Hey there, Your Google Ads Audit report is here!
We have analyzed your Google Ads account across 10 areas and scored each on the basis of the account's adherence to 5 best practices within each area. We've also provided custom advice for what you can do to improve within each category.
Your Overall Score is 39%
The major issue within the account is the structure and ad groups size. You should try to get the campaign broken down and ad groups more focused, with fewer keywords and better targeted ads. If this is implemented correctly your quality score will grow decreasing your cost per click. Another issue is the lack of a conversion action which tracks actual bookings through the account. Lacking this you cannot effectively optimize your campaigns / ad groups to ensure maximum ROAS.
Delcho Head of PPC and Analytics
With 13 years of digital marketing experience, Delcho has extensive expertise in Google Ads advertising. He is the head of our PPC team, responsible for yearly ad spend of over $15 million, spread across our diverse client portfolio - from local startups to international companies with active advertising accounts in more than 12 countries and 7 languages.
- highlight_offThe account structure does not correspond to business goals.
- check_circle_outlineNaming convention is consistent and descriptive.
- highlight_offThe account structure does not allow for optimal budget allocation.
- highlight_offCampaign budget allocation is not optimal which lowers ROI.
- highlight_offAccount structure cannot scale to exponentially higher levels of ad spend.
Having all of your service types in a single search campaign is not a good idea. In order to maximize account performance you need to make sure that all of your keywords in an ad group are included in the ad copy. That’s why the ad groups should be as focused as possible and only include closely related keywords.
What we suggest is that the current ad groups become campaigns and the keywords within the current ad groups be split into smaller ad groups under the new campaigns. This would maximize quality score and also make it easier to control budget allocation across campaigns with better performing campaigns receiving more budget and low performing campaigns receiving less.
More About Account Structure
An effective account structure is logical, can scale, and provides visibility into the most profitable (and least profitable) areas of the account.Learn More
- check_circle_outlineConversion setting matches the campaign goals.
- check_circle_outlineAd rotation setting is optimal.
- check_circle_outlineLocation targeting is optimal.
- check_circle_outlineLanguage targeting supports business goals.
- highlight_offCampaign goals are not set up appropriately.
Campaign goals are only available in the new interface and it is a good idea to set them for each campaign. These goals do not affect performance in any way but they determine the types of recommendations you receive in the Google Ads ‘Recommendations’ section.
More About Campaign Settings
All campaign settings should be utilized properly and contribute to optimal account performance.Learn More
- check_circle_outlineGoogle Ads and Analytics are linked properly.
- highlight_offMacro (specific revenue-based) conversions are not tracked.
- check_circle_outlineMicro (engagement-based) conversions are tracked.
- highlight_offThe attribution model used does not give Google Ads fair credit.
- check_circle_outlineConversion window is set appropriately.
Currently you are only tracking micro conversions - clicks on the ‘Book now’ button and clicks on the phone number. As the term suggests these are conversions that bring small / indirect value to your business. Both types of clicks do not necessarily mean that a visitor booked an appointment. You should add a conversion action which tracks actual completed bookings and optimize your campaigns towards that goal.
Also the ‘Smart goal’ you have imported from Google Analytics does not make much sense. GA attributes the smart goal to the top few percent of sessions with the highest engagement metrics (time spent on site, pages per session, etc.), but that does not necessarily mean that these visitors brought value to your business.
The attribution model you are currently using is ‘Last click’ which attributes all conversions to the last click in the user journey. Looking at the ‘Search attribution’ tool (Path length section) in the Google Ads ‘Tools’ menu will show you that only 82% of the conversions in the last month occurred on the first visit. The rest were on the second or fourth visit. Switching to ‘Position based’ attribution, for example, will give most credit (40%) to the first and last interactions and the rest to the intermediate interactions which might be fairer to all of your channels.
More About Conversion Tracking
Accurate conversion tracking must be in place in order to determine whether the campaigns are achieving their intended goals and delivering positive ROI.Learn More
- check_circle_outlineThe bidding strategy used for each campaign is suitable for achieving optimal performance.
- highlight_offBidding experiments are not / have not been running to test the effectiveness of alternative bidding strategies.
- highlight_offCampaign / ad group / keyword level max CPC bids (target bids) are not contributing to optimal KPIs.
- check_circle_outlineAll active keywords are above first page bid estimates and are participating in ad auctions.
- highlight_offCPC bids do not facilitate optimal ad positions, which hurts click-through rate.
The current bidding strategy is Manual enhanced CPC which makes sense for an account which is not looked into on a regular basis. The enhanced automation allows Google Ads to increase maximum bids when the chance for conversion is greater. Still you could run some experiments to test alternative bidding strategies like ‘Target CPA’ or ‘Maximize Conversions’.
The current max CPC bids might not always contribute to achieving optimal KPIs because in some cases the bids are unnecessarily high. For example your highest converting keyword in the last month ‘фризьорски салони’ might convert equally well but with a lower cost per acquisition if you lower the maximum bid.
More About Bidding Method
CPC bidding can be manual or automated. Automated bidding is usually preferable because it saves time, leverages Google's AI, and eliminates human error entirely - usually resulting in higher ROI. However Google Ads needs a high volume of conversions in order to execute automated bidding effectively.Learn More
- check_circle_outlineLocation-based bid adjustments are applied optimally for each campaign (or are not applicable).
- highlight_offAd schedule bid adjustments are relevant to performance, but not applied optimally for each campaign.
- highlight_offDevice bid adjustments are relevant to performance, but not applied optimally for each campaign.
- highlight_offAudience bid adjustments are relevant to performance, but not applied optimally for each campaign.
- highlight_offDemographics bid adjustments are relevant to performance, but not applied optimally for each campaign.
You can improve account performance by adding negative bid adjustments to hours of the day when the conversion rates are lower and cost per conversion higher (for example between 7 and 8, and between 18 and 19). Negative bid adjustments can also be added to specific ad groups based on gender, age, device. You can also try to add the ‘Beauty Products & Services’ in-market audience to your campaign (in ‘Observation’ mode) with a positive bid adjustment and see if it performs well.
More About Bid Adjustments
Bid adjustments allow the advertiser to adjust CPC bids up or down dynamically based on a number of conditions. It's a great tool for directing ad spend into specific windows of opportunity while continuing to keep the entire campaign running as normal.Learn More
Ad Group Focus
- highlight_offAd groups are too broad and not focused on achieving optimal quality score.
- highlight_offSome ad groups are not relevant to the campaign and could be reallocated or removed.
- highlight_offKeyword match types are not used efficiently within the ad groups.
- highlight_offAd copy variations are not relevant to ad group and keywords within the ad group.
- highlight_offToo many keywords per ad group.
Unfortunately none of the best practices listed in this section have been implemented in the account.
Ad groups are not focused because they have very different keywords in them.
Ad groups cannot be relevant to the campaign, since the campaign itself is not meaningful.
The campaign structure should correspond to the website structure (лице, ръце, тяло, etc.) and this is missing in this account.
Keyword match types should be separated in their own ad groups.
Ad copy variations cannot be relevant to ad groups which are not themselves focused.
The number of keywords per ad group is also too big. Only closely related keywords should be present in an ad group.
More About Ad Group Focus
Ad groups contain lists of keywords that are clustered around an individual text ad. Thus, to maximize ad relevancy, the corresponding keywords in the ad group should be very tightly clustered around a core keyword phrase.Learn More
Keyword Match Types
- check_circle_outlineNegative keywords are used actively, and the list grows over time.
- check_circle_outlineAll match types are used.
- highlight_offSome keywords with the same match type are duplicated.
- highlight_offKeyword bids appear not to be actively managed, resulting in lower than acceptable quality scores.
- highlight_offCPC bids for identical keywords of differing match types do not vary adequately.
There are a lot of duplicate keywords across ad groups and in the same ad group. This makes the account harder to manage. Have in mind that the order of words in a keyword is irrelevant.
Keyword bids do not seem to be actively managed because there are a lot of well performing keywords with below first page bids (although the Enhanced CPC bidding strategy seems to take care of this and is automatically raising bids for keywords).
Average CPC for broad match keywords is higher than exact match, which also does not make sense, because exact match usually converts better and are more expensive. This is mostly due to the fact that there are very few exact match keywords as opposed to phrase and broad, which is also a problem.
All of your well performing keywords should be added as exact match since this match type has the biggest chance of winning an auction.
More About Keyword Match Types
Keyword match types can range from broad to exact. Broad matched keywords can trigger ads for a wide range of related keywords, which can aid in the discovery of new keywords but also delivers lower relevancy and ROI. As a rule of thumb, exact match keywords deliver the highest ROI, though they must be mined from search query reports that are generated by broad keywords.Learn More
- highlight_offAverage quality score of the account is 6 or lower.
- highlight_offAd copies hurt quality scores.
- highlight_offLanding pages are too generic and hurt quality scores.
- check_circle_outlineAd copy is effective and delivers higher than expected CTRs.
- highlight_offHistorical average quality score is trending downwards.
The only component of quality score that is performing well is the expected CTR. This means that ad copy is compelling and CTR is above average for the keywords you are targeting. Ad relevance is mostly average or below average which is related to some of my comments above and the LP experience is mostly below average which means that once people get to your site they don’t engage with it. This can be caused by a website that is difficult to navigate or by generating traffic that is not interested in the services you have to offer.
Your average quality score is 5.4 currently and it has been at this level for the last 7 months (I have not looked at data prior to January). Google rewards QS above 6 by lowering CPCs in the auctions and penalizes QS lower than 6 by increasing the CPCs.
More About Quality Score
Quality score is an overall relevancy score for a keyword, ranging from 0 (lowest) to 10 (highest). As quality scores increase, keywords enjoy lower CPCs and gain greater participation in ad auctions.Learn More
- check_circle_outlineSitelinks extensions are used properly (or aren't applicable).
- highlight_offStructured Snippets extensions are applicable but not used to the fullest extent possible.
- check_circle_outlineCallouts extensions are used properly (or aren't applicable).
- check_circle_outlineCall extensions are used properly (or aren't applicable).
- check_circle_outlineAll other extensions are used properly (or aren't applicable).
You should consider using structured snippet extensions which can list all of the service types you offer. Also the callout extensions can be expanded. Consider adding new ones which list other competitive advantages of yours.
More About Ad Extensions
Ad extensions are snippets that can be appended to ads, providing users with more information and encouraging higher ad click-through rates.Learn More
- check_circle_outlineRemarketing audiences have been created.
- highlight_offAudiences are not relevant to campaign performance.
- highlight_offAudiences are not added to the regular campaigns with Observation setting.
- highlight_offAudiences do not receive custom messaging based on the user journey.
- highlight_offRemarketing campaigns underperform non-remarketing campaigns.
There are audiences set up through the Google Ads remarketing pixel, but none of these are used. The audiences are quite small and will probably not be very effective even if used. Still you can consider running display campaigns retargeting previous visitors to your website. You can also add the audiences to your regular campaigns in ‘Observation’ mode to see if they perform well. If they do you can add positive bid adjustments to them so you get greater impression share.
More About Remarketing
Remarketing directs ads to users who have already visited a site or landing page. Typically these audiences convert at higher rates due to having pre-existing brand familiarity.Learn More
We're Here to Help
Here at Hop Online we manage upwards of $15 million in yearly Google Ads ad spend. We've kept up with the rapid developments of the Google Ads ad platform in recent years. We've seen and tested a lot. Working with us can help you avoid the mistakes that we've already made and learned from and get the ROI that you deserve from Google Ads. If you'd like to know more about our Google Ads ad management service, we'd be happy to chat with you about it.