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

Google Adwords Audit / Proposal

13th – Jul – 2018

1

Your Business, Needs and Goals

Psychic Future is a leading Psychic 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.psychicfuture.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 Campaigns17
Active Ad Groups32
Active Text Ads87
Active Keywords37
Clicks – Per Month (Avg.)18,880
Conversions – Per Month (Avg.)2 (From 1055)
Cost Per Conversion£2,043.19
Spend – Per Month (Avg.)£4,767
Cost Per Click (Avg.)£0.25
Click Budget – Per Month£9,500

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
Q

Geo Targeting

Requires Optimisation
Q

Ad Scheduling

Requires Optimisation
R

Mobile Bid Adjustments

Optimised
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

Conversion Tracking

The main issue is there just isn’t enough tracking of conversion / events.
We should never spend budget without being able to track the amount of success.
The only tracking that is being pulled into Adwords is ‘calls from ads’ and ‘Transactions (121 Tarot UK)’. The ‘Transactions (121 Tarot UK)’ conversion may be a mistake as that is referencing the wrong website / brand.
We recommend that telephone event tracking is set up so that it will allow you to see more data on what is converting and what is just waiting budget.

R

Display

The display campaigns are misconfigured in a way that makes them duplicates of each other.
There is a display keyword for ‘Free Tarot reading’ which has spent £80.59 in the last 30 days, even though the adverts don’t include the word free, we wouldn’t recommend promoting against this keyword.
Most of the display traffic is coming to the website via mobile apps, which doesn’t tend to convert well.

R

Budget

The monthly budget is appropriate, but the budget needs to distributed better.
There are several elements that are wasting the budget and need to be removing
Most of the budget over the last 30 days has been spent on 1 keyword ‘+psychic +reading’ within the ‘Psychic Reading – [B]’ campaign which is limited by budget.
We would recommend more budget is given to search because these will convert at a higher rate.

R

Bids

Many bids are below the first page position.

R

Ad Scheduling

By segmenting the times they are running, it allow you to increase or decrease bids at certain times of the date, allowing to have higher positions during busy hours or when you get most conversions.
There is no ad scheduling within the key campaign, ads are running 24/7 even though the times are segmented.

R

Location Targeting

You don’t have any excluded locations within the campaign. This means clicks are coming in from Australia, Hungary, India, Pakistan, United States etc and have wasted budget.

R

Negative keywords

There are several search terms that have been match to that we don’t feel are relevant.

 

  • ‘psychic fair in reading on sunday 2018’
  • ‘what does jayne wallace of psychic sisters selfridges charge for a reading’
  • ‘can a psychic read your mind’
  • ‘frèe card readers psychic’

There are also a lot of keyword coming up for people looking for psychic readings for a specific location, these are unlikely to be looking for a phone call psychic reading.

R

Device Targeting

Mobile devices have bids set to +30%, however, mobiles have only generated 1 conversion in the last 30 days.

R

Extensions

There are 2 different telephone numbers setup within call extensions. One may be a mistake as it is different to the number displayed on the website.

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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