Tonkean Audit
Google Ads – Tonkean, Inc.984-681-1328
Summary
Structure & Bid Strategies – As presented the account contains 87 total campaigns with 23 active campaigns. Of the active campaigns, 8 are Search Campaigns and 15 Display Campaigns. Search Campaigns are using a variety of bid strategies from Max Conversions to Max Conversion TCPA to Target Impression Share.These campaigns are also using Google Search Partners and not using Ad Rotation Optimization. TCPA’s are set to $150 and $500 on enabled accounts. No Ad Scheduling is in place or Bid Adjustments have been found.
Display campaigns seem to be focused on specific types of Google and User Generated Audience segments but without bid adjustments using exclusive Targeting.
Top producing Campaigns are mostly display, which is very odd for a SaaS company and reflects the heavy use of display in this account.
Recommendations: We recommend changing the fundamental strategy in terms of putting display before search. We want to put a Search-First strategy where we focus our ad spend in the lines of business, branded and competitor keywords to generate conversion actions from users who are actively searching for what you have to offer. This account has a relatively low 1.18% conversion rate , which is indicative of its structure. An optimized search campaign can easily have a conversion rate over 4%. Likewise our CTR is ~3% ( which is surprisingly good for display) and this is from using exclusive targeting on the display audiences, but its still display advertising.
We recommend still using Display but as a remarketing tool instead of a top of sales funnel feeder.
Bid Strategies need to be aligned toward the objectives of the campaigns. We are not going to compete on impression share with our current budget range so we recommend finding out what our realistic CPA is by running a max conversion search campaign for at least a month. After that we will switch to a TCPA test campaign using the data from the max conversion campaign to set our CPA value.
There is no need to use Search Partners, it takes up lots of impressions but generates very little clicks or conversions.
Ad Rotation Optimization should be enabled for all campaigns. This allows google to track high performing ad copy and run it more frequently, which also increases CTR and Conversion Rates.
Location & Ad Scheduling- Locations are primarily targeting the US, however, we do see Canada tossed into the mix for 11 campaigns. No Ad Scheduling is in place for any campaign.There is some very strange conversion data coming from the account, For some reason there are daily spikes in conversions between 12AM -1PM. The account is set to Pacific Time.
Recommendation: Location settings are typical for a national B2B account. Ad Scheduling is something to be discussed. Is there a reason for these late night spikes? Most B2B Accounts operate on a 6AM -8PM or 10AM-10PM Schedule that aligns when most potential customers are searching for them. This is what we would typically recommend but more clarity about this anomaly is needed.
Bid Adjustments – No Bid Adjustments have been found in use on this account.
Recommendation: We recommend using the full suite of Bid Adjustments for the account. Bid Adjustments allow us to bid more or less for specific demographic characteristics, locations and ad extensions. This is part of long term optimization.
Audiences & Placements – Audiences are another interesting area that is worth more discussion. The account is showing a significant amount of conversions coming from 18-34 year olds. There may be aspects of your business that we do not fully understand but if you are targeting enterprise-level clients who are spending 10’s of 1000’s on Team Management,Legal,Operations,Marketing, IT, Sales software, they are probably older than 34.
There are also a healthy number of Custom Audience located in the account that appear to reflect a number of idealized user personas. We are happy to have these but our recommendations and a Search-First approach would not be utilizing most of these.
Some Audience in play on the account may have been attempting to target specific business owners like “Beauty Mavens” below .
Recommendation: We should most likely exclude all 18-34 year olds from targeting and focus on demos that are more likely to hold upper management positions that would be able to purchase your product. Bid Adjustments are critical for any account and even more so for audiences using a Display-centric strategy. It is surprising they were not enabled.
Keywords – Current Top Producers include “Composability”, Branded and Line-of-Business keywords. Some of these have less than 100 clicks in their campaign life time. It seems there should be a lot more opportunity with most of these already identified keywords. We are also seeing alot of “Citizens Development Platform ” and would like to understand this KW more.
Recommendation: With an account that has the opportunity to compete from several verticals, it is important to have a good understanding of your keywords. In our opinion there is a lot of opportunity for improvement here. Obviously we could have a massive competitors campaign with dedicated ad copy and campaigns discussing your UVP’s in contrast to specific competitors, General Line of Business Keywords that are already performing and Branded Kw’s are the lowest hanging fruit and easiest opportunity to open the flood gates of leads.
Highest Impression share was ~12% in April of 2021, which means there is more opportunity for conversion out there.
Conversions – Multiple conversions actions are present and being reported in the campaign.
Recommendation: Likely nothing to do here, we can Audit conversion tracking with GTM or help you get ready for Enhanced Conversion and GA4 for the future.
Devices- Device data has a consistent waterfall between impressions, clicks and conversions generated. Computers are converting at a higher percentage of overall clicks than any other channel. Most B2B Account do better on desktops than mobile in terms of conversions. Again, No bid adjustments are in play on the account.
Recommendation: We should put the positive bid adjustments on the devices that are most likely to convert, desktop. We should also be more consistent with adjustments applying to each campaign.
Ads & Extensions – Examples of top performing ads are shown below for Search, Display and Video. The CTR on the most shown ads is very low for search and looks more like display campaign performance. Headlines and Descriptions are not 100% as to what the actual service or offering is on the Search side.
Recommendation: We recommend starting fresh with a General Brand Awareness, Competitors and Line of Business Based keywords using phrase and exact match keywords.
Linked In
The Linked In lookback period extends back to Jan 1 2021. Total Ad Spend during this time was $155,446. This spend generated 6.6M impressions resulting in 20,907 Clicks to Website/Target for an average CTR of 0.31% and average CPC of $7.44. 928 Conversions were generated for an average CPA of $136.55.
These figures are not atypical for Linked In. The platform is expensive in terms of CPC and CPA in general. The 0.31% CTR seems like it could be approved , sub 1% CTR’s are not uncommon in Linked In but a 0.66%+ would be a realistic target and double our clicks.
There are some campaigns with CPAs over $800 and as low as $30.
Demographic Data indicates that you are doing a good job of reaching your audience targets. It seems like you are trying to target existing IT departments as your primary entry point to the business. These people are more likely to understand your UVP’s and greater value your product can offer the broader company.
We recommend focusing future campaigns on lead generation using forms and direct traffic to landing pages for conversions.
The Lookback period of Facebook also goes back to Jan 1 2021. Total AD Spend for this time is $58,626. This reached 1.3M users with an average frequency of 2.75 resulting in 3.75M Impressions. Unique link clicks are 9,128 total. There seem to be a variety of strategies in play on the account with Video Campaigns, Reach and Frequency, Conversion based and Website Visit-based campaigns. All Campaigns are using the Lowest Cost bid strategy.
Notable mentions include the CLOC 2021 campaign with a Frequency of 745 with a reach of 126. Meaning 126 people saw these ads 745 times in their news feed, which is oversaturation for such a narrow audience. There may be a point behind this method that we are not fully aware of.
The most traffic to the site was generated from the Legal Ops 101 campaign with 4,102 Clicks.
The highest number of confirmed website conversions was the KB-Remarketing – BOFU Campaign and the Highest number of leads generated was from the State of Operations Report with 150 leads.
Setup Data
A Combination of setups are seen with objectives ranging from Conversions and Video to Traffic and Brand Awareness.
Like Linked In, We recommend focusing on driving users off platform to your landing pages to drive conversions actions.
Technical SEO On-Page Audit
Home
URL: /
SERP Title: No-Code Process Orchestration Software For Enterprise | Tonkean (63)
Meta Description: Tonkean transforms operations teams into Makers with an enterprise-grade, no-code process orchestration and automation platform.
H1 Tag: The Enterprise Standard forNo-Code Process Orchestration
Keyword Target:
Operations (2.44%)
Business (1.88%)
Code (1.13%)
Data (0.94%)
Legal (0.85%)
Word Count: 1,065
Keyword Density: .85% to 2.44%
Platform
URL: /platform
SERP Title: Platform – Tonkean (18)
Meta Description: Accelerate solution delivery for business processes while maintaining governance and compliance across the organization with Tonkean. (133)
H1 Tag: Harness the Power of Enterprise No-Code
Keyword Target:
operations (2.56%)
Business (1.67%)
Cloud (1.67%)
Data (1.57%)
Solutions (0.88%)
Word Count: 1,017
Keyword Density: 0.88% to 2.56%
Customer Showcase
URL: /customer-showcase
SERP Title: customer-showcase – Tonkean (27)
Meta Description: Read case studies to learn how Tonkean helps the world’s leading enterprises like EVERSANA, Hopper, and TripActions transform their business operations. (152)
H1 Tag: Tonkean in real life
Keyword Target:
Operations (3.4%)
tonkean (1.76%)
Customer (1.51%)
Business (1.38%)
Learn (1.26%)
Word Count: 795
Keyword Density: 1.26% to 3.4%
Pricing
URL: /pricing
SERP Title: Pricing – Tonkean (17)
Meta Description: Tonkean uses solution based pricing for the number of modules and data sources you need. Explore which solution tier works best for your company. (145)
H1 Tag: Solution Based Pricing
Keyword Target:
Operations (5.24%)
Solutions (2.05%)
Business (1.59%)
Customer (1.37%)
Contact (1.37%)
Word Count: 439
Keyword Density: 1.37% to 5.24%
Security
URL: /security
SERP Title: Security – Tonkean (63)
Meta Description: Tonkean helps IT maintain governance so you can empower Makers across your organization with confidence that your data is being protected. (138)
H1 Tag: “Security”, “Security & Compliance”
Keyword Target:
Operations (3.65%)
tonkean (2.16%)
Cloud (1.82%)
Security (1.33%)
Data (1.33%)
Word Count: 603
Keyword Density: 1.33% to 3.65%
Business Tech
URL: /business-tech
SERP Title: Business Tech – Tonkean (23)
Meta Description: Create an enterprise model for rapid and scalable delivery of process solutions — all without adding new apps. (110)
H1 Tag:
Orchestrate Any Complex Process
Work With Any Existing User Interface
Empower Business Operations
Create Componentized Model
Enterprise Grade Controls
Connect Data & Services
Keyword Target:
Operations (2.87%)
Business (1.84%)
Solutions (1.38%)
Cloud (1.26%)
Learn (1.15%)
Word Count: 870
Keyword Density: 1.15% to 2.87%
Sales Operations
URL: /business-operations/sales/
SERP Title: Sales Operations – Tonkean (26)
Meta Description: From lead qualification to coordinating renewals, Tonkean helps sales operations teams accelerate their sales velocity and automate (142)
H1 Tag: Sales Operations
Keyword Target:
Operations (3.77%)
Sales (3.31%)
Business (1.51%)
Teams (1.2%)
Tonkean (1.05%)
Word Count: 664
Keyword Density: 1.05 to 3.77%
Customer Operations
URL: /business-operations/support/
SERP Title: Customer Operations – Tonkean (29)
Meta Description: The Tonkean no-code platform helps customer support & success teams scale by reducing manual work and automating processes end-to-end. (134)
H1 Tag: Customer Operations
Keyword Target:
Operations (3.73%)
Customer (2.15%)
Business (1.43%)
Support (1.43%)
Tonkean (1.29%)
Word Count: 697
Keyword Density: 1.29% to 3.73%
Legal Operations
URL: /business-operations/legal/
SERP Title: Legal Operations – Tonkean (26)
Meta Description: Tonkean’s no-code platform enables legal operations teams to create immediate impact without adding more tools or complexity. (125)
H1 Tag: Legal Operations
Keyword Target:
Operations (3.96%)
Legal (2.32%)
Business (1.64%)
Processes (1.09%)
Code (0.95%)
Word Count: 733
Keyword Density: 0.95% to 3.96%
Finance Operations
URL: /business-operations/finance/
SERP Title: Finance Operations – Tonkean (28)
Meta Description: Streamline your finance processes to lower costs, reduce risk, and increase control with the Tonkean no code orchestration platform. (132)
H1 Tag: Finance Operations
Keyword Target:
Operations (3.65%)
Business (1.61%)
Finance (1.32%)
Teams (1.02%)
Tonkean (1.02%)
Word Count: 684
Keyword Density: 1.02% to 3.65%
IT Operations
URL: /business-operations/it/
SERP Title: IT Operations – Tonkean (23)
Meta Description: From safely enabling citizen development to automating processes, here’s how IT can benefit from the Tonkean no-code platform. (126)
H1 Tag: IT Operations
Keyword Target:
Operations (3.55%)
Business (1.42%)
Solutions (0.99%)
Tonkean (0.99%)
Teams (0.99%)
Word Count: 705
Keyword Density: 0.99% to 3.55%
HR Operations
URL: /business-operations/hr/
SERP Title: HR Operations – Tonkean (23)
Meta Description: Tonkean supports HR teams by automating administrative back-office processes so that you can focus on enabling your employees. (126)
H1 Tag: HR Operations
Keyword Target:
Operations (3.88%)
Business (1.55%)
Hr (1.4%)
Tonkean (1.24%)
Teams (1.09%)
Word Count: 645
Keyword Density: 1.09% to 3.88%
Business Operations
URL: /business-operations/
SERP Title: Business Operations – Tonkean (29)
Meta Description: Empower your business operations teams with flexibility and agility by automating processes from end to end with Tonkean. (121)
Keyword Target:
Operations (4.19%)
Business (1.93%)
Legal (1.61%)
Customer (1.29%)
Support (1.29%)
Word Count: 621
Keyword Density: 1.29% to 4.19%
Tonkean’s Enterprise No-Code 101 Webinar Series
URL: /No_Code_Webinar_Series_Main-no-code-it2.html
SERP Title: Tonkean’s Enterprise No-Code 101 Webinar Series (47)
Meta Description: Learn how to move your enterprise forward through new concepts on enterprise no-code. This on-demand webinar series, led by IT & operations experts, will provide applicable insights to solve your business challenges. (216)
H1 Tag: “[Tonkean Academy]Enterprise No-Code 101”, “What Will You Gain from this Series?”, “Your Sessions”, “Speakers”
Keyword Target:
Tonkean (3.11%)
Code (2.8%)
Enterprise (2.17%)
Business (1.4%)
Product (1.4%)
Word Count: 644
Keyword Density: 1.4% to 3.11%
Adaptivops
URL: /adaptivops/
SERP Title: Adaptivops – Tonkean (20)
Meta Description: Tonkean’s cross-functional community for operations professionals. A place for operations teams across departments to learn, grow, and build. (141)
H1 Tag: “Get your ops questions answered fast”, “Use your skills to help a nonprofit in need”, “Grow your career in operations”, “Join our bi-monthly crash courses!”, “Get your ops questions answered fast”, “Use your skills to help a nonprofit in need”, “Grow your career in operations”, “Join our bi-monthly crash courses!”
Keyword Target:
Operations (1.96%)
Community (1.69%)
Academy (1.51%)
Makers (1.42%)
Maker (1.33%)
Word Count: 1,124
Keyword Density: 1.33% to 1.96%
Initial SEO Audit
April 2022
Prepared by Ernst Media
Search Engine Optimization Overview:
Tonkean has been doing really well with organic placement overtime. You’re high up on the competition list when it comes to your keyword placement and everything is targeted very well. The structure of your back-end with the pages like SERP Titles and Meta Descriptions could be optimized a bit better to fit the content on the page but other than those few technical fixes you’re doing an awesome job there. The place that you’re lacking most is in your off-page SEO work. Getting that recognition from major blogs, magazines, directories, and more is the deciding factor when it comes to you being placed higher and higher on the keywords you’re looking to focus on. Those are the most important takeaways from the audit but there’s still various opportunities missed that I recognize in the following areas:
Keyword Planning and Content Strategy
Better Backlink Opportunities
Branded Traffic
Competition Research
Keyword Planning and Content Strategy
The pages throughout the website have shortened SEO pain points that can be elaborated on along with pages that could have a significant amount of more actual text. There are a few pages reaching close to, if not over 2,000 words which is great but there are also some closer to 300 which is extremely low and makes it difficult to get a good analysis of what the page should be ranking for.
Getting a keyword plan together to organize the content of each page around would be fantastic for your organic search results. Most of the search queries that result in your company being found come from searches that have the company name in them. With the keyword plan we can target more no-code automation keywords that result in your company being in front of your target audience.
Better Backlink Opportunities
Most of your mentions in great blogs come from your Series B funding award. This is awesome and definitely worth keeping on all the websites that have it mentioned but also reaching out to theses blogs and news outlets to get you listed on more top 10 automation software lists and no-code platform list along with business operation automation directories can be an even larger game changer and result in higher direct traffic with anchor link text that matters.
Anchor Link Text
The anchor keywords or anchor text is the words you hover over to click a link. The words that are highlighted tell search engines about the link that’s attached. So a link that says “Best business operation automation software” and attached is a link to your home page, let’s google understand that someone has stated the best automation software is Tonkean and it begins using this data and bounce rates and other analytics to give the best results to users of the search engine.
Your Anchor text at the moment is for the most part your brand name Tonkean and not much more. Reaching out to different companies to get this changed would be ideal so you can gather more traffic from your audience at informative places that they regularly check on.
Competition Research
You’re in a rapidly growing industry that has new startups and softwares weekly that involve some time of automating when it comes to business operations and technologies. Your ranking is pretty good for the keywords that are being used for the pages but within the keyword strategy, it’s just as important to find keywords that aren’t used majorly by each competitor so we can reach a higher domain authority.
Target Charges, Grouped by order of importance and effort.
Level of Importance:
1 – Mission Critical/ Show Stopper
2 – Important, but not a Show Stopper
3 – Should be fixed, lowest priority
Level of Effort:
A – High Effort/technical requirements, allocate dedicated blocks of time
B – Mid Effort/reasonable technical ability. Farm most of this out to agency, check their work
C – Low Effort/low technical ability. Do in-between other tasks, farm to agency. If you have to double check this level of work, fire the agency.
Phase 1 Updates
Bid Updates:
Text
Set Country to US only (done)
Turn off search partners (done)
Turn on Ad Rotation Optimization
Display
Set Country to US Only (done)
Turn off search partners (done)
Turn on Ad Rotation Optimization