Google Adwords Audit Inst.org. Tatvic Ravi Pathak
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1 Google Adwords Audit Inst.org Tatvic Ravi Pathak 1
2 Contents 1 Methodology Ad Copy Analysis Adwords Update Process Unprofitable timeslots of Ad Content targeting inefficiency: Keyword allocation for strategic SEO tasks IS loss Landing pages... 8
3 1 Methodology The methodology of Audit involves close inspection of various factors which influences the google adwords and its performance, administration. The Audit covers Google Adwords administrative settings, Basic analysis of some of the important sections of Google adwords for inst.org. 2 Campaign Analysis Some of the most costly campaigns has not provided returns for the month of March. Since we are collecting revenue data only for march we have to limit our analysis only towards it. However, high spend on some of the campaigns like Teaching Assistant and SEN is not leading to incremental revenue. 3 Ad Copy Analysis Each ad contains lot of information, rather than it is suggested one selling proposition expanded and communicated strongly. Ad copy MUST contain the words on landing pages or vice versa, that is currently not the case. This increase the quality score and reduces the cost per click. Currently Ad copy doesn t have any trade mark symbols being used. This should be used to differentiate the ad copy and also instill a sense of confidence for the customers. While dynamic keyword insertion is used heavily it is also important to note the keyword length where Dynamic keyword is inserted in the ad title. There are fairly long keywords that exist in campaigns and can potentially hurt the actual message passed by ad title.
4 4 Adwords Update Process Adwords updates must be made based on Google Adwords Editor. This is free tool by which you can change the adwords settings. Most importantly it has spreadsheet upload facility so every time you make changes to the adwords can be saved locally and you can review the changes at any time in future. This process ensures that understanding of changes to the adwords remain intact. 5 Unprofitable timeslots of Ad PPC conversion rate is highest at 8 pm. Most of your campaign is set to display ads all days and hours. You can save by not bidding at certain hours. Eg. Some part of early morning (3 am to 7 am). This action can have potential to save about 300 pounds per month as shown below.
5 6 Content targeting inefficiency:
6 In current month only 1 sale has happened of the value of 457 via content targeting where there is daily spending of about 30 every day. This turns out to be a negative ROI to the tune of -50%. My recommendation is that we should finalize those content targeting websites which provides at least following and place them in managed placements: 1. Sends high repeat visitors 2. Have high engagement (e.g. no. of pageviews per visits or avg. time on site) It is not possible straight away to get data about such sites as a straight forward report. We need to tweak Google analytics in some way to execute this. 7 Keyword allocation for strategic SEO tasks cpc organic Keywords Ad Cost Revenue Visits Ad Cost Revenue Visits horticulture courses dog grooming courses institiute of copywriting the life coaching institute uk institute of copywriting the inst.org interior design course with 44 modules? teaching assistant course institute of teaching assistants institute of teaching assistanta courses event planning course photography courses home courses garden design teaching assistant distance learning become a counsellor institute of image consulting medical herbalist online courses image consultant courses pet grooming fashion design courses home study copywriting courses private investigation course (content targeting) copywriting course nutrition ciurses dog groomer Above table describes relative performance of different keyword for cpc and organic. The yellow highlighted areas indicate some of the keyword where SEO related content should be developed to reduce the dependency on the paid campaigns. For example if following 4 keywords are optimized via SEO activities, it can potentially save about 300 pounds of monthly cost in PPC with potentially same results. 1. dog grooming courses
7 2. institute of copywriting 3. become a counsellor 4. dog groomer With similar analysis we can find other keywords which we can insert into Google Adwords where SEO ranking is high. The purpose is to have presence in both organic and paid rankings to that the probably of click thru increases two fold. For example copywriting courses had 183 visits via organic and 1 conversion & about 50 visits from paid campaign. There is a strong need to increase the cpc bid for this keyword to increase conversion. Moreover, to increase the SEO effectiveness, there is a need to create another google analytics profile which can provide data on the keyword ranks. For it we need to create SEO rank profiles which can get data about organic position from which the visit has arrived. 8 IS loss Impression Share, or IS for short, is a comparison of the chances your ad had to be shown (opportunity) to the actual number of times your ad was shown (reality). Assuming you live in a perfect world, the ideal IS is 100% meaning your ad displayed 100% of the time it could be shown. Impression Share is calculated at the Account and Campaign levels. Generally speaking Impression share is broken down into 4 categories: 1. Impression Share Overall representation of the percentage of times your ads were actually shown in relation to the total number of chances your ads could have been shown. Any loss of impression share can be explained below. 2. Lost Impression Share (Budget) Is the lost impression share due to budget restrictions. 3. Lost Impression Share (Rank) The percentage of impressions lost due to low ad rank - not rank as in position rank as in (cost-per-click bid x Quality Score = Rank). 4. Exact Match Impression Share Informs you of how your keywords would perform if they were all exact matched, so that you can determine whether or not match type is a cause for low impression share.
8 Below table showcases the impression share lost by different reasons. There are typically two reasons for it. Loss due to rank and loss due to budget. IS Lost data in below table indicates that there is negligible loss due to budget. In other words, the cpc which is set for these campaigns is sufficient to generate our ads. However, IS due to rank can be mostly attributed to the quality score at keyword and campaign levels? Improving quality score can be hugely profitable exercise and has potential to increase the ROI significantly. This does requires further analysis as to which campaigns can be targeted to improve the IS and what is the estimated revenue impact from the improvement of the impression share be garnered. 9 Landing pages One of the critical components of the Adwords effectiveness is landing pages Following table illustrates that the profitable campaigns like dog grooming can still be improved in terms of landing pages since it has very high bounce rate of 70% vs. site average of 50%.
9 We would like to analyze the landing pages based on following parameters. We have found some of the landing pages don t meet the required criteria of effective landing page.
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