google ads checklist

Short And Sweet Checklist For Google Ads Audits

Ensure there are no full broad keywords
Review match types
Check quality scores and search impression share
Add links to keywords (if applicable)
If needed, create single keyword ad groups
Create negative keyword lists
Add targeting keywords from the search terms report
Add negatives from the search terms report
Check that landing pages are functional
Spell check ad copy
Place keywords in your ad copy
Set page paths (optional, but recommended)
Redefine CPC bids (is Max CPC bigger than Avg.CPC)
Ad Groups
Group similar keywords together
Name ad groups according to their keywords
Ensure there are more than 3 ads in each ad group
Ensure there are no more than 50 keywords per ad group
Check/Set budgets
Specify location targeting -> Tagert people in your locations only, unless you really need to set this in some other way
Set campaign language targets to the language in which your website is written or all languages if the targeted area is small
Select the proper ad rotation
Choose the proper delivery method
Define ad scheduling (optional)
Set target devices (if applicable)
Ensure conversion tracking is set up
Ad Extensions (do you have them and why not?)
Make sure that AdWords and Google Analytics are linked
Make sure that your email lists are uploaded into AdWords
Make sure that the Audiences are connected to the campaigns
Double check Bid Only / Target and Bid strategy and implementation
Additional checks
Is auto-tagging on?
Are individual accounts that have access to the AdWords account safe?
Do managers have two-step verification on their accounts?

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Increase your conversion rate by using heat maps

Heat maps – if they are used correctly, you could get powerful insights into the mind and the perception of your average visitor. Using color variations, the heat maps can tell you where the action is on your website and what your users are actually doing after they land on one of your pages.

The bigger the sample, the more correct the insight you will get out of these powerful tools. The best practice shows that you should have more than 2500 page views – per page / per device in order to have relevant findings. 

Be smart. Be one of the few.

Studies have estimated that less than 13% of the websites are using heat maps in order to make their appearance more user-friendly. If nothing, you should use the privilege of knowing this information and start using heat maps (today) in order to make your website more to the customers liking.

Before you start, you should know the basics. There are several types of heat maps:

Click Heat Maps

These maps show you where your visitors are searching for answers and what are their actions if they can’t find any. You can always see the spot where they click, hoping for some more information, or trying to find some specific content.

Mouse Movement Tracking – also known as Hover maps

The most common type of heat maps that shows and highlights the areas where mouse cursors have hovered. They are used because people tend to hover with the cursor as they are focusing on that area (reading or watching intensely).

Scroll Heat Maps

Very useful tool. These maps show you how much your visitors scroll down on the specific page, and what content stays below the fold for the most of them. This is very important because one of the first rules of usability is that you need to put the most important information above the fold. Usually, above the fold represents the space that the visitor sees when he lands on the website.

Eye-tracking Heat Maps

Using modern technology, these maps show you exactly what does your visitor look at, as he browses through your website. They are very insightful and if used correctly, they can do wonders for your conversion rates.

Convert more.

Using these tools and using split tests with them, you can always try out new ideas and by applying “peel and stick” method. You should use those tools that are proven with good conversion rates and discard those that don’t convert as much.

After using heat maps you will come to the conclusion that you need to do (at least) one of the following: 

– Move your most important information above the fold and to the left.

– Make your buttons larger (especially for tablets and mobile phones).
– Change the emphasis on your CTA.
– Add a hyperlink on a specific keyword.
– Change the design of the website.

And yes, you should change one or all of these things (depending on your findings and of your website’s structure).

Just make sure that you don’t make the same mistake twice. Developers, managers, designers, and business owners tend to lose track of what is the most important thing on the website, and that is (and always will be) information.


When people come to your website, searching for some information, you should provide them with one. And if they want to buy something, you should make that process as easy as possible. In order to increase conversion rates on the website all you need to do is to listen to your visitors. Search between the lines and find out what do they need. One of the best ways to do that is by using heat maps.

Map out your website, perform split tests as much as you can, and remember that the customer is always right.  

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How to set up schedule on ad level – Google AdWords

Sometimes you will have to make a campaign that is running all of the time, but the ads will need to appear only on certain hours.
This is when we use ad level time schedule.

Step by step guide:

1) Log into your AdWords account and click on the Ad tab
2) Once there, select the ads you want to appear at certain times and click on the Automate button

schedule on ad level
3) Then click on the Pause ads when…
4) Remove the requirements
5) And then set up the frequency you want your ads to follow. Now you are just setting up when will they be paused.
6) As for the notification part, this is up to you. But you can choose No emails option.
7) Once we complete the pause automation, we need to set up the enabling automation
8) Again we remove the Requirements
9) And then set up the frequency you want your ads to follow.
10) Set up notifications and that is it.

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Google AdWords Location Targeting Optimization

Dear AdWords user,

Did you know that AdWords lets you bid on the postal code level when it comes to the location bidding?

Location targeting

Let us say that you want to target the United Kingdom in your AdWords campaign. You can achieve that fairly easily by entering “United Kingdom” in the location targeting settings in the AdWords platform. This is how 80% of AdWords users set up AdWords targeting.

Now, let us say that you want to be more aggressive in some region of the country, in one city or in the radius of your store or even in the postal code where your customers live.

You can achieve all of that by adding more narrow locations in the Settings tab of your campaign. Once you are in the Settings tab, click on the Locations tab and make sure that you go into the Advanced search settings.

AdWords Location Targeting Optimization

Here you have an option to add or exclude radios targets, cities, neighborhoods or even postal codes of your wanted locations.

If you want to bulk add the postal code numbers for your selected country, there are two suggested ways to do that:

Google/Wikipedia: (for the UK example that we have)


Google AdWords API location list:

Either way, you need to find the locations you want to enter in bulk and copy them here:

*You can only add 999 at a time. 

And once you do that, click on the Search button. And then click on the button titled Add all matched locations.

You have to find the proper list since Google AdWords has a specific way it depicts these locations in bulk.

Once you add all of the desired locations, all that is left to do is to Save the settings and possibly bid on them or wait for more data before doing so.

That would be it, dear advanced AdWords user. 🙂

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