Google Ads Ads Account Audit with Recommendations
A Modern Divorce
274-797-3639
Look Back Period: 1/1/22
Summary
Look back period is going back to January 2022. As presented the account has generated 158,000 impressions which resulted in 9,610 users being brought to the website. There are six conversion actions recorded which immediately tells me that we probably do not have a complete history of conversion tracking in the account.
Total advertising costs during this time was $21,800. The absence of conversion data in the account will make conversion-related metrics difficult to quantify. These metrics include the conversion rate, cost per conversion and overall conversion volume. We still have a click thru rate of 6.08% which is an above average rate and tells me that this account likely has search campaigns with Phrase or exact match keywords enabled on it. Average cost per click is at $2.27. This value seems a little low, typically legal fields are running double digit cost per clicks simply because Google understands the value of the services in the revenue that providing them can generate.
Campaign Structure & Bid Strategies- There are two Active search campaigns in the account with another inactive search campaign with approximately $2,000 of Ad spend. The other campaigns, “Legal Services” has spent $15,995, while “Mediation” has spent $3,757. Both active campaigns are opted into the search partners Network. Ad scheduling is enabled on both Active search campaigns however they are set to end at different times of the day.
Bid strategies for both campaigns are set to maximize clicks.
Recommendations: The first recommendation that we would like to make is to remove the active search campaigns from the Search Partners network. These sound like great ways to get more traffic, however they are not good at generating bottom of funnel conversions and connecting you with the best audience for your services when they are actively searching for you.
We would also recommend reviewing your ad schedules to make sure that they are synced up with your operations of when you can answer the phone and qualify clients.
We would also standardize bid adjustments on devices so that we are targeting Devices equally across all campaigns unless there’s a compelling reason not to.
Finally, we would also recommend switching to maximize conversion bid strategy; however this would be after proper implementation of conversion tracking setup which would allow us to track form submissions, phone calls and email submissions from your website from users who visit it from paid ads.
Devices- Device data indicates that the vast majority of impressions and clicks have come from mobile devices while desktop users represent about 15% of your overall traffic during the lookback. We can also see that click-through rates from the various devices are roughly the same with a high of 6.36% on mobile and a low of 5% on computers. As stated previously conversion rate data and cost per conversion data is either unavailable or unreliable as it has not been tracking over time.
Recommendation: The absence of conversion data makes qualitative analysis difficult. Typically we see the overall volume of users coming from mobile devices however it comes at the cost of quality. Users coming from desktop devices tend to be better qualified and have overall higher conversion rates based on our experience with other legal clients over the years. For this reason, we would recommend keeping both mobile devices and desktop devices in your targeting while we evaluate the effectiveness of the platforms generating new conversion data.
Location Targeting-Location targeting indicates that the vast majority of Impressions and clicks have been generated in the Atlanta metro area.
Recommendation: Further understanding of your business and objectives are required to make better recommendations here. Obviously you are allowed to practice within the entire state, however most attorneys have very specific areas where they would like to generate clientele from. Our recommendation is to still utilize radius based , Geographic targeting combined with high intent keywords.
Ad Scheduling- As stated previously we see ad scheduling enabled on the account however they are set to different times. The legal services campaign is set to 5:00 a.m. to 9:00 p.m. while the mediation campaign is set to 5:00 a.m. to 12:00 p.m. so I’m not sure if there’s a reason for this however typically we would see these schedules aligned, assuming that you’re offering both services at the same time.
Recommendation: We recommend standardizing ad schedules across the account.
Keywords – Keywords are another key area of improvement for the account. We can see that we are using some good keyword phrases. Some are set to broad match which, unfortunately, can tell the system to show ads to users who are searching for similar terms, however not the exact term that we want. We also see phrase and exact match of the same terms used in the account.
Negative Keywords? Reducing a list of 65 negative keywords included in the account being applied at the campaign level.
Recommendation: We recommend removing the broad match keywords from the account and keeping phrase and exact match only. This should have the effect of increasing the overall click-through in conversion rates and also reducing cost per acquisition.
Conversions – Conversion data may be one of the biggest areas for opportunities of improvement in the account. We do not see the typical suite of event tracking data that we see with most lead generation efforts. We typically see form submissions, emails, phone call conversion actions listed here within the account. The only recent conversion actions that we’ve seen are Google hosted actions that happened from the search engine results page based on your Google my business account.
Recommendation: We recommend reviewing the website for conversion actions, setting up Google Tag Manager and making sure that we have ga4 events reporting back to both analytics and ads so that we can make better informed decisions about the performance of our ads moving forward.
Ads – We see full responsive search ads enabled in the account which appeared to be generating the vast majority of traffic to the site so far. We also see several expanded text ads that are still enabled on the account. Expanded text ads are no longer in service, they cannot be updated or changed and we would recommend removing them from the account. We also see Dynamic keyword headlines are in use for some of these responsive search ads.
Recommendation: We recommend removing the expanded search ads from the account so that we are focusing specifically on responsive search ads. We’d also recommend using Dynamic search ads to fill the gaps where we are not currently serving ads as well as utilizing a variety of static headlines and dynamic headlines, similar to what is being practiced in the account now.
Extensions – Extension data indicates we have site links, call outs, structures Snippets and call extensions enabled on the account.
Recommendation: We would recommend utilizing the full array of account extensions that make sense, what you have enabled right now is a good start however there are still some additional extensions that would make sense for you to add to the account. This would include business name, business logo, and location extensions.
Search Impression Share – Search impression data shows that you are less than 10% During the look-back period search impression data is a direct reflection of overall account spend in the size of the market that you are competing in if you are less than 10% Google does not let us know what exact impression share we are commanding at any given time.
drilling down to the legal services campaign in the second screenshot you can see that your impression share here with 17.74%. So for your ad spend over this time you were able to capture approximately 17% of the overall market for your keywords in your geographic area during this time.
Recommendation: We may have recommendations of geographic targets as well as budgets and bid strategies once we learn more about your business and what your overall objectives are; However, we know that most divorce attorneys are looking for high net worth individuals with lots of assets to negotiate.
Increasing your impression share over time by reducing your Geographic radius or increasing your budget may help you grow your business and retain more cases.