www.121tarotreadings.com
Google is teeming with huge opportunities for businesses, is yours missing out?

Google Adwords Audit / Proposal

13th – July – 2018

1

Your Business, Needs and Goals

121 Tarot Readings is a leading Tarot Card Readings phone-line service targeting the UK.

To aid their continued growth Elite needs to increase the sales / calls they receive from their website.

Website address:

  • www.121tarotreadings.com

Marketing objectives

  • Increase Sales / Calls.
  • Increase marketing list.

Target Audience

  • Demographics TBC

Competition

  • Highly competitive

Target Location/s

  • UK

2

Why Google Paid Advertising Works
I Thought No One Clicked On Ads?
Paid ads receive 20%+ of all clicks.
With up to 8 ads per page, they fill the page before scrolling. 55% don’t even recognise them as ads!

Intent
Those searching on Google already have the intent to find your roles or services.

Highly Targeted
We use advanced techniques to ensure your ads are only shown to your ideal audiences. There’s no limit to the number of ads we run.

Direct Relationships
Prospects are taken directly to your website where they learn about only your roles / services and not your competitor’s (like they do on Job Boards and Social Media).

Instant ROI
Your adverts go live quickly and start delivering results immediately.

Split Tested
Multiple advert variations are split tested, over time the best performing adverts are shown more often and your results increase.

It’s Only The Results That Matter
Conversion tracking, continued improvement and detailed reports are key to a successful campaign, this allows us to increase the applications and enquiries you receive whilst decreasing the cost.

3

Adwords Audit
Our team have manually audited your Google Adwords campaigns, below we have highlighted key factors and have listed target benchmarks based on accounts that perform best.

Report data based on: Last 90 days (14 Apr – 12 Jul 2018)

Account Overview

Active Campaigns7
Active Ad Groups19
Active Text Ads49
Active Keywords19
Clicks – Per Month (Avg.)10,107
Conversions – Per Month (Avg.)1.6
Cost Per Conversion£2,138.43
Spend – Per Month (Avg.)£3,564
Cost Per Click (Avg.)£0.35
Click Budget – Per Month£5,000

Click Through Rate (CTR) – Search

%

Target

%

Your Result

What does it mean?

low CTRs indicate poorly targeted campaigns that lose clicks to competitors. Low click-through rates hurt Quality Scores and limit results.

Quality Score

Target

Your Result

What does it mean?

Higher Quality Scores will increase your impressions and lower your costs. With an average score lower than 7 you’re missing out on high-quality leads for new business.

Conversion Rate

%

Target

%

Your Result

What does it mean?

A low conversion rate means either quality of the traffic being sent to your website is too low or that your landing pages are not optimised properly.

Negative Keywords

Target

Your Result

What does it mean?

Utilising more negative keywords will save you from wasting your click budget on irrelevant searches.

# of Active Text Ads

Target

Your Result

What does it mean?

Writing more targeted ads will go a long way toward improving your results across the board.

Avg. # of Text Ads Per Ad Group

Target

Your Result

What does it mean?

Split testing multiple ad copy veriations is essential for continued account progression.

Impression Share

%

Share lost to budget

What does it mean?

A high percentage means the keywords you are targeting don’t have enough daily budget to cover all searches. An increase in daily budget will increase clicks and conversions.

%

Share lost to Ad Rank

What does it mean?

A high percentage means you are bidding too low for the keywords you are targeting. An increase in bidding approach will increase clicks and conversions.

# of Landing Pages

Target

Your Result

What does it mean?

A lower number of landing pages means you’re not effectively targeting your best keywords and potential customers.

PPC Best Practices

Your campaigns will suffer if you’re not following PPC best practices, always ensure you properly target your PPC advertising efforts.

R

Remarketing On Both Display & Search Networks

Optimised
R

Geo Targeting

Optimised
Q

Ad Scheduling

Requires Optimisation
Q

Mobile Bid Adjustments

Requires Optimisation
R

Language Targeting

Optimised
R

Modified Broad Match Type

Optimised
R

Negative Keywords

Optimised
Q

Conversion Tracking

Requires Optimisation
R

Using All AdWords Ad Extensions

Optimised
R

A/B Split Testing All Ad Groups

Optimised

How we can help…

We now have insight into your business and current Google Adwords setup, we know precisely what is needed to increase the leads / sales you are gaining from you Google Ads and website.

Below is a list of the most critical elements we will work on as a priority for you.

R

General

Most of the issues within this account are very similar to that of the Psychic Future Account.

R

Conversion Tracking

The conversion / event tracking either is not setup correctly within Adwords.
Without this is it impossible to optimise the campaign correctly and to decide where best to spend the budget.
There hasn’t been any conversion tracked in this campaign since February.

R

Budget

The chosen budget is fine, the problem is that it needs to be spent more wisely. If we were to manage the account with the same budget the account would see a drop in traffic but this would be of benefit for the account as we will make sure the right people are seeing the ads with the highest chance of converting rather than just showing adverts to anyone and everyone on mobile gaming apps.
Most of the budget over the last 30 days has been spent on the campaign called ‘Display_Remarketing’. The issue with prioritising remarketing is that it will bring in less lifetime value to the business and will ultimately stall any growth.

R

Display Remarketing

The key campaign is set up to promote to all website visitors, instead, we would recommend segmenting campaigns by the period of time or pages users have visited to gain more granular control.
99% of the budget is being spent on Mobile devices, via placements on Mobile Apps, this may be an issue as it is often low converting low quality traffic.

R

Ad Scheduling

By segmenting the times that ads run, it will allow us to increase or decrease bids at certain times of the day such as busy or higher converting periods.
There is no ad scheduling within the key campaign, it’s running 24/7, the times are segmented but are all running the same.

R

Ads

The account is missing responsive text ads. Setting up responsive adverts as well as text and images adverts is advisable as you can create one ad design that fits almost any ad space.

R

Keywords

In the last 30 days £117.68 has been spent on the keyword ‘Tarot Card Meanings’. We would recommend the budget is spent on other keywords that are more relevant.
Your adverts are also receiving clicks for other phrases we would consider wasteful:
– ‘what is a tarot reading’
– ‘most accurate youtube tarot reader’
– ‘tarot reading can i will pass my exam’
– ‘when is the tarot reading at the crown hotle in wisbech’
– ‘reading tarot for yourself syctics’

There are also a lot of keyword coming up for people looking for tarot reading in specific locations, we suspect these people are not looking for a phone call/online psychic reading.

4

Continued Improvements
To become more cost effective, Pay Per Click campaigns require constant monitoring and attention. Our objective is to provide a steady improvement in quality, quantity and value.

 

  • Research to identify new advertising opportunities and markets
  • Keyword analysis and optimisation
  • Click through rate and quality score optimisation
  • Cost Per Click monitoring to help you receive the cheapest possible price
  • Advert content performance optimisation and split testing
  • Advert design developments (if applicable)
  • Daily budget management including impression, share and lost budget
  • Google Analytics and conversion tracking analysis
  • Monthly KPI reports detailing impressions, clicks, click-through rates, costs and conversions.

5

Flexible Fee Structure

Our fees are based on a percentage of your monthly click budget. As your click budget increases, our fee percentage decreases. You can use the following pricing table to calculate the associated fees we offer based on your chosen click budget.

Monthly Click Budget
(paid directly to the
advertising platforms)
Initial Setup Fee
(One off)
Monthly
Management Fee
Up to £1,000£600£300
£1,001 to £1,500£700£400
£1,501 to £2,000£800£475
£2,001 to £3,000£900£600
£3,001 to £4,000£1,025£750
£4,001 to £5,000£1,150£900
£5,001 to £6,000£1,275£1,050
6,001 to £7,000£1,400£1,200
£7,001 to £8,000£1,525£1,350
£8,001 to £9,000£1,650£1,500
£9,001 to £10,000£1,775£1,650

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