Adwords Checklist: 5 check points for auditing your account Adwords Checklist: 5 check points for auditing your account

Adwords Checklist: 5 check points for auditing your account

by ,
on 27 June 2017


Optimizing an adwords account makes it possible to gain quality in publication and in business results. Below, I present a checklist with 5 essential components to take into consideration when you take over an account or if you want to check that its parameters are well set.

#1: Separate the “brand” and “non-brand” campaigns and exclude your key works between campaigns

Results for your “brand” and “non-brand” keywords are very different because the Internet user who knows the brand and decides to search for the brand has a bigger appetite for your products/services/your brand than an Internet user who is looking for a specific product. So in order to have a clear view of the results, it is imperative to separate the two types of keywords.

Our solution: exclude your “brand” keywords in all your non-brand campaigns.

#2: Exclude non-relevant keywords typed by Internet users

Keyword matching options in broad, broad modifier or phrase may be displayed on searches that you did not think of. Analyzing these searches will allow you to include new keywords or exclude non-relevant keywords as concern your products or services.

Our solution: Analyse Internet users’ searches by going to the “keywords” tab and then “search terms” in each adgroup to visualize the keywords typed in the search engines by the Internet users. You then need only exclude them.

#3: Activate the publication calendar/geographic zone

Consumer behavior is different from one city/region/country to another, from one day or hour  to another. If you do not activate bidding adjustments, you will not be able to optimize your campaigns as a function of the Internet user’s location or the time/day when s/he searches for those keywords.

Our solution: activate bidding adjustments and change the upper and lower bids as a function of the results. Be careful to base yourself on periods that are long enough so that you have significant figures.

#4: Avoid cannibalization within the account, the campaigns, and the adgroups

In order to have a clear and precise view of your keyword results, you should be careful not to duplicate your keywords within your account. To do so, you should exclude keywords between adgroups/campaigns as a function of your structure.

For example, you have an adgroup for “running shoes” where only this keyword is present in broad modifier match. You then have two adgroups which correspond to “woman’s running shoes” and “men’s running shoes”. It is important to exclude “men” and “women” from your “running shoes” adgroup so these keywords are not triggered.

#5: Conduct testing on your ads

Your ad is the first message the Internet user will see concerning your products/services. It is therefore imperative to display a relevant message with regards to the Internet search and the maturity of the Internet users need for your products/services at time T.

Testing your ads will allow you to refine your message so it offers the best performance.

Our solution: Put 2 or 3 ads in competition (based on volume) by modifying one element in the ad. You then need to schedule the ads to rotate evenly so as to get a similar volume between the 2/3 ads.


The 5 first checkpoints will allow you to analyze the state of your account and to uncover areas for optimization. The optimization will allow you to better deliver your messages to your prospects in live search.

For a more complete audit of your adwords account or your strategy for traffic acquisition, contact-us.


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Adwords Checklist: 5 check points for auditing your account