TL;DR
Google Ads audit je sistematski pregled naloga koji identifikuje probleme i propuštene prilike. Ovaj checklist pokriva 80+ tačaka u 10 kategorija. Preporučujem kvartalni deep audit + mesečni mini audit. Prosečan nalog ima 15-25% wasted spend koji audit može identifikovati.
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Kada Raditi Audit
- Kvartalno: Kompletna revizija (2-4 sata)
- Mesečno: Quick check key metrika (30-60 min)
- Odmah: Ako performance naglo padne ili preuzimate nalog
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1. Account Structure
- Campaigns organizovane logično (proizvod/usluga/geo)
- Naming convention konzistentan
- Search i Display ODVOJENI
- Brand vs Non-brand kampanje odvojene
- Ad Groups tematski fokusirane (10-20 keywords)
- Nema "catch-all" Ad Groups
Red Flags: Jedna kampanja sa 50+ Ad Groups, Search + Display zajedno
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2. Conversion Tracking
- Conversion tracking postavljen i aktivan
- Primary conversion definisana
- Test konverzija uspešna
- Nema dupliciranih konverzija
- Conversion value postavljen (eCommerce)
- Enhanced conversions omogućen
Red Flags: Google Ads konverzije ≠ Analytics (>20% razlike)
Detaljan vodič: conversion tracking za Google Ads.
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3. Campaign Settings
- "People in your targeted locations" izabrano
- Display Network ISKLJUČEN u Search kampanjama
- Search Partners evaluiran
- Location bid adjustments postavljeni
- Ad schedule analiziran i optimizovan
- Device performanse analizirane
Red Flags: Default location setting, Display u Search kampanji
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4. Keywords
- Search Terms Report pregledan (30 dana)
- Negative keywords dodani
- Nema irelevantnih search terms sa spend-om
- Quality Score većina 6+
- Keywords bez konverzija (>100 klikova) evaluirani
- Duplicate keywords uklonjeni
- Match type strategija definisana
Red Flags: Search Terms nikad pregledan, nema negatives, QS <5
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5. Ad Copy
- Svaka Ad Group ima minimum 1 RSA
- RSA ima 10+ headlines
- Headlines uključuju ključne reči
- CTA prisutan
- Ad Strength "Good" ili "Excellent"
- USP jasan
- Više varijanti za testiranje
Red Flags: Ad Strength "Poor", samo 3-5 headlines, generic copy
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6. Extensions
- Sitelinks postoje (min 4)
- Callouts postoje (min 4)
- Structured Snippets postoje
- Call extensions (ako relevantno)
- Location extensions (ako relevantno)
- Extension performance analiziran
Red Flags: Nema extensions, Sitelinks na iste stranice
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7. Audiences
- Remarketing liste postoje
- Liste segmentirane (ne samo "All visitors")
- Converters isključeni iz prospecting-a
- In-market audiences testirani
- Audience performance analiziran
Red Flags: Nema remarketing lista, nikad audience analysis
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8. Bidding
- Strategija odgovara cilju i fazi
- Dovoljno konverzija za Smart Bidding (15+/mesec)
- Target CPA/ROAS realan
- Learning period završen
- Bid adjustments postavljeni (Manual)
Red Flags: Smart Bidding sa <10 conv/mesec, nerealan target
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9. Budget
- Best campaigns NISU "Limited by budget"
- Impression Share Lost (Budget) <20%
- Budget reallokovan ka boljim kampanjama
- Sezonalnost uzeta u obzir
Red Flags: Best campaign limited, >30% IS lost to budget
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10. Reporting
- Google Analytics povezan
- Data se podudara (Ads vs Analytics)
- Postoje scheduled reports
- Key metrics praćene (CPA, ROAS, conv rate)
- Segment analysis rađen
Red Flags: Analytics nije povezan, surface-level metrike samo
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Quick Audit (30 min)
- Search Terms (5 min) — Top 20 by cost, irelevantno?
- Budget (3 min) — Limited by budget?
- Conversion Tracking (5 min) — Radi li?
- Top Keywords (5 min) — QS ok? CPA ok?
- Ad Performance (5 min) — Low CTR?
- Extensions (2 min) — Aktivno?
- Audiences (5 min) — Liste pune?
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Scoring
| Score | Status | Akcija |
|---|---|---|
| 5 | Excellent | Maintain |
| 4 | Good | Minor tweaks |
| 3 | Average | Improvement needed |
| 2 | Poor | Priority fix |
| 1 | Critical | Immediate action |