CAMPAIGN LAUNCH
Step 0. Business goals
Campaign goal is defined
Conversion tracking is working properly
Billing information is active in Google Ads
Remarketing Only: Remarketing tag was
added to the website
Remarketing Only: Google Ads and
Google Analytics are linked
Step 1. Campaign settings
Location targeting set to “ People in or
regularly in your targeted locations” only
Default ads suggestions turned off
Your IPs is excluded
Budget is defined
Remarketing Only: Frequency cap is
enabled
Remarketing Only: Content exclusions
are enabled for inappropriate content
Step 2. Ad groups & keywords
General
Campaign has several ad groups
Each ad group has 5-20 keywords
There are no broad keywords
Ad groups have different matches of
keywords: Broad match modified, phrase
match, and exact match
Branded
Ad groups have different matches of
keywords: broad match modified, phrase
match, and exact match
All possible misspellings of the brand
name were added
Competitor
Each competitor has his own ad group
There are no broad keywords
Ad groups have different matches of
keywords: Broad Match Modified,
phrase match and exact match
Remarketing
Audiences added to ad groups
Targeting expansion is turned off for
each Ad Group
Inappropriate placements were
excluded
Step 3. Ad copy & extensions
General/Branded/Competitor
There are no overlapping negative
keywords with brand or geography
There are at least three ads in each ad
group
There is at least one responsive ad in
each ad group
Each ad has all three headlines and both
descriptions
Ad copy has a Call to Action
Location extension was added
Sitelink extension was added
Callout extension was added
Call extension was added
Promotion extension was added
Structured snippet extension was added
Remarketing
There is at least one responsive ad in
each ad group
Logo was added to responsive ads
Image was added to responsive ads
Call To Action button text was
customized
 WEEKLY CHECKLIST
Check search terms
Go through all of your search terms for
all campaigns and make sure that they
are relevant to your business.
Add negative keywords
If you see any irrelevancy in your search
terms, add them as negative keywords.
Check budget
Check if your campaign overspends or
underspends. Use the following formula:
(Actual ad spend for this month/budget)
- (Current day of the month/Amount of
days in this month). Your ideal result is 0.
This means that you are spending your
budget in full and do not overspend. If
the number is below 0, -0.17 for
example, that means you underspend, in
this case by 17%. If your number is
above 0, like 0.17, it means that you
overspend by 17%.
MONTHLY CHECKLIST
Campaign review (how are we doing?)
All calls have been imported (if call
tracking is used)
Campaigns got more conversions
compared to previous month
Campaigns are spending the budget in full
Average CTR is above 3%
Auction insights checked
Conversion tracking checked
Analytics cross referenced with Google Ads
Campaign adjustments (what we can
improve?)
Day, time, hour bid adjustments
Device bid adjustments
Demographic bid adjustments
If you see under or overspending, adjust
your bidding strategy or budget
accordingly.
Check ad eligibility
Check if your ads are limited by any of
Google’s restrictions. Run ad preview for
your keywords to ensure your ads are
being shown.
Check bidding strategy report
Check if your bidding strategy works
good for your need.
Check keyword bid
Sdjust your bids for keywords that work
better.
Check Google suggestions
Give them a shot. Maybe they finally
have something to tell...
RLSA bid adjustments
Device/app exclusions (remarketing)
Quality score optimization (landing page
and ad copy)
Audience overlay bidding
Campaign expansion (what we can
test?)
New ad groups/keywords to test
prepared
Expand based on quality conversions
Test new Responsive HL1-HL6 +
Description 1-4
Create new ad to test
Test new campaigns (if there is an
opportunity)