As presented the account has generated 15.9 million impressions during the look back period which goes back to January 1 2021. Those Impressions resulted in 29,100 users being brought to the website from Google Ads with 66 conversions recorded. Total advertising cost during that time was $73,000.
Secondary metrics here are coming out to a 0.18% click-through rate and a 0.23% conversion rate. For reference, we like to see a minimum click-through rate of 2% for search based Google Ads and typically 1% for display based Google Ads.
Conversion rates vary wildly by industry and business however, 66 conversions over a period of almost 3 years seems like a very low overall conversion rate. I would suspect that we are either missing some conversions in the account or we are dealing with some display heavy campaign structure which are causing us to serve ads but maybe not necessarily to the right audience to get them to convert into buying your product.
121M
1.02M
131,000
.084%
12.54
$3.24
$25.18
Campaign structure includes three search campaigns with one responsive display campaign. Budgets are fairly evenly distributed with ~$26,000 in the responsive display , $24,000 in the Home Care Search campaign. We also see $20,000 in ad spend in the private duty nursing software and another $2,400 going into branded keywords.
All search campaigns are set to maximize clicks bid strategy and we see click-through rates on the search campaigns varying from 1.99% all the way up to 21% for your branded campaigns.
The Home Care campaign is getting a 5.36% click-through rate which we would categorize as good and it appears this campaign is likely taking advantage of Phrase or Exact match keywords to reach this high click-through rate.
The responsive display campaign is a little more concerning; it served approximately 15.6 million impressions to generate 14,690 clicks, that’s coming out to a 0.09% click-through rate with an average cost of $1.82 per click. That seems like a very low click-through rate, even for display, and it immediately makes me want to investigate what topics, content and placements are enabled for this responsive display campaign. If none of these options have been enabled, it means that these campaigns have been running in the wild without direction or restraint and is likely a key reason why it’s generating such an ineffective click-through rate.The Private Nursing Duty software campaign is opted into Google search partners. We see that ad scheduling is set to run all days, we have active bid adjustments for devices on two of the search campaigns and we are currently targeting all devices.
No add topics or placements have been found enabled on any of the active campaigns in the account. we see one audience segment enabled for the display campaign which is a custom segment entitled competitors. this is probably a key reason why you have not seen more clicks and conversions out of the display campaign. without setting this data and giving the system something to Target in terms of audience and interests the ads have been essentially running without any guidance.
If you are wondering where your ads did display from the response display ads I have included that screenshot as the third one below. we can see that a website called blitz.gg serve the most Impressions with approximately 416,000 which generated one click. We can see that the website webmd.com generated 362,000 Impressions resulting in 166 clicks. After that we see three mobile apps, myfitnesspal, news break, a ABPV?(Americas Best Pics and Vids) commanding approximately 900,000 impressions resulting in about a thousand users brought to the website. After that we have pch.com, foxnews.com and another mobile application.
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Network data supports some of our recommendations that we have made so far. For instance, the graph below is a great visual indicator of the efficiency of Google search over the Google display network. You can see that Google search has generated only 1.1% of impressions in the account however those impressions yielded 39.8% of all clicks and a staggering 80.3% of conversions recorded so far in the account. Obviously this data contrasts sharply when you compare it to the display side of the equation. here we see that display has eaten up approximately 98.7% of all Impressions generated in the account during the look back period. That resulted in roughly 52.8% of clicks to the site and no conversions attributed to display.
Secondary data also supports this you can see that Google search has an approximate 6.41% click-through rate while displayed network is registering 0.10%
Device data indicates that computers are slightly more efficient at generating traffic and conversions then mobile devices. Computers commanded approximately 21.6% of Impressions during the look back ,however, that resulted in 27.9% of clicks and 37.9% of conversions. Anytime we see this increasing waterfall we know that we have a more efficient medium. Compare this to mobile phones where we see 71.4% of Impressions resulted in 64% of clicks and only 57.6% of conversions.
Secondary data backs up these assertions, we’re seeing a 0.24% click through rate on computers and a 0.16% click through rate on mobile phones. Likewise conversion rates are slightly better on desktop at 0.31% versus 0.20% for mobile. again assuming that these are valid conversions.
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Location targeting has been set to the United States for all active campaigns search and display.
No ad schedules are enabled on any of the active campaigns in the account. The first graph below shows click traffic by times of day and days of week. We actually see a preponderance of traffic early in the morning starting about 5:00 and 6:00 a.m. This traffic Trails off significantly and by 7:00 or 8:00 has dropped off completely. When we add conversion data to that we see that users are converting in the middle of the day between 6:00 a.m. and approximately 4:00 p.m. each day.
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We see one Advanced bid adjustment for phone calls on the account for the Home Care search campaign at +5%.
There are 60 enabled keywords in the account.We do not see any broad match keywords and in fact all the keywords in the account are phrase match. It’s been a while since I saw an account that didn’t have any broad match keywords in it. Great job! This explains why you’re generating Some solid click-through rates on your brand and product campaigns.
Negative Keywords?There are 91 negative keywords enabled on the account.
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Conversion data sources include the website, calls from ads, and Google hosted actions. we do not see any Google analytics for data being fed into the account.
Responsive search ads are doing some of the best work in the account. Your branded search ad is generating a 21% click-through rate which is great performance. We see a 2% click rate on the Private Duty Nursing Software campaign, all the way up to the 6% rating on the Home Care campaigns. Landing page optimization scores range from six-seven out of 10. There does appear to be some opportunity for improving the overall Ad Rank by improving landing pages. We see ad strength for most of these responsive search campaigns is good with one rated at Excellent. There may be some small opportunity for improvement in headlines and descriptions to get those ads ranked good to excellent.
We also see responsive display ads with three images and five videos. This specific ad has generated 12.8 million impressions resulting in 12,459 clicks to the website.
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We see a wide variety of assets currently being leveraged in the account. these include image assets, business name assets, business logo, site links, call outs, structured snippets and finally the call asset. We believe this represents the full Suite of possibilities that you could be leveraging extensions for. Great job keep it up
Search impression share during the look back. it shows less than 10% of the market being commanded by your account. We do see some potential competitors here, maybe you’ve heard of alorahealth.com, software-device.com or capterra.com.
