Google Ads optimization checklist

Campaign to be optimized: Select the campaign you want to improve. You can change the name of the campaign according to your business.

• Search campaign #1 Brand
  
• Search campaign #2 Generic
  
• Search campaign #3 Competitors
  
• Search campaign #4 Partners

Who is optimizing? Select the analyst that will make the improvements.

Define a due date.

Search terms: Filter “Add/Exclude: None” in Search Terms report (last 30 days)

• Add terms that created Conversions as exact match
• Exclude terms that cost more than $50 (you can set a different value) and created no Conversions

Quality score: Filter Keywords with Quality Score below 3 (you can set a different QS)

• Create new Ad Groups and add highly specific ads and landing pages to increase the score
• Add a tag with the current date to identify this new Ad Groups above
• Exclude the tagged Ad Groups from last Keyword optimization that didn’t improve the Quality Score

Landing page: Filter Keywords with Landing Page Experience as “below average”

• Keyword is in the page headline
• Keyword is in the text and the content is useful for the user
• Landing page have a socre above 60 in Page Speed Insight (https://developers.google.com/speed/pagespeed/insights/)

Filter all ads with Ad Strength set as “Poor”

• Change the Ad Headline to be strongly related to the Keywords in the Ad Group
• Sitelinks and Callouts extensions are enable
• Other extensions are enable (Location, Affiliate etc)

Click on Campaign settings

• Target location and languages are correct
• Budget is enough
• Bid type is automated (Target CPA, Maximum Conversions etc)
• Network is “Search only”