Amalia Fowler's Linkedin Analytics

There is an importance to real, hands-on experience. Something AI cannot replicate. Does AI have it's place? Absolutely. But can it replace a human brain connecting the dots? Nope. You have to understand the subject matter before you can meaningfully interpret what AI is suggesting (or to figure out if it's wrong), and that's a missing piece for a lot of AI use in our industry. Also, I like -em dashes and I'm sad I can't use them in my posts now.

Today in our audit series we're wrapping up account level settings. I know, feels like a slow start, but anything worth doing usually is. If your account is a house, this is the rest of the foundation. Here's what to check: 1. Account access Who has access to your account, and should they? I can't tell you how many accounts I still have access to long after the work has ended. I know I'm not alone. 2. Check your linked properties Make sure you have the right Google Analytics account linked. If you feel so inclined, link Search Console too. I've found the more you have Google properties speaking to one another, the better. 3. Content Suitability Settings This is about brand safety. Check to make sure you've excluded categories at the account level. Personally, I turn off everything I can. No need for my clients ads to be showing up next to content that doesn't reflect their values. We've got our conversion tracking figured out, checked into our automatic updates, and aligned our account settings. A solid foundation for the rest of the audit. Campaign level work starts Monday - this is the real meat of the audit!

We're diving into day 4 of our two week audit series by moving to the campaign level. Buckle up. Structure matters and this is where small changes can have big impact. As we know, budget, location targeting and bid strategy are locked in at the campaign level. This should play a big role in the chosen structure of the account, but it doesn't always. Misalignment here leads to wasted spend, missed opportunities, inefficiencies and occasionally, confusion. Whether you run a deeper account (fewer campaigns, more ad groups) or a wider one (many campaigns, fewer ad groups) is a big decision. Before we dive into whether your particular structure is right for your business, today's question. Ask yourself - what do you want to prioritize in your campaigns? What matters most to the business? Maybe it's driving customers from a specific location. Maybe it's giving a priority service more budget. Or maybe it's traffic to a specific landing page. You have to know the answer to assess your campaign structure. Over the next four days, we're going to check whether your structure supports your priorities, or undermines them.

Day 5 - Let's analyze your campaign structure, starting with the number of adgroups and keywords. What's the average amount of keywords per adgroup? How many adgroups per campaign? Most importantly, how many keywords are getting <1 impression 👀 . What about <1 click? Is your structure allowing for your keywords to shine? Or are important terms getting buried? I prefer a strong, coordinated group of keywords per adgroup. Generally no more than 10, and often less than that. What about you?

There's no better time to audit your Google Ads account than right now. Frequent audits help you adjust your strategy in real-time. I have completed hundreds of Google Ads audits at this point, and I always find new efficiencies or a way to save money. Over the next 14 days, I'll be sharing simple, focused steps you can take to audit your account. Step-by-step, day-by-day, no overwhelm. Join me!

We’re walking through a full Google Ads audit together — one focused step at a time. Today’s task? Check your auto-applied recommendations (find it under Recommendations -> auto apply). I know this one’s divisive. Some people love defending them. And if they work for you, great. You know your account best. But personally? I want full control. In most accounts I audit, auto-applied recommendations are less “helpful assistant” and more “unsupervised CEO with admin access.” They’ll tweak your bid strategy, add headlines, throw in a sitelink — and suddenly your campaign isn’t aligned for the user. And user alignment is key to account efficiency and success. So today I want you to: 1. Go into your account and see what’s being auto-applied. 2. Look at the ACTUAL changes made in change history. 3. Ask yourself - "would I have made that change?" The biggest offenders I see are auto applied bid strategy changes, auto-generated copy, and randomly generated assets that don't match the campaign intent. I keep all of them off. You might decide differently, but either way, this step is worth checking! I'd love to hear what you find.

Over the next two weeks, I'm walking you through an actionable Google Ads audit. We're starting where every audit should start, with conversions. Here's your actionable Day 1 checklist: 1. Review all the conversion actions in your account. What's actively tracking? What, if anything, is broken? What's old and still just sitting there? Is there any double counting? 2. Decide what should be tracked. Ideally closed loop CRM data. Realistically, form fills, booked calls and purchases. Usually not, button clicks. Literally never, page scrolls. 3. Clean it up. Fix what's broken. Delete what's outdated. Make sure any assigned values actually reflect business impact. 4. Align the right conversions with the right campaign and be sure you're feeding Google good data. Garbage in, garbage out. I know this seems simple, but none of the rest of the audit matters if your conversion tracking is wrong or doesn't make sense. If you're using a conversion based bid strategy this is the heart and soul of what is driving your performance. More tomorrow for day 2. Let me know what you find!