- Determine Goals and Review all tracked conversion events
- Location targeting
- Device targeting
- Bid strategies
- Impression share + Ad ranks
- Past performance trends
- Expansion opportunities
- Audit all keywords
- Audit KPI's vs Business Objectives
- Review budget split between brand and generic
- Match types
- Review Ad group sizes
- Review audience overlap and competitor insights
- Review use of Remarketing lists
- Review channels in use (search, PMax, YouTube, Discovery, Shopping)
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