PPC Account Benchmarking / Auditing

The below are all areas which we would expect to see in a correctly structured, managed and
optimised PPC account. They have been grouped into key areas, with an indication of what aspect of
performance/management they impact and what level of priority they should be given.

AD COPY & EXTENSIONS DESCRIPTION IMPACT PRIORITY

How relevant to the Ad Group categorisation is the ad copy which has Improved CTR / MEDIUM /
Ad Copy Relevance
been applied? Conv. Rate HIGH

Ongoing AB/MV testing of ad copy to gain incremental improvements in Improved CTR / MEDIUM /
Ad Testing in place
performance Conv. Rate HIGH

Site Link Extensions Enhanced Sitelinks (title + description) are in place at either Campaign Improved CTR / MEDIUM /
(enhanced) or Adgroup level, with no fewer than 4 applied per campaign, ideally Conv. Rate HIGH
6.
At least 4 ad variations are active in each Ad Group allowing Google to Improved CTR / MEDIUM /
Optimal Ad Volume
optimise and serve the highest performing ad copy at any given time. Conv. Rate HIGH

Old standard format ads (no longer available, but can remain live) are Improved CTR / MEDIUM /
Old Standard Ads Removed
paused/deleted to avoid impact on CTR Conv. Rate HIGH

Calls-To-Action in PPC ads to encourage a strong response from Improved CTR /

Call-To-Actions in copy MEDIUM
customers - E.g. "Buy Now" Conv. Rate

Unique Selling Points in ad copy to create differentiation from Improved CTR /

USPs included MEDIUM
competitors - E.g. "Free Delivery". Conv. Rate

If relevant (e.g. mobile site functionality or user behaviour is significantly Improved CTR /
Mobile Specific Ads MEDIUM
different to desktop/tablet) apply mobile specific messaging in creative Conv. Rate

Google Ads now give you the ability to include up to 3 headlines and 2
descriptions in your ad copy. These should be tested alongside the Improved CTR /
Expanded Search Ads MEDIUM
shorter Expanded Text Ads to allow Google Ads to optimise based on Conv. Rate
the best performance.
Promote your unique selling points to give users detailed information Improved CTR /
Call Out Extensions MEDIUM
about your services / products. E.g. "Free Delivery" Conv. Rate
Add your phone number to your ads which users can click to call your Improved Conv.
Call Extensions MEDIUM
business directly. Rate

Highlight specific aspects of your products / services in the form of a Improved CTR /
Structured Snippets MEDIUM
header and list of values. E.g. "Styles: Dresses, Shorts, Trousers, Conv. Rate
Skirts"
Showcases advertisers with high ratings from customer reviews from Improved CTR /
Seller Ratings MEDIUM
reputable sources. Conv. Rate
Location extensions can help users find your business by showing your
Improved CTR /
Location Extensions ads with an address, a map to your location or the distance to your MEDIUM
Conv. Rate
business.

Ad customisers can help to tailor your ad copy to each individual user, Improved CTR / LOW /
Ad customisers
based on the device, location, time of day and audience. Conv. Rate MEDIUM
 If applicable, app extensions allow you to show a link to your app in Improved Conv. LOW /
App extensions
your text ads. Rate MEDIUM

AUDIENCES DESCRIPTION IMPACT PRIORITY

Remarketing Lists for Remarketing Lists for Search Ads (RLSA) allow you to retarget users Improved CTR / MEDIUM /
Search Ads who have already interacted with your website. Conv. Rate HIGH
These are audience lists built of targeted new acquisition for users who Improved CTR /
Similar Audiences MEDIUM
show characteristics similar to those in your RLSA lists. Conv. Rate
Audience lists of users who have shown an affinity for a certain
Improved CTR /
Affinity Audiences product, based on websites they've visited and content they've MEDIUM
Conv. Rate
consumed. E.g. "Lifestyle & Hobbies > Business Professionals"

Customer Match allows you to use your online and offline data to reach Improved CTR /
Customer Match MEDIUM
and re-engage with your customers across the Google Ads network. Conv. Rate
Custom audience tailored to your brand, built using a combination of
Improved CTR /
Custom Affinity Audiences keywords, interest categories (based on website URLs), topics, MEDIUM
Conv. Rate
placements and apps.

Dynamic Remarketing allows you to show previous visitors ads that

Improved CTR /
Dynamic Remarketing contain products and services that they viewed on your site, tailored MEDIUM
Conv. Rate
by audience.

Audience lists of users who have shown purchase intent signals that
Improved CTR /
In-Market Audiences they are in-market for a specific product or service. E.g. "Home & MEDIUM
Conv. Rate
Garden > Home Furnishings"

BUDGET & BIDS DESCRIPTION IMPACT PRIORITY

Have keyword bids been set at an appropriate level, based on historic
Bidding Increased ROI. HIGH
data & business goals.
Are there any keywords with excessive bids in place (i.e. where the bid MEDIUM /
Excessive bidding Increased ROI.
is substantially higher than the First Page Bid Estimate). HIGH
Appropriate bid modifiers in place for users at an individual campaign MEDIUM /
Device Bid Adjustments Increased ROI.
level, based on their device type. HIGH
Appropriate bid modifiers in place for users at an individual campaign MEDIUM /
DFSA adjustments Increased ROI.
level, based on their gender, age, parental status & household HIGH
income.
Geo-Targeted Appropriate bid modifiers in place for users at an individual campaign MEDIUM /
Increased ROI.
Bid-Adjustments level, based on their location. HIGH
Appropriate bid modifiers in place for users at an individual campaign MEDIUM /
Audience Bid Adjustments Increased ROI.
level, based on audience grouping. HIGH
Are there any keywords missing tailored bids, and therefore are using
Missing Keyword level bids Increased ROI. MEDIUM
generic campaign-level bids.
Appropriate bid modifiers in place to control ad spend & visibility, based LOW /
Ad Scheduling Increased ROI.
on time & day. MEDIUM

KEYWORDS & MATCH

DESCRIPTION IMPACT PRIORITY
TYPES

Have appropriate match types been used for each keyword, based on
Match Types historic performance & business goals, and have keywords been Increased CTR. HIGH
grouped into ad groups segmented by match type.

Have exact match keywords been added as negatives to the relevant

Decreased MEDIUM /
Cross Match Negatives broad match ad group, to ensure that traffic is directed through the
CPCs. HIGH
exact match variant.

Suitable Brand & NB Is there keyword coverage for the top performing brand & generic Increased
HIGH
coverage search terms? traffic.
% Keywords - Low What % of keywords have a low quality score (based on ad & landing Decreased MEDIUM /
Quality Score (<= 4) page relevance)? CPCs. HIGH
Decreased MEDIUM /
# of Keyword Duplicates How many duplicate keywords are there in the account?
CPCs. HIGH
Negative Are there appropriate negative keywords in place to help block ads MEDIUM /
Increased CTR.
Keywords/Exclusions appearing for irrelevant traffic? HIGH
Traffic to your site may be impacted as ads are not eligible to appear Increased
Disapproved Keywords MEDIUM
for keywords that have been disapproved. traffic.

SHOPPING DESCRIPTION IMPACT PRIORITY

Is the Google Merchant Centre linked to your AdWords account? This is
GMC linked essential to allow you to run Shopping & Dynamic Remarketing N/A HIGH
campaigns.
Granular Breakdown by A granular breakdown of shopping activity allows you to more Increased MEDIUM /
Category accurately report on performance and carry out optimisations. CTR, Conv. HIGH
Rate
Create separate campaigns for your top products to allow them to
Core Products/SKUs Broken Increased Conv MEDIUM /
show more frequently. This will also allow you to set different
Out Rate. HIGH
campaign goals & targets, based on your business needs.
Help focus your shopping budget by excluding irrelevant products from Increased Conv MEDIUM /
Product Exclusions
your campaigns. Rate. HIGH
Is the appropriate priority (e.g. "High", "Medium" or "Low") applied to Increased Conv MEDIUM /
Campaign 'Priorities' Applied
each campaign? Rate. HIGH
Bidding at Most Granular Have bids been applied at the most granular level, to allow you to Better MEDIUM /
Level optimise the account by a specific product or category. optimisation HIGH
Appropriate bid modifiers in place for users at an individual campaign MEDIUM /
Mobile Bid Multipliers Increased ROI.
level, based on their device type. HIGH
Negatives Appropriately Are there appropriate negative keywords in place to help block ads MEDIUM /
Increased CTR.
Applied appearing for irrelevant traffic? HIGH
If your products do not meet the relevant requirements, they may be
disapproved and be ineligible to show. Also, if there are a high number Continued MEDIUM /
GMC Disapprovals
of product disapprovals in your feed then your account may be at risk of visibility HIGH
suspension.
Appropriate bid modifiers in place for users at an individual campaign MEDIUM /
DFSA Bid Modifiers Applied Increased ROI.
level, based on their gender, age, parental status & household income. HIGH
Appropriate bid modifiers in place to control ad spend & visibility, based MEDIUM /
Ad-Scheduling Applied Increased ROI.
on time & day. HIGH
Customer Match allows you to use your online and offline data to reach Improved CTR /
Customer Match Targeting MEDIUM
and re-engage with your customers across the Google Ads network. Conv. Rate
Audience lists allow you to reach targeted new acquisition, or re-engage Improved CTR /
Audience Lists Applied MEDIUM
with previous site visitors. Conv. Rate
Merchant Promotions allow you to include promotion details in Improved CTR /
Merchant Promotions In Use MEDIUM
Shopping ads. E.g. "Free Delivery" Conv. Rate
Are appropriate labels in place to ensure effective management of Better
Custom Labels Used in Feed MEDIUM
activity? optimisation
STRUCTURE & SETTINGS DESCRIPTION IMPACT PRIORITY
Have the most relevant landing pages been used for each keyword, Increased Conv
Keyword Level Urls HIGH
rather than at an ad-level? Rate.
By linking GA, you can gain insight into the actions people take on Better analysis / MEDIUM /
Google Analytics Linked
your website after clicking on your ad. optimisation HIGH
See how your paid & organic listings perform by importing organic Better analysis / MEDIUM /
Search Console Linked
search performance from Google Search Console. optimisation HIGH
Ensure that each campaign is targeting the most relevant location (with Increased Conv MEDIUM /
Location Targeting
exclusions in place where necessary). Rate. HIGH
Structure should largely be based around achieving high levels of
relevancy, so a granular structure with small groups of tightly themed MEDIUM /
General Structure Improved CTR
keywords are ideal. Match types should also be broken out into HIGH
separate ad groups.
Segmenting brand & generic keywords allows you to set different Improved CTR / MEDIUM /
Brand/Non-Brand Split
campaign goals & objectives based on the users' search intent. Conv. Rate HIGH
 Isolate your core terms to allow you to set different bids / targets for Improved CTR / MEDIUM /
Core Terms Isolated
your top performing keywords. Conv. Rate HIGH
Ensure that each campaign is targeting the most relevant users by Increased Conv MEDIUM /
DFSA
demographic (with exclusions in place where necessary). Rate. HIGH
Feed based Dynamic Search Ads allow you to show users' the most Improved CTR / MEDIUM /
Feed based DSA
relevant products from your feed, based on their search query. Conv. Rate HIGH
Ensure that each campaign is targeting the most relevant countries Increased Conv
Geo Targeting MEDIUM
(with exclusions in place where necessary). Rate.
Ensure that each campaign is targeting the most relevant language Increased Conv
Language Targeting MEDIUM
(with exclusions in place where necessary). Rate.
Traffic, CTR,
Automated rules let you make changes in your account automatically,
Automated Rules Avg. CPC, MEDIUM
based on settings and conditions that you choose.
Conv.
Rate
Search/Display/Gmail/DSA Segmenting activity by campaign type allows you to set different goals Better analysis /
MEDIUM
split out per campaign and accurately analyse performance. optimisation
Excessive Keywords in There should be no more than 50 keywords per ad group, to allow you
Poor QS & CTR MEDIUM
Ad-Groups to accurately assess performance.
Better
Data Driven Attribution allows you to give credit for conversions based
optimisation,
DDA on how users search for your business, rather than giving all the credit MEDIUM
conversion rate,
on a last-click model.
ROI
Are all campaigns set to Standard or Accelerated Delivery? If budgets Maximised
LOW /
Ad Delivery are limited, then this should be set to Standard, but if Budgets are not Impressio
MEDIUM
capped, this should be set to Accelerated to maximise visibility. n Share

Are all ads set to "Optimise: Prefer Best Performing Ads" to allow Improved CTR / LOW /
Ad Rotation
Google to show the most relevant ad, based on performance. Conv. Rate MEDIUM
Search Partners extend the reach of Google Search ads to hundreds of Traffic, CTR,
Search Partners Opted LOW /
non-Google websites, as well as YouTube and other Google sites, but Avg. CPC,
In/Out MEDIUM
can have performance issues. Conv.
Rate
Review of all automated scripts which are running in the account. Traffic, CTR,
LOW /
Audit Scripts These are a powerful tool to aid automation, but left unchecked, then Avg. CPC,
MEDIUM
can cause some serious issues. Conv.
Rate
Better
optimisation, LOW /
GA Auto-tagging enabled Enable GA auto-tagging to better track Google Ads activity in
conversion rate, MEDIUM
ROI
DSA Dynamic Search Ads allow you to dynamically create ads by
Improved CTR /
(auto-targets/exclusions in matching the users' search term with the most appropriate landing LOW
Conv. Rate
use) page on your website (based on your site content).

Better
Ensure appropriate conversion actions are being tracked and included optimisation,
Tracking Settings LOW
in "Conversions" for accurate optimisation. conversion rate,
ROI
Easier
Are appropriate labels in place to ensure effective management of
Labels management / LOW
activity?
reporting

Are appropriate IP exclusions in place? E.g. exclude advertisers own More accurate
IP Exclusions LOW
IP address. reporting
Core Recurring Tasks - MANUAL:

These are the “core recurring” tasks we expect Paid Search teams to be completing very regularly for the
brands they are working on with the associated frequency they should happen

ANALYSIS & INSIGHTS Detail Mid Tier Top Tier Priority Time
Ensure impression share not lost due to budget in any
IS loss due to Budget Monthly Fortnightly HIGH 1hrs
campaign or those which are flagged up
Exact match IS loss due Ensure exact match impression share is as close to MEDIUM
Monthly Fortnightly 1hrs
to rank 100% as possible - those below are flagged up for review HIGH
Ensure the right audience segments are applied to
Audience Strategy MEDIUM
campaigns, either on a target & bid or bid overlay Quarterly Monthly 2.5hrs
Review HIGH
approach
Review of all QS components, weighting analysis by MEDIUM
QS Reviews Monthly Monthly 2hrs
traffic volume HIGH
Device Reviews Spend / conversion mix by device Monthly Fortnightly MEDIUM 1hrs
Review of auction insights data for core terms to monitor
Auction Insights Review Bi-monthly Fortnightly MEDIUM 1hrs
changes and key trends
Comprehensive reviews of competition through a range
Competitor Reviews Quarterly Bi-monthly MEDIUM 2.5hrs
of different tools, sources & techniques
Ensure % spend via Bing is reflective or industry
Bing depth reviews Quarterly Monthly MEDIUM 1hrs
benchmark
Ensure core audiences in place and actively applied to all
Core Audiences Audits Quarterly Monthly MEDIUM 4hrs
campaigns
Placement reviews for
Ensure placement remain of high quality Bi-monthly Monthly MEDIUM 1.5hrs
GDN
Review of SP performance for each campaign to ensure LOW /
Search Partners Review Quarterly Monthly 1hrs
this is driving valuable incremental traffic MEDIUM
Summary of key findings share with the wider business.
LOW /
Month End Insight Deck These may take form of a word document, presentation Monthly Monthly 12hrs
MEDIUM
or infographic dependent upon client preference
Inform merchandising teams on the types of products
Purchase Detail Report LOW /
sold from specific terms and help better guide Quarterly Monthly 3hrs
Analysis MEDIUM
optimisation work by focusing on higher margin product
Ensure healthy balance of investment across audience LOW /
% spend via audience Bi-monthly Monthly 1hrs
type MEDIUM
BEST PRACTICE Detail Mid Tier Top Tier Priority Time
Comprehensive independent review of all Google Ads
activity to ensure optimal set-up, setting and utilisation of
Google Account Audit Quarterly Monthly HIGH 5hrs
the latest feature developments most applicable for the
advertiser
Comprehensive independent review of all Bing activity to
Every 6 MEDIUM
Bing Account Audit ensure optimal set-up, setting and utilisation of the latest Quarterly 5hrs
months HIGH
feature developments most applicable for the advertiser
BIDDING Detail Mid Tier Top Tier Priority Time
 Keywords with max CPCs > greater than top of page bid
Max CPC review Bi-monthly Monthly HIGH 2hrs
estimates
First page bids Review any terms below first page Fortnightly Weekly HIGH 0.5hrs
Automated bid strategies Review of bid strategy health and overall set-up to ensure
Quarterly Bi-monthly HIGH 2.5hrs
refinement it's optimal and most likely to deliver against target KPI
MEDIUM
Missing Bids Ensure all keywords have bids assigned to each keyword Monthly Weekly 0.5hrs
HIGH
Keyword Bid Ensuring optimal bids are set for each keyword to help Twice MEDIUM
Weekly 4hrs
Adjustments achieve client KPIs Weekly HIGH
Comprehensive independent review of Search Ads 360
3rd Party Bid
(or other 3rd party platform) to ensure optimal set-up, MEDIUM
Management Platform Quarterly Bi-Monthly 2.5hrs
settings and utilisation of the latest feature developments HIGH
Audit
most applicable for the advertiser
Reviews of geographic performance and then ensuring
Location Bid Adjustments Monthly Weekly MEDIUM 1hrs
optimal geo-modifiers are applied to each campaign
Reviews of device performance for each ad-group and
Device Bid Adjustments Monthly Fortnightly MEDIUM 1hrs
then ensuring optimal modifiers are applied throughout
Audience Bid Reviews of audience performance and then ensuring
Monthly Fortnightly MEDIUM 1hrs
Adjustments optimal modifiers are applied for each campaign
DFSA (Gender) Bid Reviews of gender performance and then ensuring
Quarterly Monthly MEDIUM 0.5hrs
Adjustments optimal modifiers are applied
DFSA (Age) Bid Reviews of age performance and then ensuring optimal
Quarterly Monthly MEDIUM 0.5hrs
Adjustments modifiers are applied
Household Income Bid Reviews of performance by household income and then
Quarterly Monthly MEDIUM 0.5hrs
Adjustments ensuring optimal modifiers are applied
Reviews of campaign performance by day and by hour
Ad-Scheduling
and optimal adjustments then applied to help achieve Quarterly Monthly MEDIUM 1.5hrs
Review/Bid Adjustments
target KPI
Review of leading bid management platforms, assessing Every 6 Every 6
Bid Platform Reviews MEDIUM 12hrs
the value they would add to a particular client months months
AD COPY &
Detail Mid Tier Top Tier Priority Time
EXTENSION
S
Ad copy Testing - A|B Controlled testing of ad-copy in a robust test framework MEDIUM
Quarterly Monthly 2.5hrs
Controls to ensure key learnings are acted upon HIGH
Ad copy testing - New Ensure latest ad copy formats like RSA are being tested MEDIUM
Quarterly Monthly 2.5hrs
Products in a controlled manner with results reported back HIGH
Sitelink performance reviews with worst performers MEDIUM
Sitelinks Quarterly Monthly 1.2hrs
substituted with new recommendations HIGH
Review performance of endorsements and
Review Extensions Quarterly Bi-monthly MEDIUM 0.75Hrs
testing/updating with new content
Performance reviews with worst performers substituted
Structured Snippets Quarterly Bi-monthly MEDIUM 1hrs
with new recommendations
Performance reviews with worst performers substituted
Call Outs Quarterly Monthly MEDIUM 0.6hrs
with new recommendations
Performance reviews with worst performers substituted
Ad Customisers Quarterly Monthly MEDIUM 1hrs
with new recommendations
Testing of new IF-function strategies for audience and
IF Functions Quarterly Bi-monthly MEDIUM 2hrs
device with periodic reviews of the impact made
Monthly reviews of new ads added to the account to
New Ads Monitor Quarterly Monthly MEDIUM 1hrs
ensure optimal volumes applied
 Analysis of any disapproved ads, addressing any issues
Disapproved Ads Monthly Weekly MEDIUM 0.5hrs
raised accordingly with the engines
HOUSEKEEPING Detail Mid Tier Top Tier Priority Time
Comprehensive reviews of a range of settings,
Daily Checks Daily Daily HIGH 1.15hrs
performance metrics and competitive SERP
Non-converting Keyword SQR review of search terms with 100+ clicks and no
Quarterly Monthly HIGH 3hrs
Audits conversions over 12 month window
Ensure correct domain targeting in place for all MEDIUM
URL Domain Checks Weekly Weekly 2hrs
campaigns HIGH
Ensure all keywords have independently assign landing MEDIUM
Missing LPs Monthly Weekly 0.5hrs
pages HIGH
Check for any cross-match issues (e.g. Broad terms MEDIUM
Cross-match Analysis Bi-monthly Monthly 3hrs
triggering over Exact) HIGH
Exact Match Coverage Keyword match type review - ensure 100% exact match MEDIUM
Bi-monthly Monthly 3hrs
Audits coverage HIGH
Detailed reviews of SQR data, pivoting results across the
MEDIUM
SQR Analysis whole of an account and working through the analysis Bi-monthly Monthly 1.5hrs
HIGH
from highest search volume
Google/Bing Parity Ensure complete parity between Google & Bing in terms
Quarterly Monthly MEDIUM 1.5hrs
Checks of key account components
High impression zero SQR review of search terms with 1000+ impressions but
Quarterly Bi-monthly MEDIUM 2hrs
traffic reviews no clicks
Monthly reviews of new terms added to the account to
New Terms Monitor Quarterly Monthly MEDIUM 0.5hrs
ensure optimal volumes applied
Monthly reviews of new negatives added to the account
New Negatives Monitor Quarterly Monthly MEDIUM 0.5hrs
to ensure optimal volumes applied
Analysis of any disapproved terms, addressing any
Disapproved Keywords Monthly Weekly MEDIUM 0.5hrs
issues raised
Mining & research for new terms through a variety of
Keyword Expansions Monthly Fortnightly MEDIUM 3hrs
different techniques
Spend / traffic % through
Ensure a healthy split of traffic through each match type Monthly Weekly MEDIUM 1hrs
match type
TESTING Detail Mid Tier Top Tier Priority Time
Experiments Planned & Are clear experiments being used (Google Ads MEDIUM
Quarterly Monthly 6hrs
Implemented Experiments / DS testing) HIGH
Landing Page Testing - LP testing via drafts & experiments to ensure tight MEDIUM
Quarterly Monthly 6h
A|B Controls controls and valuable learnings can be rolled out HIGH

Core Automated Audit Components:

Technology driven Auditing is based around all the core best practice benchmarks that are key to the
success for any Paid Search accounts

● Automated dashboards to analyse best practice in all the below areas

● Dashboards provided with a CEO/CMO level view across all business units
● Dashboards provided at a brand level with a more detailed view of that brand - in all countries
and markets
Creative Description Priority
Checks for the number of active, approved Expanded Text Ads (ETAs) in each Ad
Search Ad Groups Missing
group to ensure that there are a suitable number of them. Too many/few can reduce HIGH
Expanded Text Ads
the effectiveness of Google's optimisation.

Disapproved Expanded Text Checks for the number of Expanded Text Ads (ETAs) currently disapproved by MEDIUM
Ads Google. This prevents the Ads from appearing in the SERPs. HIGH

Ad Groups Missing Checks Ad Groups for the use of at least one Responsive Search Ad (RSA). RSAs MEDIUM
Responsive Search Ads allow a significant improvement in Ad optimisation. HIGH

Ad Groups Missing Mobile IF Checks Ad Groups for the use of Mobile IF Functions in Ads. Not using Mobile IF
MEDIUM
Function Ads Functions is a missed Ad-tailoring opportunity.

Ad Groups Missing Audience Checks Ad Groups for the use of Audience IF Functions in Ads. Not using Audience IF
MEDIUM
IF Function Ads Functions is a missed Ad-tailoring opportunity.
Attribution Description Priority

Checks to see whether any active Conversion types are set to a attribution model of
Conversion Trackers Using MEDIUM
'Last Click'. Whilst 'Data Driven' is typically the best performing model, all others
Last Click Attribution HIGH
should typically be considered ahead of 'Last Click'.

Audiences Description Priority

Ad Groups Missing RLSA Checks Ad Groups for the assignment of RLSA audiences. Applying these audiences
HIGH
Audiences provides an opportunity to split out segments of users and tailor bids accordingly.

Checks Ad Groups for the assignment of Similar Users audiences. Applying these
Ad Groups Missing Similar MEDIUM
audiences provides an opportunity to split out segments of users and tailor bids
Users Audiences HIGH
accordingly.
Checks Ad Groups for the assignment of In-Market audiences. Applying these
Ad Groups Missing In-Market MEDIUM
audiences provides an opportunity to split out segments of users and tailor bids
Audiences HIGH
accordingly.
Checks Ad Groups for the assignment of Customer Match audiences. Applying these
Ad Groups Missing Customer
audiences provides an opportunity to split out segments of users and tailor bids MEDIUM
Match Audiences
accordingly.
Ad Groups Missing Affinity Checks Ad Groups for the assignment of Affinity audiences. Applying these audiences
MEDIUM
Audiences provides an opportunity to split out segments of users and tailor bids accordingly.
Checks the proportion of account spend going through audiences over the last 30
Search Spend % Through days. A higher proportion of spend through audiences is generally positive, as it
MEDIUM
Audiences represents a higher proportion of investment across user-segments where we know
more about them.
Bids Description Priority
Checks Ad Groups for bid adjustments across the three device types - Desktop, Mobile
Ad Groups Missing Device Bid MEDIUM
and Tablet. As these are relative settings, it is not flagged if only one of these settings
Adjustments HIGH
is set to 0%.
Ad Groups Missing DFSA Bid Checks Ad Groups for bid adjustments across the preset Google age ranges. As these MEDIUM
Adjustments for Age are relative settings, it is not flagged if only one of these settings is set to 0%. HIGH
Ad Groups Missing DFSA Bid Checks Ad Groups for bid adjustments across the preset Google genders. As these MEDIUM
Adjustments for Gender are relative settings, it is not flagged if only one of these settings is set to 0%. HIGH
Checks campaigns for bid adjustments by Location. Where not in place this is an
Campaigns Missing Location MEDIUM
opportunity to optimise performance based on the differences in behaviour in different
Based Bid Adjustments HIGH
locations.
Campaigns Losing Impression Checks campaigns for Impression Share Lost to Budget, which indicates sub-optimal MEDIUM
Share to Budget budget management and/or optimisation practice. HIGH

Keywords With Bids
Significantly Above CPCs
Campaigns Missing Ad
Scheduling
Campaign Settings
Campaigns Missing Optimize
Ad Rotation
Campaigns With Budgets
Significantly Above Spend
Search Spend % Through
DSA
Extensions
Ad Groups Missing Enhanced
Sitelink Extensions
Ad Groups Missing Location
Extensions
Ad Groups Missing Call
Extensions
Ad Groups Missing Callout
Extensions
Checks for Ad Groups which do not have Structured Snippet Extensions applied.
Ad Groups Missing Structured
Ensuring Ad Extensions are in place will help maximise Ad performance - particularly
Snippets Extensions
the CTR - which in turn can improve Quality Score and reduce CPCs.
Checks for Ad Groups which do not have Promotion Extensions applied. Where
Ad Groups Missing Promotion Promotion Extensions are applicable, they are a significant opportunity to improve Ad
Extensions
Ad Groups Missing Price
Extensions
Ad Groups Missing App
Extensions
Ad Groups Missing Message
Extensions
Keywords
Keywords Missing Bids
Checks Keywords for bids which are significantly above the Max CPC. This can be a
MEDIUM
concern as if competition were to suddenly increase significantly, the Keywords are
HIGH
exposed to a significant increase in CPCs.
Checks campaigns for Ad Scheduling. Where not in place this is an opportunity to
LOW /
optimise performance based on the differences in behaviour at different days and
MEDIUM
times.
Description Priority
Checks Campaigns for those which have Ad Delivery not set to one of Google's
MEDIUM
automatic optimisation settings. This means Google will not be optimising their rotation
HIGH
which typically leads to suboptimal performance.
Checks Campaigns for budgets which are significantly above the current daily spend.
MEDIUM
This can be a concern as if competition were to suddenly increase significantly, the
HIGH
Campaigns are exposed to a significant increase in overall spend.
Checks the proportion of account spend going through DSA Campaigns over the last
30 days. An amount of spend through DSA is typically positive, with the optimal MEDIUM
threshold specific to each account.
Description Priority
Checks for Ad Groups which do not have Sitelink Extensions applied. Ensuring Ad
MEDIUM
Extensions are in place will help maximise Ad performance, particularly the CTR which
HIGH
in turn can improve Quality Score and reduce CPCs.
Checks for Ad Groups which do not have Location Extensions applied. Where Location
Extensions are applicable, they are a significant opportunity to improve Ad
MEDIUM
performance - particularly the CTR - which in turn can improve Quality Score and
reduce CPCs, and also drive in-store visits.
Checks for Ad Groups which do not have Call Extensions applied. Where Call
Extensions are applicable, they are a significant opportunity to improve Ad
MEDIUM
performance - particularly the CTR - which in turn can improve Quality Score and
reduce CPCs, and also drive leads/conversions via the phone.
Checks for Ad Groups which do not have Callout Extensions applied. Ensuring Ad
Extensions are in place will help maximise Ad performance, particularly the CTR which MEDIUM
in turn can improve Quality Score and reduce CPCs.
MEDIUM
MEDIUM
performance - particularly the CTR - which in turn can improve Quality Score and
reduce CPCs.
Checks for Ad Groups which do not have Promotion Extensions applied. Where
Promotion Extensions are applicable, they are a significant opportunity to improve Ad
MEDIUM
performance - particularly the CTR - which in turn can improve Quality Score and
reduce CPCs.
Checks for Ad Groups which do not have App Extensions applied. Where App
Extensions are applicable, they are a significant opportunity to improve Ad LOW /
performance - particularly the CTR - which in turn can improve Quality Score and MEDIUM
reduce CPCs, and also drive app-installs.
Checks for Ad Groups which do not have Message Extensions applied. Where
Message Extensions are applicable, they are a significant opportunity to improve Ad LOW /
performance - particularly the CTR - which in turn can improve Quality Score and MEDIUM
reduce CPCs, and also drive leads/conversions.
Description Priority
Checks for Keywords which do not have a Max CPC defined. Where the Max CPC is HIGH

Keywords With Poor Quality
Score Components
Keywords With Extremely
Poor Quality Score
Duplicate Keywords
Missing Exact Match
Keywords
Ad Groups with Mixed Match
Types
Ad Groups Missing Active
Keywords
Ad Groups With Excessive
Number of Keywords
Keywords Missing Final URLs
Keywords Missing GA
Tracking Parameters
Disapproved Keywords
Testing
Are Campaign Experiments
Being Using?
not defined at a Keyword level, it reduces control as the bid defaults to the Ad Group
level.
Checks for Keywords which have the worst Google rating for all three components of MEDIUM
Quality Score - Landing Page Relevance, Predicted CTR and Ad Copy Relevancy. HIGH
Checks for Keywords which have a Quality Score of less than a defined threshold. The MEDIUM
lower a Keyword's Quality Score, the more expensive its clicks are. HIGH
Checks Keywords to ensure that there are no duplicates. This also takes into account
the Location and Language targeting of the Keywords, to ensure that only 'true' MEDIUM
duplicates are flagged. Duplicates are sub-optimal as they reduce control over specific HIGH
queries.
The Missing Exact Match Keywords component checks for keywords which are in the
MEDIUM
account on a match type which is not exact, but is not in the account on Exact Match.
HIGH
As a result there are three results returned as part of this.
This checks for ad groups that contain keywords on more than one match type. The
MEDIUM
keywords do not have to be the same - best practice is for an ad group to only contain
HIGH
terms on a single match type, e.g. Exact.
MEDIUM
This checks for ad groups with no active keywords
HIGH
Checks for the number of Keywords currently disapproved by Google. This prevents
MEDIUM
the Keywords matching to search queries and related ads from appearing in the
HIGH
SERPs as a result.
Checks Keywords for those which are missing Final URLs. Having Keyword-level Final
MEDIUM
URLS is a best practice which ensures closest control of the user journey.
Checks Keywords for Google Analytics manual tag parameters in all Final URLs, to
MEDIUM
ensure that tracking is complete.
Checks for Disapproved keywords MEDIUM
Description Priority
Checks the account to see if Campaign Experiments have been active in the last three
months. Campaign Experiments is a great way to optimise areas like targeting and MEDIUM
account structure, so running tests regularly is recommended.