Google Ads Audit for Home Warranty Company
Google Ads Account Audit & SEO Audit with Recommendations
November 8, 2021
Prepared by David Becklean
-15K Per Month Budget
Google Ads
874-456-4408 https://homerepairspaid.com/
Summary
Lookback period for this audit is primarily based on historical data from November 2021 to October 2021
The Account is showing 7,770 Impressions Generating 376 Clicks at a 4.84% Click Through Rates with an average CPC of $11.57 resulting in a total ad spend of $4,350. 12 Conversions were generated from this for an average Conversion Cost of $362.
● Structure – As presented, the account has 1 Search Campaign Called “Home Warranty | Exact”. Search Partners Network is enabled. Bid Strategy is set to Manual CPC with a total daily Ad Spend of $100 distributed across 5 different ad groups. Ad Groups seems to correlate to specific lines of business or keywords they are focusing on. There are currently 2 Conversions established in the account; Forms and Phone Calls from the website.
○ Recommendation: We recommend a 3 campaign approach to generating leads. 1) Search Prospecting using broad match keywords and loose targeting . 2) End of Funnel utilizing existing Exact Match keywords and focused targeting and 3) A Retargeting Campaign targeting only website visitors.
Video campaigns on Youtube are an excellent way to focus on top of funnel and brand awareness if you have video assets readily available.
Search Campaigns using exact match/phrase keywords and the full power of google’s targeting will drive traffic.
Retargeting Campaigns can draw creative assets from the website or social media sources to quickly and easily create responsive display campaigns.
● Bid Strategies & Ad Scheduling – The only active campaign was set to Manual CPC Bidding. CPC’s are set to between $3 and $12 per keyword. Ad Scheduling is not active on the campaign.
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○ Recommendation: Campaigns should be set to maximize conversions. This will generate more leads at a lower CPC and better CPL than trying to get Google to pay a certain amount for a click. Once we tell google to maximize for conversions, they will start targeting people who are likely to perform one of those actions and therefore generate more leads.
We also recommend utilizing Ad Scheduling. Most service businesses operate closer to a 9-5 schedule while Real Estate is known to be a “back side of the clock” endeavour with conversion happening late into the evening or early in the morning . Your account has seen the most conversion actions in the middle of the day but we have relatively little account data.
● Location – Currently targeting all of the United States.
○ Recommendation: None at this time. National Targeting makes the most sense for your objectives.
● Bid Adjustments – No Bid Adjustments have been found in use.
○ Recommendation: Utilize bid adjustments on audience segments, devices, geolocations and Calls for the account. For example, the demographic age ranges of 35-44 and 55-56 have the highest click through rates over the past campaign. Using a positive bid adjustment to focus on these age groups, or a negative bid adjustment/exclusion on the other age groups, would help concentrate your budget on the most relevant, engaging, and efficient demographic segments.
● Audiences & Placements – There are 2 audiences currently in use on the account, 1 Affinity Segment for DIY Home and Garden and 1 In-Market Audience for Home Inspection Services. There are no display campaigns active which would result in placements being recorded.
Demographic data indicates that 18-44 year olds are taking up impression share that should be diverted towards a demographic that is more likely to own a home and require the services the website offers.
○ Recommendation: Custom Intent, Affinity, and In-Market Audiences – We strongly encourage the use of audience targeting within the Google Ads platform. These segments are typically very effective, using user data from online behavior to target specific interests, behaviors, etc. I.e. In our 3 Campaign Plan we will have one campaign that has no targeting restriction while our End of Funnel focus campaign will have exclusive targeting on Homeowners with exact match keywords.
We also recommend limiting the age ranges you are targeting to focus more on demographics that are likely to be in the position to own a house.
○ YouTube Ads – if you have video assets to use, running ads on YouTube is a great way to improve brand awareness, engagement, and get in front of the right people with the right, engaging message. With similar targeting options as Display, we can get granular and ensure the highest intent/highest converting audiences see your video ads. From YouTube ads, we can build highly relevant audiences as well, to help improve targeting for other campaigns. Further, lead form extensions for YouTube ads may be available to use, which offers an efficient in-ad option for lead submissions and conversions
● Ads & Extensions – 6 Responsive Search Ads were found in the account. One for each Ad Group and 2 for Home Warranty Group. Ads have a good combination of headlines and descriptions. Ad Rotation Optimization is enabled.
There are multiple extensions present, 7 Callout Extensions, 1 Disapproved Call Extension and a Promotion Extension.
○ Recommendation: Responsive Search/Display Ads allow us to test many permutations of ad copy, extensions and creatives utilizing Google AI. Good Work. We will keep these.
○ Recommendation: Ad extensions are a great addition to search ads as they increase the amount of real estate your ads take up and generally increase click thru rates . We recommend using every type possible that makes sense for your business. Lead Form Extensions can collect leads from the SERP before users even reach your site. We also recommend fixing the call extension and creating call only ad Groups and Ads. If you value phone calls more than forms, this is a must.
● Keywords – Keywords are all set to exact match in the active account. The keywords themselves are all excellent for buyer-intent and purchase of the product offered on the website. There are some flags for low quality scores but that is not a major issue.
○ Recommendation: Adding Broad Match Keywords to another campaign focusing on Top of Funnel users will allow us to pick up a variety of keywords that we might miss using exact match.
