Even the most sophisticated Google Ads accounts need a good clean-up every once in a while. And what better time to do so than the new year!?

In this guide, I’m going to walk you through the steps you need to give your Google Ads account a quick refresh for the new year. And after you go through these steps once, you’ll realize that it really doesn’t take too long to give your account a good gut check. It might even be a good idea to even go through these steps monthly. With the increased results and decreased wasted spend that comes from this exercise, you’ll realize that it is 100% worth your time!

A quick quality reminder

Before we get into the six steps, I just want to remind you that one thing to ALWAYS aim for is a high Quality Score. If you’re not already aware, a high Quality Score improves your ads’ chances of being shown and decreases the amount you’ll need to bid on them. 

What Is Quality Score?

1. Come up with a list of KPIs (if you don’t have one already)

Your Google Ads key performance indicators, or KPIs, are the metrics that you use to determine how successful you consider your Google Ads to be. Every business has different KPIs depending on what they’re looking to gain from Google Ads. For example, if your main goal is to get traffic to your website, some of your KPIs would likely include clicks and click-through-rate (CTR). Or, if your priority is content downloads, some KPIs would include conversions, conversion rate, and cost…

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