Why Do We Audit Adwords Campaign?

If you are going to handle the existing Adwords campaign to improve the performance then Audit the current campaign will give you an idea to do so.

Client can easily take steps while you present the data using pictorial format.

Client can easily understand the performance for hourly basis and geographic location basis data to make the right decision.

Instead of raw data, we can take the necessary steps to improve the campaign performance using the audit report.

Analysis Roadmap

Campaign Level Analysis Settings Scheduling Analysis

Day Part Analysis Hourly Data Analysis

Geographic Location Analysis Adgroup Level Analysis

Keyword Adtext

Note: Use Google Adwords dimension section and Google Analytics Ecommerce data for data collection. I have taken some sample data to explain the Audit report

CAMPAIGN LEVEL ANALYSIS

SETTINGS

Findings

Campaign Settings Metrics

Targeting Location United States

Targeting Type Search and Display Network

No of Keywords Used 195 Keywords

Ad groups 4 Ad groups

Ad copies 10 Ad copies

Budget $75 / Day

Device Targeting Desktop

Campaign Run Time 73%

Conversion Code Yes

Google Analytics Code Yes

Keyword Variation No

Ad extension 1 Type of Ad extension Used

Recommendations

Targeting Type: We can separate the Search and Display network to maintain the campaign effectively.

Adextention: How many adextensions are used in the current campaign and how we can improve it

Targeting Device: If the website is responsive web design then how to target the same etc..

Analytics and Conversion Code: Whether website has proper tracking in place

SCHEDULING ANALYSIS

DAY PART ANALYSIS

Findings

Cost per conversion at $162.49 on every Sunday

Received only 9 conversions on Sunday

Stats

Sunday Monday Tuesday Wednesday Thursday Friday Saturday1,650

1,700

1,750

1,800

1,850

1,900

1,950

2,000

2,050

2,100

Clicks vs Conversion

Recommendations

Stop the campaign on every Sunday.

Advantages: o $300 available for the remaining dayso Increase the daily budget from $75 to $85 for remaining days. o More conversions with low cost/conversion rate.

HOURLY DATA ANALYSIS

Findings

Current scheduled timings: 8 AM - 10 PM

2 PM, 4 PM and 5 PM has the cost / conversion of $151.64, $156.59 and $248.90 respectively. This cost / conversion is higher than the other hours of the day.

Hourly Data Analysis Graph

0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 230

200

400

600

800

1000

1200

1400

1600

1800

Hourly Data Analysis

Clicks Conversion Cost/Conversion

Recommendation

Stop the campaign during 2 PM, 4 PM and 5 PM also.

Advantageo Non interested users may be avoided o Use this cost for peak hours.

GEOGRAPHIC ANALYSIS

Findings

Non Converting Regionso Alaska, Delaware, Hawaii, Louisiana, Maine etc.. are the regions with

no conversions so far. o Spent $643 through these regions without any conversions. o Totally 46,462 impressions came through these regions

High Cost / Conversion Regionso Ohio, Georgia, Massachusetts, Pennsylvania, Indiana, Missouri,

Tennessee and Virginia regions are having high cost / conversion compared to other regions.

Geographic Stats

Region Clicks Impressions Cost Conv. (1-per-click) Cost / conv. (1-per-click)

California 1,045 95,205 854.43 8 106.8

Florida 954 59,573 782.16 8 97.69

Texas 1,016 64,236 839.93 8 104.99

Illinois 525 36,170 429.62 6 71.41

New York 781 57,940 650.57 6 108.43

Iowa 158 7,569 122.63 3 40.88

Minnesota 282 16,128 225.08 3 75.03

Ohio 517 31,465 408.81 3 135.68

Utah 106 8,173 85.53 3 28.51

Arkansas 98 5,321 81.59 2 40.8

Arizona 224 16,125 184.01 2 92

Colorado 225 14,581 189.65 2 94.82

Georgia 506 31,531 419.09 2 209.54

Kansas 109 7,883 88.33 2 44.16

Kentucky 260 11,312 199.37 2 99.27

Massachusetts 357 21,647 297.75 2 148.06

Maryland 316 18,721 259.45 2 129.72

Geographic Stats (cont )

Region Clicks Impressions Cost Conv. (1-per-click) Cost / conv. (1-per-click)

Michigan 408 27,708 328.62 2 163.61

North Carolina 458 26,442 363.85 2 181.92

North Dakota 47 1,949 35.76 2 17.88

New Jersey 363 24,652 298.44 2 149.22

Oregon 127 10,712 99.07 2 49.54

Pennsylvania 645 35,473 517.09 2 258.54

South Carolina 217 10,501 171.73 2 85.86

Wisconsin 241 15,570 191.55 2 95.78

West Virginia 99 4,159 73.18 2 36.59

Alabama 177 10,216 141.11 1 141.11

Connecticut 121 9,942 98.48 1 98.48

District of Columbia 82 6,277 64.65 1 64.65

Idaho 50 3,714 42.06 1 42.06

Indiana 242 14,949 189.22 1 189.22

Missouri 245 14,857 190.69 1 189.39

New Hampshire 55 3,663 39.23 1 39.23

New Mexico 76 4,352 57.7 1 57.7

Geographic Stats (cont)

Region Clicks Impressions Cost Conv. (1-per-click) Cost / conv. (1-per-click)

Rhode Island 51 2,986 39.12 1 39.12

Tennessee 307 16,312 245.24 1 245.24

Virginia 392 25,262 321.99 1 321.99

Washington 248 18,897 193.43 1 193.43

Alaska 0 22 0 0 0

Delaware 37 2,183 29.02 0 0

Hawaii 0 58 0 0 0

Louisiana 202 10,086 157.57 0 0

Maine 39 3,529 32.14 0 0

Mississippi 63 4,213 49.06 0 0

Montana 29 2,318 22.04 0 0

Nebraska 90 4,588 69.65 0 0

Nevada 98 6,527 82.16 0 0

Oklahoma 145 7,708 120.39 0 0

South Dakota 49 1,996 37.92 0 0

Vermont 35 2,021 28.74 0 0

Wyoming 21 1,213 14.82 0 0

Recommendation

Exclude non converting regions.

Exclude the high cost / conversion regions too

Advantageo Avoid the user who may not interested to our products. o Target the regions who may highly interested for our products with less cost /

conversion.

ADGROUP LEVEL ANALYSIS

KEYWORD ANALYSIS

Findings

List of Top converting search queries in the Top 25 Performing search query keywords list: o Keyword7o Keyword11o Keyword14o Keyword15o Keyword16o Keyword18

These keywords are not added in the current keywords list.

Top 25 Keywords Stats

Search Terms Clicks Impression CTR Avg CPC Conversion Cost /Conversion

keyword1 643 48,093 1.34% 0.82 7 75.18

Keyword2 409 11,776 3.47% 0.53 4 54.52

Keyword3 168 2,724 6.17% 0.72 2 60.78

Keyword4 120 2,999 4.00% 0.62 2 37.16

Keyword5 57 1,010 5.64% 0.6 2 17

Keyword6 1 1 100.00% 0.89 1 0.89

Keyword7 3 9 33.33% 0.62 1 1.85

Keyword8 297 10,028 2.96% 0.79 1 233.87

Keyword9 6 357 1.68% 0.72 1 4.31

Keyword10 1 1 100.00% 0.6 1 0.6

Keyword11 1 2 50.00% 1.21 1 1.21

Keyword12 6 76 7.89% 1.25 1 7.5

Keyword13 1 1 100.00% 0.57 1 0.57

Top 25 Keywords Stats (cont)

Search Terms Clicks Impression CTR Avg CPC Conversion Cost /Conversion

Keyword14 1 1 100.00% 1.05 1 1.05

Keyword15 6 38 15.79% 0.85 1 5.1

Keyword16 2 3 66.67% 1.17 1 2.34

Keyword17 1 6 16.67% 0.47 1 0.47

Keyword18 26 145 17.93% 0.62 1 16.2

Keyword19 1 2 50.00% 0.76 1 0.76

Keyword20 1 1 100.00% 1.36 1 1.36

Keyword21 4 21 19.05% 0.93 1 3.71

Keyword22 1 1 100.00% 0.73 1 0.73

Keyword23 2 8 25.00% 0.76 1 1.51

Keyword24 2 2 100.00% 0.6 1 1.2

Keyword25 83 5,231 1.59% 0.73 1 60.58

Recommendations

Need to add the missing keywords from the top performing keywords list.

Add keyword “Match Type” to improve the campaign performance further.

Advantageo Target the keywords which may increase conversion. o Reach the other possible keywords using “keyword match type” variations.

ADTEXT ANALYSIS

Recommendation

How the static and dynamic adtexts are using in the campaign.

Analyze the proper landing page for each Adgroup

Write the adtext for mobile targeting alone.

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