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The Complete Google Ads Optimization Checklist for 2024

Looking for all the ways to optimize your Google Ads campaigns?

We’ve prepared a Google Ads optimization checklist for you to ensure your PPC campaigns convert.

After going through all of these items, you’ll know all the steps you need to take for a successful Google Ads campaign.

Let’s get right to it!

1. Account & Campaign Structure: Building a Strong Foundation

A well-organized account can be the difference between a successful campaign and a costly misadventure.

Let’s dive deeper into each checkpoint, ensuring your foundation is rock solid.

Account and Campaign Structure Checklist
  1. Ensure Account Structure Aligns with Website Structure
    • Mirror your website’s structure in your Google Ads account. If your website has distinct sections or categories, replicate these as separate campaigns or ad groups in Google Ads.
    • A cohesive structure ensures users experience a seamless transition from your ad to your website, increasing the likelihood of conversions.
  2. Use Separate Campaigns for Different Product Lines or Services
    • Create distinct campaigns for each product line or service. Segment your offerings and dedicate a unique campaign to each within the Google Ads platform.
    • This allows for precise targeting, budget allocation, and performance tracking, ensuring each product or service gets the attention it deserves.
  3. Use Ad Groups to Segment Keyword Themes
    • Segment your campaigns further using ad groups based on keyword themes. For instance, under a “Running Shoes” campaign, have ad groups like “Men’s Running Shoes,” “Women’s Running Shoes,” etc.
    • Tailored ad groups ensure hyper-relevancy, increasing the chances of user engagement and clicks. Structured ad groups can improve Quality Score, leading to lower costs and better ad positions.
  4. Ensure Proper Use of Keyword Match Types
    • Utilize the right keyword match types for precision and reach. Use broad match for wider reach, phrase match for more targeted queries, and exact match for precision. 
    • The right match type ensures your ads appear for the most relevant queries, optimizing ad spend.

✏️ Check out our Google Ads Match Type tool and easily format all your keywords.

2. Ad Copy Optimization: Crafting Words that Convert

Crafting the perfect ad copy is part art, part science. It’s about understanding human psychology, market dynamics, and the nuances of language.

With these steps, you’re not just writing words; you’re weaving a narrative that compels, convinces, and converts.

Ad Copy Optimization Checklist
  1. Include the Target Keyword or a Variation in the Headline
    • Embed your target keyword or its variation in the ad’s headline. If you’re targeting “women’s running shoes,” your headline could be “Best Women’s Running Shoes On Sale!”
    • It ensures relevancy and can improve your Quality Score, leading to better ad placements and lower costs.
  2. Make the Headline Emotionally Appealing or Intriguing
    • Craft a headline that evokes emotion or curiosity. Instead of “Buy Running Shoes,” try “Unleash Your Inner Runner!”
    • Emotional or intriguing headlines can increase click-through rates as they resonate more with users.
  3. Ensure the Headline is Clear, Understandable, and Reflects the Landing Page Content
    • Maintain clarity and coherence between your ad and landing page. If your ad promises “50% off on running shoes,” the landing page should reflect that offer.
    • Consistency ensures trust and can improve conversion rates.
  4. Ensure Site Links Reflect the Pages They Lead To
    • Make sure your site links are accurate. If you have a site link labeled “Our Story,” it should lead to a page about your company’s history or ethos.
    • Accurate site links enhance user experience and can boost engagement.
    • [Screenshot of site links in an ad]
  5. Include a Call to Action in the Copy
    • Direct users with a clear action. Use phrases like “Shop Now,” “Learn More,” or “Get Started.”
    • CTAs guide users and can significantly improve click-through and conversion rates.
    • [Image of a finger clicking a button]
  6. Check for Grammar Mistakes
    • Ensure your ad copy is grammatically flawless. Use tools like Grammarly or have a professional proofreader review your copy.
    • Proper grammar enhances credibility and professionalism.
  7. Ensure the Copy Reflects Search Intent
    •  Align your ad copy with what users are searching for. If users are searching for “durable running shoes,” highlight durability in your ad copy.
    • Meeting search intent can boost relevancy and improve ad performance.
    • [Screenshot of search bar with the term “durable running shoes”]
  8. Adjust Copy with High CTR but Low Conversion to Better Reflect Search Intent
    • Refine ad copy that gets clicks but not conversions. If users click but don’t convert, reevaluate your copy’s promise versus the landing page’s delivery.
    • This ensures you’re not just attracting traffic, but the right kind of traffic.
    • [Image of a balance scale]
  9. Clearly Describe Your Services in the Copy
    •  Be transparent about what you offer. If you’re selling eco-friendly shoes, mention that prominently in your copy.
    • Clear descriptions set the right expectations and attract a relevant audience.
    • [Image of a clear crystal ball]
  10. Address a Customer Pain Point in the Copy
    • Speak directly to a challenge or need your audience faces. If your shoes offer unparalleled comfort, your copy could read, “Say Goodbye to Sore Feet!”
    • Addressing pain points can resonate deeply with users, making them more likely to engage.
    • [Image of a person with a relieved expression]

3. Bid Optimization: Making Every Penny Count

Bidding in Google Ads is like playing a strategic game of chess. Every move counts, and with the right strategy, you can checkmate your competition.

Remember, it’s not about spending the most money, but spending it wisely. You need to make every penny count.

Bid too low, and you might miss out on prime ad real estate.

Bid too high, and you could burn through your budget faster than you can say “optimization.”

But fear not!

With the right strategy, you can ensure your bids are not just competitive, but also cost-effective.

Let’s dive into the nitty-gritty of bid optimization.

Bid Optimization Checklist
  1. Set Monthly and Daily Spending Limits Correctly
    • Define clear boundaries for your ad spend. Determine your overall monthly budget and then break it down to a daily limit within the Google Ads platform.
    • This ensures you don’t overspend and can allocate funds effectively throughout the month.
    • Setting clear spending limits can prevent budget exhaustion and improve campaign longevity.
    • [Screenshot of setting budget limits in Google Ads]
  2. Set the Correct Goal for Each Bid
    • Align your bids with specific campaign objectives. If you’re aiming for conversions, set your bid strategy to “Maximize Conversions.” For visibility, consider “Target Impression Share.”
    • Tailored bid strategies ensure you’re spending money in alignment with your goals.
    • [Image of a target board with arrows]
  3. Prioritize Highly Converting Ads for Sales Goals
    • Allocate more budget to ads that drive sales. Increase bids for ads with a high conversion rate in your sales-focused campaigns.
    • It maximizes ROI by pushing ads that have a proven track record of driving sales.
    • [Screenshot of conversion metrics in Google Ads]
  4. Prioritize CPM Bidding for Brand Awareness Goals
    • When brand visibility is the goal, opt for Cost Per Thousand Impressions (CPM) bidding. Choose the “Target CPM” bid strategy when setting up brand awareness campaigns.
    • It ensures your ad is seen by a large audience, maximizing brand exposure.
    • [Image of a magnifying glass highlighting a brand logo]
  5. Set Up Bid Adjustments for High-CTR, High-Converting Copy
    • Reward your star-performing ads. Increase bids for ads that have both a high click-through rate (CTR) and conversion rate.
    • It ensures these high-performing ads get more visibility and potential conversions.
    • [Screenshot of bid adjustments in Google Ads]
  6. Set Up Automatic Bid Decrease for Low-CTR or Low-Traffic Copy
    • Don’t waste money on underperforming ads. Use automated rules in Google Ads to decrease bids for ads with low CTR or minimal traffic.
    • It ensures you’re not overspending on ads that aren’t resonating with your audience.
    • [Image of a downward arrow indicating a decrease]

4. Campaign Optimization: The Art of Perfecting Your Google Ads Game

Campaign optimization is like tuning a musical instrument. With the right adjustments, your campaign can produce a symphony of clicks, conversions, and ROI.

Let’s dive into the steps to fine-tune your Google Ads masterpiece.

  1. Set Up Multiple Types of Conversion Tracking
    • Monitor different types of user actions that are valuable to your business. Within the Google Ads platform, set up tracking for various conversions like form submissions, phone calls, or product purchases.
    • It gives a holistic view of how your ads are driving valuable user actions.
  2. Funnel Ad Performance Data to an Analytics Solution
    • Centralize your ad data for deeper insights. Integrate Google Ads with solutions like Google Analytics to funnel in performance metrics.
    • It allows for a comprehensive analysis of ad performance in conjunction with other site metrics.
    • [Image of data funneling into an analytics platform]
  3. Use Historical Data Analytics to Identify Best-Performing Targeting Factors
    • Leverage past data to inform future decisions. Analyze historical campaign data to identify which targeting factors (like demographics or interests) yielded the best results.
    • It ensures you’re targeting the most responsive and profitable audiences.
    • [Screenshot of historical data analytics in Google Analytics]
  4. Support Best-Performing Ads with Bid Adjustments
    • Allocate more budget to your star players. Increase bids for ads that have shown high performance in terms of CTR and conversions.
    • It maximizes visibility for ads that are proven to resonate with your audience.
  5. Research Keyword Opportunities with Multiple Tools
    •  It ensures you’re not missing out on potential traffic and conversions.
  6. Use Historical Data Analytics to Find Search Terms
    • Understand what users are actually searching for. Dive into the ‘Search Terms’ report in Google Ads to see the exact queries that triggered your ads.
    • It helps refine keyword targeting and discover new opportunities.
    • [Image of a magnifying glass over search terms]
  7. Serve Highly Targeted Ads on a Phrase or Exact Match Basis
    • Precision is key. Use phrase or exact match keyword targeting to ensure your ads are shown for specific queries.
    • It reduces irrelevant clicks and ensures better ad relevance.
    • [Screenshot of setting keyword match types in Google Ads]
  8. Add Negative Keywords Based on Poor-Performing Search Terms
    • Filter out the noise. Regularly review the ‘Search Terms’ report and add irrelevant or poor-performing queries as negative keywords.
    • It prevents wastage of ad spend on non-converting or irrelevant clicks.
    • [Image of a filter removing unwanted particles]
  9. Tailor Individual Ads to Search Intent and Target Audience
    • Speak directly to the user’s needs. Craft ad copy that aligns with the user’s search intent and resonates with your target audience.
    • It improves ad relevance, CTR, and conversion rates.
    • [Screenshot of crafting ad copy in Google Ads]
  10. Set Up A/B Testing for Better-Converting Copy
    • Test, refine, repeat. Create multiple versions of an ad and test them against each other to see which performs better.
    • It ensures continuous improvement and optimization of ad copy.

✏️ Check out our AI Google Ads Negative Keyword Generator to get fast and quality negative keyword ideas.

Final words

There you have it, the guidelines to a successful Google Ads journey!

If you’re looking to further your knowledge, check out our guide on Google Ads extensions.

I’d encourage you to follow this checklist and use it for your new ads adventure.

Michael Schroder

Michael Schroder

Michael Schroder is a Google Ads and SaaS marketing consultant. He has been managing $700k+ monthly ad spend and has worked with 200+ SaaS companies. The thing that makes him unique is his data-led approach and his focus on SaaS businesses.