Questions
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How do YOU do an AdWords Audit?
Hi Patrick, I haven't personally used scripts for account auditing, but here's a quick rundown of things I look for when checking out a newly acquired/inherited account: Ensure that campaign settings are set appropriately/intentionally with particular emphasis on: Device bidding Location targeting Language targeting Bid strategy/budget/delivery method Ad scheduling and ad rotation Check that each ad group has at least two active ads in rotation Keywords: Sort keywords by cost over the last few months and check for any major bleeders Consider changing any broad match keywords to modified broad match Check for any negative keyword conflicts Run a search term report to find any bleeders (and maybe new keywords to bid on) Check that extensions are being used throughout the account. At minimum, sitelink extensions should be used with at least four per campaign (and each sitelink should be an enhanced sitelink). For any GDN campaigns, check out the placements report and clean up any bleeders there. Check for any automated rules or scripts that may be running to make sure that anything that may be on is intentional. I'm sure there's a ton more you could do, but that's everything that would come to mind immediately for me. For settings-related things, I usually just pull up AWE and check things out in there. Makes it a tad faster, but I bet a script-based audit would be awesome! I've seen pretty cool audit reports in Word doc and ppt form. Either would work well as long as it's organized! Good luck!
Paid Search Marketing | | phubui0