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  • John Callanta

So you've taken over a Google Ads account. Now What?


Line art of a Google Ads example on a chalkboard

When taking over a Google Search Ads account from a different agency, it is essential to conduct a thorough evaluation of the account to ensure a smooth transition and maximize the performance of the account. By conducting a comprehensive assessment of the account, digital marketers can identify areas for improvement and make data-driven decisions that will help optimize the account for better performance.


Why is it important to conduct these steps?

Taking over a Google Search Ads account from a different agency can be a challenging process. Without proper evaluation, it can be challenging to identify what has worked and what has not. Conducting a comprehensive assessment of the account is essential to ensure a smooth transition and optimize the account for better performance. It can help digital marketers identify areas for improvement, address issues that may be negatively impacting the performance of the account, and ensure that the account is aligned with the business goals.


Steps to take when taking over a Google Search Ads account from a different agency:


1. Conduct a comprehensive audit of the account

The first step that a digital marketer should take is to conduct a comprehensive audit of the Google Search Ads account. This includes reviewing the account structure, the campaigns, ad groups, and keywords used in the account.


2. Evaluate the ad performance

The digital marketer should evaluate the performance of the ads used in the account. This includes reviewing the ad copy, CTR, and conversion rates to identify opportunities for improvement.


3. Analyze the keyword performance

The digital marketer should analyze the performance of the keywords used in the account. This includes reviewing the search terms report, identifying high-performing and low-performing keywords, and adjusting bids and match types accordingly.


4. Check the budget and bid strategy

The digital marketer should review the budget and bidding strategy to ensure that they align with the business goals. This includes checking if the campaigns are spending the budget efficiently and that the bids are set appropriately.


5. Ensure conversion tracking is set up correctly

The digital marketer should ensure that conversion tracking is set up correctly and monitor the conversion rates of the campaigns. This includes checking that all conversions are being tracked and that the conversion data is accurate.


6. Review negative keywords

The digital marketer should review the negative keywords used in the account to ensure that irrelevant or low-performing keywords are added to the negative keyword list to prevent them from triggering the ads.


7. Analyze the target audience

The digital marketer should analyze the target audience of the account to ensure that it aligns with the business goals. This includes reviewing the geographic and demographic targeting settings to ensure that they are aligned with the business goals.


8. Evaluate the ad placement and targeting options

The digital marketer should evaluate the ad placement and targeting options, such as device targeting, to ensure that they align with the business goals and that the ads are being displayed effectively.


9. Analyze the Quality Score of the ads and keywords

The digital marketer should analyze the Quality Score of the ads and keywords to ensure that the landing pages are relevant to the keywords and ad copy, and that they load quickly and provide a good user experience.


10. Review the ad scheduling and frequency settings

The digital marketer should review the ad scheduling and frequency settings to ensure that they align with the business goals and that the ads are being shown at the right time to the right audience.


11. Check for ad extensions

The digital marketer should check for ad extensions, such as sitelinks, callouts, and structured snippets, to ensure that they are set up correctly and are providing additional value to the ads.


12. Review the ad copy and landing pages

The digital marketer should review the ad copy and landing pages to ensure that they are aligned with the business goals and that they are optimized for conversions. They should test different variations of ad copy and landing pages to identify the most effective combinations.


13. Monitor the competition

The digital marketer should analyze the competitive landscape to ensure that the account is optimized to compete effectively in the market. This includes reviewing the competitor's keywords and ad copy, identifying gaps and opportunities, and adjusting the account strategy accordingly.


14. Evaluate the account history

The digital marketer should evaluate the account history to gain insights into the previous performance and identify areas for improvement. This includes reviewing the historical data on the campaigns, ad groups, and keywords used in the account.


15. Identify opportunities for expansion

The digital marketer should identify opportunities for expanding the account, such as adding new keywords, creating new ad groups, or launching new campaigns. They should evaluate the potential ROI of each opportunity and prioritize them based on the business goals.


16. Review the landing page experience

The digital marketer should review the landing page experience to ensure that the pages are relevant to the ads and provide a good user experience. They should test different landing pages to identify the most effective ones and make recommendations to improve the pages.


17. Optimize the account structure

The digital marketer should optimize the account structure to ensure that it aligns with the business goals and is easy to manage. This includes organizing campaigns and ad groups based on themes and aligning them with the targeting settings.


18. Develop a plan for ongoing optimization

The digital marketer should develop a plan for ongoing optimization of the account. This includes setting up regular performance reviews, monitoring the account regularly, and making adjustments as needed to ensure that the account is always optimized for better performance.


Conducting a thorough evaluation of a Google Search Ads account when taking over from a different agency is crucial for optimizing the account for better performance. By following the steps outlined above, digital marketers can identify areas for improvement, make data-driven decisions, and ensure that the account aligns with the business goals. It is essential to have a well-optimized account to achieve the desired ROI and meet the marketing objectives.

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