Account

Audit
Objectives

● Audit Search & Social paid media accounts and Identify areas to improve account

efficiency.

● Reduce the irrelevant spend, cost per acquisition and increase the conversion rate.

● Comparing the day to day lead quality and optimize the account accordingly.

● Determine daily and weekly Key performance indicators to scale the progress of account

changes.
Overview

Observations Recommendations Impact

Analyzing the ad account Optimization Effectiveness of the

key aspects which are recommendations to reduce optimization changes and
impacting account health the negatively impacted estimation and measuring
and list out our areas and enhance the the KPI growth rate and
observations. positively impacted areas. recurring optimization
strategies.
Account
Review
Google Ads Search Partners

Observation Recommendation Impact

● In last 30 days We spent ● We strongly recommend ● Reduce the 2% irrelevant
₹4.4K and generated 8 turning off search partners for clicks from search partners.
conversions with CPA of all the campaigns ● With the same amount spend
₹552.98, which is 88% immediately. we can generate 7 more leads.
higher than the Google ● Overall account quality in
search CPA (₹293.61). terms of CTR will increase 4%
● CTR for search partners is
1.01% and in Google it is
18.21%. This metric indicate
the quality of clicks derived
from each network.
Google Display Network

Observation Recommendation Impact

● In last 30 days We spent ● CPA is Lesser than Google ● We can reduce the CPA in
₹7.3K and generated 89 search but we are generating GDN if we have separate
conversions with CPA of very high impressions(93K) in campaigns for search and
₹254, which is 13% lesser GDN display.
than the Google search CPA ● We recommend running GDN ● We can see 50% CTR
(₹293.61). & search campaigns improvement with just
● CTR for GDN is 1.75% and in separately with targeted creating separate campaigns
Google it is 18.21%. This placements and contextual and eliminating irrelevant
metric indicate the quality targeting with rich media ads. placements (Ex: Games, DIY)
of clicks derived from each
network.
Responsive Search Ads
Observation
● We are using same ads
across all the ad groups and
campaigns.
Recommendation
● We recommend ad group
specific ad for each ad group
● We No need to add 10 head
lines and 10 Descriptions for
each ad we just need to ad
relevant ad copies for each ad
group
Impact
● Keyword specific ads will
increase the ad relevance and
directly impact the amount
spent.
● Keyword specific ads will
increase the overall CTR and
can get more relevant
conversions
Responsive Search Ads
Observation
● We are using same ads
across all the ad groups and
campaigns.
Recommendation
● We recommend ad group
specific ad for each ad group
● We No need to add 10 head
lines and 10 Descriptions for
each ad we just need to ad
relevant ad copies for each ad
group
Impact
● Keyword specific ads will
increase the ad relevance and
directly impact the amount
spent.
● Keyword specific ads will
increase the overall CTR and
can get more relevant
conversions
Duplicate Keywords

Observation Recommendation Impact

● We identified 10 duplicate ● We strongly recommend ● Removing duplicate keywords
keywords across all the removing non performing improve the account quality
campaigns and they spend duplicate keywords. and reduce the unnecessary
2.5K in last 30 days spend and increasing CPC.
Non Performing Keywords

Observation Recommendation Impact

● In last 30 days 77 keywords ● Regularly pausing the ● Pausing non performing
did not generated any keywords which are not keywords will improve the
conversions but spent 16.3K generating any conversions in account performance
(18% in overall spend) last 60 days drastically and we can
improve the overall
conversions by 15%
Conversion Generated low Quality Keywords

Observation Recommendation Impact

● In last 30 days 15 converted ● Create a separate ad groups ● As quality score directly
keywords spent 25K which for these keywords with tailor impacting the CPC, optimizing
are having quality score less made ads having direct these keywords will reduce
than 4 keyword insertion in the ad the cost by 40%.
headline or body
Bidding Strategy

Observation Recommendation Impact

● We are using maximizing ● We recommend using
clicks bidding strategy conversion based bid strategy
across all the campaigns with targeted CPA bidding for
broad keywords
● Using conversion based bid
strategy with targeted CPA
will enhance the budget
capabilities and reduce the
spent by 20% and also will
generate more leads.
Search Term Analysis

Observation Recommendation Impact

● We identified 654 duplicate ● Structure the ad groups and ● This will ensure our keywords
search terms (same search campaigns with cross match are not competing each other
term for different keywords type negative keywords and and impacting the CPC
in other ad group or core set of negative keywords increase.
campaign), they are for each ad group
accounted for 22.8K spent in
last 30 days
Brand Campaign

Observation Recommendation Impact

● We are not running any ● Create a brand campaign with ● We can drive more leads with
Brand campaigns, we are in all brand keywords and tailor less cost and also ensure
top position for our brand made ads including special brand presence in
keywords but we can target offers everywhere.
these keywords with more ● We can bid very low for these
structured ads and offers for keywords and also ensure
competitors not positioning
above our organic results.
 Facebook Ads

Account
Review
Account Structure
Observation
● Only one campaign with
broad audience actively
running
● No Remarketing ads are
present in the account
● All the ads are directing to
lead gen forms
Recommendation Impact
● We strongly recommend drive ● The current account structure
traffic to landing page instead is in vary vague format and
of lead gen forms. optimizing this structure will
● Create remarketing campaign improve the ads performance
to generate more leads. as well as reduce the
● Create account structure unnecessary cost.
reflecting the sales funnel
Audiences
Observation
● Included Interests and LAL
audience in one ad set.
● Using 5% LAL audience list
from form fill data
● No Remarketing audience
Recommendation Impact
● We recommend create a ● Segregation ad sets based on
separate ad group for audience type will have great
interests and behaviour control on amount spent and
audience. we can easily optimize the ad
● 5% relevancy LAL is vary sets and audiences.
broad audience structure and
reducing this to 1% match
rate have higher chance of
relevant audiences.
● Create Custom audience file
with form fills and not
completed a site visit