Analysis of a client account

[HerrUnternehmer]

Hi folks

Since I now have a customer whose google ads account I analyzed and looked for ways to improve, I thought about documenting the whole thing. Therefore I have created a checklist for Google Ads, which I would like to share:

• Is an account structure existing (is it useful)?
• Are targets/conversions available?
• Are the goals of the ads reflected in the settings? (e.g. you want to generate leads for a real estate agent, but he has no location targeting?).
• Is location targeting set correctly?
• Are broad match keywords used? (if so, a lot of money will probably be burned)
• Are there negative keywords?
• Does the ad text match the keywords, landingpage and the search intention
• Are the ads because of budget or rank limited?
• Are the search queries of the users the keywords, for which you want to be found?
• These are the views I choose in Metrics:
  • Impression
  • Clicks
  • CTR
  • Average CPC
  • Average Position
  • Quality Score
  • Search Impression Share (or: -(% Search Lost Rank + % Search Lost Budget))
  • Search Rank Lost Budget
  • Search Rank Lost Rank
  • Total conversions
  • ROAS = Return/ total Cost

If you like, I would be happy if you could share parts of a checklist for Facebook Ads or Google Analytics? What is the first thing you look for when analyzing an account?

By the way, many thanks to @Andy Black . 50% of my knowledge I have from him and his threads here in the forum. It is unbelievable how much added value he gives for free in this forum.

 

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