Short-term and long-term optimization checklist for your Google ads, all campaign types, at all time periods. Hope you like it, and find it useful.

If you have any questions about the checklist or would like to talk to me for whatever reason, you can reach me at: [email protected]

My agency monthly generates millions in sales through Google Ads. But it isn’t easy and it isn’t a coincidence. You need a long-term strategy. Paid Search in general, compared to Paid Social, takes longer to learn to make a success out of.

Google ads are for brands that want guaranteed long-term success. Not some quick stuff.

When we start working with new brands, this is the process we use. I suggest you use something similar:

Before onboarding: Before onboarding you we will have made an audit, knowing the basics of your Google ads history and if we can generate results for you. If we can’t guarantee that, we will not even take you on. If we can guarantee it, we will do just that; guarantee success. We also want to know your goals and current situation. Only by knowing exactly where we are and where we want to go, can we figure out the steps to take to get there.

First 3-5 days: We will want to do an even deeper dive into your historic data. Analyze every single penny that has been spent on products, keywords, and ads to identify all of your bottlenecks, and opportunities, to at utmost certainty guarantee our collaboration will be a success. We will want to know the ins and outs of your business; margins, USPs, shipping options, to make sure there are no loopholes. We will also want to make sure everything is set up seamlessly here, conversion tracking and goals.

Day 5-10: We’ll deliver to you a clear suggestion of our path forward. Including a completely new, or just slightly adjusted account structure, which we will implement for you. As soon as you give the go-ahead for that structure it will be implemented. This includes creating new campaigns, segmenting ad groups & products, writing ad copy, improving your Merchant Center setup, and optimizing your product feed.

Day 5/10-30: As soon as the campaigns are launched the real work begins. We daily monitor your performance, all the KPIs and sales, to make sure we are on track to where we want to go. This is where the real winners are made. If you’ve done a good job until here, you can sit tight and let the machine work. But if you have not properly done your research, this phase is where you’ll either see your campaigns not working well enough, or you’ll try to manage them with bids, targets, and changes before it's time. We constantly do the smaller optimizations to keep the performance in check.

Day 30-60: Time to optimize &/or scale. We perform bigger optimization to make sure the campaigns are ready. We optimize them to the fullest making sure we’re utilizing every aspect of Google ads for you. And if there’s an opportunity we initiate a scaling process to bring your sales to the sky.

Throughout this entire period, my team & I use the following checklists to quality assure the ad accounts we're managing.