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

Google Adwords Audit / Proposal

21 – Aug – 2018

1

Your Business, Needs and Goals

Pager Call Systems and Brighton Technologies Group offer a complete range of onsite messaging solutions for a variety of industries including restaurants, hospitals, leisure venues, hotels, offices and major retailers.

To aid their continued growth Pager Call Systems (targeting the UK and Europe) and Brighton Technologies Group (targeting Australia) both need to increase the Leads and Online Sales they receive from their websites.

Website addresses:

  • pagercall.co.uk
  • smartpagers.co.uk
  • phonechargingsystems.com
  • boomerangpaging.com.au
  • btgau.com.au

Marketing objectives

  • Increase Leads
  • Increase Online Sales
  • Increase marketing list

Target Industry/s

  • Restaurants + Pubs
  • Hospitals
  • Hotels
  • Logistics
  • Retail
  • Education
  • Yachts

Target Location/s

  • Australia
  • Europe
  • 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 (24 May – 21 Aug 2018)

Account Overview

Active Campaigns6
Active Ad Groups6
Active Ads22
Active Keywords78
Clicks – Per Month (Avg.)1821
Conversions – Per Month (Avg.)41
Cost Per Conversion (Avg.)£9.35
Spend – Per Month (Avg.)£386.34
Cost Per Click (Avg.)£0.21
Click Budget – Per Month£1,320

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 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 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

Q

Mobile Bid Adjustments

Requires Optimisation

Q

Language Targeting

Requires Optimisation

Q

Modified Broad Match Type

Requires Optimisation

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 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 approach

You will see from the audit above that we have already identified areas that require a new approach to enable us to maximise on the opportunities Google Ads provide. Each of these elements would be fixed with the relaunch of new campaigns we built for you from the ground up.

R

Conversion tracking

The campaign is currently missing opportunities to track enquiries and sales, so this would be a high priority for us to fix. It would be hugely beneficial to the campaign to set up ecommerce sales tracking.

R

Ad group configuration

The campaign would benefit from splitting up particular keywords in to more specific ad groups with more specific ads, this will allow us to better analyse and optimise.

R

Keyword strategy

Some of the keywords are using the now out of date broad match system, this needs addressing as it wastes click budget due to being matched with search terms that are not relevant to our offering such as “front door paging system” and “how to pair lrs buzzer”.

R

Ad scheduling

The campaign is current set to run 24/7, reducing the times that the campaigns run or splitting the 24 hours into smaller time segments will allow bids to be increased or decreased based on the time when most conversions occur or times when the competition are bidding more and your average position is lower.
Currently most of the budget for remarketing is being used between less important times for our business (4am and 9am), by amending the time schedule we will generate more traffic.

R

Ad extensions

The account is utilising some sitelink, callout, location extensions and structured snippets which is good, but we would suggest adding more.

R

Bid adjustments

At present there aren’t any bid adjustments on key campaigns.

R

Remarketing

We would set up more remarketing lists to help target people that are more qualified like those who have been on certain pages for a certain amount of time.
The key ‘Waiter’ and ‘Shopping’ campaigns both need RLSA setting up, as this enables better exposure to those people who have already been on your website.
There are responsive image adverts within campaigns which aren’t needed due to them being search network campaigns.

R

Display network

Like with Remarketing, most of the budget is currently being spent on Mobile Apps, we will be able to stop much of this traffic with further configuration.
It will benefit the campaign by splitting the different types of display into separate campaigns or ad groups so we can see very quickly what is spending the budget.

4

UK Targeting

Google searches made each month by prospects searching for your specific offering.

£1,000 – £1,500

Recommended monthly click budget

Australia Targeting

Google searches made each month by prospects searching for your specific offering.

£750 – £1000

Recommended monthly click budget

5

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.

6

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.

The fees below represent the costs per website, if you require ads for multiple websites we may be able to offer a small discount.

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

Springhill Marketing is proud to be…