If you’re using AdWords, then keep watching
because I’m going to show you how to perform a quick health check to find wasted spend
in your account. Hi guys, I’m Ed Leake. Owner of Midas media and we’re a Google partner
agency managing over one and a half million in AdWords spend each month. Before we dive
in, just a few sort of caveats. First and most critically, don’t do an audit, don’t
ever do a review of an account after you’ve made a loads of changes. If you’re working
on this with multiple people or you just inherited an account be sure to check the change history
first. I’m also assuming that you’re tracking your conversions; because why wouldn’t you?
That you know your KPIs, i.e. you’re optimizing your account to CPA, Cost Per Acquisition.
Be it a lead or a sale, or you’re tracking spend versus revenue if your e-commerce for
example, and that you don’t just want to send traffic to your website because that’s burning
money. A couple of rules of thumb here. Time frames.
If you’re working on an account month to month so 30 days is obviously acceptable, but if
you’re doing an audit I’d recommend going back sort of 90 days, the past quarter. You
can even do a whole year, it just depends on your market. Use a bit of common sense,
a bit of logic goes in to that, but yeah, be careful of 30 days. Okay, first on the
checklist is your campaign settings. I know it sounds obvious, but do check that your
location targeting is correct. In the example, here we’re targeting London, England UK and
the greater London area. More importantly, when you’re targeting locations of this nature
… Specific region, a post code, zip code, or county, and so on and so forth. Look at
your location options advanced. You do not want to be targeting people in, searching
for, or who shown an interest in your target location which is actually the recommended
Google setting. Try it and you’ll see that you get a lot of noise, people from random
countries, all sorts of crap. You want to be targeting people in my targeted location
which is the second of the three options. That’ll cut out a load of noise and a load
of wasted impressions and potentially wasted clicks as well. Next on the list is add delivery, ad rotation,
and frequency capping. You want to set your ad rotation to rotate indefinitely. This stops
Google skewing the data when you’re testing your ad copy. It also bypasses the fact that
Google wants to optimize for clicks which spends money and that’s not really what you
want to do. Next on the health check is Google search partners. Most will have this enabled
because it’s enabled by default. The quickest way to see the performance here is to go to
all campaigns, and then segment, network with search partners, rattle through to the bottom
and you will see the expand button next to total search and you’ll have Google search
versus search partners. What you’re looking at here, for example, in this account is the
cost per acquisition, the cost converted click metric. We can see that actually search partners
is more expensive. However, be really careful particularly if you’re looking at a longer
time period. You’re looking at the total here, not campaigns to campaigns so do go back up
and check if … If you see an anomaly there, if it’s within reasonable doubt. Your cost
per acquisition or your cost to convert, whatever it may be. Search partner versus Google search is within
a few percent of each of the 5%. I’d say stick with it. If you see there’s quite a disparity
and that search partners are costing you a lot more money, before you just disable it
jump back up to each individual campaign and look at them. Look at them on a case-by-case
basis. Start with your biggest spending campaign first because that’s where you’re going to
make all the difference. Is it working? If it’s not, turn it off. It’s really that simple.
Now moving on to keywords. This is a really quick and simple view to take, but click on
your keywords, sort by cost, make sure you got your cost per conversion column and your
search impression share enabled. Then, you can literally see which keywords costing you
money, are they performing i.e. their cost per conversion, and in respect to that are
they getting sufficient impression share. So long as their CPA, their cost per sale,
per lead, per acquisition, is under your target … This account is, believe it or not, 500
pounds because their leads are worth a lot of money. All these keywords are falling under that,
then that means that if your search impression share is low, i.e. less than 95-97%, you’ve
got room to bump the budget up and get more leads and get more conversions which is good
news. All the keywords on screen here could actually have their budget boosted which is
great news. In fact, one of them is only getting 63% impression share so there’s another 3rd
and a bit of budget to go into this one because it’s CPA is actually quite low in comparison
as well. That’s a really quick view to understanding how your keywords are a performing versus
your budget versus conversions. Next, look at your groups in your high spending campaign.
The whole point of ad groups are, they’re containers for related keywords. Look out
for ad groups that have more than 20 keywords as a rule of thumb because it’s highly likely
that they aren’t closely related and closely or thematically linked together. That’s what
you want to achieve, you achieve maybe a smaller ad groups that are very tightly matched so
you can tailor the ad very specifically to the keywords in that group which will bump
up your click through rate, should increase your quality score as a result and, so long
as the landing page is appropriate, will increase your conversion rate and lower your cost per
acquisition. Split out any of your larger ad groups into
much smaller targeted groups. While we’re on the subject of ad group, take a look at
your ads. You want every single ad group to have two active ads per group, not three,
not one. If you’ve got one, you’re not testing so you can’t split test one versus the other.
If you’ve got three or more, than your tests are going to take much longer to do. I know
what you’re thinking, “Ed, how do I test ads? It’s a pain in the backside.” Well, there’s
a really simple equation. Makes it even simpler if you’ve got two ad in your ad group. You
literally take your click through rate and your conversion rate and you times them together.
It gives you a number and then that number, the highest number win essentially. The ad,
after that equation, highest number wins. Next on the list is ad extensions. These can
be set at the campaign level which is the lazy option or you can set these at ad group
level so you can tailor them more specifically per ad group and per campaign if you so wish.
The two bare minimum that I would use is call out extensions and site links. Call out extensions are three pieces of descriptive
text that go under ad, extend the ad to make it larger and site links are as they sound.
They are literally links through to your website. Tailor those links to supporting products
and pages or services that suit your ad. Introducing ad extensions typically boost your click through
rate. That has a small impact positively on your quality score and so long as you tightly
group your keywords in your ad groups you’re going to drive up your click through rate
and hopefully you’re going to drive down your cost per acquisition. Finally, device performance.
Jump back to your old campaigns view or pick out your top spending campaign, click on segment
and then go by device. What this will show is the … All metrics for computers, i.e.
desktop computers versus mobile devices. Now, currently tablets is listed, but unfortunately,
God knows why, Google doesn’t offer any kind of bidding options on tablets so we essentially
have to ignore them which is just weird. Anyway, so this is really straightforward. You simply
look at your average position, your cost the clicks, your click through rates, and more
importantly your cost per acquisition and you can bid up and bid down your desktop and
your mobile devices. Typically, I’d use desktop as the benchmark and then look at your mobile.
Is it costing less or more and tweak it. This is interesting as well because it will highlight
some significant mobile browsing issues. If you’ve got … If these numbers look pretty
ugly, then you need to address issues with your mobile view of your website. That’s it. A really quick check of your AdWords
account. I’d appreciate any likes. If found the video useful, click the button below.
Thank you very much. Until next time, I will see you then. Cheers.