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.
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How to Audit Adwords Campaign for An Existing Account
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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.
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
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.
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.