cheapwebdesign.co.uk

Google is teeming with huge opportunities for businesses, is yours missing out?

Google Adwords Audit

7 – Mar – 2018

1

Your Business, Needs and Goals

Cheap Web Design is a brand own by Kre8 Designs based in Fleet specialising in low cost web design aimed at UK small businesses and startups.

To aid their continued growth Cheap Web Design needs to increase the Leads they receive from their website.

Website address:

  • cheapwebdesign.co.uk

Marketing objectives

  • Increase Leads
  • Increase marketing list

Target Industry/s

  • SMEs
  • Startups
  • Ecommerce

Competition

  • Highly competitive

Target Location/s

  • UK

2

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 Campaigns1
Active Ad Groups1
Active Text Ads1
Active Keywords10
Clicks (last 90 days)169
Conversions (last 90 days)18
Avg. CPA (last 90 days)£56.72
Avg. Monthly Spend (last 90 days)£340.34

Click Through Rate (CTR)

%

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.

# 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

%

Share lost to Ad Rank

What does it mean?

Raising your impression share would increase your exposure and bring in more leads.

# 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.

Bidding Vs Budget Suitability

Your Avg. Cost Per Click

Minimum Recommended Daily Budget Based On This Cost Per Click

Your Current Daily Budget

What does it mean?

When you use your daily budget up on too few clicks, it’s less likely you will gain enough traffic to your website to build enough leads / sales.

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

R

Negative Keywords

Optimised

Q

Conversion Tracking

Requires Optimisation

R

Using All AdWords Ad Extensions

Optimised

Q

A/B Split Testing All Ad Groups

Requires Optimisation

How we can help…

We now have a detailed 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

Budget

With an average cost per click of £6.40, your daily budget of £10 will only provide 1 click per day. We can improve this account without an increase in monthly click budget, however if you wish to dramaticlly increase the flow of high quality leads an increase of monthly click budget is high recommended.

R

Advert Split Testing

Your account is only running 1 ad group with 1 advert, this means there is no split testing and therefore little if any progression. We would write and test multiple advert copy variations.

R

Advanced Keyword Matching

Your campaign is not taking advantage of the full range of advanced keyword matching options. We would introduce more keywords and utilise the broad match modifier.

R

Advert Scheduling

The campaign is set to run 24/7 on most days, having campaigns turned off during the night will help afford a greater budget in the hours that more conversions are generated.

R

Remarketing

Parts of remarketing is setup but we are missing display network ads which will help bring back past visitors.

R

Conversion Tracking

Conversion tracking is not fully installed, we would help you to ensure that all lead oportunities were getting recorded.

3

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.

4

Budget / Result Projections
Generally speaking your budget needs to be a reflection of two major factors, how competitive your target market is, and the exposure you require. If you choose a budget that’s too small, you will not gain enough website visits to deliver the volume of applications / enquiries required to produce a reasonable ROI.

Below we have advised on what a minimum and recommended budget would be for your situation.

MinimumRecommended
Total
Investment /Month

£800 
/Month

(£500 Click Spend £300 Management Fee)

£1,300 
/Month

(£1000 Click Spend £300 Management Fee)

Setup Fee One-off£600£600
Avg. Position1-21-2
Impressions /Month1,6003,000
Clicks /Month78156
Enquiries /Month12.525
* The values in this table are estimations based upon our initial research, the values that your live campaigns receive will differ.

Springhill Marketing is proud to be…