Here is the PPC Audit for:
Your AdWords Score: 50/100
3642 Rams Horn Way
Round Rock, TX 78665
Though Google AdWords is an amazing tool that helps businesses find targeted prospects and drives these prospects to their websites, we must always remember that Google is in the business of making money.
When setting up and managing your AdWords account you must always be aware that most of the AdWords default settings are situated and pre-set to maximize revenue for Google, which means you spending the most amount of money.
The following guidelines are what we use when setting up a new client’s AdWords campaign.
These are Neovora “Best Practices,” which we then customize to maximize ROI based on the client’s business strategies, goals, and KPIs.
1. Google AdWords Account Settings
This section analyzes whether or not your AdWords account is integrated with other Google data-gathering tools. These additional tools track user behavior and actions on your website once they click on your AdWords ad.
(AdWords>Account Settings>Linked Accounts)
(If GA checked) Your site is successfully linked with your Google Analytics account!
(If GA is not checked) Unfortunately, your site is not linked with your Google Analytics account. You are missing out on extremely important and useful data that will help guide you to increase the ROI across all of your AdWords campaigns.
(all) Analytics brings in valuable user data that AdWords alone is missing. One of the biggest advantages of adding analytics is tracking your AdWords visitors’ actions as they move through your site and your respective lead generation or sales funnels.
(all) You can track how many times a visitor has come to your website, how long they stayed, what pages they viewed, as well as if and when they converted.
(all) In fact, you can even share your Google Analytics custom audiences with AdWords and retarget visitors to your website with ads specific to the pages they visited.
(If Search Console is checked) Your account is currently linked with Search Console!
(If Search Console is not checked) Your account is not currently linked with Search Console.
(all) Search Console brings in one very important additional layer of data into your AdWords account: keywords.
(all) By connecting Search Console to your website and AdWords account, you have incredible insights into the keywords your target audience is using to seek the solution to their needs. Adding this data into your ongoing Keyword analysis will give you the keywords your organic visitors are using to help you create extremely targeted Ad Groups and ads.
2. Campaign Structure
The heart of your Google AdWords initiative are your campaigns. Each campaign consists of Ad Groups, Keywords, and Ads. This section first reports on your current campaign statistics, then focuses on how your campaigns have been optimized.
These Campaign Settings are what we recommend as best practices for most campaigns in order to maximize ROI and not waste money.
Total Number of Campaigns: 0
Number of Active Campaigns: 0
Current Max CPC bid: $0 per campaign per day
Current Daily Budget: $0 per day
Current Warnings: “Your campaign has Search Partners disabled. Enable it to reach more customers.” (This is a Google warning. We do not want to enable Search Partners because they generally just waste your budget. This warning can be disabled in Bulk Actions>Rules)
“Search Network only – All features” (not on the Display Network)
Not including advertising on Google’s search partners
All devices (You can adjust your bidding per device at the ad group level)
Targeting your location/city (Mandatory for local businesses)
Targeting “People in my location”
1 language per campaign
Bidding set to “Manual” (“Maximize clicks” is the worst option)
“Enhanced CPC” disabled (Enabled is the worst option)
Delivery method is Standard, not Accelerated
Ads scheduled to run at peak hours (Phone campaigns running only during office hours)
Ads rotate to Maximize conversions
No dynamic search URLs
(All Campaigns>Keywords view)
Monitoring Quality Score (minimum 6/7 scores)
Google has designed many of its Default settings to be profitable for Google, not the advertiser (you). So it’s important to have your campaigns set up with your best interests in mind. This includes NOT including advertising on the Display Network (image ads) unless that channel is proven to be profitable for you and your niche. The Google Search Partner network is a huge advertising network outside of Google search that charges you for ad views wherever they place your ad outside of Google.com and Google AdSense.
We never recommend advertising in the Google Search Partner network.
Since the user experience on mobile devices is so different than on desktop, we always recommend targeting all devices at the Campaign level, then adjusting bidding per device at the Ad Group level.
This allows you to increase your ad visibility on keywords that perform very well on mobile devices, as well as decrease visibility of keywords that don’t perform well on mobiles.
No matter if you’re a local business or a national brand, targeting your ads to show in certain locations is an absolute must if you want to get the best ROI from your campaigns. You can target by radius, zip codes, regions and cities. You can even target an entire area, then exclude specific zip codes within that area. AdWords has an extensive targeting tool… use it!
Google AdWords does not translate your ads into your target language, so you always want to target 1 location per Campaign, even if your target location is bilingual.
The bidding section is one of the most comprehensive and important steps in initially setting up your account.
The tendency is to leave the bidding up to Google and setting it at “Maximize clicks.” This enables Google to show your ads as much as it can in order to get you as many clicks as possible.
This is good if you are trying to get as many visitors to your site as possible without worrying about the cost. But for regular businesses looking to get a measurable ROI and have clicks that lead to more useful conversions, we recommend setting your bids to “Manual” in order to maintain the most control over your ad spend.
The closest automated bidding strategy to “Manual” is called “Enhanced CPC.” Though this strategy allows you to have control over your individual keyword-level bids, Google will be allowed to raise or decrease your bids anywhere from 30-100% in order to maximize conversions.
This strategy is great for accounts that have many conversions each day (minimum 15 per keyword). In general, we don’t recommend this setting unless you are monitoring your account closely.
How and when you display your ads plays a large role in how well they perform. We always recommend choosing Standard ad delivery, which shows your ads evenly spaced throughout each day.
Accelerated, which is not recommended, will show your ads as many times as there are searches for your keywords. Though this method may show you just how much search volume there is for your keywords, it also goes through your daily budget very quickly, and may not give you accurate data on the best times of day for the highest volume of searches.
Once you know the best times of each day for ad conversion, you can set a schedule for your ads to increase during those specific hours. This is a mandatory setting for Phone-Only campaigns… as you don’t want people calling from your ads outside of office hours.
And, as always, we want Google to show your ads to those it believes will click your ad and perform your chosen conversion method (fill out a form, call your business, purchase an item…).
So we generally leave the ad rotation setting to “Maximize Conversions” and let Google determine the best users to show our ads to.
Dynamic Search URLs:
This is an ad-creation method designed by Google mainly for retailers and businesses with a large variety of products or services. Essentially, you allow Google to create dynamic ads based on what users are searching for and what you sell.
Google then sends the click to what it has determined as the most relevant page on your site for that search query. We do not recommend this to anyone unless they are committed to monitor these campaigns closely.
Even if you have linked your Google Analytics to your AdWords account, if you do not set up your conversion tracking funnels, then your conversions will not register in your metrics. It’s critical to monitor the success of your campaigns based on user’s conversions and not just clickthrough rates (CTR).
Probably one of THE most important metrics you should be tracking is called Quality Score.
Essentially this is an aggregate scoring Google uses to help determine your ads placement versus your competitors’ ads. Several elements go into the Quality Score, but Google does not reveal all elements of their algorithms.
We know that the relevancy of the landing page the user is sent to after clicking your ad is an important factor of your Quality Score.
It’s imperative to monitor your Quality Score by enabling the Quality Score filter in Campaigns>Keywords>Columns>Modify Columns>Quality Score.
Your landing pages should have a minimum QS 6 or more without negatively affecting your ad placement.
**It has also been shown that an increase in your keyword’s Quality Score can decrease your CPC and increase your CVR in its ads.
3. Ad Groups Structure
The key to a successful AdWords campaign is Relevancy. Here is where we take our list of keywords and break them up into smaller related groups. From there we break them down further into ad sets, based on closely-related keywords.
Total Number of Ad Groups: 0
Current Warnings: “Your Search Network ad group has fewer than 3 ads. Add more ads to let optimized ad rotation show the best performing one.” (This is a Google notification and can be disabled in Bulk Actions>Rules)
Total Active Ad Groups: 0
Each group is named something descriptive and includes CTA goal
(Left Column>All Experiments)
(Dimensions>View Time>Day of week and Hour of day)
Bid adjustment during peak hours
(If “Each group is named” is checked) Nice job naming your Ad Groups!
(If “Each group is named” is not checked) Ideally, over time, you will break your Ad Groups up into different, more targeted Ad Groups.
(all) As you add more products and services, or you become aware of other keywords, you’ll need to add to your campaigns via new Ad Groups.
Having a good naming convention helps to remind you what the business goal is for each Ad Group. For example, “Peak hours | gym coupon | send to 2-wk free offer” is much more descriptive than “Gym coupon search offer” or even just “Gym offer”
(If using Experiments) Good job using Experiments! Few do, actually!
(If not using Experiments)You’re not taking advantage of Google’s tools to optimize your ads.
(all) Google’s built-in testing tool has replaced their Webmaster Tools split and multi-variate testing tools.
(all) One thing we always recommend is continually split testing your ads in order to achieve the highest converting ads you can. Though it takes extra effort to set up and monitor your tests, the increased ROI of continually improving your ad performance is definitely worth it!
Bid Adjustment During Peak Hours:
Just as you can optimize your campaigns to show ads during peak visibility, you can also adjust your bids during high and low times in order to have the most control over how much you want to pay to get clicks during those times as well.
4. Keyword Selection and Strategy
As mentioned earlier, Relevancy is the key to a successful AdWords campaign. By having carefully grouped and related keywords, you can have well-performing Ad Groups that bring you a steady stream of inbound leads.
Total Keywords across all Campaigns: 0
Total Active Keywords in all Campaigns: 0
Number of Duplicate Keywords in Different Ad Groups: 0
Keywords are tightly targeted
No more than 15 keywords per Ad Group
No duplicate keywords across Ad Groups
You don’t need to have a million keywords in order to have a wildly successful AdWords campaign. Ideally, you’ll pause non-performing keywords and scan the Search Terms report to gather new keywords you hadn’t thought of before.
Targeted Keyword Groups:
(if “Keywords are tightly targeted” is not checked)
To an administrator, maybe a 5 gallon bucket with metal handles is the same as a 5 gallon bucket with fixed, plastic handles. But to the person using and searching for this type of bucket, they are vastly different. The use may be different, the need may be different, and the desirability may be different. We group keywords with these factors in mind.
When we say “tightly grouped” keywords, what we’re saying is very closely related terms are grouped together so that the ads in that Ad Group can be very specific regardless of which keyword is used.
In general, if your Ad Group has grown to more than 15 or so keywords, chances are you can split some of those keywords off into a new Ad Group with closely related keywords.
(If “Keywords are tightly targeted” is checked)
Great job building very targeted Ad Groups! Though it can initially take a lot of time to break your keywords into very specific Ad Groups, this work pays off by being able to target very specific searches.
This helps you craft extremely targeted ads that speak directly to your target market… and ultimately get you more clicks.
No Duplicate Keywords Across Ad Groups:
(if “No duplicate keywords” is unchecked)
Ever wonder why some of your keywords suddenly stop performing well? One of the housekeeping steps you should do periodically is to search for duplicate keywords across your Ad Groups.
When you have the same keyword in more than one Ad Group, Google can’t decide which group that keyword is more relevant to, and therefore will serve these ads up far less than your competitors.
In AdWords Editor, it’s a very simple task that takes seconds to do. Simply open the program on your computer, in the top menu go to Tools>Find duplicate keywords. From there, decide which keywords to pause or remove from your Ad Groups.
(if “No duplicate keywords” is checked)
Congratulations for not having any duplicate keywords across your entire Campaign! When dealing with so many keywords, it’s very easy to let little things like this slip and affect your overall account performance. Keep up the good work!
(REMOVE) Using Search Terms Report To Discover Keywords:
Few people know about and actually use the Dimensions tab in their AdWords account, which is a shame because it holds a wealth of information about your Campaign!
(if they are not using the report)
The Search Terms report shows you what the people actually had typed into the search box before they saw and clicked on your ads.
This report gives you incredible insight into the needs they have, what terms Google has found to be relevant to your Ads and keywords, as well as shows you searches your Ads are being shown in.
This is a great place to find Negative Keywords so that your Ads don’t show for keywords you don’t want.
(if they are using the report)
Fortunately, it appears as though you already know this and are using this useful tool to optimize when your Ads are served up.
Just make sure that when you add a new Negative Keyword to your Negative Keyword list, that you ensure you aren’t using that keyword in any of your Ad Groups.
5. Match Type Analysis
Your entire campaign comes down to which keywords you are targeting for your ads as well as HOW you are using those keywords to find your traffic.
By using match types and negative keywords you can dramatically lower wasted click charges and spend your ad budget on keywords that convert.
Not Using Broad Match Types
Total Active Broad Match Type: 0
Total Active Broad Modified Match Type: 0
Total Active Phrase Match Type: 0
Total Active Exact Match Type: 0
Match Type is a critical piece of your keyword strategy and careful thought needs to be put into exactly how you tell Google to serve up your ads.
There are 4 Match Types you can use:
- Broad Match: This is the “loosest” type you can use. This requires no extra characters to delineate the words, and Google can show your ad if the user’s search term matches any of the words in your keywords. If the keyword is red office chair and the user searches for “shared office space near me”…. your ad may show for the search because the word “office” is in the search term. This is bad for your campaign because your Ad would have a very low relevance to what the searcher is searching for. And if they click on your ad, you will have wasted money on a very non-targeted prospect. Then, when the user hits your landing page, nothing will be relevant to what they are looking for and they will click away from your site. This then increases your Bounce Rate in Google Analytics, which affects your overall SEO performance in the Google organic search results. We always recommend using as few Broad Match Types as possible.
- Broad Match Modified: This is still a loose match type, but you can require certain words be included in the search term in order for your ad to show. Using our example above, if you modified your match type to red office+chair then your ad would not show for “shared office space near me” because the word “chair” was not found in the search term. Even if the search was for “red office desks” – which is related to your keyword, but about desks and not chairs – your ad would not show, because “chair” was not included in the search term. However, your Ad could show for the search term “used chair” or “free chairs red” because “chair” was included in the search term.
- Phrase Match: This match type is stricter than the prior two, and is still flexible enough to stay relevant for similar searches. This match type is shown with quotes around the keyword phrase. So, our example of this match type would be “red office chair” and it’s telling Google, show my ad for searches that include this phrase, with the words in this order. However, the search can have any words before and after this phrase, and it will still be eligible to show my Ad. So if the searcher searched “free red office chairs used” then your Ad could show in the results.
- Exact Match: This is the most strict match type. This tells Google, only show my ad when the user types in these exact words, in this order, with no other words in the search. So, if your keyword is [red office chair] then only the users who search for that exact phrase will be eligible to see your Ad. If they type in “red office chair online” then your Ad will not show.
(REMOVE) (if they have a good mix of more modified and phrase match than broad)
You have a good mix of Broad Modified and Phrase Match types, and that’s great! You obviously know how important it is to be specific when telling Google when to show your Ads for search terms that include your keywords. This is a critical piece of your overall Campaign’s success. Nicely done!
6. Negative Keywords
Negative Keywords are an absolute must if you want to ensure your Ad budget is spent on potential leads and not on wasted clicks.
Number of Negative Keywords: 0
Number of Active Negative Keywords: 0
No negative keywords are counteracting active keywords in Ad Groups
Has competition brands in Negative Keyword list
Using Search Terms report to find new opportunities and negative keywords (Big opportunities here)
Negative Keywords are one of the cornerstones of a successful AdWords Campaign. Without a very long list of unrelated, branded, unwanted keywords to suppress your Ads from being shown in searches you don’t want to be found in, you’ll burn through your Ad budget and have a poorly performing account.
(REMOVE) (If they have lots of neg kw)
It’s nice to see someone “get it” when it comes to Negative Keywords. In general, we believe you should always have more Negative Keywords than you do active keywords in your Ad Groups! This keeps your Ads displaying to specific people searching for very specific and related terms. Nicely done!
(If “No negative keywords are counteracting” is unchecked)
**You have Negative Keywords hurting your active keyword performance! It’s important to keep track of your match type when using Negative Keywords. If you’ve found one or more Ad Group suddenly drop in performance, troubleshoot by analyzing your Negative Keyword list for any overlap words or phrases that you’ve told Google not to display your Ads.
Bidding on Competitor Brands
Some people may advise to bid on your competitors’ brands, but think about this: If you’re specifically going to Google to search for someone or something by its brand name, you generally know you want something they have. Are you often dissuaded to click on something else once the search results come up?
We never recommend bidding on your competitors’ names or brands, because they will be very low-performing Ads and can hurt your overall performance.
Using Search Term Report to find Negative Keywords
The Search Term report is a goldmine of keywords and single terms you can add to your Negative Keyword list to suppress your Ads from showing.
(if “Using Search Terms” is not checked)
We recommend constantly monitoring your Search Term report and to ruthlessly farm it for Negative Keywords. The more you can finely tune your Campaigns to display your Ads for very targeted keywords, the more relevant your Ads will be, the higher your Quality Scores will rise, the more your CTR will increase.
(if “Using Search Terms” is checked)
As we can see, you already use the report and are pulling out many words and phrases where you don’t want your ads shown. Nicely done!
7. Ad Text
All the work in setting up your AdWords Campaigns culminates in the Ads you serve up that compel the searchers to come to your website and take the actions you desire.
Total Number of Ads: 0
Total Number of Text Ads: 0
Total Active Text Ads: 0
Using 2 of 2 headlines (30 characters each)
Using most/all 80 characters of description lines
Using Display URL slots (2, 15 characters each) with keywords or LSI
Using keyword in ad text
Has a Call To Action (CTA) in every ad
Using negative qualifiers to stop untargeted clicks
Ad text is motivating and differentiating
(all) Google has recently changed how the Ads are laid out (again!). If you’re not staying on top of the changes and taking advantage of them, then you’re leaving your competitors to grab the clicks instead of you.
(If “Using 2 of 2 headlines” is not checked)
If you haven’t noticed, we now have 2 full, bolded headlines we can use to grab the attention of the searcher. You have 2 lines of 30 characters each… use them!
(If “Using 2 of 2 headlines” is checked)
Since you are good to use both headlines, we don’t need to explain its benefits! Keep up the good work!
6 Tips for Writing Ads That Get Clicks
- Highlight what makes your business/products/services unique and stand out. Use your knowledge of your target market to touch on the motivating factors in your Ads.
- Have a specific Call-To-Action in every single Ad. Book now/order now/sign up/get a quote/call now… so the user will know what you are going to ask of them once they go to your landing page.
- Use sales terminology such as “limited quantity” or “limited time” and even display your pricing to pre-qualify traffic as well as provide negative qualifiers so you don’t waste money on clicks from people who don’t want to spend within that price range.
- Match your Ads to your keywords. Always include the keywords you’re targeting in the description and headlines (if you can). This demonstrates Ad relevance, and will reflect in your overall Quality Score.
- Ensure your landing page fulfills the promise you implied in your Ad. Have the same keywords that were in your Ad on your landing page, plus similar keywords to really make the page relevant to the Ad. This is a big factor in your Quality Score, which affects your Ad rank and CTR.
- Constantly test your Ads until you have consistent, well-performing, low-cost, high Quality Score keywords. As you test them, Google will automatically favor the best performing ads.
8. Ad Extensions Analysis
Even though we’ve said that, by default, Google’s settings are set to favor them… they have added some tremendously useful features to help Advertisers Ads stand out and grab the clicks.
Ad Extensions are a great way to take up more space, grab more attention, and give users more reasons why they need to click on your Ad and go visit your website.
Location Extensions (for local companies): 0
Site Links: 0
Call Extensions: 0
Schema (review, rich snippets): 0
There are several Ad Extensions available in your AdWords account, the ones we’ve listed are the ones we prefer and recommend for gathering the lion’s share of Ad space real estate and get the click.
Just note, as with other elements of Google Search and AdWords results, though you may have added them in your Campaigns, it’s up to Google to approve and then choose to display them or not.
Location Extensions: For local businesses, this is a goldmine to increase the space your Ad consumes compared to your competitors’ Ads. As long as you’ve linked your Google My Business account with your AdWords account, your Ads can display your business information such as full address, business hours, and clickable phone number.
Site Links: Use site links for short, compelling phrases that have strong Calls-To-Action that encourages the user to click and take advantage of the benefit. In order for your site links to display, you need to have added at least 4 at the Campaign level. You can add more, but a minimum of 4 is required.
Call Extensions: This is a terrific add for when you want to have users call your business directly. In a desktop SERP, the call extension will show to the right of the Ad as a clickable link. In mobile devices, it will appear as a clickable button, encouraging the user to click-to-call your business.
Schema: Rich snippets are compelling visuals Google now adds to paid search results, as long as you’ve added the codes to your AdWords account. Review schema shows up as review stars and count right there in your Ad! Talk about grabbing a user’s attention!
Callouts: These little snippets of text are more generic, descriptive phrases that give benefits your business/products/services offer. They consist of phrases like, “Free shipping” “24-7 Customer Service” and “Price matching”
(if any are checked)
Fortunately, you are already taking advantage of the benefits listed above! You have undoubtedly seen your CTRs increase by taking the time to add all these other links to your Ad.
(if none are checked)
You currently are not taking advantage of the HUGE opportunity to dominate your competitors’ Ads by using Ad Extensions. Hopefully you can see how important they are to add many more compelling reasons for searchers to click your Ads.
(if “Location extensions” is not checked)
**If you’re a local business, it’s imperative you take the time to link your Google My Business account with AdWords so your location information appears for local searchers.
To do so, log in to your GMB and AdWords accounts simultaneously. In AdWords, go to Ad Extensions>View>Location Extensions and click the +Extension button. Select your GMB account, review the information and click to confirm. If your GMB and AdWords g-mails are not the same, then when you click the +Extension button, you’ll be prompted to “request a link” to a GMB account. Enter in the Gmail of your GMB account and click the Request button. Then go log in to your GMB account and approve the request.
9. Landing Pages & Text
Many people calculate the success or failure of their AdWords campaigns by their Clickthrough Rates (CTR)… but all you did was get them to go to your website. What you do with them once they arrive… THAT is what makes or breaks a good AdWords campaign.
Sending clicks to a relevant Landing Page
Text and motivation match ad
Prominent Call To Action (CTA) above the fold
No other links or distractions
Relevant keywords on page
(if “Sending clicks to a relevant Landing Page” is not checked)
**You are losing so many opportunities by not having a clean, relevant landing page to guide your clicks through your process and on to the next conversion step!
How many times have you clicked on an Ad, expecting to learn more… only to go to an overwhelming website where you have to wade through menus and links in order to find what you were looking for? OR did you get tired of searching and clicked back to the Google search results?
Sending your visitors to a relevant page, without any links or distractions, and giving them exactly what they came to your site to find is paramount in getting that traffic to take the next converting action… filling out a form, picking up the phone to call… etc.
(if “Sending clicks to a relevant Landing Page” is checked)
Congratulations! Chances are good that you are getting much better conversions (CVRs) than your competitors because the next page your visitors see after they click your ad are clean, useful, and crafted to be highly related to the term they just searched.
The only thing we would recommend now would be to continually test your landing page elements in order to fine-tune and maximize your conversions.
As long as you’ve linked your AdWords and Analytics accounts, Google will take your CVR into account and increase your Quality Score, which lowers your CPC and allows you to bring in more leads for your advertising budget! Great job!
10. Tracking Methodology
We can’t stress enough how important tracking is when working with your AdWords metrics. The better and deeper your tracking (using both Google Analytics and Search Console), the better and more actionable your data will become.
Conversion tracking in place
Tracking Landing Page conversions
(If “Conversion tracking” is not checked)
**You need to take some time and get your conversion tracking codes set up and placed on the appropriate pages in your website. This data gives you the full picture of what your visitors are doing once they click your Ads.
If the business goals of your AdWords campaign is just for brand awareness, then tracking Ad clicks may be all your business wants to do. But if you’re looking to increase sales and grow your business long term, then find someone to help you get your conversion tracking in place and help your campaigns succeed.
(if “Conversion tracking” is checked)
Though others might think tracking conversions is not so important, we’re glad to see you agree with us and are ensuring you’re getting the most amount of data out of your efforts. Keep up the good work! And don’t forget to test test test!
11. Targeting Your Target Market
Though Location Targeting seems like a simple checkbox or two, many people don’t take the time to set this up properly and, upon analysis, find they have been wasting money on clicks far outside their preferred target radius.
Location targeting is set to both target and exclude
Using Locations report to better target prospects
(location targeting is set but locations report is not)
Like 99% of the AdWords accounts we look at, yours is set up properly at the Campaign level, but if you take a look at the Dimensions Locations report, you’ll see you are wasting clicks in places FAR distant from your target location.
Do your Ad budget a favor, take a few minutes to go through the Dimensions Locations report and fine-tune your excluded areas. Why waste money on clicks that will never amount to a sale?
(neither setting is checked)
**You are probably getting clicks from people outside your preferred location, which means you could be wasting your Ad budget.
It’s imperative that you define where your target market is and exclude those areas outside your reach. Otherwise you will be paying for clicks from people who will never or can never take the next step in your AdWords funnel.
(if both targeting options are checked)
It’s good to see you have thoroughly set your target market’s reach within your AdWords account. This accurately lets Google serve your Ads to those who can continue down your marketing funnel. Great job!
12. Current Cost Per Conversion (CPC)
CPC is something we tirelessly aim to decrease in order to increase our inbound leads without increasing Ad spend. Currently, these are your Campaigns’ Average CPCs:
Ave. CPC per Campaign:
(Campaign name): $0.00 per click
13. Current Top AdWords Competitor
It’s always good to know where you stand against your competition. When it comes to AdWords, you can search your keywords and find out which competitors are bidding on the same keywords. But that’s tedious. Google shows you who your top competitors are and how their impressions and positions stack up against yours.
Impression share vs competition: X% (remove) (1st of Y)
Average position vs competition: 0
Top Competitor: xyz.com
Overlap: 0% (number of same targeted keywords in campaigns)
Position above rate: 0% (the amount of time competitor places higher when both you and top competitor are showing ads for the same keyword)
If you notice, the data Google shows you in these Auction Insights is taken from a small sampling of data across yours and your competitors’ accounts. They do this for privacy, but it does give you a nice snapshot of how your campaigns are performing compared to theirs.
And though you are unable to see their bid strategies or their various metrics, you can easily see from these 4 metrics that by just increasing your Ad relevancy to your Landing pages, which in turn should increase your Quality Scores, you should be able to outperform your competitors and grab more impressions, more clicks, and more leads.
14. Analysis of Mobile vs. Desktop Conversions
Depending on your business model, you might find Mobile users more or less responsive users than people using Desktops. Adjusting your bid prices by device allows you to increase or decrease the amount of your Ads that display to mobile users.
YTD Mobile device clicks: 0 -vs- YTD Computer device clicks: 0
Using adjusted bids for mobile users
As you can see from your stats… there are a lot of users on Mobile devices! Make sure you have your Ads and bidding set up to take advantage of these users!
(yes adjusting bids)
Many business owners don’t know that Google considers Mobile users as quite different than Desktop users. So much so that Google has completely changed the way your ads show (and dominate) the top of the mobile search results. Fortunately, you DO know this and are adjusting your bidding accordingly! That’s great!
(not adjusting bids)
In looking at the amount of clicks your ads receive from Mobile vs Computer devices, it is in your best interest to adjust your device bids to increase or decrease the amount of impressions on these devices. This assures you are getting your Ads seen by the most amount of people searching for you from the exact device they are using to search!
15. Landing Page Tests
You’ve heard us mention the importance of testing and constantly improving your Ads and Landing pages in order to achieve high converting sales funnels. Fortunately, Google has the tools you need to carry out your tests and fine-tune your Campaigns!
Using Google’s built-in Ad Testing
It’s very impressive that you’re taking the time and interest in running Ad Experiments. This is truly the path to building powerful, consistently well-performing campaigns. A small percentage of people use these tools, and we’re very pleased to see you are one of them! Great job with this, and keep up the good work!
We always ask our clients: If you don’t test, how do you know if what you have is working by design or by accident?
Continual testing, even small tests, can make dramatic changes to many aspects within your Ad campaigns, in your website, in your ROI, and in your business.
For those who truly want to grow their business and achieve the goals they know are possible, it all begins with testing and improving current systems – in every corner of your business. Start with testing your AdWords Ads, and see the differences you can make. Then take it from there….
This is the housekeeping section of things that are important but didn’t fall into any of the categories above.