The Ultimate Google Ads Foundational Audit Checklist
/Google Ads Thread/
/Google Ads Thread/
when you get asked to audit 5-10 accounts per week...
you start to create a cheat sheet on what to check v what to ignore...
so --> this is my cheat sheet
(if you find this valuable please retweet & comment below)
you start to create a cheat sheet on what to check v what to ignore...
so --> this is my cheat sheet
(if you find this valuable please retweet & comment below)
Table of Contents
1. Account Settings
2. Secret Master Settings
3. Conversions
4. Attribution
5. Audience Manager
6. Relevance Targeting
7. Account Strategy Evaluation
8. Search Campaign Audit
1. Account Settings
2. Secret Master Settings
3. Conversions
4. Attribution
5. Audience Manager
6. Relevance Targeting
7. Account Strategy Evaluation
8. Search Campaign Audit
#1 | Google Account Settings
1. Ad Suggestions
> this MUST be set to "Don't automatically apply ad suggestions"
> if this is on "14 days" then you're literally giving google the authorization to change anything in your account
> if you take away 1 thing...change this NOW
1. Ad Suggestions
> this MUST be set to "Don't automatically apply ad suggestions"
> if this is on "14 days" then you're literally giving google the authorization to change anything in your account
> if you take away 1 thing...change this NOW
#1 Ad Suggestions (CONT)
2. URL Tracking Parameters
> are you using @trytriplewhale?
> if you are or have another UTM template, make sure to update this here to append account-wide
2. URL Tracking Parameters
> are you using @trytriplewhale?
> if you are or have another UTM template, make sure to update this here to append account-wide
@trytriplewhale #1 Ad Suggestions (CONT)
3. Call Tracking Options
> if calls are important to your sales cycle...make sure you're actively tracking these properly
> you can record calls for free (30 days storage) inside the platform now
> however I'd still recommend @CallRail
3. Call Tracking Options
> if calls are important to your sales cycle...make sure you're actively tracking these properly
> you can record calls for free (30 days storage) inside the platform now
> however I'd still recommend @CallRail
@trytriplewhale @CallRail #2 | Secret Master Controls
4. Auto Applied Recommendations Center > This is a hidden website that overrides the individual account settings that you just changed
> You want to make sure this is set to "not activated"
> If you don't have this set google still has control
4. Auto Applied Recommendations Center > This is a hidden website that overrides the individual account settings that you just changed
> You want to make sure this is set to "not activated"
> If you don't have this set google still has control
@trytriplewhale @CallRail #2 | Secret Master Controls (CONT)
5. Want to see everything Google can do to your account?
here is the master list
5. Want to see everything Google can do to your account?
here is the master list
@trytriplewhale @CallRail #3 | Conversions
This is probably the most important section
If you don't get your goals right...
Google will never be on the right path of optimization
(whatever you tell Google is a conversion = what the algo tries optimizing for)
This is probably the most important section
If you don't get your goals right...
Google will never be on the right path of optimization
(whatever you tell Google is a conversion = what the algo tries optimizing for)
@trytriplewhale @CallRail #3 | Conversions (CONT)
6. What is the main goal? --> THIS is your main conversion action
> product purchases?
> trial signups?
> contact form submissions?
7. Are the values being tracked properly?
> go to the final URL of 1 purchase...did the reported value align?
6. What is the main goal? --> THIS is your main conversion action
> product purchases?
> trial signups?
> contact form submissions?
7. Are the values being tracked properly?
> go to the final URL of 1 purchase...did the reported value align?
@trytriplewhale @CallRail #3 | Conversions (CONT)
8. Duplication
> the only worst thing of not tracking values properly = doubling every purchase
> this mistake has cost me 2 clients when I first got started
> be better than me --> find this immediately
> look at your repeat rate (want 1.00-1.10)
8. Duplication
> the only worst thing of not tracking values properly = doubling every purchase
> this mistake has cost me 2 clients when I first got started
> be better than me --> find this immediately
> look at your repeat rate (want 1.00-1.10)
@trytriplewhale @CallRail #3 | Conversions (CONT)
9. Using Enhanced Conversions?
> this is still in Beta but I like to have all clients that are eligible to have this turned on
> why --> getting more data from Google + not missing so many cross-device conversions
9. Using Enhanced Conversions?
> this is still in Beta but I like to have all clients that are eligible to have this turned on
> why --> getting more data from Google + not missing so many cross-device conversions
@trytriplewhale @CallRail #3 | Conversions (CONT)
10. Tracking all possible conversion actions?
> you want to think of your entire customer sales cycle & experience here
> email signups
> phone calls
> etc
11. Conv. Settings (terms)
> make sure to accept this
> for enhanced Conv. + customer lists
10. Tracking all possible conversion actions?
> you want to think of your entire customer sales cycle & experience here
> email signups
> phone calls
> etc
11. Conv. Settings (terms)
> make sure to accept this
> for enhanced Conv. + customer lists
@trytriplewhale @CallRail #3 | Conversions (CONT)
12. Conversion Settings (1st party lists)
> one of the coolest new features in Google Ads is telling/giving Google your prior customer lists to help the algo find NEW prospects that aren't your existing customers
> running shopping? --> YOU NEED THIS
12. Conversion Settings (1st party lists)
> one of the coolest new features in Google Ads is telling/giving Google your prior customer lists to help the algo find NEW prospects that aren't your existing customers
> running shopping? --> YOU NEED THIS
@trytriplewhale @CallRail #4 | Attribution
13. How do your campaigns look/align with your customer sales cycle?
> do you have enough campaigns to target the full funnel of your prospects?
14. Path Metrics
> look at your days/clicks to conversion
15. Device Analysis
> how do your customers shop?
13. How do your campaigns look/align with your customer sales cycle?
> do you have enough campaigns to target the full funnel of your prospects?
14. Path Metrics
> look at your days/clicks to conversion
15. Device Analysis
> how do your customers shop?
@trytriplewhale @CallRail #4 | Attribution (CONT)
16. Assisted Conversions
> what campaigns overlap?
> look into your keyword-level if search heavy & 2+ clicks are common to conversion
16. Assisted Conversions
> what campaigns overlap?
> look into your keyword-level if search heavy & 2+ clicks are common to conversion
@trytriplewhale @CallRail #5 | Audience Manager
17. Remarketing Tag
> is this firing properly?
> most common issue is not active over last 24 hours
> eCommerce --> make sure to have your dynamic remarketing firing (it's probably not)
> check your "ecomm_prodid" firing + aligned with product ids
17. Remarketing Tag
> is this firing properly?
> most common issue is not active over last 24 hours
> eCommerce --> make sure to have your dynamic remarketing firing (it's probably not)
> check your "ecomm_prodid" firing + aligned with product ids
@trytriplewhale @CallRail #5 | Audience Manager (CONT)
18. Audience Lists
> what audiences are in-use?
> what audiences are they not even using or have created?
> common audiences people don't use
* customer lists
* youtube channel lists
* custom segments (searches/traffic)
* combined segments
18. Audience Lists
> what audiences are in-use?
> what audiences are they not even using or have created?
> common audiences people don't use
* customer lists
* youtube channel lists
* custom segments (searches/traffic)
* combined segments
@trytriplewhale @CallRail #5 | Audience Manager (CONT)
19. Audience Insights
**Note: you can either use this or Analytics -- I like to look at both since I'm not a tool**
> what stands out here OR aligns with your customer avatar?
> dig into in-market + affinity + demographics for strategy
19. Audience Insights
**Note: you can either use this or Analytics -- I like to look at both since I'm not a tool**
> what stands out here OR aligns with your customer avatar?
> dig into in-market + affinity + demographics for strategy
@trytriplewhale @CallRail #6 | Relevance Targeting
20. Negative Keyword Lists
> are you even using this? (most people aren't surprisingly)
> segmented by use case?
* ex: bad searches v brand searches
> are they applied to relevant campaigns?
20. Negative Keyword Lists
> are you even using this? (most people aren't surprisingly)
> segmented by use case?
* ex: bad searches v brand searches
> are they applied to relevant campaigns?
@trytriplewhale @CallRail #6 | Relevance Targeting (CONT)
21. Placement Exclusions Lists
> 99% of accounts aren't using these for some reason
> if you do a lot of youtube or display --> WHY WOULDN'T YOU?!
> spam sites + kids youtube channels + stupid applications (could also just exclude these)
21. Placement Exclusions Lists
> 99% of accounts aren't using these for some reason
> if you do a lot of youtube or display --> WHY WOULDN'T YOU?!
> spam sites + kids youtube channels + stupid applications (could also just exclude these)
@trytriplewhale @CallRail #6 | Relevance Targeting (CONT)
22. Bid Strategies - Seasonality Adjustments
> helpful tool if you're running a massive sale OR increased Conv. rates due to time of year (think Black Friday)
23. Bid Strategies - Data Exclusions
> did you fuck up your tracking? Tell Google!
22. Bid Strategies - Seasonality Adjustments
> helpful tool if you're running a massive sale OR increased Conv. rates due to time of year (think Black Friday)
23. Bid Strategies - Data Exclusions
> did you fuck up your tracking? Tell Google!
@trytriplewhale @CallRail #6 | Relevance Targeting (CONT)
24. Shared Budgets
> don't use this
> be a big boy and know your budgets for each campaign
24. Shared Budgets
> don't use this
> be a big boy and know your budgets for each campaign
@trytriplewhale @CallRail #7 | Account Strategy Evaluation
25. What is the main goal for your account?
> do your campaigns REFLECT THIS???
> if you want more purchases, are you targeting different stages of the funnels to get them?
26. Do the campaigns work together?
> each campaign should align
25. What is the main goal for your account?
> do your campaigns REFLECT THIS???
> if you want more purchases, are you targeting different stages of the funnels to get them?
26. Do the campaigns work together?
> each campaign should align
@trytriplewhale @CallRail #7 | Account Strategy Evaluation (CONT)
27. Is there a clear difference between primary v secondary campaigns?
> you want to have main campaigns that take up most of the budget, then have "secondary" that enhance performance
> ex: search w/ display remarketing
27. Is there a clear difference between primary v secondary campaigns?
> you want to have main campaigns that take up most of the budget, then have "secondary" that enhance performance
> ex: search w/ display remarketing
@trytriplewhale @CallRail #7 | Account Strategy Evaluation (CONT)
28. Are you targeting all phases of the funnel?
> top = cold traffic
> middle = warm
> bottom = HOT
29. Do you have different offers for each stage of the funnel?
> different landing pages
> different ad copy
> etc
28. Are you targeting all phases of the funnel?
> top = cold traffic
> middle = warm
> bottom = HOT
29. Do you have different offers for each stage of the funnel?
> different landing pages
> different ad copy
> etc
@trytriplewhale @CallRail #7 | Account Strategy Evaluation (CONT)
30. Create a gameplan for all enabled campaigns (aka CLEAN-UP)
> what campaigns are a waste of 💰 or time?
> can you scale/optimize any campaigns to save time?
> Now split remaining campaigns into Primary v Secondary (budget/use case)
30. Create a gameplan for all enabled campaigns (aka CLEAN-UP)
> what campaigns are a waste of 💰 or time?
> can you scale/optimize any campaigns to save time?
> Now split remaining campaigns into Primary v Secondary (budget/use case)
@trytriplewhale @CallRail #8 | Search Campaign Audits
**NOTE: select long enough date range for sales cycle + enough data to compare**
31. Ad Groups
> are all keywords centered around the same theme?
> no more than 15 keywords
> more than 1 ad group = distinct separation of themes / targeting
**NOTE: select long enough date range for sales cycle + enough data to compare**
31. Ad Groups
> are all keywords centered around the same theme?
> no more than 15 keywords
> more than 1 ad group = distinct separation of themes / targeting
@trytriplewhale @CallRail #8 | Search Campaign Audits (CONT)
32. Keywords
**NOTE: 100 click min before optimize**
32. What match types are being used?
>have you tested broad v phrase v exact?
33. Metrics Breakdown
*Profit v Loss
*Conversions
*Cost/Conv.
*Conv. Rate
*CTR
*QS
*Comp. Metrics
32. Keywords
**NOTE: 100 click min before optimize**
32. What match types are being used?
>have you tested broad v phrase v exact?
33. Metrics Breakdown
*Profit v Loss
*Conversions
*Cost/Conv.
*Conv. Rate
*CTR
*QS
*Comp. Metrics
@trytriplewhale @CallRail #8 | Search Campaign Audits (CONT)
34. Search Terms
> are you excluding irrelevant searches?
> use your negative keyword list!
> certain keywords over others that bring in bad searches?
> can you add any searches as future keywords?
34. Search Terms
> are you excluding irrelevant searches?
> use your negative keyword list!
> certain keywords over others that bring in bad searches?
> can you add any searches as future keywords?
@trytriplewhale @CallRail #8 | Search Campaign Audits (CONT)
35. Ads
> browse your ad copy --> NEED an excellent or good score (it affects everything)
> can you add stuff that stands out?
> can you test?
36. Extensions
> please use everything you can
> tip: images stand out
> price ext are cool
35. Ads
> browse your ad copy --> NEED an excellent or good score (it affects everything)
> can you add stuff that stands out?
> can you test?
36. Extensions
> please use everything you can
> tip: images stand out
> price ext are cool
@trytriplewhale @CallRail #8 | Search Campaign Audits (CONT)
37. Settings
> make sure location is "present"...you don't want to be showing ads for someone in England interested in the NFL (aka the USA)
> is the bidding strategy relevant for the goal?
> no display
> can you turn off search partners?
37. Settings
> make sure location is "present"...you don't want to be showing ads for someone in England interested in the NFL (aka the USA)
> is the bidding strategy relevant for the goal?
> no display
> can you turn off search partners?
@trytriplewhale @CallRail Want more DTC strategies like this?
Launching my Google Ads Mastermind next week and there will be 10 Beta slots
Send me a DM or reply below if you want to get notified before I push it publically
Launching my Google Ads Mastermind next week and there will be 10 Beta slots
Send me a DM or reply below if you want to get notified before I push it publically
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