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Google Audit

  • Determine Goals and Review all tracked conversion events
  • Location targeting
  • Device targeting
  • Bid strategies 
  • Impression share + Ad ranks
  • Past performance trends
  • Expansion opportunities
  • Audit all keywords 
  • Audit KPI's vs Business Objectives
  • Review budget split between brand and generic
  • Match types 
  • Review Ad group sizes 
  • Review audience overlap and competitor insights
  • Review use of Remarketing lists 
  • Review channels in use (search, PMax, YouTube, Discovery, Shopping)