Google Ads Ads Account Audit with Recommendations
Momentum Electrical 112 878 9295
Summary
As presented the account has generated 24,000 Impressions which have resulted in 2,190 clicks to the website. We have recorded 650 conversions at a total advertising cost of $5,840.
Click-through rate is coming out to 1.07% which shows me that we’re either dealing with some misconfigured Google search campaigns or we are utilizing Google Display Network and other non-search networks as our primary mediums of display so far.
Conversion rate looks too good at 29.75%, however, that may be deceiving based on what conversions are active in the account. If for some reason conversions have been designated as page views, then we may be seeing an unrealistic view of conversions being represented in the account.
Average cost per conversion therefore is now registering $8.98 which seems very inexpensive and affordable, however, again take that with a grain of salt. Average cost per click is $2.67.
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Campaign Structure & Bid Strategies- You can see from the screenshots below that Google Search Partners and Google Display Network are enabled on search campaigns. We also see that ad scheduling is applied to one campaign but not all and also that we do not have any bid adjustments or device targeting adjustments on our campaigns utilizing Target cost per acquisition bid strategies.
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Recommendations: We recommend removing Search Partners and Display Network from search campaigns. We recommend enabling ad scheduling for all active campaigns as well as device targeting for desktop devices +20%. We would also recommend putting bid adjustments on calls if you want to generate more calls.
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Networks- Network data has some clear indications for us to consider. The vast majority of your ads have been served on the Google Display Network representing 90.7% of all ads served up to this point with only 7.6% of ads showing up on Google search.
It’s important to point out that Google search is a far more effective medium of generating traffic and conversions than the display network. Even though only 7.6% of ads were shown on the search Network, those ads generated 21.3% of traffic and a very significant 48.9% of all conversion actions recorded in the account so far. Clearly there is far more opportunity and users coming from search then there are users coming from the display networks.
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Recommendation: We recommend dropping display networks from targeting and only using Google search as the primary network of generating traffic to your website. If you are going to use display networks we would recommend using a Performance Max campaign with some specific audience signals and also specific objectives in mind as to what you want to do with this AI heavy, very smart campaign.
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Devices- Device data indicates that the vast majority of ad served and clicks generated have come for mobile devices with approximately 80% of Impressions coming from mobile phones compared to 15% of traffic coming from tablets and 5.6% of traffic coming from desktop devices.
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I would like to point out that there’s an obvious bias towards users coming from desktop devices although they only saw 5.6% of the accounts total number of Ads served. Those users represented 14.5% of the traffic coming to the site in a whopping 34.8% of all conversions recorded. Clearly users coming from a desktop device are more likely to click on your ads and also result in a conversion action on your website.
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Recommendation: We recommend utilizing bid adjustments for devices if you would like to shift the device mix of users away from mobile and towards desktop devices which seem to be a higher converting segment for you. We would do this by placing a negative bid adjustment of approximately 20 to 50% on mobile devices in the campaign..
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Location Targeting- Location data shows that the vast majority of Impressions and clicks are coming from California, specifically Northern California in the San Francisco Area. We see: San francisco, Berkeley, Downtown Oakland as well as several other zip codes as the primary locations where your ads have served and also been clicked on.
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Recommendation: We have no recommendations at this time this is exactly where you need to be targeting to do business in your local area providing Electrical Contracting services.
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Ad Scheduling- We see ad scheduling is enabled on the website traffic campaign from October 24th however it is not enabled on any other campaigns.
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Recommendation: Ad scheduling is a great way to connect with your ideal audience at the times of day and days of week that they are typically searching for your products or services. We would recommend that you enable ad scheduling for all active campaigns. Business Hours of 9-5 or Extended Business Hours of 7-7.
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Keywords – If you have not been having the success that you want with the account the keywords section could provide some explanations as to why. There are over 800 keywords in the account and they are all set to Broad match. Broad match keywords are telling the system to match any synonyms of either keyword provided in the keyword target. This is why you’re getting a bunch of traffic that may be peripherally related to what you’re trying to attract; however, they have not been your actual ideal audience.
Negative Keywords?
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Recommendation: The opportunity here is to drill down on what your core offering is and then of course figuring out what is the vernacular that potential customers use when searching for this product. Review of The Search terms report for keywords that have converted is always a great idea in order to generate ideas of converting keywords. Likewise reviewing the Search terms report for keywords that have generated Impressions and clicks but no keywords is a great way to exclude keywords that are not performing as desired.
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We recommend starting fresh here with a list of 10 to 20 phrase match keywords with words that express High intent as to the user’s desire to connect with the services that you offer. More specifically, phase match keywords for electrical contractor, electrical subcontractor, Bay Area electrical contractor and similar keywords are keywords that would do well for your account.
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Conversions – There are conversions in the account from a variety of sources.However, we do not see any Google analytics for conversions located in the account – Now correct after the tracking implementation changes. We would also recommend having no more than three to four primary conversion actions listed in the account to set all other conversion actions as secondary actions. Typically form submission, emails and phone calls are set to primaries with other actions such as newsletter sign ups and chat requests as secondary conversion actions.
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Recommendation: We have already conducted a Google Tag Manager/ GA4 to implement tracking fixes, review and make sure that your website is recording all clicks of phone numbers, submissions of forms, clicks of email addresses and any other valuable click action that you deem as a worthy conversion for your account.
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Ads – There are two responsive search ads in the account one has the vast majority of activity located within it. We do see that all the headlines have been enabled, however there are a lot of short call-to-actions like “book now” and “call today” in there, we also see that the descriptions are very short, some sectors using only 27 of 90 available characters.
Recommendation: We recommend reviewing your Google ads themselves for quality in terms of headlines and also descriptions. We would recommend making them more robust and descriptive of not only your service but the quality and intangible elements of what you do.
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Extensions – We can see site links, call outs and finally structured Snippets are enabled on the account however there are a full variety of assets that can still be added to your search ads in order to increase the amount of real estate that they take up which theoretically increases click-through rate and conversion rate.
Recommendation: We recommend adding business name, business logo, call extensions as well as location extensions so users can view your Google my business location on maps.
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Search Impression Share – Search impression share data for this time is unavailable because the account was below the minimum spend threshold to generate this data.
Recommendation: N/A