James And James  –  www.ecommercefulfilment.com

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

Google Adwords Audit

7 – March – 2018

1

Your Business, Needs and Goals

James And James is an e-fulfilment provider based in Northampton working with clients globally.

To aid their continued growth James And James need to increase the Leads they receive from their website.

Website address:

  • www.ecommercefulfilment.com

Marketing objectives

  • Increase Leads
  • Increase marketing list

Target Industry/s

  • Consumer electronics
  • Cosmetics/beauty
  • Fashion
  • Food/drink
  • Gifts
  • Health & supplements
  • Household goods
  • Printed materials/stationary

Competition

  • Highly competitive

Target Location/s

  • UK
  • Europe
  • USA

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 Campaigns2
Active Ad Groups15
Active Text Ads75
Active Keywords1080
Clicks – Per Month (Avg.)260
Conversions – Per Month (Avg.)5.97
Cost Per Conversion£42.31
Spend – Per Month (Avg.)£257.65
Cost Per Click (Avg.)£0.99
Click Budget – Per Month£1,650

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.

Budget Suitability

Your Current Average Cost Per Click

Suggested Avg. Bid - For Your Most Important Targeted Keywords

MINIMUM - Recommended Daily Budget Based On Suggested Avg. Bid

RECOMMENDED - Daily Budget Based On Suggested Avg. Bid

Your Current Daily Budget

What does it mean?

When your daily budget is too low and it’s used up quickly and on too few clicks, you will be missing out in lead / sales opportunities.

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
Q

Geo Targeting

Requires Optimisation
R

Ad Scheduling

Optimised
Q

Mobile Bid Adjustments

Requires Optimisation
R

Language Targeting

Optimised
R

Modified Broad Match Type

Optimised
Q

Negative Keywords

Requires Optimisation
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 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

Account Rebuild

To gain the most from this market we would rebuild your whole campaign, this will allow us to weed out all current issues and make sure everything is highly optimised to your goals from time of relaunch.

R

Bidding and Budget Strategy

The current bidding and budget strategy is holding the campaign back. The Cost Per Acquisition values are set too low compared to the cost of clicks in this market.

R

Advanced Keyword Matching

Many of the target keywords are using the broad match option, this will waste click budget. We would use advanced keyword matching techniques to help target only the most important keywords to increase conversions.

R

Location Targeting

The UK campaign is wasting budget from those people searching for providers in other countries such as India, Romania and Pakistan. We would alter the settings to separately target other countries of interest.

R

Low Quality And Too Broad Keywords

Many keywords are being graded as low quality, this increases cost per click and wastes budget. Some keywords are too broad such as ‘warehouse’, this wastes budget on searchers who are not searching for your type of services.

R

Remarketing

We would create creative, responsive and search remarketing adverts, these are essential to maxmise on bringing past visitors back to the website. 

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

£1,900 
/Month

(£1,500 Click Spend £400 Management Fee)

£3,600 
/Month

(£3,000 Click Spend £600 Management Fee)

Setup Fee One-off£700£900
Est. Avg. Cost Per Click£3.04£3.04
Clicks /Month493987
Enquiries /Month
Est. based on 5.5% conversion rate
2754
Qualified Leads /Month
Based on 1:1.6 ratio
1734
Cost Per Qualified Lead (Click Budget)£88£88
* The values in this table are estimations based upon our initial research, the values that your live campaigns receive will differ.

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