Google Ads Audit Slides by Marketing Auditor
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58 slides
Dec 05, 2024
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About This Presentation
This is a comprehensive Google Ads audit, spanning 50+ pages that deep dive into the following sections:
- Account Structure
The tool checks the structure of your Google Ads account, including campaign types, naming conventions, exclusions, and more.
- Tracking & Conversions
We analyze...
Slide Content
Google Ads Audit
2024-11-18
Sample Audit
marketingauditor.com
2024-11-18
Sample Audit
marketingauditor.com
marketingauditor.com
Ads & ExtensionsBudget & Bidding
Targeting
Audit Focus Areas
TrackingAccount Structure
Ads & ExtensionsBudget & Bidding
Targeting
Audit Focus Areas
TrackingAccount Structure
marketingauditor.com
Pass: Configured or implemented correctly
Evaluate: Consider feature adoption or expansion
Fail: Address configuration or implementation
Audit Scorecard
Pass: Configured or implemented correctly
Evaluate: Consider feature adoption or expansion
Fail: Address configuration or implementation
Audit Scorecard
marketingauditor.com
In Review
Accounts:
Sample Account - 225441407
Reporting Period:
2024-10-17 - 2024-11-16
In Review
Accounts:
Sample Account - 225441407
Reporting Period:
2024-10-17 - 2024-11-16
marketingauditor.com
Overall Score Category Score
Your overall score is 56%, please
read through the slide for more
details
Score Summary
Overall Score Category Score
Your overall score is 56%, please
read through the slide for more
details
Score Summary
Account Structure
marketingauditor.com
Account Performance Overview
This overview provides insight into the performance
of the accounts we'll be auditing, with a focus on
evaluating whether your accounts have
underperformed or excelled historically within the
audit period: 2024-10-17 - 2024-11-16.
Your accounts are underperforming compared to
the previous period. With ROAS decreasing by
20.6% and costs changing by 11.5%, immediate
optimization is needed. Continue through this audit
to understand specific areas requiring attention to
improve performance.
Cost
USD 4,401.35
+11.5%
CPC
USD 0.66
-22.1%
Conversions
1,168.6
-6.9%
CPA
USD 3.77
+19.8%
ROAS
28.78
-20.6%
Cost over time
Account Performance Overview
This overview provides insight into the performance
of the accounts we'll be auditing, with a focus on
evaluating whether your accounts have
underperformed or excelled historically within the
audit period: 2024-10-17 - 2024-11-16.
Your accounts are underperforming compared to
the previous period. With ROAS decreasing by
20.6% and costs changing by 11.5%, immediate
optimization is needed. Continue through this audit
to understand specific areas requiring attention to
improve performance.
Cost
USD 4,401.35
+11.5%
CPC
USD 0.66
-22.1%
Conversions
1,168.6
-6.9%
CPA
USD 3.77
+19.8%
ROAS
28.78
-20.6%
Cost over time
marketingauditor.com
Campaign Types
Cost per campaign type
You're currently adopting 3 campaign types: Search, Pmax,
Display
?????? Missing Recommended Campaign Types:
⦿ Demand Gen: Drive new customer acquisition through targeted
demand generation campaigns
⦿ Shopping: Showcase your product catalog directly in Google
search results with Shopping ads
Campaign Types
Cost per campaign type
You're currently adopting 3 campaign types: Search, Pmax,
Display
?????? Missing Recommended Campaign Types:
⦿ Demand Gen: Drive new customer acquisition through targeted
demand generation campaigns
⦿ Shopping: Showcase your product catalog directly in Google
search results with Shopping ads
marketingauditor.com
Naming Conventions Coherence
This checks the key terms or variables of your campaign names, this important for managing your campaigns and reporting.
Consistency is everything.
Campaign Terms Distribution
Analysis of 16 campaigns naming conventions:
1. Moderate Term Consistency: Your campaigns have a
good balance of consistent terms and specific
identifiers.
2. Key Structural Terms: The following terms appear
consistently across your campaigns: uk, remarketing,
brand. This indicates a strong, consistent naming
structure which is excellent for campaign organization
and analysis.
3. Moderate Position Consistency: 68.8% of your terms
appear in consistent positions. There is a room for
improvement in term order.
Naming Conventions Coherence
This checks the key terms or variables of your campaign names, this important for managing your campaigns and reporting.
Consistency is everything.
Campaign Terms Distribution
Analysis of 16 campaigns naming conventions:
1. Moderate Term Consistency: Your campaigns have a
good balance of consistent terms and specific
identifiers.
2. Key Structural Terms: The following terms appear
consistently across your campaigns: uk, remarketing,
brand. This indicates a strong, consistent naming
structure which is excellent for campaign organization
and analysis.
3. Moderate Position Consistency: 68.8% of your terms
appear in consistent positions. There is a room for
improvement in term order.
marketingauditor.com
Naming Conventions Health
This check the overall health of the naming to keep it easy for the eye to read and hence manage
your campaigns.
Status Check Description
Separators Great! All campaigns use the same separator ('_'). This is ideal for consistency.
Campaign Length
Excellent! All campaign names have a consistent length (average: 45
characters). Example: search_uk_summer_sale
Case Sensitivity
Your campaigns use different cases. The most common is Mixed Case.
Examples:
search_uk_Brand
display_retargeting_NEW
Action Items
⦿ Standardize case usage across all campaigns to improve readability and organization.
Naming Conventions Health
This check the overall health of the naming to keep it easy for the eye to read and hence manage
your campaigns.
Status Check Description
Separators Great! All campaigns use the same separator ('_'). This is ideal for consistency.
Campaign Length
Excellent! All campaign names have a consistent length (average: 45
characters). Example: search_uk_summer_sale
Case Sensitivity
Your campaigns use different cases. The most common is Mixed Case.
Examples:
search_uk_Brand
display_retargeting_NEW
Action Items
⦿ Standardize case usage across all campaigns to improve readability and organization.
marketingauditor.com
Labels
Status Check Description
Account Labels 3 labels found for customers
Campaign Labels 6 labels found for campaigns
Ad group labels 13 labels found for ad groups
Action Items
No Action items - You are good here!
Labels can help you organize the elements in your account into meaningful groups so you can
quickly and easily filter and report on the data that is of most interest to you.
Labels
Status Check Description
Account Labels 3 labels found for customers
Campaign Labels 6 labels found for campaigns
Ad group labels 13 labels found for ad groups
Action Items
No Action items - You are good here!
Labels can help you organize the elements in your account into meaningful groups so you can
quickly and easily filter and report on the data that is of most interest to you.
marketingauditor.com
Account Level Settings
Checking account level settings that can have significant impact on your overall performance
Status Check Description
Auto tagging enabled Auto tagging is enabled for all 1 customers
Call Reporting Call reporting is enabled for all 1 customers
Conversion for leads
enabled
Enhanced conversions for leads is not enabled for 1 out of
1 customers. Affected accounts: Test Account
Accepted Lead form ads
terms
Lead form terms acceptance is not enabled for 1 out of 1
customers. Affected accounts: Test Account
Action Items
⦿ Enable enhanced conversions for leads to improve the accuracy of your conversion tracking.
⦿ Accept lead form terms in order to be able to use enhanced conversions for leads.
Account Level Settings
Checking account level settings that can have significant impact on your overall performance
Status Check Description
Auto tagging enabled Auto tagging is enabled for all 1 customers
Call Reporting Call reporting is enabled for all 1 customers
Conversion for leads
enabled
Enhanced conversions for leads is not enabled for 1 out of
1 customers. Affected accounts: Test Account
Accepted Lead form ads
terms
Lead form terms acceptance is not enabled for 1 out of 1
customers. Affected accounts: Test Account
Action Items
⦿ Enable enhanced conversions for leads to improve the accuracy of your conversion tracking.
⦿ Accept lead form terms in order to be able to use enhanced conversions for leads.
marketingauditor.com
Auto-Apply Recommendations
This checks whether you turned on auto apply recommendation that do changes in your
ads automatically without your reviewing them
Status Check Description
Auto apply
recommendations
You have enabled auto-apply recommendations for 7
resources across your accounts. Some examples of
the recommendation types that are now active
include:
OPTIMIZE_AD_ROTATION
RESPONSIVE_SEARCH_AD
SET_TARGET_ROAS
SET_TARGET_CPA
Action Items
⦿ It's not recommended to auto-apply recommendations as it can lead to unexpected
changes in your account. Please turn it off and review recommendations manually.
Auto-Apply Recommendations
This checks whether you turned on auto apply recommendation that do changes in your
ads automatically without your reviewing them
Status Check Description
Auto apply
recommendations
You have enabled auto-apply recommendations for 7
resources across your accounts. Some examples of
the recommendation types that are now active
include:
OPTIMIZE_AD_ROTATION
RESPONSIVE_SEARCH_AD
SET_TARGET_ROAS
SET_TARGET_CPA
Action Items
⦿ It's not recommended to auto-apply recommendations as it can lead to unexpected
changes in your account. Please turn it off and review recommendations manually.
marketingauditor.com
Account Exclusion Lists
Checking your account exclusion lists, this is crucial in ensuring that you don’t waste your budget on
irrelevant audiences.
Status Check Description
Keywords You have negative keyword exclusions applied to your accounts.
IP Addresses You have no IP addresses exclusions applied to your accounts.
Placements You have no placement exclusions applied to your accounts.
Mobile Apps You have no Mobile application exclusions applied to your accounts.
Action Items
⦿ Consider adding your IP address to the IP exclusion list to prevent internal traffic from skewing your data.
⦿ Consider adding placements to the placement exclusion list to prevent your ads from showing on irrelevant websites.
⦿ Consider adding mobile applications to the mobile application exclusion list to prevent your ads from showing on
irrelevant apps.
Account Exclusion Lists
Checking your account exclusion lists, this is crucial in ensuring that you don’t waste your budget on
irrelevant audiences.
Status Check Description
Keywords You have negative keyword exclusions applied to your accounts.
IP Addresses You have no IP addresses exclusions applied to your accounts.
Placements You have no placement exclusions applied to your accounts.
Mobile Apps You have no Mobile application exclusions applied to your accounts.
Action Items
⦿ Consider adding your IP address to the IP exclusion list to prevent internal traffic from skewing your data.
⦿ Consider adding placements to the placement exclusion list to prevent your ads from showing on irrelevant websites.
⦿ Consider adding mobile applications to the mobile application exclusion list to prevent your ads from showing on
irrelevant apps.
Tracking
marketingauditor.com
Conversion Tracking Overview
A quick overview of your conversion tracking setting and primary conversions.
StatusCheck Description
Conversion Tracking
Enabled
Conversion tracking is enabled and managed by child
account.
Active
Conversions
You have 15 active conversion actions in your account.
Primary Conversions
You have 12 primary conversion actions in your account.
This is more than the recommended number which is 2.
Action Items
⦿ Consider setting only 1-2 primary conversion actions to avoid confusing the algorithms and
ensure accurate optimization.
Conversion Tracking Overview
A quick overview of your conversion tracking setting and primary conversions.
StatusCheck Description
Conversion Tracking
Enabled
Conversion tracking is enabled and managed by child
account.
Active
Conversions
You have 15 active conversion actions in your account.
Primary Conversions
You have 12 primary conversion actions in your account.
This is more than the recommended number which is 2.
Action Items
⦿ Consider setting only 1-2 primary conversion actions to avoid confusing the algorithms and
ensure accurate optimization.
marketingauditor.com
Conversion Sources
● Website: Originates from the Google conversion tag snippet.
You are tracking 2 conversions from this source.
● Google Analytics: Imported conversions from Google
Analytics. You are tracking 5 conversions from this source.
● Google-hosted: Automatically created conversions, like clicks
for directions or menu views. You are tracking 5 conversions
from this source.
● Calls: Tracks calls from your ads, usually auto-configured. You
are tracking 1 conversions from this source.
● App: Tracks Android or iOS conversions. Skip if you don't have
an app. You are tracking 1 conversions from this source.
● Store: Tracks offline store visits. You are tracking 1
conversions this source.
● YouTube: Tracks YouTube conversions, like subscriptions.
Ignore if you don't have a YouTube channel. You are tracking 0
conversions this source.
Events count per type
Conversion Sources
● Website: Originates from the Google conversion tag snippet.
You are tracking 2 conversions from this source.
● Google Analytics: Imported conversions from Google
Analytics. You are tracking 5 conversions from this source.
● Google-hosted: Automatically created conversions, like clicks
for directions or menu views. You are tracking 5 conversions
from this source.
● Calls: Tracks calls from your ads, usually auto-configured. You
are tracking 1 conversions from this source.
● App: Tracks Android or iOS conversions. Skip if you don't have
an app. You are tracking 1 conversions from this source.
● Store: Tracks offline store visits. You are tracking 1
conversions this source.
● YouTube: Tracks YouTube conversions, like subscriptions.
Ignore if you don't have a YouTube channel. You are tracking 0
conversions this source.
Events count per type
marketingauditor.com
Conversion Funnel
Awareness
4 Conversions
Consideration
Decision
Verifying if you have appropriate conversion actions set up for each stage of the marketing funnel. We are checking
the number of active conversion actions.
7 Conversions
3 Conversions
Top of Funnel - TOFU: This stage introduces
potential customers to your brand or product.
They're beginning to explore and gather info,.
I.e.: PAGE_VIEW, ENGAGEMENT
Middle of Funnel - MOFU: Prospects are now
evaluating your offerings and comparing them
with alternatives. They show increased interest
but aren't ready to buy. I.e ADD_TO_CART,
BOOK_APPOINTMENT
Bottom of Funnel - BOFU: The final stage where
prospects are prepared to become customers.
They've completed their research and are ready to
take action. I.e. PURCHASE, SUBMIT_LEAD_FORM
Conversion Funnel
Awareness
4 Conversions
Consideration
Decision
Verifying if you have appropriate conversion actions set up for each stage of the marketing funnel. We are checking
the number of active conversion actions.
7 Conversions
3 Conversions
Top of Funnel - TOFU: This stage introduces
potential customers to your brand or product.
They're beginning to explore and gather info,.
I.e.: PAGE_VIEW, ENGAGEMENT
Middle of Funnel - MOFU: Prospects are now
evaluating your offerings and comparing them
with alternatives. They show increased interest
but aren't ready to buy. I.e ADD_TO_CART,
BOOK_APPOINTMENT
Bottom of Funnel - BOFU: The final stage where
prospects are prepared to become customers.
They've completed their research and are ready to
take action. I.e. PURCHASE, SUBMIT_LEAD_FORM
marketingauditor.com
Conversions Anomaly Detection
Anomaly detection is a statistical technique that helps
us find unusual patterns in time-series data.
In our analysis, we look at data from the past 90 days
using a rolling window of 14 days. The graph highlights
your main conversions.
Anomalies are not always a bad thing. They simply show
that something unusual happened during that time.
For example, you might have started new ad campaigns
or completely stopped marketing.
The graph shows that your conversions are showing
anomalies during this period: 2024-08-31 - 2024-10-25.
As long as these anomalies are not due to a change
in your business, a thorough investigation is required
to understand their root cause.
Conversions Anomaly Detection
Anomaly detection is a statistical technique that helps
us find unusual patterns in time-series data.
In our analysis, we look at data from the past 90 days
using a rolling window of 14 days. The graph highlights
your main conversions.
Anomalies are not always a bad thing. They simply show
that something unusual happened during that time.
For example, you might have started new ad campaigns
or completely stopped marketing.
The graph shows that your conversions are showing
anomalies during this period: 2024-08-31 - 2024-10-25.
As long as these anomalies are not due to a change
in your business, a thorough investigation is required
to understand their root cause.
marketingauditor.com
Attribution Models
You are currently using the Data Driven model for 29.2% of
your conversion actions (28 out of 96).
There are 62 conversion actions eligible for the Data Driven
model but currently using Last Click, such as:
⦿ Purchase (All Web Site Data)
⦿ Order Completed (All Web Site Data).
It's recommended to switch these eligible actions to the Data
Driven model for more accurate attribution.
The Data Driven model provides a more comprehensive view
of the conversion path, while Last Click should only be used
for actions that aren't eligible for Data Driven attribution.
This checks if you are adopting the most recommend model per conversion actions. Most businesses should opt in for
Data Driven, however some conversion actions are only eligible to use last click model.
# of conversion actions per model
Attribution Models
You are currently using the Data Driven model for 29.2% of
your conversion actions (28 out of 96).
There are 62 conversion actions eligible for the Data Driven
model but currently using Last Click, such as:
⦿ Purchase (All Web Site Data)
⦿ Order Completed (All Web Site Data).
It's recommended to switch these eligible actions to the Data
Driven model for more accurate attribution.
The Data Driven model provides a more comprehensive view
of the conversion path, while Last Click should only be used
for actions that aren't eligible for Data Driven attribution.
This checks if you are adopting the most recommend model per conversion actions. Most businesses should opt in for
Data Driven, however some conversion actions are only eligible to use last click model.
# of conversion actions per model
marketingauditor.com
Enhanced Conversions
Enhanced conversions is a feature that can improve the accuracy of conversion measurement. It
supplements your existing conversion data by sending hashed first-party customer data in a privacy-safe
way. This audit reviews if you’ve had set-up enhanced conversions and the match rate quality.
Status Check Description
Implemented
Enhanced
Conversions
You have not implemented enhanced conversions for any
conversion actions in your account.
Conversion Match
Quality
Nothing to check here as you have not implemented enhanced
conversions.
Action Items
⦿ Implement enhanced conversions to improve the accuracy of your conversion tracking & attribution.
Enhanced Conversions
Enhanced conversions is a feature that can improve the accuracy of conversion measurement. It
supplements your existing conversion data by sending hashed first-party customer data in a privacy-safe
way. This audit reviews if you’ve had set-up enhanced conversions and the match rate quality.
Status Check Description
Implemented
Enhanced
Conversions
You have not implemented enhanced conversions for any
conversion actions in your account.
Conversion Match
Quality
Nothing to check here as you have not implemented enhanced
conversions.
Action Items
⦿ Implement enhanced conversions to improve the accuracy of your conversion tracking & attribution.
Targeting
marketingauditor.com
Keywords Health
Assessing the overall health of your search keywords in the account, making sure they are all eligible to run
and have no issues.
Status Check Description
Disapproved
Keywords
You have no disapproved enabled keywords.
Low activity
Keywords
You have 43 low activity keywords. Examples: best deals in dekry for
yoga classes 2024,
Case Sensitivity
You have 63 case sensitive keywords. Examples: Nike Shoes, AIRMAX
shoes
No-Keywords Ad
Groups
All ad groups have active keywords.
Action Items
⦿ Review and remove low activity keywords to improve your account performance.
⦿ All keywords should be in lower case, review and adjust case sensitive keywords.
Keywords Health
Assessing the overall health of your search keywords in the account, making sure they are all eligible to run
and have no issues.
Status Check Description
Disapproved
Keywords
You have no disapproved enabled keywords.
Low activity
Keywords
You have 43 low activity keywords. Examples: best deals in dekry for
yoga classes 2024,
Case Sensitivity
You have 63 case sensitive keywords. Examples: Nike Shoes, AIRMAX
shoes
No-Keywords Ad
Groups
All ad groups have active keywords.
Action Items
⦿ Review and remove low activity keywords to improve your account performance.
⦿ All keywords should be in lower case, review and adjust case sensitive keywords.
marketingauditor.com
Keywords Distribution
- Total ad groups: 928
- Average keywords per group: 7.30
- Keyword range: 2 to 12
The keyword distribution shows 25.2% of ad groups with fewer
than 5 keywords, 0.0% with more than 50 keywords, and 74.8%
within the optimal range of 5-50 keywords.
The graph indicates a left-skewed distribution with most points
clustered around the average.
Action item: Aim for the optimal range of 5-50 keywords per ad
group by expanding or consolidating ad groups with few
keywords and splitting ad groups with high keyword counts.
This evaluates the distribution of keywords across your ad groups, focusing on creating tightly themed groupings. The graph shows the
distribution of keywords across ad groups. Each represents an ad group, with its position indicating the number of keywords it contains.
Keyword Distribution Across Ad Groups
Keywords Distribution
- Total ad groups: 928
- Average keywords per group: 7.30
- Keyword range: 2 to 12
The keyword distribution shows 25.2% of ad groups with fewer
than 5 keywords, 0.0% with more than 50 keywords, and 74.8%
within the optimal range of 5-50 keywords.
The graph indicates a left-skewed distribution with most points
clustered around the average.
Action item: Aim for the optimal range of 5-50 keywords per ad
group by expanding or consolidating ad groups with few
keywords and splitting ad groups with high keyword counts.
This evaluates the distribution of keywords across your ad groups, focusing on creating tightly themed groupings. The graph shows the
distribution of keywords across ad groups. Each represents an ad group, with its position indicating the number of keywords it contains.
Keyword Distribution Across Ad Groups
marketingauditor.com
Keywords Match Type
Match TypeKeywords
Count
ImpressionsClicks CTR Cost ConversionsCost /
Conversion
Conversion
Rate
EXACT 59 926
72
7.78% $81.80 2.00 $40.90 2.78%
PHRASE 388 37322
2,180
5.84% $2423.88 66.95 $36.20 3.07%
BROAD 8 2304
481
20.88% $198.54 0.00 $0.00 0.00%
This analyzes your keywords match type to check how they performing, this data can help you to see if specific match type
requires improvements.
Exact CTR (7.78%) < Broad (20.88%) - Exact CPC ($40.90) > Broad ($0.00) - Exact CPC ($40.90) > Phrase ($36.20)
Your exact keywords are underperforming compared to other match types. This indicated there are queries triggered by other
match types that are not covered by exact keywords. Review and add these terms as Exact.
Keywords Match Type
Match TypeKeywords
Count
ImpressionsClicks CTR Cost ConversionsCost /
Conversion
Conversion
Rate
EXACT 59 926
72
7.78% $81.80 2.00 $40.90 2.78%
PHRASE 388 37322
2,180
5.84% $2423.88 66.95 $36.20 3.07%
BROAD 8 2304
481
20.88% $198.54 0.00 $0.00 0.00%
This analyzes your keywords match type to check how they performing, this data can help you to see if specific match type
requires improvements.
Exact CTR (7.78%) < Broad (20.88%) - Exact CPC ($40.90) > Broad ($0.00) - Exact CPC ($40.90) > Phrase ($36.20)
Your exact keywords are underperforming compared to other match types. This indicated there are queries triggered by other
match types that are not covered by exact keywords. Review and add these terms as Exact.
marketingauditor.com
Search Term Coverage
This reviews the balance between searches triggering your ads from already added keywords versus non-added terms -
showing how your keyword strategy matches actual search behavior and identifies areas of opportunities.
Type Cost Clicks CPC Conv. CPA
Added 132.16 188 4.0 0.7 33.04
Not Added1717.04 1995 37.95 0.86 45.25
Your account shows limited keyword control with only 7.1% of
spend coming from added keywords. Heavy reliance on broad
matching may be leading to inefficient spend and lower relevance
scores.
We strongly recommend reviewing your top converting search
terms and adding them as exact match keywords. Implement a
robust negative keyword strategy and consider restructuring ad
groups to better align with common search themes.
Cost per Search Term Targeting Status
Search Term Coverage
This reviews the balance between searches triggering your ads from already added keywords versus non-added terms -
showing how your keyword strategy matches actual search behavior and identifies areas of opportunities.
Type Cost Clicks CPC Conv. CPA
Added 132.16 188 4.0 0.7 33.04
Not Added1717.04 1995 37.95 0.86 45.25
Your account shows limited keyword control with only 7.1% of
spend coming from added keywords. Heavy reliance on broad
matching may be leading to inefficient spend and lower relevance
scores.
We strongly recommend reviewing your top converting search
terms and adding them as exact match keywords. Implement a
robust negative keyword strategy and consider restructuring ad
groups to better align with common search themes.
Cost per Search Term Targeting Status
marketingauditor.com
Keywords Quality Score
Average Quality Score: 5.99
38.9% of keywords are below average Quality Score
61.1% of keywords are above average Quality Score
CPC for below-average QS keywords: $1.63
CPC for above-average QS keywords: $0.96
Focus on improving the lowest performing keywords. Analyze
and replicate strategies from high QS keywords.
Keywords with below-average QS have a higher CPC ($1.63)
compared to those with above-average QS ($0.96). Improving
Quality Scores could lead to significant cost savings.
This analyzed the distribution of your quality score per keywords vs CPC. High quality score keywords tend to have low costs.
QS per keywords count and CPC
Keywords Quality Score
Average Quality Score: 5.99
38.9% of keywords are below average Quality Score
61.1% of keywords are above average Quality Score
CPC for below-average QS keywords: $1.63
CPC for above-average QS keywords: $0.96
Focus on improving the lowest performing keywords. Analyze
and replicate strategies from high QS keywords.
Keywords with below-average QS have a higher CPC ($1.63)
compared to those with above-average QS ($0.96). Improving
Quality Scores could lead to significant cost savings.
This analyzed the distribution of your quality score per keywords vs CPC. High quality score keywords tend to have low costs.
QS per keywords count and CPC
marketingauditor.com
Negative Keywords
This checks whether all of your active Search, Shopping, and PMax campaigns are using negative
keywords at the campaign level.
Status Check Description
Campaign-Level
Negative keywords
You have 11 campaigns using negative keywords out of 14
enabled campaigns. Examples of campaigns not using any
negatives:
- Search_UK_Promotions
- PMAX_Sales
Action Items
⦿ Ensure your search, shopping, and PMax campaigns all have negative keywords to prevent
your ads from showing on irrelevant searches.
Negative Keywords
This checks whether all of your active Search, Shopping, and PMax campaigns are using negative
keywords at the campaign level.
Status Check Description
Campaign-Level
Negative keywords
You have 11 campaigns using negative keywords out of 14
enabled campaigns. Examples of campaigns not using any
negatives:
- Search_UK_Promotions
- PMAX_Sales
Action Items
⦿ Ensure your search, shopping, and PMax campaigns all have negative keywords to prevent
your ads from showing on irrelevant searches.
marketingauditor.com
Audience Adoption
Assessing the overall health of your search keywords in the account, making sure they are all eligible to run
and have no issues.
Status Check Description
Rule-based You have 6 rule based active audiences.
Google Analytics You have 15 Google Analytics active audiences.
Customer Lists You have 0 customer lists active audiences.
Lookalike You have 0 lookalike active audiences.
Similar You have 21 similar active audiences.
Action Items
⦿ Consider adding customer lists to target users based on their interactions with your business.
⦿ Consider adding lookalike audiences to target users similar to your existing customers.
Audience Adoption
Assessing the overall health of your search keywords in the account, making sure they are all eligible to run
and have no issues.
Status Check Description
Rule-based You have 6 rule based active audiences.
Google Analytics You have 15 Google Analytics active audiences.
Customer Lists You have 0 customer lists active audiences.
Lookalike You have 0 lookalike active audiences.
Similar You have 21 similar active audiences.
Action Items
⦿ Consider adding customer lists to target users based on their interactions with your business.
⦿ Consider adding lookalike audiences to target users similar to your existing customers.
marketingauditor.com
Location & Language Settings
1. Location settings: Checks if set to "Presence" only, which is recommended to limit ads to your physical location.
"Presence or interest" is acceptable if intentionally chosen.
2. Language targeting: For non-search/shopping campaigns, single-language targeting is advised to ensure ad
comprehension. Multi-language targeting is acceptable for search campaigns due to keyword-based targeting.
Status Check Description
Location Settings All campaigns are using presence-based location targeting.
Language Targeting
You have 1 campaigns with more than one language. Some
examples are:
- dynamic_remarketing_new
Action Items
⦿ Review the campaigns with multiple languages and ensure this is the intended targeting method.
Location & Language Settings
1. Location settings: Checks if set to "Presence" only, which is recommended to limit ads to your physical location.
"Presence or interest" is acceptable if intentionally chosen.
2. Language targeting: For non-search/shopping campaigns, single-language targeting is advised to ensure ad
comprehension. Multi-language targeting is acceptable for search campaigns due to keyword-based targeting.
Status Check Description
Location Settings All campaigns are using presence-based location targeting.
Language Targeting
You have 1 campaigns with more than one language. Some
examples are:
- dynamic_remarketing_new
Action Items
⦿ Review the campaigns with multiple languages and ensure this is the intended targeting method.
marketingauditor.com
Campaign Exclusions
This checks whether your display, video, and demand gen campaigns have exclusions in place
Status Check Description
Audiences You have 0 campaigns using audience exclusions
Placements You have 1 campaigns using placement exclusions
Mobile Apps You have 1 campaigns using mobile app exclusions
Content Labels You have 1 campaigns using content label exclusions
Action Items
⦿ Review and adjust audience exclusions to prevent your ads from showing to irrelevant users.
Campaign Exclusions
This checks whether your display, video, and demand gen campaigns have exclusions in place
Status Check Description
Audiences You have 0 campaigns using audience exclusions
Placements You have 1 campaigns using placement exclusions
Mobile Apps You have 1 campaigns using mobile app exclusions
Content Labels You have 1 campaigns using content label exclusions
Action Items
⦿ Review and adjust audience exclusions to prevent your ads from showing to irrelevant users.
Budget & Bidding
marketingauditor.com
Budget Overview
This gives you an idea about the total monthly budget set in your account vs the actual spend in the past 30 days.
Please note the monthly budget is projected based on 30.4 days for all type of budgets whether shared or daily or
custom.
Your campaigns are pacing well. The total cost is within 10% of the total monthly budget. Continue monitoring
and maintain current strategy.
Monthly budget vs Total Spend
Budget Overview
This gives you an idea about the total monthly budget set in your account vs the actual spend in the past 30 days.
Please note the monthly budget is projected based on 30.4 days for all type of budgets whether shared or daily or
custom.
Your campaigns are pacing well. The total cost is within 10% of the total monthly budget. Continue monitoring
and maintain current strategy.
Monthly budget vs Total Spend
marketingauditor.com
Campaigns Limited by Budget
This identifies campaigns that are limited by their current budget and shows the recommended
budget for each. While increasing budgets isn't mandatory, these campaigns are highlighted as they
present opportunities to potentially expand your reach and improve performance.
StatusCheck Description
Campaigns Limited by
Budget
Some campaigns are limited by their current budget. Here
are examples:
- Search_UK_Promotions
- PMAX_Sales
Action Items
⦿ Consider increasing the budget of campaigns that are limited by budget to reach more
users.
Campaigns Limited by Budget
This identifies campaigns that are limited by their current budget and shows the recommended
budget for each. While increasing budgets isn't mandatory, these campaigns are highlighted as they
present opportunities to potentially expand your reach and improve performance.
StatusCheck Description
Campaigns Limited by
Budget
Some campaigns are limited by their current budget. Here
are examples:
- Search_UK_Promotions
- PMAX_Sales
Action Items
⦿ Consider increasing the budget of campaigns that are limited by budget to reach more
users.
marketingauditor.com
Bidding Strategies Overview
This shows the active bidding strategies used across all of your
campaigns. This can give a very good overview of the distribution of
your bidding strategies.
It’s recommended to keep always trying and testing multiple bidding
strategies per objective. There is no right or wrong bidding strategy, it
all depends on your business and objectives.
You have 3 unique bidding strategies in your account.
Campaigns count per bidding strategy
Bidding Strategies Overview
This shows the active bidding strategies used across all of your
campaigns. This can give a very good overview of the distribution of
your bidding strategies.
It’s recommended to keep always trying and testing multiple bidding
strategies per objective. There is no right or wrong bidding strategy, it
all depends on your business and objectives.
You have 3 unique bidding strategies in your account.
Campaigns count per bidding strategy
marketingauditor.com
Bidding Strategies Performance
Bidding Strategy Cost CPC ConversionsCost / ConversionROAS Conversion Rate
MAXIMIZE CONVERSIONS 2982.71 0.71 3000 0.99 17.80 71.54%
MAXIMIZE CONVERSION VALUE 1189.90 0.50 2781 0.43 107.08 117.57%
MANUAL CPC 228.74 2.79 49 4.67 4.22 59.76%
TARGET ROAS 0.00 0.00 0 0.00 0.00 0.00%
TARGET CPA 0.00 0.00 0 0.00 0.00 0.00%
This analyzes your keywords match type to check how they performing, this data can help you to see if specific match type
requires improvements.
The MAXIMIZE_CONVERSION_VALUE strategy is performing well, achieving the highest ROAS of 107.08 with 2781 conversions at
a cost per conversion of $0.43. This strategy is effectively balancing cost and conversions, making it the most efficient in terms of
return on ad spend.
The MANUAL_CPC strategy is underperforming with a ROAS of 4.22, significantly lower than the best-performing strategy. This
suggests room for improvement in budget allocation or optimization of this strategy.
Bidding Strategies Performance
Bidding Strategy Cost CPC ConversionsCost / ConversionROAS Conversion Rate
MAXIMIZE CONVERSIONS 2982.71 0.71 3000 0.99 17.80 71.54%
MAXIMIZE CONVERSION VALUE 1189.90 0.50 2781 0.43 107.08 117.57%
MANUAL CPC 228.74 2.79 49 4.67 4.22 59.76%
TARGET ROAS 0.00 0.00 0 0.00 0.00 0.00%
TARGET CPA 0.00 0.00 0 0.00 0.00 0.00%
This analyzes your keywords match type to check how they performing, this data can help you to see if specific match type
requires improvements.
The MAXIMIZE_CONVERSION_VALUE strategy is performing well, achieving the highest ROAS of 107.08 with 2781 conversions at
a cost per conversion of $0.43. This strategy is effectively balancing cost and conversions, making it the most efficient in terms of
return on ad spend.
The MANUAL_CPC strategy is underperforming with a ROAS of 4.22, significantly lower than the best-performing strategy. This
suggests room for improvement in budget allocation or optimization of this strategy.
marketingauditor.com
Abnormal CPC Bids
Search Terms with Abnormal avg. CPC.
Average CPC for regular terms: $0.88
Average CPC for abnormal terms: $4.26
Highest CPC detected: $11.18 for term 'nike shoes' (1030.7%
above average)
Critical Bid Pattern Detected:
• This extreme variation indicates unrestricted automated
bidding
• Immediate bid cap implementation recommended
• Consider switching to portfolio bid strategy
This reviews search terms with unusually high CPcs. This typically occurs when using automated bidding strategies without bid caps.
We recommend using portfolio bidding strategies to maintain control over max bid limits..
Abnormal CPC Bids
Search Terms with Abnormal avg. CPC.
Average CPC for regular terms: $0.88
Average CPC for abnormal terms: $4.26
Highest CPC detected: $11.18 for term 'nike shoes' (1030.7%
above average)
Critical Bid Pattern Detected:
• This extreme variation indicates unrestricted automated
bidding
• Immediate bid cap implementation recommended
• Consider switching to portfolio bid strategy
This reviews search terms with unusually high CPcs. This typically occurs when using automated bidding strategies without bid caps.
We recommend using portfolio bidding strategies to maintain control over max bid limits..
marketingauditor.com
Cost per Channel
Conversions per Channel
This analysis breaks down how PMax distributes your budget and drives results across
different channels - revealing performance metrics that Google doesn't show in the
standard UI. The methodology follows the industry-standard PMax script logic used by
leading advertisers.
Channel Cost Conversions Conv. Value ROAS
Shopping 288.90K 7.83K 2.58M 10.43
Video 87.38K 1.89K 496.4K 6.91
Search 41.88K 1.22K 268.46K 7.37
Display 15.34K 255.16 102.9K 7.09
No score is provided in this slide as PMax is a black box and channel distribution varies by
business goals. Review the performance breakdown above to ensure channel distribution
aligns with your strategy and watch for potential cannibalization, especially between
PMax Search and your standard Search campaigns.
PMax Channel Performance
Cost per Channel
Conversions per Channel
This analysis breaks down how PMax distributes your budget and drives results across
different channels - revealing performance metrics that Google doesn't show in the
standard UI. The methodology follows the industry-standard PMax script logic used by
leading advertisers.
Channel Cost Conversions Conv. Value ROAS
Shopping 288.90K 7.83K 2.58M 10.43
Video 87.38K 1.89K 496.4K 6.91
Search 41.88K 1.22K 268.46K 7.37
Display 15.34K 255.16 102.9K 7.09
No score is provided in this slide as PMax is a black box and channel distribution varies by
business goals. Review the performance breakdown above to ensure channel distribution
aligns with your strategy and watch for potential cannibalization, especially between
PMax Search and your standard Search campaigns.
PMax Channel Performance
marketingauditor.com
Top spending products with 0 conversions
This identifies products with the highest ad spend that
haven’t recorded any conversions in the past 90 days.
The decision to retain or exclude these products depends
on your business strategy. Review these products
carefully and adjust your approach accordingly.
Our estimate suggests you could save AED 18.55K in
wasted ad spend by addressing these.
Alternatively, you could adopt a different strategy for
these products—for example, isolating them in separate
campaigns, offering a different promotion, or monitoring
them more closely.
PMax Zero-Conversion Products
Top spending products with 0 conversions
This identifies products with the highest ad spend that
haven’t recorded any conversions in the past 90 days.
The decision to retain or exclude these products depends
on your business strategy. Review these products
carefully and adjust your approach accordingly.
Our estimate suggests you could save AED 18.55K in
wasted ad spend by addressing these.
Alternatively, you could adopt a different strategy for
these products—for example, isolating them in separate
campaigns, offering a different promotion, or monitoring
them more closely.
PMax Zero-Conversion Products
Ads & Extensions
marketingauditor.com
Ads Overview
Assessing the overall health of your ads in the account, making sure they are all eligible to run and have
no issues.
Status Check Description
Disapproved Ads
You have 5 disapproved ads. Some campaign examples:
- Search_UK_Promotions
- PMAX_Sales
No-Ads Ad
Groups
All ad groups have ads.
Ad Rotation
Settings
All campaigns have ad rotation settings set to 'Optimize'.
Action Items
⦿ Review and remove disapproved ads to prevent your ads from being disapproved.
Ads Overview
Assessing the overall health of your ads in the account, making sure they are all eligible to run and have
no issues.
Status Check Description
Disapproved Ads
You have 5 disapproved ads. Some campaign examples:
- Search_UK_Promotions
- PMAX_Sales
No-Ads Ad
Groups
All ad groups have ads.
Ad Rotation
Settings
All campaigns have ad rotation settings set to 'Optimize'.
Action Items
⦿ Review and remove disapproved ads to prevent your ads from being disapproved.
marketingauditor.com
Ads Count per Ad Group
- Total ad groups: 190
- Average ads per group: 2.51
The ad distribution shows 31.6% of ad groups with fewer than the
recommended 3 ads, and 68.4% with 3 or more ads.
The graph indicates a right-skewed distribution with most points
clustered around the average.
Aim for at least 3 ads per ad group by adding more ads to
underperforming groups. Examples of ad groups needing more
ads:
- 'Summer Sale' has only 1 ad.
- 'Airpods Promotions' has only 1 ad.
This evaluates the distribution of ads across your ad groups, focusing on maintaining optimal ad variety within each group. The graph
shows the distribution of ads across ad groups. Each point represents an ad group, with its position indicating the count of ads.
Ads Distribution Across Ad Groups
Ads Count per Ad Group
- Total ad groups: 190
- Average ads per group: 2.51
The ad distribution shows 31.6% of ad groups with fewer than the
recommended 3 ads, and 68.4% with 3 or more ads.
The graph indicates a right-skewed distribution with most points
clustered around the average.
Aim for at least 3 ads per ad group by adding more ads to
underperforming groups. Examples of ad groups needing more
ads:
- 'Summer Sale' has only 1 ad.
- 'Airpods Promotions' has only 1 ad.
This evaluates the distribution of ads across your ad groups, focusing on maintaining optimal ad variety within each group. The graph
shows the distribution of ads across ad groups. Each point represents an ad group, with its position indicating the count of ads.
Ads Distribution Across Ad Groups
marketingauditor.com
Ad Strength
Overall, 63.0% of your ads are rated as Good or Excellent.
This is a good distribution, but there's room for improvement in
your ad quality.
Recommendations:
- Focus on improving Poor-rated ads by enhancing ad relevance,
adding more specific details, and using strong call-to-actions.
- Aim to increase the percentage of Good and Excellent ads by
optimizing ad copy, using relevant keywords, and following
Google's best practices for ad creation.
- Regularly review and update your ads to maintain and improve
their strength ratings.
This analysis evaluates the distribution of ad strength across your campaign, focusing on the overall quality and effectiveness of your ads.
Distribution of ad strength ratings
Ad Strength
Overall, 63.0% of your ads are rated as Good or Excellent.
This is a good distribution, but there's room for improvement in
your ad quality.
Recommendations:
- Focus on improving Poor-rated ads by enhancing ad relevance,
adding more specific details, and using strong call-to-actions.
- Aim to increase the percentage of Good and Excellent ads by
optimizing ad copy, using relevant keywords, and following
Google's best practices for ad creation.
- Regularly review and update your ads to maintain and improve
their strength ratings.
This analysis evaluates the distribution of ad strength across your campaign, focusing on the overall quality and effectiveness of your ads.
Distribution of ad strength ratings
marketingauditor.com
Sitelink - Ad Extensions
Evaluating the overall implementation and quality of sitelinks across eligible campaigns like Search,
PMax, and Video – ensuring they are present, sufficient in number, and approved.
Status Check Description
All campaigns
have sitelinks
Missing sitelinks for 2 active campaigns. Examples:
- Search_UK_Promotions
- PMAX_Sales
Minimum 4
sitelinks per
campaigns
All 12 campaigns with sitelinks have at least 4 sitelinks.
Disapproved
Sitelinks
No disapproved sitelinks found in active campaigns.
Action Items
⦿ Ensure all active campaigns have sitelinks to improve your account performance.
Sitelink - Ad Extensions
Evaluating the overall implementation and quality of sitelinks across eligible campaigns like Search,
PMax, and Video – ensuring they are present, sufficient in number, and approved.
Status Check Description
All campaigns
have sitelinks
Missing sitelinks for 2 active campaigns. Examples:
- Search_UK_Promotions
- PMAX_Sales
Minimum 4
sitelinks per
campaigns
All 12 campaigns with sitelinks have at least 4 sitelinks.
Disapproved
Sitelinks
No disapproved sitelinks found in active campaigns.
Action Items
⦿ Ensure all active campaigns have sitelinks to improve your account performance.
marketingauditor.com
Callout - Ad Extensions
Evaluating the overall implementation and quality of callouts across eligible campaigns like Search &
PMax – ensuring they are present, sufficient in number, and approved.
Status Check Description
All campaigns
have callouts
Missing callouts for 2 active campaigns. Examples:
- Search_UK_Promotions
- PMAX_Sales
Minimum 4
callouts per
campaigns
All 12 campaigns with callouts have at least 2 callouts.
Disapproved
callouts
No disapproved callouts found in active campaigns.
Action Items
⦿ Ensure all active campaigns have callouts to improve your account performance.
Callout - Ad Extensions
Evaluating the overall implementation and quality of callouts across eligible campaigns like Search &
PMax – ensuring they are present, sufficient in number, and approved.
Status Check Description
All campaigns
have callouts
Missing callouts for 2 active campaigns. Examples:
- Search_UK_Promotions
- PMAX_Sales
Minimum 4
callouts per
campaigns
All 12 campaigns with callouts have at least 2 callouts.
Disapproved
callouts
No disapproved callouts found in active campaigns.
Action Items
⦿ Ensure all active campaigns have callouts to improve your account performance.
marketingauditor.com
Structure Snippet - Ad Extensions
Evaluating the overall implementation and quality of structure Snippets across eligible campaigns like
Search & PMax – ensuring they are present, sufficient in number, and approved.
Status Check Description
All campaigns
have snippets
Missing structured snippets for 3 active campaigns. Examples:
- Search_UK_Promotions
- PMAX_Sales
Minimum 4
snippets per
campaigns
11 campaigns have fewer than 2 structured snippets. Examples:
- Search_UK_Promotions
- PMAX_Sales
Disapproved
snippets
No disapproved structured snippets found in active campaigns.
Action Items
⦿ Ensure all active campaigns have structured snippets to improve your account performance.
⦿ Ensure all campaigns have at least 4 structured snippets to improve your account performance.
Structure Snippet - Ad Extensions
Evaluating the overall implementation and quality of structure Snippets across eligible campaigns like
Search & PMax – ensuring they are present, sufficient in number, and approved.
Status Check Description
All campaigns
have snippets
Missing structured snippets for 3 active campaigns. Examples:
- Search_UK_Promotions
- PMAX_Sales
Minimum 4
snippets per
campaigns
11 campaigns have fewer than 2 structured snippets. Examples:
- Search_UK_Promotions
- PMAX_Sales
Disapproved
snippets
No disapproved structured snippets found in active campaigns.
Action Items
⦿ Ensure all active campaigns have structured snippets to improve your account performance.
⦿ Ensure all campaigns have at least 4 structured snippets to improve your account performance.
marketingauditor.com
Landing Page Health
Checking the quality of your ads landing page whether there are any broken URLs or any redirects. Redirects are toxic as
they break the tagging and lead to increase direct traffic in your analytics tool. Please note we check only the top 100
pages sorted by spend not to bombard your website with bot traffic.
Status Check Description
Broken URLs You have 0 landing page with broken URLs.
Redirected URLs
You have 10 landing pages with redirect URLs. Some examples:
- https://www.example.com/en/stores
Action Items
⦿ Review and fix redirected URLs to avoid any issues with tracking and user experience.
Landing Page Health
Checking the quality of your ads landing page whether there are any broken URLs or any redirects. Redirects are toxic as
they break the tagging and lead to increase direct traffic in your analytics tool. Please note we check only the top 100
pages sorted by spend not to bombard your website with bot traffic.
Status Check Description
Broken URLs You have 0 landing page with broken URLs.
Redirected URLs
You have 10 landing pages with redirect URLs. Some examples:
- https://www.example.com/en/stores
Action Items
⦿ Review and fix redirected URLs to avoid any issues with tracking and user experience.
Summary
marketingauditor.com
Account Structure
Feature Score Action Items
Campaign Types
⦿ Demand Gen: Drive new customer acquisition through targeted demand
generation campaigns
⦿ Shopping: Showcase your product catalog directly in Google search results with
Shopping ads
Naming
Conventions
Coherence
No Action items - You are good here!
Naming
Conventions Health
⦿ Standardize case usage across all campaigns
Labels No Action items - You are good here!
Account Structure
Feature Score Action Items
Campaign Types
⦿ Demand Gen: Drive new customer acquisition through targeted demand
generation campaigns
⦿ Shopping: Showcase your product catalog directly in Google search results with
Shopping ads
Naming
Conventions
Coherence
No Action items - You are good here!
Naming
Conventions Health
⦿ Standardize case usage across all campaigns
Labels No Action items - You are good here!
marketingauditor.com
Account Structure
Feature Score Action Items
Account Level
Settings
⦿ Enable enhanced conversions for leads to track leads from your ads.
⦿ Accept lead form terms to track leads from your ads.
Auto-Apply
Recommendations
No Action items - You are good here!
Account Exclusion
Lists
⦿ Consider adding your IP address to the IP exclusion list to prevent internal traffic
from skewing your data.
⦿ Consider adding placements to the placement exclusion list to prevent your ads
from showing on irrelevant websites.
⦿ Consider adding mobile applications to the mobile application exclusion list to
prevent your ads from showing on irrelevant apps.
Account Structure
Feature Score Action Items
Account Level
Settings
⦿ Enable enhanced conversions for leads to track leads from your ads.
⦿ Accept lead form terms to track leads from your ads.
Auto-Apply
Recommendations
No Action items - You are good here!
Account Exclusion
Lists
⦿ Consider adding your IP address to the IP exclusion list to prevent internal traffic
from skewing your data.
⦿ Consider adding placements to the placement exclusion list to prevent your ads
from showing on irrelevant websites.
⦿ Consider adding mobile applications to the mobile application exclusion list to
prevent your ads from showing on irrelevant apps.
marketingauditor.com
Tracking
Feature Score Action Items
Conversion
Tracking Overview
⦿ Consider setting only 1-2 primary conversion actions to avoid confusing the
algorithms and ensure accurate optimization.
Conversion Sources No Action items - You are good here!
Conversion Funnel No Action items - You are good here!
Tracking
Feature Score Action Items
Conversion
Tracking Overview
⦿ Consider setting only 1-2 primary conversion actions to avoid confusing the
algorithms and ensure accurate optimization.
Conversion Sources No Action items - You are good here!
Conversion Funnel No Action items - You are good here!
marketingauditor.com
Tracking
Feature Score Action Items
Conversions
Anomalies
Please investigate the anomalies in your conversions, If you are already unaware of
what happened during this period.
Conversions
Anomalies
⦿ Consider changing your attribution model to Data Driven for more accurate credit
distribution.
Enhanced
Conversions
⦿ Implement enhanced conversions to improve the accuracy of your conversion
tracking & attribution.
Tracking
Feature Score Action Items
Conversions
Anomalies
Please investigate the anomalies in your conversions, If you are already unaware of
what happened during this period.
Conversions
Anomalies
⦿ Consider changing your attribution model to Data Driven for more accurate credit
distribution.
Enhanced
Conversions
⦿ Implement enhanced conversions to improve the accuracy of your conversion
tracking & attribution.
marketingauditor.com
Targeting
Feature Score Action Items
Keywords Health
⦿ Review and remove low activity keywords to improve your account performance.
⦿ All keywords should be in lower case, review and adjust case sensitive keywords.
Keywords
Distribution
⦿ Consider adjusting your keyword distribution to ensure a balanced distribution of
keywords across match types.
Keywords Match
Type
⦿ Consider adjusting your keyword match types to improve your account
performance.
Search Terms
Coverage
⦿ Review your search terms report and add relevant keywords to improve your
account performance.
Keywords Quality
Score
⦿ Consider improving your keyword quality score to improve your ad rank and reduce
costs.
Targeting
Feature Score Action Items
Keywords Health
⦿ Review and remove low activity keywords to improve your account performance.
⦿ All keywords should be in lower case, review and adjust case sensitive keywords.
Keywords
Distribution
⦿ Consider adjusting your keyword distribution to ensure a balanced distribution of
keywords across match types.
Keywords Match
Type
⦿ Consider adjusting your keyword match types to improve your account
performance.
Search Terms
Coverage
⦿ Review your search terms report and add relevant keywords to improve your
account performance.
Keywords Quality
Score
⦿ Consider improving your keyword quality score to improve your ad rank and reduce
costs.
marketingauditor.com
Targeting
Feature Score Action Items
Negative Keywords
⦿ Ensure your search, shopping, and PMax campaigns all have negative keywords to
prevent your ads from showing on irrelevant searches.
Audience Adoption
⦿ Consider adding customer lists to target users based on their interactions with your
business.
⦿ Consider adding lookalike audiences to target users similar to your existing
customers.
Location &
Language Settings
⦿ Review the campaigns with multiple languages and ensure this is the intended
targeting method.
Campaign
Exclusions
⦿ Review and adjust audience exclusions to prevent your ads from showing to
irrelevant users.
Targeting
Feature Score Action Items
Negative Keywords
⦿ Ensure your search, shopping, and PMax campaigns all have negative keywords to
prevent your ads from showing on irrelevant searches.
Audience Adoption
⦿ Consider adding customer lists to target users based on their interactions with your
business.
⦿ Consider adding lookalike audiences to target users similar to your existing
customers.
Location &
Language Settings
⦿ Review the campaigns with multiple languages and ensure this is the intended
targeting method.
Campaign
Exclusions
⦿ Review and adjust audience exclusions to prevent your ads from showing to
irrelevant users.
marketingauditor.com
Budget & Bidding
Feature Score Action Items
Budget Pacing No Action items - You are good here!
Campaigns Limited
By Budget
⦿ Consider increasing the budget of campaigns that are limited by budget to reach
more users.
Bidding Strategies
Overview
No Action items - You are good here!
Bidding Strategies
Performance
⦿ Review the performance of your bidding strategies and adjust as needed to improve
your account performance.
Abnormal CPC Bids
⦿ Review the CPC bids in your account and switch to portfolio bidding strategies with
maximum bid limits to prevent any anomalies.
Budget & Bidding
Feature Score Action Items
Budget Pacing No Action items - You are good here!
Campaigns Limited
By Budget
⦿ Consider increasing the budget of campaigns that are limited by budget to reach
more users.
Bidding Strategies
Overview
No Action items - You are good here!
Bidding Strategies
Performance
⦿ Review the performance of your bidding strategies and adjust as needed to improve
your account performance.
Abnormal CPC Bids
⦿ Review the CPC bids in your account and switch to portfolio bidding strategies with
maximum bid limits to prevent any anomalies.
marketingauditor.com
Ads & Extensions
Feature Score Action Items
Ads Overview ⦿ Review and remove disapproved ads to prevent your ads from being disapproved.
Ads Distribution
⦿ Ensure you have minimum 3 ads per ad group to improve your account
performance.
Ad Strength ⦿ Work on improving your ad strength to improve your ad performance.
Ads & Extensions
Feature Score Action Items
Ads Overview ⦿ Review and remove disapproved ads to prevent your ads from being disapproved.
Ads Distribution
⦿ Ensure you have minimum 3 ads per ad group to improve your account
performance.
Ad Strength ⦿ Work on improving your ad strength to improve your ad performance.
marketingauditor.com
Ads & Extensions
Feature Score Action Items
Sitelink Extension ⦿ Ensure all active campaigns have sitelinks to improve your account performance.
Callout Extension ⦿ Ensure all active campaigns have callouts to improve your account performance.
Structured Snippet
Extension
⦿ Ensure all active campaigns have structured snippets to improve your account
performance.
⦿ Ensure all campaigns have at least 4 structured snippets to improve your account
performance.
Landing Page
Health
⦿ Review and fix redirected URLs to avoid any issues with tracking and user
experience.
Ads & Extensions
Feature Score Action Items
Sitelink Extension ⦿ Ensure all active campaigns have sitelinks to improve your account performance.
Callout Extension ⦿ Ensure all active campaigns have callouts to improve your account performance.
Structured Snippet
Extension
⦿ Ensure all active campaigns have structured snippets to improve your account
performance.
⦿ Ensure all campaigns have at least 4 structured snippets to improve your account
performance.
Landing Page
Health
⦿ Review and fix redirected URLs to avoid any issues with tracking and user
experience.
Thanks!
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