🚨 Top Priority Actions
1
Fix "Presence OR Interest" location targeting on Photo Framing campaign
This campaign launched just 10 days ago (2026-02-08) and is already misconfigured — it will spend budget on users who are merely interested in the Netherlands, not physically present. Change to "Presence" immediately.
2
Pause or archive the "02 - Search - Materials" campaign — end date was May 2024
This campaign's end date passed over 9 months ago. It remains enabled and creates structural clutter and potential confusion. Audit and archive.
3
Remove the keyword "elephant on plexiglas" from the Photo on Plexiglas ad group
A clearly irrelevant keyword sitting in an active ad group, wasting budget on unrelated traffic.
4
Standardise campaign naming conventions across all 9 campaigns
Multiple campaigns deviate from the established pattern. Consistent naming makes management, reporting and scaling much easier.
5
Investigate 6 Shopping ad groups with no active ads in the Branded Shopping campaign
Only 1 of 7 Shopping ad groups has a confirmed active ad. Verify product feed approval status for the remaining groups.
1. Naming Conventions
Consistency, separators, language, and format across campaigns and ad groups
Campaign Naming Deviations
ℹ️
Expected Standard: [GEO] - [Brand/NB] - [Channel] - [Topic] — e.g. NL - NB - Search - Photo Print - General
| Campaign | Issue | Severity |
|---|---|---|
| NL - Brand Campaign - Pied Piper | Uses Dutch word "campagne" instead of English "Campaign"; brand name placed at end instead of topic | ⚠️ Warning |
| 02 - Search - Materials - max clicks with max CPC at 1 | Entirely different format — numbered prefix, no geo tag, descriptive strategy text embedded in name, Dutch phrasing | 🔴 Critical |
| NL - NB Search - Fine Art | Double space between "NB -" and "Search" — typo in name | ⚠️ Warning |
| NL - Pied Piper - Branded Shopping | Inconsistent — uses brand name as category label; other campaigns use "Brand" or "NB"; no channel position alignment | ⚠️ Warning |
| NL - Pied Piper - Photo Framing | Brand name used instead of "Brand" / "NB" label — mixing naming conventions from different campaigns | ⚠️ Warning |
Ad Group Naming — Language & Consistency Issues
⚠️
All ad group names are in Dutch — internal labels should be in one consistent language. The Brand campaign mixes Dutch ("Branding") with English match-type abbreviations ([EX], [WG]).
| Campaign | Ad Group (Dutch) | English Translation | Issue |
|---|---|---|---|
| NL - NB - Search - Large Print Formats | Groot formaat | Large Format | Dutch name |
| NL - Pied Piper - Branded Shopping | Foto op plexiglas / Foto op hout / Fotoafdruk | Photo on Plexiglas / Photo on Wood / Photo Print | Dutch names |
| NL - Brand Campaign - Pied Piper | Branding [EX] / Branding [WG] / Branding - Reviews [EX] | Brand [EX] / Brand [Broad] / Brand - Reviews [EX] | Mixed NL/EN language |
| NL - NB - Search - Photo Print - General | Foto afdruk - algemeen / Foto afdrukken - fotolab | Photo Print - General / Photo Prints - Photo Lab | Dutch names |
| 02 - Search - Materials | Foto op Dibond / Foto op Aluminium / Fineart | Photo on Dibond / Photo on Aluminium / Fine Art | Dutch names |
2. Structure Hygiene
Empty ad groups, expired campaigns, and structural anomalies
Campaign Past End Date — Still Enabled
🔴
Critical — Campaign expired over 9 months ago The campaign "02 - Search - Materials - max clicks with max CPC at 1" had an end date of 2024-05-18 and remains enabled. This is structural clutter and may cause confusion or unexpected reactivation.
| Campaign | End Date | Days Overdue | Action |
|---|---|---|---|
| 02 - Search - Materials - max clicks with max CPC at 1 | 2024-05-18 | ~276 days | Pause & Archive |
Shopping Ad Groups Without Active Ads
⚠️
6 of 7 ad groups in the Branded Shopping campaign have no confirmed active ads. Shopping ads are auto-generated from the product feed — verify product feed coverage and approval status for each group.
| Ad Group | Campaign | Active Ads Found | Status |
|---|---|---|---|
| Photo on Plexiglas | Pied Piper - Branded Shopping | 1 | ✅ OK |
| Fine Art on Dibond | Pied Piper - Branded Shopping | 0 | ❌ No Ads |
| Fine Art Print | Pied Piper - Branded Shopping | 0 | ❌ No Ads |
| Photo on Aluminium | Pied Piper - Branded Shopping | 0 | ❌ No Ads |
| Photo on Dibond | Pied Piper - Branded Shopping | 0 | ❌ No Ads |
| Photo on Forex | Pied Piper - Branded Shopping | 0 | ❌ No Ads |
| Photo on Wood | Pied Piper - Branded Shopping | 0 | ❌ No Ads |
| Photo Print | Pied Piper - Branded Shopping | 0 | ❌ No Ads |
Brand Campaign — Province-Level vs. Country-Level Location Targeting
⚠️
Inconsistent geo targeting granularity. The Brand Campaign targets 12 individual Dutch provinces while all other campaigns target the Netherlands at country level (geoTargetConstants/2528). This creates management overhead and fragmentation risk.
| Campaign | Geo Targeting Level | Locations |
|---|---|---|
| NL - Brand Campaign - Pied Piper | Province Level | 12 individual provinces |
| All other campaigns (7) | Country Level | Netherlands (country) |
3. Campaign Settings Issues
Location targeting type, network settings, and tracking configuration
Location Targeting: "Presence OR Interest" — 1 Campaign
🔴
Critical — Budget leakage risk. This campaign is set to "Presence OR Interest", meaning it shows ads to users who are interested in the Netherlands, not just physically present there. For a Dutch e-commerce business this wastes budget on users who cannot easily convert.
| Campaign | Current Setting | Required Setting | Launch Date |
|---|---|---|---|
| NL - Pied Piper - Photo Framing | Presence OR Interest | Presence Only | 2026-02-08 (10 days ago) |
Search Partners — Inconsistency
| Campaign | Search Partners | Note |
|---|---|---|
| NL - Brand Campaign - Pied Piper | Enabled | Only campaign with Search Partners ON — confirm this is intentional |
| All other Search campaigns (5) | Disabled | Consistent — Google Search only |
Tracking Templates & URL Suffix — Missing on All Campaigns
⚠️
No campaign-level tracking templates or final URL suffixes are configured. Auto-tagging is enabled (good), but adding UTM parameters via URL suffix enables richer segmentation in GA4 beyond what auto-tagging alone provides. Recommended suffix: utm_source=google&utm_medium=cpc&utm_campaign={campaignid}&utm_content={adgroupid}
| Campaign | Tracking Template | Final URL Suffix |
|---|---|---|
| NL - NB - Search - Large Print Formats | Missing | Missing |
| NL - Pied Piper - Branded Shopping | Missing | Missing |
| NL - Brand Campaign - Pied Piper | Missing | Missing |
| NL - NB - Search - Fine Art | Missing | Missing |
| NL - NB - Search - Photo Print - General | Missing | Missing |
| NL - NB - Performance Max - Shopping - Materials | Missing | Missing |
| NL - NB - Performance Max - Photo Prints - General | Missing | Missing |
| 02 - Search - Materials (expired) | Missing | Missing |
| NL - Pied Piper - Photo Framing | Missing | Missing |
4. Keyword Hygiene
Duplicate keywords, irrelevant terms, and cross-group conflicts
Irrelevant Active Keyword
🔴
Irrelevant keyword active in a live ad group. "Elephant on plexiglas" (olifant op plexiglas) has no relevance to Pied Piper's photo printing services and will trigger unrelated searches.
| Keyword | Ad Group | Campaign | Match Type | Action |
|---|---|---|---|---|
| elephant on plexiglas | Photo on Plexiglas | 02 - Search - Materials | Exact | Remove Immediately |
Duplicate Keywords Across Ad Groups (Same Campaign)
⚠️
Multiple identical exact-match keywords exist in two separate ad groups within the same campaign, causing internal auction competition. Found in: NL - NB - Search - Photo Print - General
| Keyword (English Translation) | Match Type | Ad Group 1 | Ad Group 2 |
|---|---|---|---|
| Professional photo prints | Exact | Photo Print - General | Photo Prints - Photo Lab |
| Professional photo printing | Exact | Photo Print - General | Photo Prints - Photo Lab |
| Print photos professionally | Exact | Photo Print - General | Photo Prints - Photo Lab |
| Professional photo print | Exact | Photo Print - General | Photo Prints - Photo Lab |
| Professional black & white prints | Exact | Photo Print - General | Photo Prints - Photo Lab |
| Professional photo prints (plural) | Exact | Photo Print - General | Photo Prints - Photo Lab |
Recommendation: Remove duplicates from one ad group or differentiate intent clearly between the two ad groups using negatives.
5. Account-Level Hygiene
Global settings, auto-tagging, language targeting, and passed checks
| Check | Result | Notes |
|---|---|---|
| Auto-Tagging | ✅ Enabled | Correctly enabled at account level |
| Language Targeting | ✅ Consistent | All campaigns target Dutch (1000) + English (1010) — appropriate for NL market |
| Display Network on Search Campaigns | ✅ Clean | No Search campaigns have Display network enabled — correctly separated |
| Campaign-Level Tracking Templates | ❌ Missing | None of the 9 campaigns have tracking templates or URL suffixes set |
| Location Targeting Consistency | ⚠️ Inconsistent | Brand campaign targets province level; all others target country level |
| Campaign Naming Standard | ⚠️ Inconsistent | 5 of 9 campaigns deviate from the expected naming pattern |
| Expired Campaign Still Enabled | ❌ Found | 1 campaign with end date May 2024 remains enabled |
| Shopping Ad Group Coverage | ❌ Gaps Found | 6 of 7 Shopping ad groups have no confirmed active ads |
| Presence vs. Presence OR Interest | ❌ 1 Campaign Wrong | Photo Framing campaign (just launched) set to Presence OR Interest |
| Search Partners Consistency | ⚠️ Inconsistent | Brand campaign has Search Partners on; all others off |
Audit Summary Scorecard
Overall hygiene status across all audit categories
📛
Campaign Naming
🔴 5 Deviations Found
🏷️
Ad Group Naming
⚠️ All Dutch + Mixed Language
🗂️
Expired Campaign
🔴 1 Campaign (9 months overdue)
🛍️
Shopping Ad Coverage
🔴 6 / 7 Groups — No Ads
📍
Location Targeting Type
🔴 1 Campaign Misconfigured
📍
Geo Targeting Level
⚠️ Brand Campaign Inconsistent
🌐
Search Partners
⚠️ Brand Campaign Inconsistent
🔗
Tracking Templates
🔴 Missing — All 9 Campaigns
🔑
Irrelevant Keyword
🔴 1 Keyword — Remove Now
🔑
Duplicate Keywords
⚠️ 6 Duplicates Across Ad Groups
🏷️
Auto-Tagging
✅ Enabled
🌍
Language Targeting
✅ Consistent (NL + EN)
📺
Display on Search
✅ None — Clean