Absolute collagen audit

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Our Agenda
▪ Our Strategy Development Process
▪ Our Prices & Packages
▪ Quick Overview of Push
▪ Your PPC Audit
▪ New Opportunities

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

So what?
Access to beta
tests before
your competition

So what?We run seminars every month at google HQ

So what?Support to help customers expand internationally.

The best customer service
We were awarded best customer satisfaction
By google at the 2016 EMEA Awards

■ Search Innovation
■ Display Innovation (Top 3)
■ Mobile Innovation (Won)
■ Shopping Innovation
■ Growing Business Online (Top 3)
We Were Nominated For
5 Google EMEA Awards In 2017

We beat all the worldwide Google agencies to be named
Global Mobile
From over 1000 agencies in europe middle east and africa we are:
■ Google’s winner of best agency for mobile innovation
■ Google’s best agency for customer satisfaction
■ Google’s top 3 agency for display innovation
■ Google’s top 3 agency for growing business online
Innovation Award
Winners

■ Search Innovation
■ Display Innovation
■ Shopping Innovation
■ Growing Business Online
We Are Nominated For
4 Google EMEA Awards This Year

See what our clients have to say

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.

We’re a
process driven
PPC agency

We Can Help Your Business Grow
Through Multiple Channels

■ 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

Strategy & Structure
▪ We have analysed your account from 01 June 2018 to 30
September 2018
▪ The budget spent was : £9,608.20
▪ Currently you are targeting your customers through search and
shopping where you have separated your campaigns by Brand,
Remarking at all website visitors, and shopping with all products.

▪ Account overview - Your CPA has remained almost similar however
your conversions are decreasing as well as ROAS.

Shopping Strategy & Structure
▪ There are only two products within the a product group, you have
ample opportunities to bid more aggressively for these products.

Shopping Strategy & Structure
▪ Increasing budgets will attract broader enquiries, so search queries
need to be monitored.

We have ads in both top and low
positions
All Products (Bid A)
Campaign 1 (Bid B)
Campaign 2 (Bid B)
Campaign 3 (Bid B)
Campaign 4 (Bid B)
▪ We drive down the average CPA with this practice.

Query Sculpting
▪ Query Sculpting is not being used on this account. Currently for any
given product, Google allows the product to be triggered by a number
of keywords.

Bid on each item to maximise performance

Break Campaigns Down Into Groups
All Products
Product
Group 1
Brand 1
Brand 2
Brand 3
Product
Group 2
Brand 4
Brand 5
Brand 6
▪ To give us more
control over what
we show for.
▪ Help to allocate
budget effectively.

Search Strategy & Structure
▪ Very few keywords have been separated into different campaigns
with single ad groups. Few campaigns are limited by budget.

▪ Brand keywords are ones that have better conversion, you can bid
more aggressive on them to get more conversions.

We separate
Out the keyword variations into
campaigns and ad groups

▪ Only a few
keywords have
received
impressions and
got conversions
▪ Other keywords
within the account
need to be
reviewed in order
to begin serving.

▪ Language settings are on English for all search campaigns and
instead should be on all languages.

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.

▪ Few Campaigns are limited by budget and bids
▪ Average positions need to be between 1-3 and are currently 1.3
▪ Bidding is manual in all campaigns.
Budgets & Bids

Push Script Development
Our intelligent scripts can assist with the following:
▪ Budget caps ensure you don’t overspend
▪ Bid management scripts can hold you in positions.
▪ 404 error script will inform us if any pages go down and can pause ads
▪ Query token reports highlights words regularly appearing in your SQR.

Hourly Performance Report
▪ Our scripts can get round Google limitations and allow bidding per hour,
every hour, 7 days a week.

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

Demographic Bidding
▪ By identifying specific demographics we can focus spend on top converting
profiles.

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

Impression Share
▪ We would always aim to have a percentage of 80% or above.
▪ Your impression share was 49.27%

Keywords
Keyword Match Type No. Of Keywords
Old Style Broad Match 0
Modified Broad Match 3
Phrase Match 11
Exact Match 14
Total 28

Keywords
▪ The Push analyser allows us to look at the match type performance and
make decisions based on the conversion data.

Keywords
▪ Push scripts can identify keywords not in your account.

Negatives
▪ It’s crucial to continually add negatives to your campaign otherwise your budget will be
spent on irrelevant keywords.
▪ There are 942 negatives in place.
▪ Shopping campaigns will always generate some irrelevant terms so we check on a
regular basis

Non Converting High Cost Keywords
▪ The Push Analyser can show us all searches that have not led to a conversion
in the last 30 days.
▪ You have spent money on the following keywords:

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.

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

Ad Copy
▪ Your ads can be made larger
as Google have introduced
an extra headline and
description line to their ads.
▪ Increase screen real estate
▪ Increase CTR

Responsive ads for search
▪ This new ad format is definitely worth testing considering the fact there is
a third headline so your ad will be bigger than your competitors.

Promotion Extensions
.▪ These allow you to highlight specific promotions within search ads.

Mobile & Tablet
▪ Very few Mobile, Computer & Tablet bid adjustments are implemented
and should be monitored to improve performance

Quality Scores
▪ The Push analyser tool can be used to show keywords with quality scores
below 5.
▪ The account quality score averages at 7.5

Conversion
▪ You should also consider setting up tracking for ecommerce tracking and track sales through website which an
be effective and realistic.

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.

What is your target
cost per acquisition

Benchmark CPA’s
Category Clicks Impressions CTR Avg. CPC Conversions Cost / conv. Conv. rate Cost
Fitness > Fitness Instruction & Personal
Training 5111 262576 1.95% 1.24 211 29.94 4.13% 6317.85
Fitness 5111 262576 1.95% 1.24 211 29.94 4.13% 6317.85
Hair Care > Hair Loss 230476 40083090 0.57% 0.78 2964 60.93 1.29% 180585.35
Hair Care 230476 40083090 0.57% 0.78 2964 60.93 1.29% 180585.35

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

Remarketing
▪ Campaign Exclusions- You have not excluded any explicit content within your
paused display campaigns this triggers your ads to irrelevant websites and content,
which affects your branding.

Remarketing
▪ Conservative targeting dilutes your list of visitors who have been to your
site and could show to customers not in market for your products.

Global Expansion
▪ Lots of our customers operate globally and have expanded into new
territories working with us.

Case Study
Construction (B2B)
■ Reporting on total web revenue (recommended)
Year Revenue % Difference
2015 £4,685,309.13 43%
2016 £5,426,094.07 16%
2017 £6,469,822.30 17.7%
Search ✔️ Shopping ✔️ Display ✔️ Re-marketing ✔️
Bing Ads ✔️ YouTube ✔️ Overlay ✔️ Marketplaces ✔️

Case Study
Thermostats (B2B)
■ Reporting on PPC revenue only
Month Revenue % Difference
June 2018 £25,579 -
July 2018 £41,647 61%
August 2018 £66,302 62%
Bing Ads YouTube ✔️ Overlay Marketplaces

Case Study
Aquatics (B2C/B)
Month Revenue % Difference
Nov 17 (Push Employed) £41,252.63 -
Dec 17 £94,342.82 128%
Jan 18 £123,240.29 30%
Bing Ads YouTube Overlay Marketplaces

Case Study
Online Coffee (B2C)
■ Reporting on PPC data only
Month CPA Change in £
Aug 2016 £35.82 -
Aug 2017 £8.07 -£27.75
Aug 2018 £7.23 -£0.84
Search ✔️ Shopping ✔️ Display Re-marketing ✔️
Bing Ads YouTube ✔️ Overlay Marketplaces

Case Study
Gifts (B2C)
Year Budget % Difference
2014 £720,716.04 -
2016 £1,100,183.42 53%
2017 £1,573,26.29 43%
Bing Ads ✔️ YouTube ✔️ Overlay ✔️ Marketplaces

Case Study
Footwear (B2C)
May 2018 £61,970 -
June 2018 £64,446 +103%
July 2018 £151,471 235%
Search ✔️ Shopping ✔️ Display Re-marketing ✔️

Case Study
DIY Tools (B2C)
2016 £568,886.25 -
2017 £931,877.49 66%
2018 Forecast £1.3 million 39%
Bing Ads ✔️ YouTube ✔️ Overlay Marketplaces

Case Study
Skincare / Beauty (B2C)
■ Reporting on PPC revenue only.
Month Revenue (£) % Difference
July 2017 £6,725.06 -
July 2018 £8,044.70 +19%
August 2017 £6,001.47
August 2018 £15,949.04 +165%
Search ✔️ Smart Shopping ✔️ Display ✔️ Re-marketing ✔️
Bing Ads YouTube Overlay ✔️ Marketplaces

Case Study
London Museum (B2C)
■ Reporting on PPC revenue only.
Joined 2015 - -
2016 £72,150.17 -
2017 £129,050.39 79%

Case Study
Refrigeration Spare Parts (B2C)
■ Reporting on PPC Data only
Year CPA Difference
Nov 17 £6.57
Dec 17 £5.82 -11%
Jan 18 £4.55 - 21%
Search ✔️ Shopping Display Re-marketing ✔️
Bing Ads ✔️ YouTube Overlay Marketplaces

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

Goal Optimised Shopping
▪ Uses machine learning & historical account data to optimise against
ROAS target

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

Summary:
Overall Account Score
4/10

Summary
▪ Shopping should be given more opportunity to provide improved results.
▪ The structure of the AdWords campaigns can be tidied and relevant keywords should test the
broad match keyword type.
▪ Relevant keywords that are converting should be added to the account and irrelevant terms added
as negatives.

▪ More intelligent bidding solutions can be applied as you collect data such as bidding more
aggressively for particular audiences.
▪ Ad testing should follow best practices to improve your click through rates.
▪ All relevant ad extensions should be in place
▪ Conversion tracking should be checked to ensure it is working correctly.
Summary

Absolute collagen audit

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