1. www.marcomegali.com
2. Account Settings
   1. Is there a clear structure to the account campaigns and ad groups?
   2. Is conversion tracking set up? Is it working?
   3. Are the right conversions being tracked?
   4. Are brand and non brand campaigns split into separate campaigns?
   5. Are there any keywords or ads marked as disapproved?
3. Ad Groups
   1. Are Ad Groups named to reflect targeted catgeories / sub – categories?
   2. Are there Ad Groups with more than 20 keywords?
   3. Are negative keywords at Ad Group level being used?
4. Extensions
   1. Do the campaigns have sitelink extensions configured?
   2. Are all the other appropriate extensions being used?
5. Keywords
   1. Are appropriate match types configured?
   2. Are queries relevant to goals?
   3. Are there keywords costing more money than they are making?
   4. Any keywords that need to be paused?
   5. Any keywords that need to be bid down?
   6. Is the campaign using Broad Match Modifier (BMM)?
   7. Are there keywords that do not have a Max CPC bid set?
   8. Are there duplicate keywords?
   9. Are bids set properly for each match type?
   10. Are there keywords that could be added as positives or negatives (Search Queries report)?
   11. Are there keywords with low quality score?
   12. Are there campaigns that do not have negative keywords?
   13. Is there any conflict blocking keywords in the campaign?
6. Ads
   1. Are there at least 2 different ads in each ad group?
   2. Do ads follow the advertising guidelines?
   3. Is grammar used correctly?
   4. Are there disapproved ads?
   5. Do ads have a compelling message and a strong call to action?
   6. Are ads going to the best landing page available?
   7. Is the destination URL correct?
   8. Do ads have custom display URL at Ad Group level?
7. Landing page
   1. Are landing pages matching the exact keywords and ads?
   2. Do landing pages look professional?
   3. Are there different landing pages for different devices?
   4. Is there any ad pointing to out of stock pages?
   5. Does any landing page have its own provacy policy and terms and conditions linked?
   6. Are ads going to the best landing page available?
8. Metrics and tracking
   1. Is AdWords account linked with Analytics?
   2. Are goals configured?
   3. Is budget adjusted accordingly based on higly and poor performing segments (locations, days, hours, devices)?
9. Campaigns
   1. Do campaigns have a logical and descriptive naming convention?
   2. Are there campaigns dedicated to branded terms?
   3. Are there campaigns dedicated to remarketing?
   4. Are lists collecting visitors?
   5. Is any campaign targeted to both the search and display network? It should not be
   6. CPA or CPC?
   7. Are the ads set to “optimize for clicks”?
   8. Are the ads set to accelerated delivery?
   9. Are bid modifiers being used?
   10. Is your display campaign using various banner sizes?
   11. Are your locations correctly targeted?
   12. Is the daily budget adequate?
   13. Are ad extensions set up?
   14. Is ad rotation set to make ads rotate indefinitely?