Google Ads Audit for Medical Device Company
Google Ads Ads Account Audit with Recommendations
941-048-7470 Fourth Frontier
Look Back Period: October 2020 – March 2023
Special Questions: None Presented.
Summary
During the lookback period the account has generated 37.5M Impressions which have generated 496,000 clicks to the website. Of those users 2,510 checkout conversions were recorded for a total cost of 31.1M Rupees(~$374,814).
Click through rate comes out to 1.32% which may or may not be on the low side of performance, it may also represent display and cross Network heavy campaign structure.
We like to see a minimum of 2% click through rate and conversion rate for Google ads. Obviously there are some limitations when it comes to e-commerce if we see products in a very specific niche or vertical.
Conversion rate here is coming out at 0.19% which seems very low. Average cost per conversion action is 12,400 rupees per conversion (~$149) with an average cost per click of 62.58 Rupees (~$0.75).
Reported conversion value is 89.3 million Rupees(~$1,076,079) for a ROAS of 2.87.
Campaign Structure & Bid Strategies- We see a wide variety of campaigns in use on the account historically and 27 currently enabled campaigns. These campaigns include search, performance max, discovery and video campaigns. We also see that Search Partners and Display Network are enabled on some search-only campaigns. All campaigns have ad rotation optimization enabled. Some campaigns have starting dates back to 2020 as far as their initial build dates.
We observe a variety of big strategies in use on the account with the account utilizing mostly maximize conversions and maximize conversion target cost per acquisition, although we also do see straight target cost for acquisition and also maximize conversion value target return on ad spend and use on the account.
Ad scheduling is such that ads are eligible to run all day long. We see no active bid adjustments on the majority of campaigns and device targeting is unrestricted.
Recommendations: Your overall campaign structure seems to put an emphasis in the number of campaigns and majority of AD dollars in search. We agree with the search first strategy. We do, however, recommend removing Search Partners and Display Network from search campaigns. It’s easy to add these and think that they’re going to result in more conversion actions, however in our experience they are great at generating an increase in Impressions and some clicks but very little bottom of funnel conversion actions ever come from Search Partners or Display Network.
We do see some old build dates on some of these campaigns, that may not necessarily mean that they are not working properly, however, it may be worth a test to launch a fresh search campaign.
We recommend utilizing ad schedules on the account so that your ads are showing to users who are searching during days of week and times of day that are most likely to result in a conversion action.
Bid adjustments and device targeting are also areas of optimization that are not currently being utilized.
We recommend keeping the shopping campaigns / PMax with increased targeting options.
Networks- Network data indicates the efficiency of search over networks within the Google Marketing Platform. The graph below highlights what we call an inverse waterfall in terms of Impressions to clicks to conversions. One of the key pieces of information to highlight here is that during the look back period only 23.2% of all Impressions came from search, however, those Impressions generated 56.7% of total click volume and a staggering 88.8% of all conversions recorded in the account.
It’s easy to see why we recommend a search first approach, even for e-commerce, as the data supports that it is a significantly more efficient use of your ad dollars. Cross network data or shopping campaigns represent 39.5% of Impressions but only 17.4% of clicks and 9.2% of total conversions generated.
Display Network traffic represented 6.6% of Impressions and 17.8% of clicks however generated almost no conversions.
Recommendation: We recommend moving away from the parts of the Google marketing platform that aren’t producing bottom of funnel conversions for you. This means that we recommend limiting your campaigns to search and performance Max and or shopping campaigns.
Devices- Device data indicates a strong prevalence of mobile devices in the account. It is a mobile first world and this is very typical of what we see in almost all accounts outside of business to business. 73.6% of all Impressions were served in mobile devices which resulted in 71% of your paid ads traffic but only 45.5% of recorded conversions. This is an interesting piece of data and can be leveraged to make the account even more efficient in terms of conversion production. Computers represented only 23% of impressions and 25.6% of clicks yet generated over half, 51.8%, of conversions in the account during the look back. Obviously users coming from computers are more likely to actually result in a purchase than those coming from mobile devices.
Recommendation: it is typical for Searchers to confirm the existence of a product and/or “window shop” for a product on your website before looking at competitors products or aggregator sites like amazon, walmart, etc. Our recommendation is to place positive adjustments of 10 to 15% on computers for all active campaigns. We also want to test some campaigns targeting desktop computers exclusively to see what their conversion rates are compared to the long-standing historical campaigns.
Location Targeting- Location targeting indicates that the majority of Ad spend has been focused on the United States. We also see India and Canada in the top 10.
Recommendation: If the United States and Canada is your primary target we have no other recommendations. We may recommend putting bit adjustments on these locations or more specifically in States within the United States where there are more Fitness conscious users such as California and Colorado, these users may be more likely to purchase your product based on their lifestyle and location. We also recommend reviewing state-level data for any other positive outliers.
Ad Scheduling- And scheduling data viewed from the account level can be a little confusing. Clearly the account running, without ad scheduling, across multiple geographic regions, spread out across the globe is responsible for the conversion data screenshot below. We see two definitive bumps in conversion production, the first is happening just after 12:00 a.m. with the second occurring at about 8 to 10:00 p.m. in account time. For reference the account is set to Bangalore, Karnataka 560038, India.
Recommendation:The account could definitely benefit from ad scheduling. The issue would be to dive into each geographic region and research the specific times of day which experience Peak conversion production. This will have to be customized toward each Geographic area.
Bid Adjustments – No bid adjustments have been observed in use on the account.
Recommendation:
Audiences, Placements, Topics – There were many audiences in use on the account with observational targeting enabled on many search in other campaigns. There were no placements enabled on the account.
Recommendation: If we were going to continue to use Display Networks we would recommend placements however since we are recommending against display Networks we have no further recommendations here.
Keywords – 7,668 Keywords in the account. Top converting keywords include product description keywords such as “ECG Monitor” and “Continuous Heart Rate Monitor” and ECG Wearable. we also see brand names and product names such as “Fourth Frontier” as well as “Frontier x2” in the “Frontier X”.
Negative Keywords? Negative keywords are enabled on the account and we see an e-commerce negative keyword list with 520 entries however it is not applied actively to any campaigns. we also see a generic negative keyword list however it has no keywords in it and is applied to 25 campaigns.
Recommendation: We recommend reviewing both your keyword and negative keyword lists for accuracy and relevant keywords on both fronts. in regards to the former we recommend reviewing your Search terms list on a regular basis which is part of our ongoing service that we offer so that we can actively pick up new keywords that we had not yet considered as well as actively exclude keywords that are eating up Impressions and clicks but not generating bottom and funnel conversion actions. there are definitely some more purchase intent related keywords such as cost of heart rate monitor, reviews of heart rate monitors, Etc that can be leveraged in this account to make it more efficient and more profitable for you in the long term.
Conversions – Conversions are being recorded in the account. we see both add to carts as well as website sales/checkouts.
Recommendation: These conversions look like they’re coming directly from the website which is fine however we do want to remind you that the Google Analytics 4 / Universal Analytics cutoff date is rapidly approaching on June 1st of this year. We recommend upgrading to Google Analytics 4 and having a full Suite of conversion tracking installed on your website so that you have a complete 360 View of not only what everyone is doing but also the breakdown of actions by user platform so you can gauge the effectiveness of paid search, organic, social, email, referral, etc.
Ads – Our first screenshot indicates top performing ads by conversion rate while our second screenshot displays top performing ads by overall conversion production. there is a difference between the two and we see that the top converting ads are mostly now paused from old or inactive ad groups. We see that responsive search ads are responsible for the vast majority of conversion production in the account. This aligns precisely with our analysis earlier in the document citing the effectiveness of search over other areas of the Google marketing platform. conversion rates on some of these ads seem perfectly adequate ranging from 1.29 to 3.71% however the account wide conversion rate is 0.49%.
Recommendation: There are clearly some high-performing ad copy and responsive search ads in the account that are already generating conversions on a regular basis. our recommendations outlined in the rest of this document will help improve the efficiency of these ads to begin with. other than the responsive search ads being reviewed and updated on a regular basis we have no further recommendations. Google shopping ads are largely controlled by the system and we have a very limited amount of control over those, these are the only other ads that we would recommend you run in the future.
Extensions – We see many different extensions and use on the account including images, business name, business logo, sitelinks, call outs, structured snippets, calls, lead forms, location, apps and finally promotions. This probably represents the complete inventory of Google ads assets/extensions.
Recommendation: We recommend utilizing all extensions that are applicable to what you are doing. enabling these allows your responsive search ads to take up the maximum amount of real estate possible on the search engine results page. We have no further recommendations other than to make sure that these assets/extensions are being applied to all campaigns evenly.
Search Impression Share – Search impression share data is not available for the account.
Recommendation: No recommendations are available to be made here other than we need to spend more money to show up on the radar for this market.
Facebook Ads
Facebook ads indicate that you have had quite a bit of activity going on across at least three different ad accounts. These ad accounts are structured targeting different Geographic areas of the world. your US-based account reached 4.6 million users with an average ad frequency of 2.93 resulting in a total of 13.6 million total Impressions generated. This resulted in approximately 181,000 link clicks and an average cost per click of 80 cents which comes out to an approximate 1.33% click-through rate. This is surprisingly doing better than a lot of campaigns we saw in the Google ad side and is surprising performance from facebook.
FF Ad Account US
FF Ad Account UK
The United Kingdom focused account appears to have generated more activity and overall ad spend with 963,000 (~$1.1M USD) pounds being spent in the account during its maximum history. This account has reached 26 million users with an average ad frequency of 3.92 resulting in a total of 102 million impressions generated dating back to July 2021. Approximately 1.1 million clicks have been generated from this Facebook ads account. average cost per click is 0.88 lb with an average click-through rate between one and 1.9% on the account.
FF Ad Account IN
The India focusing account appears to have spent the least amount of money overall at ~14.6M rupees (~$176,772.62). Total reach on this account is at 22.5 million with an average frequency of 3.05 resulting in a total of 68.7 million impressions generated dating back to February 21st 2020. We see a total of 678,000 Link clicks at an average cost of 21.55 rupees per action and a roughly 0.99%-1.28% click-through rate. This is typical for most display based campaigns and also typical performance for facebook. average cost per click is sitting at 16.57 rupees.
They’re always going to be optimizations that can be made at the account level for targeting and double checking that data is flowing as best as it can between your website and facebook. We recommend continuing to leverage a wide variety of campaign types and goals targeting both warm and cold audiences as you have been so far.