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.
121M
1.02M
131,000
.084%
12.54
$3.24
$25.18
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.
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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.
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Location targeting indicates that the vast majority of Impressions and clicks have been generated in the Atlanta metro area.
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.
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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.
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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.
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.
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Extension data indicates we have site links, call outs, structures Snippets and call extensions enabled on the account.
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.
