www.blocks4hire.co.uk
Google is teeming with huge opportunities for businesses, is yours missing out?

Google Adwords Audit / Proposal

6 – Feb – 2019

1

Your Business, Needs and Goals

Blocks 4 Hire are a nationwide provider of concrete blocks to land owners and occupiers. 

To aid their continued growth Block 4 Hire need to increase the Enquiries they receive from their website.

Website address:

  • www.blocks4hire.co.uk

Marketing objectives

  • Increase Enquiries
  • Increase marketing list

Target Industry/s

  • Land owners and occupiers

Competition

  • Highly competitive

Target Location/s

  • UK

Urgency

  • Urgent as enquiries have slowed right down

    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

    Account Overview

    Active Campaigns3
    Active Ad Groups3
    Active Text Ads5
    Active Keywords86
    Clicks – Per Month (Avg.)242
    Conversions – Per Month (Avg.)1.3
    Cost Per Conversion£112.15
    Spend – Per Month (Avg.)£150.23
    Cost Per Click (Avg.)£0.62
    Click Budget – Per Month£300

    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.

    Actions taken in last 30 days

    Your Result

    What does it mean?

    By spending more time in your account, your key metrics and results would all improve. Neglected accounts with fewer regular optimisations will be losing ground to competitors.

    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.

    Q

    Remarketing On Both Display & Search Networks

    Requires Optimisation
    R

    Geo Targeting

    Optimised
    Q

    Ad Scheduling

    Requires Optimisation
    R

    Mobile Bid Adjustments

    Optimised
    R

    Language Targeting

    Optimised
    Q

    Modified Broad Match Type

    Requires Optimisation
    Q

    Negative Keywords

    Requires Optimisation
    Q

    Conversion Tracking

    Requires Optimisation
    Q

    Using All AdWords Ad Extensions

    Requires Optimisation
    Q

    A/B Split Testing All Ad Groups

    Requires Optimisation

    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

    Management

    lack of expert management is the reason for the drop in enquiries. As managers we will continually review and optimise the account ensuring you are always getting the best results for your money and preventing issues occurring.

    R

    Keywords

    You are not taking advantage of the appropriate keyword matching and management options, this results in wasted budget and lost opportunities. Over £100 of budget as been wasted on incorrect searches since September.

    R

    Targeting

    Time targeting is not being taken advantage of, this results in your budget being wasted during times that are not converting into enquiries. Remarketing is not being used, proper implementation will help reduce enquiry costs. Search and Display ads are not being targeted with appropriate strategies.

    R

    Ads

    The most advanced ad structures are not being used. Ad Extensions are not well optimised.

    R

    Campaign structure

    Keywords are not being grouped appropriately, this means keywords are not targeting specific enough adverts.

    R

    Landing pages

    Some developed is needed on the pages your ads are being driven to, this will help maximise enquiry rates.

    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 £500£500£250
    £501 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

    Springhill Marketing is proud to be…