How the account is built, read. And the settings Google switched on for you.
Structure decides what every other number means. These 18 checks look for the same keyword in two places, budgets split too thin to learn, lists that hold nobody, and the defaults that quietly widen what a campaign buys.
- 18 checks
- Defaults named
- Who has access, listed
The 18 checks in this area. As the app names them.
18Checks listed here
Structure
How it is built and set
A Display or Video campaign with no frequency cap
A Display or Video campaign with no frequency cap, so a few heavy users can absorb hundreds of impressions each.
A Display or Video campaign with no frequency cap: How it decides and what to doA Search campaign spending outside Google Search
A Search campaign also serving on Search Partners or the Display network. Both are on by default, convert differently, and blur the campaign's numbers.
A Search campaign spending outside Google Search: How it decides and what to doA budget split until no campaign can learn
Thirty conversions a month split across ten campaigns is three each, and none of them can bid well. Flags a budget divided past the point where any campaign can learn.
A budget split until no campaign can learn: How it decides and what to doAI Max is widening what a campaign matches
AI Max switched on for a Search campaign, which widens what the campaign matches beyond its keywords. Oppy can switch it off on one campaign once you approve.
AI Max is widening what a campaign matches: How it decides and what to doAn account big enough to test that has never tested
An account with enough volume to run a test that has never run one. Only fires when the account is big enough to reach an answer in reasonable time.
An account big enough to test that has never tested: How it decides and what to doGoogle is applying its own recommendations
Google's auto-applied recommendations switched on, with what the change history credits to them. Each subscription is listed.
Google is applying its own recommendations: How it decides and what to doGoogle widening the audience past the one you chose
Optimized targeting on, which lets Google go past the audiences you chose. It is on by default, so a carefully built audience and no audience can end up in the same place.
Google widening the audience past the one you chose: How it decides and what to doKeywords with no impressions in 30 days
Keywords that have stopped getting impressions. None is paused: Oppy finds why each one never shows. Keywords added recently are named apart, since they have not had time to show.
Keywords with no impressions in 30 days: How it decides and what to doNo audience list on any campaign
No audience list attached to any campaign, even in observation. Nothing breaks, but the account cannot tell a returning visitor from a stranger and bids the same for both.
No audience list on any campaign: How it decides and what to doNo list separating people who already bought
No list separating people who already bought. Without it you cannot stop advertising to yesterday's buyer, or measure what a new customer costs.
No list separating people who already bought: How it decides and what to doNo Search keyword bids on the brand
No Search keyword contains the brand, so a competitor can sit above your result, often for less than you would pay. Judged on the Search keywords.
No Search keyword bids on the brand: How it decides and what to doOne match type is paying more for the same intent
Compares what each match type pays for a click inside this account, never against an outside benchmark. A finding to read, since moving a keyword's match type is a removal and an addition.
One match type is paying more for the same intent: How it decides and what to doPortfolio bid strategies nothing is using
Portfolio bid strategies nothing uses, including ones on strategies Google has retired. They cost nothing, which is why they stay, and the next campaign attached to one may get the wrong one.
Portfolio bid strategies nothing is using: How it decides and what to doRemarketing lists too small to serve
Remarketing lists that exist but hold too few people for Google to serve, such as basket abandoners at zero. The tag that fills them may be missing or not firing.
Remarketing lists too small to serve: How it decides and what to doStill paying to advertise to people who already bought
Display and YouTube campaigns that exclude no audience list at all, so they can keep reaching people who already bought. Says whether the account has a list it could exclude.
Still paying to advertise to people who already bought: How it decides and what to doThe same keyword bidding against itself in two campaigns
The same keyword live in two campaigns, so the account competes with itself for the same search and the reporting splits it between two places.
The same keyword bidding against itself in two campaigns: How it decides and what to doWho can change this account
Who has admin or standard access to the Google Ads account, and since when. The list itself is the finding: an agency with admin may be right; nobody knowing is not.
Who can change this account: How it decides and what to do
Ads
What people see
Ad groups running on a single ad
Ad groups running on one ad. Pausing that ad would take the group off air, and nothing is being tested. Oppy writes the second ad as its own step, never inside the finding.
Ad groups running on a single ad: How it decides and what to do
Settings that widen what you buy. Some are on by default, some come with a click during setup.
Search Partners and the Display network
A Search campaign also serves outside Google Search unless both boxes are unticked, and the two convert differently.
Optimized targeting
On by default for audience campaigns, it lets Google go past the audiences you chose. Sometimes right, often unknown.
AI Max
It widens what a Search campaign matches beyond its keywords. Oppy can switch it off on one campaign with your approval.
Auto-applied recommendations
Google applies its own recommendations when subscribed. The audit lists each subscription and what the change history credits to it.
Control that costs learning.
One campaign per product, per region, per match type feels like control. Thirty conversions a month split ten ways is three each, and no campaign can bid well on three.
The audit flags a budget split until no campaign can learn, and the duplicates that come with it: the same keyword in two campaigns, competing with itself for the same search and splitting its numbers across two places.
Check your own structure in five minutes with the free account structure checker.
Questions about structure.
Anything else? Ask Oppy in the product, or write to the team.
Does Oppy restructure accounts?
Structural changes always wait for you, in both modes. Oppy proposes them as tasks with the evidence, such as two campaigns buying the same keyword, and you decide.
Why does the audit list who has access?
Access never shows up in a performance report. The list is the finding: an agency with admin access may be right, but nobody knowing who can change the account is not.
Are audience lists required?
Not required, but on Search they are usually added in observation, which changes nothing about who sees the ads and lets the account tell a returning visitor from a stranger.
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