Ad Audit
Checklist
HOW TO GET MORE SALES FOR YOUR
ECOMMERCE BUSINESS
Paid search criteria Checklist
Account & Campaign Structure
Your structure is the skeleton or the backbone of your account, and a fantastic
structure supports so many other important parts of your account, including your
account's performance. Campaign structure is one of the most crucial pieces of a
successful PPC effort.
Ad Group Structure
Campaigns are made up of one or more ad groups. Ad groups are just that: groups of
ads that are targeted to a set of related keywords. This helps you group related
keywords and write ads around a common theme.
Keyword Coverage
Align keywords with business goals and expand the reach of existing keywords
Budget Management
Depending on what you can afford, the size of your website, and the amount of
content you're generating, you might expect to devote anywhere between 5 and 50
hours per month to your SEO efforts.
Impression Share
Impression share is the number of impressions you've received divided by the
estimated number of impressions you were eligible to receive. Eligibility is based on
your current ads' targeting settings, approval statuses, bids, and Quality Scores.
Quality Score
Quality Score is Google's rating of the quality and relevance of both your keywords
and PPC ads. It is used to determine your cost per click (CPC) and multiplied by your
maximum bid to determine your ad rank in the ad auction process.
Ad Copy Relevance
The closer the connection between the keyword and ad copy, the higher the keyword
relevance.
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Landing Pages
Landing page is the most important piece of puzzle of any well-designed marketing
campaign. It's where the visitors see your offer for the first time and decide to give it
a go, or close the window and forget about you. You only have one shot to make a
killer first impression, so you'd better do it right.
A/B Testing
A/B testing (also known as split testing or bucket testing) is a method of comparing
two versions of a webpage or app against each other to determine which one
performs better.
Bid Strategies
Google Ads offers several bid strategies that are tailored to different types of
campaigns. Depending on which networks your campaign is targeting, and whether
you want to focus on getting clicks, impressions, conversions, or views you can
determine which strategy is best for you.
eCommerce & Analytics Setup
Collect and analyze purchase and transaction data. The Ecommerce reports allow
you to analyze purchase activity on your site or app. You can see product and
transaction information, average order value, ecommerce conversion rate, time to
purchase, and other data.
Sitelink Extensions
To add more links to your ads, you can create sitelink extensions. Sitelink extensions
take people to specific pages on your site (for example, a specific product or store
hours). When someone clicks or taps on your links, they go directly to what they want
to know or buy.
Callout Extensions
Callout extensions are small snippets of text that appear with your search ads and
highlight additional features or benefits of your products/services.
Structured Snippet Extensions
Structured snippets allow your ads to highlight specific aspects of your products and
services. These ad extensions provide context on the nature and variety of your
products and services before visitors click through to your site. Each snippet contains
a header and list of features you would like to highlight.
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eCommerce & Analytics Setup
Collect and analyze purchase and transaction data. The Ecommerce reports allow
you to analyze purchase activity on your site or app. You can see product and
transaction information, average order value, ecommerce conversion rate, time to
purchase, and other data.
Sitelink Extensions
To add more links to your ads, you can create sitelink extensions. Sitelink extensions
take people to specific pages on your site (for example, a specific product or store
hours). When someone clicks or taps on your links, they go directly to what they want
to know or buy.
Callout Extensions
Callout extensions are small snippets of text that appear with your search ads and
highlight additional features or benefits of your products/services.
Structured Snippet Extensions
Structured snippets allow your ads to highlight specific aspects of your products and
services. These ad extensions provide context on the nature and variety of your
products and services before visitors click through to your site. Each snippet contains
a header and list of features you would like to highlight.
Ad Extensions
Ad Extensions are extra snippets of relevant information about your business that
can be added to your AdWords text ads. These can include your business' location,
phone number, business ratings.
Call Extensions
Call extensions are a type of ad extension, an ad feature that allows advertisers to
include additional information about their businesses and offering to their text ads.
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Location Extensions
Location extensions allow you to show a business address, phone number and a map
marker along with your ad text. Location extensions come in two flavors: Google Ads
location extensions help people find your locations by showing your ads with your
address, a map to your location, or the distance to your business.
Keyword Match Type
There are 4 different keyword match types in AdWords: Broad Match, Broad Match
Modifier, Phrase Match, and Exact Match. Each match type has its own advantages
and disadvantages, and it's incredibly important to understand the circumstances in
which you should use one and not the other.
Geo and Device Targeting
Geo-targeting allows you to target a user wherever their device goes.
Conversion Tracking
Conversion tracking is the ability to capture and report conversions completed.
Average Position
Google's definition of average position is “A statistic that describes how your ad
typically ranks against other ads. This rank determines in which order ads appear on
the page.” An average of position of 1-4 are on the first page.
Negative Keywords
Negative keywords prevent advertisements from displaying for particular keyword
phrases.
Mobile Strategy
A mobile strategy is a way to incorporate mobile devices into your overall corporate
strategy.
Impression Placement
Ad placement, this could be at the top, middle or at the bottom of the page. If the
placement is below the header it is usually a wasted opportunity. Not many people
scroll down far enough to see other placements.
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Brand Safety
This means avoiding placing ads next to inappropriate content.
Ad Viewability
Ad view ability is the concept of how visible ads on a website or mobile app are to
users. For an ad to be considered “viewed”, at least 50% of the banner or creative
must display on screen for more than one second
Contextual Relevance
Contextual advertising is advertising on a website that is relevant to the page's
content.
Audience Targeting
Audience targeting helps you get your ads to the right people and tailor your
campaigns to your audience's preferences, so your ads perform better.
Search Volume Trends
Volume trends shows you the summary frequency of all the keyword variations
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16 Best practices checklist
Conversion tracking
Are tracking conversions correctly?
Conversion tracking
Are tracking conversions correctly?
Device strategy
Single-device per campaign or bid modifiers implemented
Audience/Remarketing strategy
Re-engage users and continue the conversation.
Match Type Strategy
Using exact and broad match modifier keywords.
Negative Keyword Strategy
Negative keywords implemented, including libraries.
Maintain good quality score
Aim for at least “Average” account quality score.
Geo-targeting
All campaigns are deploying some sort of geo-strategy.
Long-tailed keywords
Do you have a short-tailed vs long-tailed keyword strategy?
Automation
Is the account using AI, rules, and any form of automation?
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Multiple ads per ad group
90%+ of ad groups have 2-6 ads
Using Expanded text ads
Have you upgraded all ads to new format?
Extension Adoption
You are using all relevant extensions
Network targeting
No campaigns target Search & Display with same bid amount
Campaign Targeting Settings
Are settings consistent and correct?
Language targeting
All campaigns are targeting a specific language
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Facebook Advertising Checklist
FB Platform 101
Campaign objective and account structure setup
Use of WCA Pixel, Custom Audiences & LAL, etc
Use of Conversion Pixel, Custom Conversions & Events
Account History – Active changes
DPA & Purchase
Audience customization
Audience Exclusion for Prospecting DPA
Purchase Events, Custom Events to build audience
Catalog & Product Sets, Feed customizations, Frames, etc.
Optimization
A/B testing bid management (manual vs. FB optimized)
Ad Inventory – Placement optimal?
Ad set level frequency knowledge
Destination URLs & tracking implementation
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Optimization - Targeting
Multiple audience testing & Segmentation (Pros vs Ret)
Funnel targeting strategy (Engagement/Traffic/Conversion)
Targeting Overlap and Exclusions
Always on Pixel strategy, LAL and LTV Audience use
Creative
Eye-catching (Thumb-stopping)
Custom dimensions by placement (feed vs. IG stories, etc. )
Elements of Motion, use of Video
Optimization for CTR or Conversion (Split Tests Variables)
Copy & Experience
Optimized for placement (FB Suggested Copy Characters)
Set expectation to convert or act
Mobile landing page experience or checkout
A/B testing copy & CTA buttons & Text Overlays
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