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How to Audit Adwords Campaign for An Existing Account

Want to analyze your existing Adwords campaign. Here is the solution to analyze campaigns to improve the performance.

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How to Audit Adwords Campaign for An Existing Account

  1. 1. WhyDoWeAuditAdwordsCampaign? 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.
  2. 2. AnalysisRoadmap  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
  3. 3. 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
  4. 4. 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
  5. 5. Findings  Cost per conversion at $162.49 on every Sunday  Received only 9 conversions on Sunday
  6. 6. Stats 1,650 1,700 1,750 1,800 1,850 1,900 1,950 2,000 2,050 2,100 Sunday Monday Tuesday Wednesday Thursday Friday Saturday Cost/Conversion $162.49 $123.65 $111.80 $107.13 $89.17 $112.23 $112.62 Conversion 9 12 14 15 18 14 13 Clicks 1,877 1,819 1,952 1,957 1,961 1,919 1,888 Clicks vs Conversion
  7. 7. Recommendations  Stop the campaign on every Sunday.  Advantages: o $300 available for the remaining days o Increase the daily budget from $75 to $85 for remaining days. o More conversions with low cost/conversion rate.
  8. 8. 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.
  9. 9. HourlyDataAnalysisGraph 0 200 400 600 800 1000 1200 1400 1600 1800 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 Hourly Data Analysis Clicks Conversion Cost/Conversion
  10. 10. Recommendation  Stop the campaign during 2 PM, 4 PM and 5 PM also.  Advantage o Non interested users may be avoided o Use this cost for peak hours.
  11. 11. Findings  Non Converting Regions o 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 Regions o Ohio, Georgia, Massachusetts, Pennsylvania, Indiana, Missouri, Tennes see and Virginia regions are having high cost / conversion compared to other regions.
  12. 12. GeographicStats 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
  13. 13. GeographicStats(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
  14. 14. GeographicStats(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
  15. 15. Recommendation  Exclude non converting regions.  Exclude the high cost / conversion regions too  Advantage o 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.
  16. 16. Findings  List of Top converting search queries in the Top 25 Performing search query keywords list: o Keyword7 o Keyword11 o Keyword14 o Keyword15 o Keyword16 o Keyword18  These keywords are not added in the current keywords list.
  17. 17. Top25KeywordsStats 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
  18. 18. Top25KeywordsStats(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
  19. 19. Recommendations  Need to add the missing keywords from the top performing keywords list.  Add keyword “Match Type” to improve the campaign performance further.  Advantage o Target the keywords which may increase conversion. o Reach the other possible keywords using “keyword match type” variations.
  20. 20. 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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  • pandiyarajan

    Sep. 27, 2013
  • angiejay

    Jan. 12, 2015
  • KevinKiplimo

    Mar. 27, 2016

Want to analyze your existing Adwords campaign. Here is the solution to analyze campaigns to improve the performance.

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