Adwords Optimization Checklist for PPC Marketing

Adwords Optimization Checklist can help you optimize Google Ads and increase click-through rates methodically. Here’s an Adwords Optimization checklist with Google Ads Optimization tips and best practices that you can use with your Google Ads Audit Template.


Adwords Optimization Checklist for PPC Marketing

Here’s an Adwords optimization checklist that you can use to create high converting Google Ads.


1. Track Conversions Properly

One of the most neglected items of Adwords optimization checklist is to measure your Ad conversions correctly. Watch out for these obvious signs that you’re not measuring conversions properly

  • Number of clicks and conversions are same or similar. In that case your conversion rates will be too high (>90%) to be true
  • Conversion rate is high, yet sales are low. In that case, you are probably measuring visits to product/home page instead of those to purchase completion page
  • If your conversion rate is too low, then check if you’re missing conversions such as those via phone calls or new landing pages

Setup conversion tracking correctly as soon as you create your account, and review it regularly.

Bonus Read : Landing Page Optimization Checklist for Adwords


2. Review Ad Targeting

Are your Google Ads targeting the right audience? Whenever you create a new campaign, take 5 minutes to check the following components of targeting settings:

  • Network settings – Ad performance over search network is quite different from that on Google display network. Review & set appropriate Ad goals, depending on your target network settings.
  • Mobile Bid Adjustments – Do you want to display ads on mobile? Segment your Ad performance by device, analyze performance of mobile ads and decide.
  • Target Locations – Look at your geo reports and ensure that your business actually services areas that your business targets. If your Ad does really well in a particular location, then prioritize that location.


3. Ad Group Relevancy

Ensure that your Ad groups don’t include more than 15 keywords. Otherwise, you will end up creating generic Ad copies that might not be personalized or specific enough.

If your Ad groups contain too many keywords, then it means they contain different themes which require specific Ad copies.

So split your big ad groups into smaller ones that you can target better with focused ad copy.

Bonus Read : Top Adwords Best Practices


4. Examine Number of Ads Per Ad Group

Ideally, you must have 2-3 Ad variations per Ad group. If you have just 1 Ad per group, it means you are not experimenting Ad variations, and not optimizing them.

If you have more than 3 ads per group, it means you might be over experimenting and unable to reach a conclusion, thereby losing Ad spend.

Once you a spot a winning Ad, pause the losers and try a new variation.


5. Review Ad Match Type

One of the most important items on your Adwords Optimization Checklist must be to review the Ad match type for each Ad. Google Ads support different types of Ad match type – broad, phrase, exact and modified broad – to serve different purposes.

google ads match types

Broad match is good for keyword research while exact match gives better targeting. Don’t run all Ads with same match type, such as Broad, which happens to be the default option. Although broad match drives a lot of traffic, most of them are searching for loosely related terms and therefore irrelevant.

It leads to low conversions and poor quality score. The trick is to mix match types and change them as per your needs.

Bonus Read : Example of Good Google Adwords


6. Use Ad Extensions

Google Ads support many types of Ad extensions to help you make your Ad stand apart. Use them to your full advantage.

Note that these extensions don’t cost extra but impact Ad rankings. So use structured snippets, site links, ad extensions whenever possible.

Here’s a good example of how Ray-ban uses Ad extensions to occupy more screen space and push down its competitor Ads.

ad extension example


7. Review Negative Keyword List

Negative keywords are those keywords for which your Ads won’t be displayed. They are a great way to avoid irrelevant traffic and clicks.

There are many ways to find negative keywords for your business. The easiest way is to look at your query reports, find out which search keywords trigger your ads. Determine which of those keywords you don’t want to continue showing for and add them to your negative keyword list.


Hopefully, this Adwords Optimization Checklist will help you create high-converting Google Ads.


About Fedingo

Fedingo is a Marketing Reporting Tool for Digital Agencies & Online Marketers. Fedingo makes it easy to create marketing reports & dashboards for your clients. Try it for free today!