequency Capping For Display/ Re-marketing Campaign Maximum impressions 10/user STATUS AD COPY ANALYSIS TIPS Minimum 3 Ad Variations per Ad group Usage of DKI (Dynamic Keyword Insertion) Ads Ad Copy Relevancy Ad copy must be relevant to landing page and keywords. Ad Serving Accuracy Ad serving issues occur when more than one keyword shows for the same search term. This creates self-competition and has the same adverse effect as duplicate keywords. Display URL and Landing Page Usage (Destination URL) Is the homepage being used too much? How many pages are linked to the home page? What percentage of PPC traffic goes to the home page and what is the corresponding conversion rate?
Ads Approval Status Should be Approved. If Approved Limited then what's the reason for that? CTAs in Ads The ads must contain CTAs like contact us, call now, download PDF etc. Separate Call Only Ads A/B Testing Are big differences being tested (different promotions, benefits, usp, guarantee)? Display Banner Ad Copy Check if they are using variations in the sizes of banners and responsive ads. Banners must be in different sizes to take full advantage of display STATUS BID & BUDGET MANAGEMENT TIPS Campaigns limited by budget & Spend Analysis Check how many campaigns are limited by budget and check search impression lost because of budget. Search Lost Impression Share (Budget) Search Lost Impression Share (Rank) Keyword bidding below first page Bids adjusted according to location performance and priorities Analyse account performance and set bid accordingly. Bids adjusted for Mobile devices
Campaign Budget & Keyword Bid The Campaign Budget must always be higher than the keyword bids. STATUS CONVERSION TRACKING TIPS AdWords Conversion Tracking Code Placement AdWords conversion tracking code must be placed between <body> and </body>. Google Analytics Code Placement Google Analytics Code must be placed before </head> tag.for an ecommerce website, the ecommerce conversion tracking code must be placed on the thank you page. Remarketing Code Placement Remarketing code must be placed before </body> tag on all pages. Website Call Conversions tracking Website call conversion tracking code must be placed immediately after the line of code that contains the phone number. Call Extension - Google forwarding call Check the number is working or not. Analytics Goals as Conversion GTM Tracking Check if the GTM head tag is placed between <head> and </head> and GTM body tag is placed right after <body> tag. STATUS AD EXTENSIONS TIPS Sitelinks
Callouts Extension Call Extension Check the number is same as on website or not. Location Extension Check location mentioned in the location extension is same as google my business page or not. Structured Snippet Promo Extension Price Extension App Extension STATUS DISPLAY PLACEMENTS TIPS Separate Display campaigns Display Campaign Targeting Keyword based/placement based/topic based/interest based. Audience Demography For demographic based targeting Audience Age
Irrelevant Topics/Categories are Excluded Are certain categories blocked such as tragedy, death, grief or emergency? Certain categories can be blocked to only associate your brand with categories where the audience will be more engaged. STATUS REMARKETING TIPS RLSA (Remarketing list for Search Ads) Check if RLSA is enabled or not and if the ad copies of RLSA campaign are different from Search Campaign or not. Set of Audience Created on different time frame Converted Audience is excluded in Remarketing & All campaigns Accroding to client's requirement. Remarketing List Size Check remarketing list size is >1000 or not. If not then targeting method must be bid only. Specific Remarketing List Check if Remarketing Lists are created in accordance to specific services. STATUS SHOPPING CAMPAIGN ANALYSIS TIPS Ad Approval Check for policy violations and errors in Google Merchant Centre Account. Performing and Non-performing Ads Check if there are separate feeds for performing and non performing products. Converting and Non-converting PLA ads Check if there are separate feeds for performing and non performing products.
Merchant Center, Website Backend & AdWords Integration Check if all the three are linked properly or not. Check if the price and quantity are being updated automatically. Product Feed Update Check the frequency of product feed updqates. STATUS COMPETITOR OVERVIEW TIPS Provide Overview of Competitor's Performance Check competitors adwords strategy, keywords, text ads, banner ads using different spy tools. Auction Insight Analysis Check where we stand in front of our competitors. STATUS OTHER CHECKS TIPS Landing Page Analyis Landing Pages must be CRO semantic. Auction Insight Analysis Check where we stand in front of our competitors. Other Domains of the website Check if the website has a live mobile version. Domain Redirection Check if the primary domain changes in any step of the entire checkout procedure. Webite Loading Time Check loading time of website on desktop and mobile. Video Targeting How many types of video ads they are using? You-Tube remarketing list created or not? In-stream/In-display/True view/bumper ads.
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