Google Ads Checklist

Google Ads Checklist

A checklist for planning and managing campaigns by Benjamin Mangold

Google Ads Checklist by Benjamin Mangold

Account Checklist

Security and Settings

▢ I have ownership of my Google Ads account (and it is not solely controlled by an agency or
another third party)
▢ I have reviewed who has access to manage and view the account
▢ Two-step verification has been enabled for the account (by selecting ‘Tools and Settings’,
then ‘Account Access and Security’ and then ‘Security’) NEW .
▢ I have reviewed any policy issues for the account (by selecting ‘Tools and Settings’ and then
‘Policy Manager’)

Planning and Structure

▢ I have organized my account appropriately (for example, by products, services, themes,
brands, targeting, budget, etc.)
▢ I have identified and planned for seasonal events and trends (for example, seasonal
campaigns, seasonal ad copy, etc.) NEW .
▢ I have reviewed data in Google Ads and Google Analytics to identify unexpected trends (for
example, changes in search volume, advertising costs, conversions, etc.) NEW .
▢ I adjust my advertising budget to reflect seasonal and unexpected trends NEW .
▢ I have reviewed the top-level performance of the account against my objectives NEW .

Tracking

▢ Google Ads and Google Analytics are linked
▢ Users and sessions from Google Ads campaigns are being reported in Google
Analytics and the data appears to be accurate
▢ Site metrics from Google Analytics are being imported into Google Ads
▢ Google Ads and Google Search Console are linked
▢ Optional: Google Ads and my YouTube Channel are linked
▢ Optional: Google Ads and Google Merchant Center are linked (for Shopping ads)
▢ Optional: Google Ads and Google Optimize are linked
▢ I have imported conversions from Google Analytics (or I have implemented Google Ads
conversion tracking)
▢ I am tracking macro-conversions
▢ I am tracking micro-conversions
▢ Imported conversions have an appropriate attribution model selected
▢ Optional: I have configured relevant audience lists for remarketing

Copyright © 2020 Loves Data Pty Limited www.lovesdata.com Version: May 2020 Page 1


Experiment

▢ I have created ad variations and campaign experiments to test and optimize performance
▢ I have experimented with Dynamic Search Ads to extend the reach of my standard search
campaigns
▢ I have tried combining audiences (for example, remarketing lists) and demographics with
campaigns (including search campaigns) to adjust bidding and optimize performance
▢ I am running landing page experiments using Google Optimize NEW .
Campaign Checklist

Planning

▢ I have an overall objective for my Google Ads campaign (for example, generate leads
and/or sales)
▢ I have appropriate landing pages ready to use with the campaign, including a clear
call-to-action
▢ I have allocated an appropriate daily budget
▢ I have decided on the network targeting for the campaign (for example, Search Network or
Display Network)
▢ I have planned ahead for seasonal events (for example, Christmas, end of financial year,
etc.)

Settings

▢ Geographic targeting is set correctly (for example, your offering is available in those
locations)
▢ Language settings are correct
▢ I have selected the ad rotation for the campaign
▢ I have selected which conversion(s) should be used for the campaign
▢ I have selected a bidding strategy and bids
▢ I have chosen appropriate bid adjustments (for example, device, location, scheduling)



Structure

▢ I have organized my ad groups by keyword themes
▢ All the keywords in each ad group are closely related
▢ Each ad group contains a maximum of five to ten relevant keywords
▢ My keywords are specific and not too general
▢ I am using appropriate keyword match types (for example, broad, broad match modified,
phrase and exact match)
▢ Keywords are not duplicated in different ad groups or campaigns that use the same
targeting
▢ I have added appropriate negative keywords (for example, ‘free’)
Ad Variations

▢ I have at least two ad variations running in each ad group (unless you are only using
responsive search ads)
▢ Each of my ads contain the primary keyword from that ad group in the headline and/or
description
▢ Each of my ads link to the most relevant page of my website (these pages also relate to the
keywords in the ad group)
▢ I have experimented with responsive search ads and compared their performance to the
other ad types
▢ Standard text-based ads include three headlines and two descriptions (older ads in your
account might only have two headlines and one description)
▢ I have set up ad extensions (for example, call extensions, sitelinks, etc.)
▢ I have checked the spelling and grammar of my ads

Optimization

▢ I have checked I am advertising all my products or services
▢ I regularly review and/or create new ad variations in each ad group
▢ I have reviewed the ‘Optimization Score’ for campaigns NEW .
▢ I have reviewed campaign and ad group suggestions under ‘Recommendations’
▢ I have compared performance to other advertisers using ‘Auction Insights’ NEW .
▢ I have used the ‘Search Terms’ report under ‘Keywords’ to find additional keywords and
negative keywords
▢ I have reviewed any active ‘Smart Campaigns’ to ensure they meet my objectives NEW .
▢ I have reviewed campaign performance against my objectives



Extra Resources

● Google Ads glossary: https://lovesdata.co/6AEo9
● Common Google Ads mistakes: https://lovesdata.co/NFEwN
● Google Ads conversion tracking: https://lovesdata.co/jVwz2
● Understanding search intent: h ttps://lovesdata.co/BC8Wq

Wrap Up

Applying a checklist to the way you manage your Google Ads account will provide positive
outcomes for your campaigns. You can begin optimizing and improving your campaigns even in a
short amount of time each month. The main thing is to stay consistent and set aside time to
nurture your campaigns. Google Ads, like all of your marketing, isn’t ‘set and forget’.

I encourage you to make this checklist your own and I’d love to hear how you’re using it and
adding to it. You can contact me at h ello@lovesdata.com – I’m looking forward to hearing how
you’re improving your campaigns.

When you’re ready to learn more about Google Ads,
Google Analytics and other important tools, join me in
my courses. You can find details at
https://lovesdata.co/tZG2j

– Benjamin

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