AdWords Audit Template
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ABCD
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2
Audit Objective
Action Taken
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Do you have enought data to asses your campaigns basis the KPIs set
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5
Account Settings
Action Taken
6
Link AdWords with other Google properties
7
Is you account's naming structure coherent
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9
Tracking
Action Taken
10
Check if conversion actions have been defined
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Verify if AdWords tracking code is added to your site
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Campaign Settings
Action Taken
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Verify the ‘Delivery Method’ selected
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Verify the ‘Ad Rotation’ option selected
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Verify your Ad Schedule settings
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Check if ‘All Features’ has been selected for your campaign
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Verify if you want to opt for ‘Search partners’ from Search Network
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Budget & Bidding
Action Taken
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Check if your campaign has sufficient budget
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Verify bidding strategy
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Verify bid adjustments
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Targeting
Action Taken
26
Verify your location targeting (if you are a local business)
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Verify your Advanced Location Targeting
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Verify your device performance and targeting
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Give demographic specifications, if any
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Check the display ad placements for inappropriate websites
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Ad Groups
Action Taken
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Verify if your ad groups have active ads
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Have you added 5-10 closely related keywords in your ad group
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Ads
Action Taken
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Verify if ad guidelines are followed
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Use keyword in ad copy
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Verify if the landing page is appropriate
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Check for any offer or time-bound messaging
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Check your ads for grammatical or spelling mistakes
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Verify if your ad has a call-to-action
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Review your A/B testing ad copies
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Verify if display campaigns are using both image and text ads
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Keywords
Action Taken
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Check your search terms for negative keywords
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Is your account using match types appropriately
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Check for any keyword conflicts
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Identify new search query opportunities
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Verify the search queries being triggered by your broad match keywords
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Quality Score
Action Taken
54
Check your keyword's quality score performance
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Eliminate or Improve keywords with poor QS
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Ad Extensions
Action Taken
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Check for campaigns with missing ad extensions
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Check for non-performing automated extensions
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Check the status of ad extension (approved or disapproved)
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Are your sitelinks missing description?
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Check if your call extension is scheduled during operational hours
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Check if ‘call reporting’ is enbledto track conversions from your call extensions
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Remarketing Campaigns
Action Taken
66
Check if your remarketing lists are collecting visitors
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Verify the remarketing lists created
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Check if the remarketing code has been added appropriately
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