SEA

SEA: The Complete 47-Point Audit Checklist

Mar 18, 202515 min
SEA: The Complete 47-Point Audit Checklist

The 47 SEA Audit Points That Make the Difference


After 13 years of expertise and over €120M in managed budgets, here is our complete audit checklist.


Account Structure (Points 1-10)

  • ☑ Search / Shopping / Display / PMax in separate campaigns
  • ☑ SKAG or STAG structure depending on keyword volume
  • ☑ Consistent keyword match types
  • ☑ Negative lists at all levels
  • ☑ Complete ad extensions
  • ...


    Tracking & Data (Points 11-20)

  • ☑ Single, well-defined primary conversion
  • ☑ Google Tag Manager correctly implemented
  • ...


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