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Form Test


Is this a new account audit, or a current client audit?

What are the conversion goals of the company

Select as many as applicable.
USD

In regards to ad copy and creatives:

Is Google Analytics linked?
Is Google Merchant Center linked?
Is Google My Business linked?
Is Google Tag Manager being used?
Is dynamic asset creation turned off?
Is GA4 set up and installed on the website?
If yes, which one(s), and have they already obtained it or does it still need to be completed?

What attribution model(s) is being used?

Is call tracking enabled?

Which methods are being used for tracking campaign performance?

Select All That Apply.

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 Breakdowns

Campaign Information

Campaign Settings

Which bid strategy is being used?

Geotargeting exclusions in use?
Geotargeting “Presence only” turned on?
Geotargeting EXCLUSIONS “Presence or interest in” turned on?
Is "include search partners" selected?
Is "include Google Display Network" selected?
Ad rotation being optimized?

Micro-Bidding

Are there bid adjustments based on geotargeting?
Are there bid adjustments based on audience?
Are there bid adjustments based on device?
Are there bid adjustments based on time? (day parting)(more necessary for manual bidding vs automated)
Are there bid adjustments based on demographics?

Ad Groups

Are the ad groups in each campaign complementary or competitive?
Are you utilizing audiences on observation?
Does the ad group organization make sense?

Keywords

Do all ad groups have less than 20 keywords per?
Are there negative keywords in place?
Does the search query report show off-topic keywords?
Are there keywords with zero conversions and high traffic/spend?
Are the CPCs realistically set?
Are there keywords that are out of line with expected CPC or conversion targets?

Drag and Drop (or) Choose Files

    Ads

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

    When were the ads updated last?

    Are there any active legacy or ETAs?

    Is there at least one RSA per ad group?

    Dynamic search ads being used?
    Is DKI in use?

    Call to action in ad copy 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

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

    Is this campaign hitting its daily/monthly budget?

    Previous Period Comparisons:

    Lead Gen - How are the conversions trending for the last quarter vs prior?
    eCommerce - How are the conversion value/ROAs trending for the last quarter vs prior?

    Campaign Information

    Campaign Settings

    Which bid strategy is being used?

    Is Frequency Management being used?
    Is Content Exclusions being used?
    Geotargeting exclusions in use?
    Geotargeting “Presence only” turned on?
    Geotargeting EXCLUSIONS “Presence or interest in” turned on?
    Is "include search partners" selected?
    Ad rotation being optimized?
    Is Optimized targeting on? Should it be?

    Micro-Bidding

    Are there bid adjustments based on geotargeting?
    Are there bid adjustments based on audience?
    Are there bid adjustments based on device?
    Are there bid adjustments based on time? (day parting)(more necessary for manual bidding vs automated)
    Are there bid adjustments based on demographics?

    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?

    Are placement exclusions set up? (mobile apps, irrelevant placements, content topics/keywords)

    Ads

    When were the ads updated last?

    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

    Is this campaign hitting its daily/monthly budget?

    Previous Period Comparisons:

    Lead Gen - How are the conversions trending for the last quarter vs prior?
    eCommerce - How are the conversion value/ROAs trending for the last quarter vs prior?

    Are callouts being used?

    Are structured snippets being used?

    Are there images? Are they relevant?

    Location extension?

    Are there any disapproved extensions?

    Is there a good headline and call to action on the page?
    Do the forms work?
    Does the form submit to a thank you message or page that has a conversion tracking code?
    Is the tracking code installed?
    Is the landing page mobile responsive?
    Via Auction Insights Via SEOptimer and/or Spyfu

    Drag and Drop (or) Choose Files

      **Please keep in mind, duplicated sections are not populated below as the tags are randomized. If you have more than 1 of each type of campaign, you will have to go back and manually review, or have a notepad window open whilst running the audit**

      • Account Name {text-7}
      • Special Notes {textarea-3}
      • Certification {text-15}
      • Account Settings Notes {text-16}
      • Data Tracking Notes {textarea-50}
      • Account Structure Notes {textarea-54}
      • SEM Campaign 1 {textarea-51}
      • SEM Campaign sub-notes:
        • {textarea-26}
        • {textarea-27}
        • {textarea-28}
        • {textarea-29}
        • {textarea-30}
      • DIS Campaign 1 {textarea-49}
      • DIS Campaign sub-notes:
        • {textarea-35}
        • {textarea-34}
        • {textarea-33}
        • {textarea-31}
      • Extensions {textarea-36}

      Drag and Drop (or) Choose Files

      Upload all relevant files here please - MAKE SURE YOUR FILES ARE LABELED!

        Don't Forget These Files!

        Save as Draft

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