Form Test

What attribution model(s) is being used?

Is call tracking enabled?

Which methods are being used for tracking campaign performance?

Is heat mapping or page flow tracking being used?

Is there a logical, descriptive naming scheme for the campaigns?

Do the campaigns make sense for roll-up reporting with the ad groups that they have?

Are the ad groups named and organized into relevant categories and sub-categories?

Are the campaigns easy to compare to each other and balance budgets across?

Which types of campaigns are currently in use?

Is there an active local SERVICES campaign? (outside google ads, not PMax local)

Campaign Information

Campaign Settings

Which bid strategy is being used?

Micro-Bidding

Ad Groups

Keywords

Ads

Is client open to all ad types or only specific types (ie call only)?

Are there any active legacy or ETAs?

Is there at least one RSA per ad group?

Call to action in ad copy being used effectively?

Are there any disapproved ad statuses?

Are there any broken links?

Are there any grammatical or spelling errors?

Does the ad copy include features, benefits, offers or incentives?

Is “click to call” enabled for mobile ads?

Data Review

**all numbers are based on a 90 day window**

Previous Period Comparisons:

Campaign Information

Campaign Settings

Which bid strategy is being used?

Micro-Bidding

Ad Groups

Content Tab Specific: Are any of the following being used?

Audience Specific: Are any of the following being used?

Which Demographics are being targeted?

Ads

What types of ads are running?

Is there at least one RSA per ad group?

Do your display campaigns have banner ads in all sizes?

Are you using gif instead of flat?

Call to action in headlines being used effectively?

Any ads with poor ad strength?

Are there any disapproved ad statuses?

Are there any broken links?

Are there any grammatical or spelling errors?

Does the ad copy include features, benefits, offers or incentives?

Is “click to call” enabled for mobile ads?

Data Review

Previous Period Comparisons:

Are callouts being used?

Are structured snippets being used?

Are there images? Are they relevant?

Location extension?

Are there any disapproved extensions?

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