Qualitatively, it appears that the account has been shifting strategies over time. The results that have been produced thus far are adequate for the ad spend level but there is opportunity for improvement. Increasing CTR for the account can be easily accomplished by focusing on the Search Engine Result Page for ad distribution (although we do support P Max for general brand awareness) . We can also increase volume by casting a broader net in terms of Geographic Targeting and Ad Scheduling. Additionally there may be future volume from Electric Vehicle Recycling or Storm Damaged Recycling.
During the look back period the account generated 121 Million Impressions which resulted in 1.02M clicks to the website. Of those users brought to the website, 131,000 resulted in a conversion action. The total advertising cost during this time was $3.31 Million dollars.
Secondary metrics indicate that the click-through rate for the account was 0.84%. This seems like a fairly low click-through rate and is more indicative of heavy display and video structure rather than search. It does appear that you have previously settled on a search-first strategy supported by Performance Max for most of your target locations.
Conversion rate is registering 12.54%. This seems very strange to have a click-through rate so low and a conversion rate so high. It definitely seems like you may be over serving your impressions or perhaps casting too broad a net on the display network.
Cost per conversion is registering at $25.18, after reviewing the conversions we can see that it’s mostly form fills and phone calls that you are counting. This seems like a fairly reasonable amount to pay for the opportunity to purchase a junk vehicle. Average cost per click is sitting at $3.24.
One thing that jumped out at me was the search impression share during this time, that registered at 28.98% for the account.The account was dominant in these markets for these keywords by a significant margin compared to your competitors.
121M
1.02M
131,000
.084%
12.54
$3.24
$25.18
With 100+ Campaigns in the account, this falls into the category of a large account. We see a variety of campaign types from Search to Display to Video to P Max. I would also note there is 1 Smart Campaign for Grand Rapids. Current Campaign Strategy seems to have settled within the Search and P Max Campaign types. Campaigns are focused on specific geographic locations and cities across the U.S.
Daily budgets vary significantly between campaigns, for instance the Livonia Campaign is set to $1,340 Daily Budget while other campaigns such as Grand Rapids is set to $14.30 per day. There are typically different spend levels between markets related to demand but this seems extreme.
In addition to the Daily Budgets, most search campaigns are set to TCPA, however, the CPAs also vary between campaigns. Again, the value of leads can vary between markets but these vary from a low of $12 to a high of $56. So, is there a reason that theTCPA in Michigan (56$) is ~4 times as valuable as one in Texas ($12)?
Search Campaigns include both Display Network and Search Network. These non-search networks are responsible for the large number of impressions and relatively low CTR for the account. Search Campaigns should be limited to showing ads on the Search Engines Results Page (SERP).
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The screenshots below outline the specific networks of the google marketing platform where your ads have appeared, generated clicks and conversions from, as well as secondary data.
We can see that only 2.7% of ads have been served on the Google Search Engine Results Page with 85.4% of ads served on the display network. Despite the proportionally low impression volume, Search generated 25.3% of clicks to the website, which is an excellent example of the efficacy of search over display. Display still generated 60% of all clicks but that is to be expected when most of your ads were served there to begin with and it is still much less effective than search. Conversion data again underscores the effectiveness of Search over display with 87.3% of conversion actions.
Device data shows a clear bias towards mobile devices. This is consistent with mobile-first trends in general.
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There are over 1,200 locations in the account. The location targeting seems to be variable with different radiuses around different cities, some are using city limits , some are using counties. It seems like there is not a consistent strategy with location targeting.
Ad Scheduling seems very tight with the overwhelming majority of conversion production coming between normal business hours of ~9-6PM . Account is set to GMT-5 Eastern Time Zone. There is likely a reason for this such as call center availability. There is still a significant opportunity to generate traffic and form fills on the website outside of call center hours.
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Bid Adjustments are in use in some locations but not all. No Ad Schedule Adjustments are seen. We see some -100% Tablet Adjustments for 3 campaigns but not all. No Audience Adjustments. No Advanced Adjustments for Call Actions.
Top performing keywords are primarily Brand and Service Descriptions keywords. This is typical of most accounts.
Negative Keywords? There are about 200 negative keywords in the account.
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Plenty of conversion actions in the account Forms and Phone Calls seem to be the top mediums of conversion. One observation is that there are very different click through conversion windows on the conversions. Some are 1 day while others are 90.
The account has a variety of Ads in use that mirror the variety of strategies that have been pursued over time. There are Expanded Search Ads and Responsive Search Ads for most search campaigns. As another example of the high performing nature of Search, please see the Screenshots of the top performing Search Ad Copy with a 9.5% CTR. This is great performance from this specific ad on the search network.
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A full array of extensions/assets are in use on the account including Locations, Lead Form Extensions, Calls, Structured Snippets, Sitelinks and Callouts.
The account commanded the majority of the search market over the lookback period with 29%. Primary Competitors are Peddle.com with 12.75% and cashforcars.com with 11.56%. We also see the clunkerjunker.com, junkmycar.com, Carvana and car gurus.
