For any client I work with who has an existing Google Ads account, I start with a thorough audit and analysis of their account. This in-depth look allows me to fully assess their previous strategy and what they’ve tried so far. It also allows me to fully identify opportunities for growth by seeing what is or isn’t working, as well as what could be optimized and improved. By investing the time into this review at the outset, we can truly identify how to get the most out of the client’s account and investment.
I have a proprietary checklist that I use to help review and strategize for each client that I have developed through my years of Google Ads experience. Depending on the type of client and their needs, I assess a variety of points. This could include:
- Ensuring their ads are being seen, by ensuring all possible settings and copy are optimized and completed and that the ad schedule is properly set up for their goals
- Determining whether they are properly tracking their metrics, by identifying what the ideal conversions are and verifying that conversion tracking is set up correctly, as well as confirming that tag installation has been completed correctly
- Confirming they are talking to the right people, by working to identify and optimize their audiences and demographics, and exclude any non-target audiences
- Verifying that they are delivering the correct message through copy and image optimization with ads
- Researching and refining their keyword strategy to make sure that their ads will appear when a searcher should be seeing them
- Optimizing the account setup by taking advantage of available opportunities, such as ad extensions
- Cross-checking to ensure their website is helping them get the most from their ad investment by refining landing pages and setting up retargeting opportunities
- Maximizing the client’s results and investment by adjusting account bid strategies