This document provides an overview and audit of a PPC account. The summary includes: - The account has been analyzed from June to October 2018 with a budget of £14,653.80 spent. - Several opportunities for improvement were identified, including optimizing the campaign structure, budgets, bids, keywords, ad copy, and remarketing settings. - Implementing the recommendations could help improve metrics like impression share, quality score, conversions, and reduce the cost per acquisition.

1. Push PPC Audit.

2. WelcomeYour presentation will begin shortly

3. Our Agenda
▪ Landing Page Review
▪ Our Strategy Development Process
▪ Our Prices & Packages
▪ Quick Overview of Push
▪ Your PPC Audit
▪ New Opportunities

4. Pure Focus On
Digital Advertising Since 2007
50+ specialists in London, Manchester, Bucharest, Athens and Copenhagen

5. Our Values

6. 35,000Google Agency Partners

7. 1,000Premier Partners

8. 10Contracted UK Channel Partners

9. So what?
Access to beta
tests before
your competition

10. So what?We run seminars every month at Google’s Head Offices

11. So what?Support to help customers expand internationally.

12. Global expansion
Lots of our customers operate globally and have expanded into new territories working with us.
Customer Areas we run campaigns in
Mountain Store
Hair Transplant Clinic
Golf Holiday Company
Diabetes Management
company
UK, SPAIN, FRANCE, GERMANY, USA, SWEDEN, AUSTRIA, AUSTRALIA, CANADA,
SWITZERLAND, DENMARK, NORWAY, FINLAND, JAPAN
BRAZIL, MIAMI, SCOTLAND, SYDNEY, GERMANY, AMSTERDAM, PERTH, ITALY, SAN
DIEGO,
LEBANON, SAUDI ARABIA, DENMARK, UK, NIGERIA
SWEDEN, DENMARK, UK, USA
UK, DENMARK, POLAND, CZECH REPUBLIC, FINLAND, NORWAY, GERMANY, HOLLAND,
AUSTRIA, SPAIN, GREECE, ITALY, SWITZERLAND, FRANCE

13. Winner
Best Customer Satisfaction
Award - Google Premier
Partner EMEA Awards
2016
Winner
Mobile Innovation Award -
Google Premier Partner
EMEA Awards 2017
No Agency In Europe Has Won More
Google Awards Than Push
Winner
Mobile Innovation Award -
Google Premier Partner
Global Awards 2017
Winner
Growing Business Online
Award - Google Premier
Partner EMEA Awards
2018
Also the first agency to win a Google award 3 years in a row!

14. Over 300 customers

15. In multiple industries

17. See what our clients have to say

18. Push Analyser
The push analyser puts together reports that would take us 3-4 hours to put together manually. It
saves time analysing and leaves us with more time to actually do work on your account.

19. We’re a
process driven
PPC agency

20. How we’re always ahead

21. How we keep you ahead

22. We Can Help Your Business Grow
Through Multiple Channels

23. Our Agenda
▪ Landing Page Review
▪ Our Strategy Development Process
▪ Our Prices & Packages
▪ Quick Overview of Push
▪ Your PPC Audit
▪ New Opportunities

24. ■ Structure
■ Budget, Bids and Impression Share
■ Keywords and Matching (including Negatives)
■ Ad Copy
■ Ad Extensions
■ Mobile & Tablet Performance
■ Quality Score
■ Conversions
■ Remarketing
■ Video
■ Other Opportunities
■ Summary
PPC Audit

25. ▪ We have analysed your account from 1 June 2018 to 31 Oct 2018
▪ The budget spent was : £ 14,653.80
Strategy & Structure

26. ▪ Campaigns are separated by different brands which has job listings for different sectors.
▪ You are targeting different employment segments with different websites through search and display campaigns.
Strategy & Structure

27. ▪ Account overview - With rise in spend your conversions have increased and CPA has reduced significantly over
time.
Strategy & Structure

28. ▪ Keywords have been separated into different campaigns and ad groups.
Strategy & Structure

29. ▪ Some of your campaign is using the display select setting.
▪ The intentions of visitors from search and display are very different so they should be kept seperate
Strategy & Structure

30. We separate
Out the keyword variations into
campaigns and ad groups

31. ▪ Within ad groups the spend is being dominated by broad keywords that are not necessarily your best
converting.
Strategy & Structure

32. ▪ Also within ad groups a few keywords are converting at high CPA which should be monitored.
▪ Within different ad groups good conversions can be seen at a lower CPA.
Strategy & Structure

33. ▪ Your branding campaigns are running on Target CPA strategy, this limits the effectiveness of your
targeting.
Strategy & Structure

34. ▪ Various campaigns are limited by budget, this means they might not be getting the best exposure
during the day.
Strategy & Structure

35. ▪ Various Keywords are limited by bids so don’t get enough opportunity to compete.
Strategy & Structure

36. ▪ Language settings are on English on all campaigns but should be on all languages
Strategy & Structure

37. Account would perform better with a national / regional structure
Strategy & Structure

38. We structure our accounts to ensure each area has its own set of campaigns, ad groups and dedicated adverts.
Strategy & Structure

39. This allows us to control the budgets, the bids and messaging to create a strong user journey.
Strategy & Structure

40. From keyword to ad to the landing page we want to see locality reflected.
Strategy & Structure

41. We can create dynamic landing pages which reflect the area visitors are from.
Strategy & Structure

42. We have lists of every location in the country to help implement campaigns like this.
Strategy & Structure

43. Budgets & Bids
▪ We are able to see search trends for keywords in any country at any time and can use this to help you plan
your budget and spend for the year.

44. Budgets & Bids
▪ Campaigns are limited by budget and bids.
▪ Average positions need to be between 1-3 and are currently 1.8
▪ Bidding is automated in most of the campaigns and some campaigns are running on Target CPA.

45. Scripts
Save More Than Just Time
Benefits Other Than Time
■ Minimise human errors
■ Analyse more data
■ Deliver better results
■ Create competitive advantage
■ Time to focus on strategy

46. We Use Building Scripts
Build Millions of Combinations
Minimise Problem
■ Millions of people searching in millions of
ways.
Solution
■ Input keyword themes and Script builds every
possible combination.

47. We Also Use Bidding Scripts
Bid Dynamically in Auctions
Minimise Problem
■ Millions of auctions in a very dynamic game.
Solution
■ Scripts are monitor market bids and optimise.

48. Our Quality Assurance Scripts...
… Ensure Things Run Smoothly
Minimise Problem
■ Too many things can go wrong on your website or your adwords account.
Solution
■ Scripts scan the account flagging abnormalities.

49. Optimisation Scripts
Adding/Excluding Keywords
Minimise Problem
■ Wider audiences and keywords
means discovering opportunities but
also accepting wastage.
Solution
■ Scripts include keywords generating
value - excluding keywords creating
wastage.

50. Optimisation Scripts
Optimise Bids per hour per day

51. Geographical Targeting
▪ We can also bid separately for cities and locations where you convert better and even create separate campaigns
for them.

52. We can bid more aggressively
towards age & gender

53. In-market audiences for
search
▪ In-market audiences are now available for search. They identify lists of people based on their behaviour.

54. Detailed Demographics
audiences for search

55. Sizes of our accounts
▪ When managing large accounts with lots of products you need the right tools and software as it’s difficult to
manage these things manually.

56. Impression Share
▪ We would always aim to have a percentage of 80% or above.
▪ Your impression share was 39.80%

57. Keywords
Keyword Match Type No. Of Keywords
Old Style Broad Match 70
Modified Broad Match 58
Phrase Match 59
Exact Match 29
Total 216

58. Keywords
▪ The Push analyser allows us to look at the match type performance and make decisions based on the
conversion data.
▪ The old style broad keywords are being used which create a great deal of wastage.
▪ An even mix of keywords should be employed with all match types added.

59. Duplicate Keywords
▪ Duplicate keywords compete with each other and either increase costs or restrict exposure.

60. Competitor Data

61. Competitor Data

62. Competitor Data

63. Competitor Data

64. Competitor Data

65. Competitor Data

66. Competitor Data

67. Competitor Data

68. Competitor Data

69. Our scripts identify keywords
not in your account

70. Negatives

71. We use a variety of reports
to reduce wastage
The Push Analyser can show us all searches that have not led to a conversion in the last 30 days.

72. Non converting
high cost keywords

73. ▪ It’s crucial to continually add negatives to your campaign otherwise your budget will be spent on irrelevant keywords.
▪ There are 939 negatives in place.

74. Ad Copy
▪ Ads are being split test but not across all campaigns and rotation settings are not set to rotate ads evenly.
▪ To improve optimisation, the lesser performing ads should be paused and a newer ad created based on the best
performing ad

75. Ad Copy
▪ Your ads can be made larger as Google have introduced an extra headline and description line to their ads.

76. Ad copy analysis simplified
with Push analyser
▪ The push analyser can be used to show us when there is a difference between the click through rates of ads.

77. Excessive ad groups

78. .

79. Ad extensions
. ▪ Promotion extension are not in place.

80. Ad extensions
.

81. .

82. Mobile & Tablet
▪ Mobile & Tablet bid adjustments have not been implemented very effectively, and needs to be monitored to
improve the performance of the account.

84. Mobile Speed

85. Mobile Speed

86. Mobile Speed

87. Mobile Speed

88. Mobile Speed

89. Mobile Speed

90. Quality Scores
▪ The quality score measures, how well visitors search terms match up to your adverts and onto your contents
website.
▪ Good quality scores can be rewarded with cheaper costs per click.
▪ The Push analyser tool can be used to show keywords with quality scores below 5. The account quality score
averages at 7.56

91. Conversion
▪ The most important measure for any campaign is looking at the number of leads/sales coming through and at
what cost.
▪ Conversion tracking is set up and is recording new sign up registrations, job application for different websites.

93. We use a variety of intelligent
conversion reports
▪ The push analyser show us the exact phrases that lead to the conversions and we can add them as keywords to
the relevant campaigns.

94. What is your target
cost per acquisition

96. Benchmark CPA’s
Category Clicks Impressions CTR Avg. CPC Conversions Cost / conv. Conv. rate Cost
Jobs > Job Listings > Education Jobs 3282 137754 2.38% 1.96 234 27.45 7.13% 6424.45
Jobs > Job Listings 4556 197594 2.31% 2.25 264 38.76 5.79% 10232.99
Jobs 5541 257609 2.15% 2.45 306 44.39 5.52% 13583.79
Education > Training & Certification 89641 3311799 2.71% 0.78 3100 22.57 3.46% 69971.18
Education 89641 3311799 2.71% 0.78 3100 22.57 3.46% 69971.18
Jobs > Resumes & Portfolios 985 60015 1.64% 3.4 42 79.78 4.26% 3350.8

97. We use Google alerts to keep
up to date with industry news

98. Keeping you ahead with
Google Betas

99. Smart display
▪ Smart display is a fully automated display campaign which uses Google’s artificial intelligence to control
bids, targeting and ad testing.
▪ Google internally report 20% increases in conversions with the same CPA and we have seen it halve the
CPA for some of our customers.

100. Responsive ads
▪ Responsive search ads are very powerful as they tailor the ad copy based on the profile of each user.

101. Enhanced CPC for
Conversion Value
■ Now Google have introduced enhanced CPC for conversion values on the beta program.
■ The objective is to give you more value for the same ROAS. A lot of businesses however have no value
attributed to their conversions.

102. Native Advertising
▪ Native advertising is currently a beta on Google. The ad format is the same as other providers but the targeting options
are the same as the Google Display Network campaigns.
▪ Native adverts lift purchase intent by 18% compared with Display ads.
▪ Consumers look at these adverts 25% more than display banners.

103. Native Advertising
▪ We place the article on our own website for authenticity.

104. Native Advertising
▪ The often unbranded adverts on the right hand side lead people to the website

105. Native Advertising
▪ We already have a list of websites we know work well for native adverts across any industry.

106. Article Ideas
▪ Articles on critically acclaimed/niche films “Our favourite movies from this years Sundance Film Festival”.
▪ Articles highlighting the platform itself “Critics are going crazy for the selection of films on new streaming platform”.
▪ Articles around hidden gems “The best movies you’ve never heard of”.
▪ Articles around seasonal events “The perfect scary movies for a Halloween night in”.

107. Build relationships with your
audience via Remarketing

109. Remarketing
▪ Not all the relevant campaign exclusions are in place. These stop your ads appearing on irrelevant sites.
▪ You have not implemented different audience lists. You should be adjusting your bids according to the
engagement of each list.

110. Remarketing

111. Remarketing

112. Video Remarketing

113. Video Remarketing

114. Google AdWords industry benchmarks
Average conversion rates
The average conversion rate in AdWords across all industries is 2.70% on the search network and 0.89% on the display network

117. Bing offers lower CPC’s

118. Budget recommendations
Search: We recommend a budget of £2000 per location:
Display: We recommend a budget of £1000 per location
Remarketing: We recommend a budget of £500 per location

119. Summary
Section Score
Structure 5
Budget & Bid Prices 4
Impression Share 3
Keywords and Matching 6
Negatives 6
Ad Copy 5
Sitelinks & Extensions 6
Mobile 3
Quality Score 7
Conversions 6
Remarketing 3

120. Summary:
Overall Account Score
5/10

121. Summary – What’s next
▪ Your account needs to be monitored in such a way that your performing keywords are given more opportunities to
spend the budget and wastage can be controlled.
▪ Budget and bids should be optimised so that you do not miss on potential opportunities.
▪ More negatives need to be added to your to prevent wastage.
▪ There are lots more intelligent bidding solutions that can be implemented such as adding in market audiences and
bidding by demographic.
▪ Ads need to be updated on search.
▪ Promotion extensions can be added to search campaigns.
▪ The mobile and tablet bid adjustments should be reviewed.
▪ Remarketing needs to be set up with the correct settings and dynamic remarketing should be introduced.

122. Summary

123. Our strategy development team will
arrange an initial call to discuss the
next steps and ensure they fully
understand your business objectives.
What
happens next

124. What happens next
An account plan is created and approved before we built or optimise the account.

125. What happens next
Intelligent scripts are set up to improve account management efficiency (there are over 50)

126. What happens next
We work with you to get tracking, reporting and the Push analyser set up

127. What
happens next
Based on your plan we build new
AdWords campaigns and/or optimise
your existing campaigns.

128. What happens next

129. New accounts need lots of love and our teams work together
to ensure we find the winning formula to grow your business.
Your account manager, salesperson and strategy
development manager will meet monthly for the first three
months to review your account together and update you on
progress.
What
happens next

130. Our commitment

131. Your commitment

132. Prices

133. £997
■ Unique Push PPC strategy overseen by a team with over
20 years PPC experience (worth £750)
■ Account build/ optimisation by Google Certified Professional with
up to 50 steps completed
■ Check/ Implement conversion tracking including call tracking (worth £100+)
■ Boost conversions with our exit overlay (worth £291)
■ Free Google Ads voucher for new accounts (worth £75+)
Reduce your cost per acquisition
through our Push analyser
software
Conversion Booster
Wastage Reduction
Ad Performance Testing
New Keyword Discovery
Quality Score Optimsation
PPC Set Up
Push PPC set up includes
Push Push Analyser
Includes set up on
One off cost
+ Vat

134. £9997
■ Google Ads campaign management including all features and Betas
■ Facebook campaign management
■ Bing campaign management
■ SEO
■ Content marketing
■ Digital PR
■ Email automation sequences
■ Monthly face to face meetings
All Push customers have access
to our unique technology (worth
£297)
Push analyser
Call Tracking
Push Scripts
Exit overlays
Monster Forms
PPC Premier Gold
Push PPC Premier Gold offers:
Push Push Technology
Ad spends up to £100,000
+ Vat

135. £4997
■ Google Ads campaign management including all features and Betas
■ Facebook campaign management
■ Bing campaign management
■ SEO
■ Monthly face to face meetings
All Push customers have access
to our unique technology (worth
£297)
Push analyser
Call Tracking
Push Scripts
Exit overlays
Monster Forms
PPC Premier +
Push PPC Premier + offers:
Push Push Technology
Ad spends up to £50,000
+ Vat

136. £2497
■ Google Ads campaign management
■ Display network targeting
■ Native advertising
■ Video advertising
■ Bing campaign management
■ Remarketing, search remarketing, video remarketing, dynamic remarketing
■ Face to Face quarterly business reviews
■ Bespoke Report Dashboards
■ Bespoke Script Dashboards
All Push customers have access
to our unique technology (worth
£297)
Push analyser
Call Tracking
Push Scripts
Exit overlays
Monster Forms
PPC Premier
Push PPC Premier offers all Google Ads
features including:
Push Push Technology
Ad spends up to £25,000
+ Vat

137. £1497
■ Google Ads campaign management
■ Display network targeting
■ Native advertising
■ Remarketing
■ Search Remarketing
■ Video Remarketing
■ Dynamic Remarketing
■ Segmented customer audience list creation
All Push customers have access
to our unique technology (worth
£297)
Push analyser
Call Tracking
Push Scripts
Exit overlays
Monster Forms
PPC Plus
Push PPC Plus offers all Google Ads
features including:
Push Push Technology
Ad spends up to £15,000
+ Vat

138. £997
■ Google Ads campaign management (includes Google Shopping)
■ Remarketing (with Google Banner Advertisements
■ Performance reviewed and improved on a daily basis
■ Dedicated certified PPC account manager
■ Comprehensive reports written in a style that suits you
All Push customers have access
to our unique technology (worth
£297)
Push analyser
Call Tracking
Push Scripts
Exit overlays
Monster Forms
PPC
Push PPC offers all Google Ads features
including:
Push Push Technology
Ad spends up to £10,000
+ Vat