2. Executive Summary Highlights
GOOGLE ADWORDS - PPC (Budgeted $500/mnth)
CTR is 1.55%
Average industry standard CTR is 2%, putting us only 29% below avg., however a 102% increase MoM (month over
month) since April 2017 change in keywords shows we're on the right track
Website format could contribute to lower CTR
Ad clicks up 70% MoM
Recent change in ad copy to emphasize the following: Nonprofit, Branding, Digital
Avg. ad SERP position is 3.5
Increased digital efforts to improve organic optimization will move us up above the fold to gain increased visibility of
prospective clients
Top Ad Groups and Keywords
Top performing ad group is 'Ad Agency Washington DC' representing 30% of ad clicks
Followed by 'Branding Agency' (29%) then 'Ad Agency' (28%)
Top performing and relevant keywords include:
branding companies, advertisement agencies, advertising agencies in washington dc, advertising agencies
dc, and branding company
Where is 'nonprofit'?
Where are the conversions?
Suggestion to swap out some of the low click ads with keywords that will play to our strengths and
get us higher positioning within SERP (keyword audit)
FACEBOOK - No budget
Suggestion to reallocate Google PPC budget or create a small budget to simply boost posts to gain more visibility and
establishment within the digital community
Puts us in the same league with our competitors
Add services provided with icons that mirror our website's
3. GOOGLE ANALYTICS - SEO
Largest source of traffic to our website comes from 'Agency Voice' - WWA's blog
Bounce rate (BR) is 80%
Avg. industry (BR) ranges between 41 - 55%. Users are coming to our site and immediately leaving
Recommendation to reformat top of website to pinpoint what WWA does and services we offer above the fold
Reorganize the format of our client portfolio
Avg. session duration is .59 seconds
10% above average Google organic search traffic
Still extremely low - blog content pre 2017 is the highest contributor which we'll be able to compare to blog content
for 2017.
Organic search accounts for 52% of website traffic, followed by direct traffic (23%) then paid search (14%)
Opportunities for boosting 'earned' referral traffic (through partner blogs and social mentions) and social (adding
budget to boost social posts to gain authority within our industry)
Page 3 of 18
4. Google AdWords - PPC
Williams Whittle (WWA) paid search performance from Jan 2017 - May 2017.
PPC Executive Summary: Last Month Compared to Previous Month 01/01/2017 - 05/15/2017
IMPRESSIONS
61,316
76,007
▼ 19.33%
CLICKS
946
579
▲ 63.39%
CTR
1.54%
0.76%
▲ 102.53%
COST
$1,953.50
$2,047.05
▼ 4.57%
AVERAGE DAILY COST
$14.47
$14.42
▲ 0.38%
AVERAGE CPC
$2.07
$3.54
▼ 41.59%
CONVERSIONS
0
0
− n/a
PHONE CONVS.
0
0
− n/a
TOTAL CONVS.
0
0
− n/a
Account Performance (Google): Clicks Last 6 Months 01/01/2017 - 05/15/2017
Clicks
Jan. 2017 Feb. 2017 Mar. 2017 Apr. 2017 May. 2017
0
50
100
150
200
250
Page 4 of 18
6. Campaign Performance (Google): Click Share 01/01/2017 - 05/15/2017
Williams Whittle - Search - Google Build: 100.0%
Campaign Performance (Google): Top 10 by Clicks 01/01/2017 - 05/15/2017
Campaign Impr. Clicks CTR Cost Budget Avg. CPC Convs. Avg. Pos. Search Impr.
Share
Williams Whittle - Search -
Google Build
61,316 946 1.54% $1,953.50 $15.00 $2.07 0 3.5 27.22%
Total 61,316 946 1.54% $1,953.50 -- $2.07 0 3.5 27.22%
Page 6 of 18
7. Ad Group Performance (Google): Click Share 01/01/2017 - 05/15/2017
Ad Agency Washington DC: 29.8%
Branding Agency: 29.0%
Ad Agency: 26.3%
Advertising & Marketing: 8.1%
Marketing For Non-Profit: 3.7%
Creative Ad Agency: 3.1%
Ad Group Performance (Google): Top 10 by Clicks 01/01/2017 - 05/15/2017
Ad Group Campaign Impr. Clicks CTR Cost Avg. CPC Convs. Avg.
Pos.
Search Impr.
Share
Ad Agency Washington DC Williams Whittle - Search
- Google Build
14,940 282 1.89% $580.67 $2.06 0 3.7 50.22%
Branding Agency Williams Whittle - Search
- Google Build
15,812 274 1.73% $547.76 $2.00 0 2.9 23.10%
Ad Agency Williams Whittle - Search
- Google Build
20,553 249 1.21% $523.87 $2.10 0 3.6 29.99%
Advertising & Marketing Williams Whittle - Search
- Google Build
5,181 77 1.49% $170.39 $2.21 0 4.2 15.32%
Marketing For Non-Profit Williams Whittle - Search
- Google Build
2,995 35 1.17% $72.72 $2.08 0 3.1 20.79%
Creative Ad Agency Williams Whittle - Search
- Google Build
1,835 29 1.58% $58.09 $2.00 0 3.4 17.84%
Total -- 61,316 946 1.54% $1,953.50 $2.07 0 3.5 27.22%
Page 7 of 18
8. Ad Performance (Google): Top 10 by Clicks 01/01/2017 - 05/15/2017
Ad Campaign Ad Group Impr. Clicks CTR Cost Avg.
CPC
Convs. Avg.
Pos.
Williams Whittle Agency
www.williamswhittle.com
Full Service Ad Agency Integrating
Creative Problem Solving. Call Now!
Williams Whittle -
Search - Google
Build
Ad Agency 17,317 215 1.24% $454.74 $2.12 0 3.6
Williams Whittle Agency
www.williamswhittle.com
An Ad Agency In DC That Integrates
Creative Problem Solving. Call Now!
Williams Whittle -
Search - Google
Build
Ad Agency
Washington DC
10,444 183 1.75% $379.86 $2.08 0 3.8
Branding Your Business
www.williamswhittle.com
We Live & Breathe Branding. Let Us
Help Create Yours! Call Us Today.
Williams Whittle -
Search - Google
Build
Branding Agency 5,642 144 2.55% $288.73 $2.01 0 2.9
{KeyWord:Branding Agency}
www.williamswhittle.com
Providing Creative Services Since
1967. See What We Can Do For You!
Williams Whittle -
Search - Google
Build
Branding Agency 10,170 130 1.28% $259.03 $1.99 0 2.9
{KeyWord:Advertising Agency In DC}
www.williamswhittle.com
Providing Creative Services Since
1967. See What We Can Do For You!
Williams Whittle -
Search - Google
Build
Ad Agency
Washington DC
4,496 99 2.20% $200.81 $2.03 0 3.3
{KeyWord:Advertising & Marketing}
www.williamswhittle.com
Providing Creative Services Since
1967. See What We Can Do For You!
Williams Whittle -
Search - Google
Build
Advertising &
Marketing
3,430 50 1.46% $110.70 $2.21 0 4.2
{KeyWord:Advertising Agency}
www.williamswhittle.com
Providing Creative Services Since
1967. See What We Can Do For You!
Williams Whittle -
Search - Google
Build
Ad Agency 3,234 34 1.05% $69.13 $2.03 0 3.6
Marketing For Non-Profits
www.williamswhittle.com
We Market Non-Profits Effectively.
Let Us Connect You With Donors Now!
Williams Whittle -
Search - Google
Build
Marketing For Non-
Profit
2,158 29 1.34% $58.86 $2.03 0 3.1
Advertising & Marketing
www.williamswhittle.com
Wall-To-Wall Services Integrating
Creative Problem Solving. Call Now!
Williams Whittle -
Search - Google
Build
Advertising &
Marketing
1,751 27 1.54% $59.69 $2.21 0 4.0
{KeyWord:Creative Advertising Firm}
www.williamswhittle.com
Full Service Ad Agency Since 1967.
Let Us Show What We Can Do For You!
Williams Whittle -
Search - Google
Build
Creative Ad Agency 1,492 26 1.74% $52.01 $2.00 0 3.4
Page 8 of 18
9. Keywords Performance (Google): Top 20 by Clicks 01/01/2017 - 05/15/2017
Keyword Impr. Clicks CTR Cost Avg. CPC Convs. Avg. Pos. First Page
CPC
Top of Page
CPC
branding companies 6,039 128 2.12% $250.24 $1.96 0 2.6 $2.74 $4.79
advertisement agencies 6,909 84 1.22% $184.08 $2.19 0 3.7 $2.74 $4.21
advertising agencies in washington dc 2,173 73 3.36% $151.42 $2.07 0 3.6 $2.49 $2.52
advertising agencies dc 3,082 65 2.11% $129.09 $1.99 0 3.8 $2.41 $3.30
branding company 5,592 58 1.04% $109.38 $1.89 0 2.5 $0.76 $5.04
branding agencies 2,487 56 2.25% $116.29 $2.08 0 3.8 $2.76 $4.06
advertising agency 4,885 56 1.15% $116.79 $2.09 0 3.6 $2.60 $3.56
advertisement agency 4,502 51 1.13% $105.18 $2.06 0 3.8 $3.11 $4.48
ad agencies in dc 2,005 32 1.60% $65.93 $2.06 0 3.9 $2.92 $3.24
branding agency 1,541 31 2.01% $69.57 $2.24 0 4.1 $2.92 $5.20
ad agency 2,260 29 1.28% $56.97 $1.96 0 3.3 $2.50 $4.60
advertising firm 1,997 29 1.45% $60.85 $2.10 0 3.6 $2.84 $5.16
advertising and marketing companies 2,049 27 1.32% $62.28 $2.31 0 4.2 $2.83 $4.40
ad agencies washington dc 1,691 25 1.48% $50.22 $2.01 0 3.3 $3.33 $3.88
ad agencies in washington dc 954 21 2.20% $47.45 $2.26 0 3.8 $1.73 $3.79
advertising agencies washington dc 1,280 17 1.33% $38.59 $2.27 0 3.7 $2.50 $2.50
advertising and marketing firm 1,080 17 1.57% $35.94 $2.11 0 4.1 $3.43 $5.04
marketing a non profit 1,350 16 1.19% $33.34 $2.08 0 3.0 $2.84 $5.27
creative advertising agencies 635 16 2.52% $32.23 $2.01 0 3.4 $2.33 $2.71
advertising and marketing agencies 917 15 1.64% $32.54 $2.17 0 4.0 $2.77 $4.54
Page 9 of 18
12. Twitter Organic Summary 01/01/2017 - 05/15/2017
Tweets
14
Likes
8
Retweets
4
Followers
221
Following
432
Twiiter Top Tweets 01/01/2017 - 05/15/2017
Date Tweets Likes Retweets
2017-05-05 1st of our series covering 'Powerful and Practical Social Media'. https://t.co/qz9tpGvxhj #nonprofittips…
https://t.co/sbIYNS2QWr
0 0
2017-05-02 Check out our second @VHC_Hospital spot now airing! Watch 'Better Together' on #Vimeo #advertise
#creativebranding https://t.co/XVwFGM4gvY
0 0
2017-04-28 Great marketing needs great data. Don't shoot in the dark - use research! Here are free and easy data
tools to use.… https://t.co/PwFWpwOcjn
0 0
2017-04-21 When it comes to PSAs, what are your #psa preferences? Share what you liek to see for PSA promotion.
https://t.co/1mwPh3IzJ3
0 0
2017-04-20 How important is content marketing to your brand? Hubspot uses an important infographic to break down
the answer.… https://t.co/uOmNplfiy0
0 0
2017-04-13 Event marketing tips for success. https://t.co/AyIvqH4nPc https://t.co/e8cBfl0Pns 5 1
2017-03-22 https://t.co/RCSmikouWS Our most recent commercial for @byebyemattress shows how creative
advertising for nonprofits pays off!
0 1
2017-03-14 Take our pain points survey, win $100 donation to a nonprofit of choice! #DigitalMarketing #nonprofit
#advertising https://t.co/EvIjOtcjEG
0 0
2017-03-09 Go Lauren! https://t.co/gmB54PJRmy 0 0
2017-03-06 Take a sneak peek at our new commercial for @byebyemattress now airing in California with our favorite
#sandman. https://t.co/Wsiy45uxt4
2 1
Total (14) 8 4
Page 12 of 18
13. WWA Google Analytics
Williams Whittle website performance.
SEO Executive Summary: Last Month Compared to Previous Month 01/01/2017 - 05/15/2017
SESSIONS
2,703
222
▲ 1,117.57%
AVG. SESSION DUR.
01:02
00:00
− n/a
BOUNCE RATE
80.28%
100.00%
▼ 19.72%
PAGE VIEWS
3,674
222
▲ 1,554.95%
Website Performance Month over Month 01/01/2016 - 04/30/2017
Sessions
2016 2017
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
0
500
1,000
1,500
Page 13 of 18
14. Website Performance Month over Month 01/01/2017 - 04/30/2017
2017 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Apr MoM Apr YoY Total
Total 17 1 577 1,228 -- -- -- -- -- -- -- -- ▲ 112.8% ▲
3,408.6%
1,823
Total MoM ▼ 81.5% ▼ 94.1% ▲
57,600.0%
▲ 112.8% -- -- -- -- -- -- -- --
Total YoY ▼ 89.0% -- ▲
19,133.3%
▲
3,408.6%
-- -- -- -- -- -- -- --
Total YTD 17 18 595 1,823 -- -- -- -- -- -- -- --
Sessions by Channel 01/01/2017 - 05/15/2017
Paid Search Traffic: 15.3%
Direct Traffic: 21.4%
Referral Traffic: 2.3%
Organic Search Traffic: 55.0%
Social Traffic: 6.0%
Sessions by Channel 01/01/2017 - 05/15/2017
Channel Sessions Avg. Session
Duration
Bounce Rate Pages / Session Pageviews % New Sessions Users
All Traffic 2,703 01:02 80.28% 1.4 3,674 86.39% 2,336
Organic Search Traffic 1,462 01:02 78.39% 1.4 1,990 87.89% 1,301
Direct Traffic 568 01:05 80.11% 1.4 799 83.80% 475
Paid Search Traffic 408 00:32 89.46% 1.2 483 92.40% 377
Social Traffic 159 00:55 85.53% 1.3 210 84.91% 140
Referral Traffic 61 00:22 70.49% 1.5 92 88.52% 58
E-Mail Traffic 0 00:00 0.00% 0.0 0 0.00% 0
Page 14 of 18
15. Top Cities by Sessions 01/01/2017 - 05/15/2017
City Sessions Avg. Session
Duration
Bounce Rate Pages / Session Pageviews % New Sessions Users
All Traffic 2,703 01:02 80.28% 1.4 3,674 86.39% 2,336
Washington 328 02:24 74.70% 1.7 560 66.77% 222
New York 98 00:27 90.82% 1.2 114 92.86% 91
Lagos 80 01:16 81.25% 1.2 98 76.25% 64
Alexandria 72 00:47 84.72% 1.3 90 83.33% 64
(not set) 70 00:29 84.29% 1.2 84 92.86% 65
Osogbo 68 02:33 66.18% 1.5 99 77.94% 54
Arlington 44 01:37 77.27% 1.4 60 95.45% 42
Chicago 39 00:40 69.23% 1.4 55 71.79% 28
Los Angeles 38 01:07 73.68% 1.3 49 86.84% 33
Bethesda 34 01:04 73.53% 1.5 52 88.24% 30
Ashburn 28 00:12 92.86% 1.1 31 96.43% 27
Seattle 27 00:21 62.96% 1.8 48 74.07% 20
Boston 26 00:40 76.92% 1.3 35 88.46% 23
Fairfax 21 00:13 85.71% 1.1 24 85.71% 18
Atlanta 20 01:20 85.00% 1.2 24 75.00% 15
London 20 00:30 75.00% 1.4 28 85.00% 17
Charlottesville 19 00:02 94.74% 1.1 20 94.74% 18
Richmond 18 00:03 94.44% 1.1 19 94.44% 17
Groveton 18 00:00 100.00% 1.0 18 88.89% 16
Winter Garden 16 00:10 87.50% 1.1 18 25.00% 4
Top Organic Keywords by Sessions 01/01/2017 - 05/15/2017
Keyword Sessions Avg. Session
Duration
Bounce Rate Pages / Session Pageviews % New Sessions Users
Organic Search Traffic 1,462 01:02 78.39% 1.4 1,990 87.89% 1,301
(not provided) 1,343 01:01 79.08% 1.4 1,822 88.53% 1,205
ways of conducting marketing communication 43 02:30 69.77% 1.3 58 76.74% 36
social share buttons sharebutton.to 8 00:00 0.00% 3.0 24 100.00% 8
what are the ways of conducting marketing
communication
8 00:09 75.00% 1.3 10 75.00% 6
ways of conducting market communication 6 00:10 83.33% 1.3 8 100.00% 6
ways of conducting marketing communications 5 04:35 40.00% 2.0 10 60.00% 4
how to conduct marketing communication 4 00:11 75.00% 1.3 5 0.00% 2
williams whittle 3 00:05 66.67% 1.3 4 100.00% 3
Page 15 of 18
16. Keyword Sessions Avg. Session
Duration
Bounce Rate Pages / Session Pageviews % New Sessions Users
ways to conduct marketing communication 3 00:27 33.33% 1.7 5 100.00% 3
ways of conducting marketing communication? 2 00:00 100.00% 1.0 2 50.00% 1
way of conducting market communication 2 00:00 100.00% 1.0 2 50.00% 1
williams whittle associates alexandria va 2 00:32 50.00% 1.5 3 100.00% 2
how to conduct market communication 2 00:00 100.00% 1.0 2 50.00% 2
what are the ways of conducting marketing
communications
2 00:21 50.00% 1.5 3 50.00% 1
williams whittle associates 1 00:00 100.00% 1.0 1 100.00% 1
Top Sources and Mediums
Source is the place where website traffic originated. Medium is the type of traffic (organic, paid, referral, etc.)
Top Source + Mediums by Sessions 01/01/2017 - 05/15/2017
Source Medium Sessions Avg. Session
Duration
Bounce Rate Pages /
Session
Pageviews % New Sessions Users
All Traffic 2,703 01:02 80.28% 1.4 3,674 86.39% 2,336
google organic 1,409 01:03 78.28% 1.4 1,923 87.86% 1,252
(direct) (none) 568 01:05 80.11% 1.4 799 83.80% 475
google cpc 408 00:32 89.46% 1.2 483 92.40% 377
m.facebook.com referral 102 00:22 91.18% 1.1 113 92.16% 95
Email MyEmma 38 05:51 55.26% 2.1 79 18.42% 12
bing organic 33 00:33 84.85% 1.2 41 87.88% 30
facebook.com referral 20 00:49 80.00% 1.5 29 95.00% 20
yahoo organic 19 00:49 73.68% 1.3 25 89.47% 18
linkedin.com referral 14 03:09 78.57% 2.1 29 57.14% 11
icomagencies.com referral 10 00:05 90.00% 1.1 11 90.00% 9
Page 16 of 18