Marketing Planning

- Performance marketing audit -

Where Are We Now ?

Current Campaigns Analysis:

Step 1: Determine goals

Bugetul lunar maximim : 16, 17.000 LEI

Cost/conversie dorit: 80-85 de lei

Strategii folosite:

1. Search Ads -> Increase traffic to brands overall

2. Top keyword: [aprendis] ( RON9,396.01 spend, 8,095 clicks )

Current attribution :

Ad interaction device: Mobile Phones 80 %

Last click conversion :

Audiente,
Top performing audience segments:
  Age: 25-55
 Gender: Females
 Interests, behavior online: In-market & affinity segment
Ex: IS Campaign:
Audience segment:

 Open online courses

 Business Professionals
 All Users of Aprendis - GA4

Targetare
Showing up in the right places to the right people

 Cities
Exclude “only curious surfers” / low income cities

 Ad schedules : (search on google

Best times of the day /of the week :

 Budgets
Use UTM tags on links to track clicks info such as source medium etc.

 Bid strategies:
To generate traffic to website : CPC bid strategy
Take a direct action on site (visit service page / complete signing up form ) : Smart biddig

Max cost-per-click bid for the keyword

Quality score for that keyword
Ad extensions and their relevance

Analiza aduri
Cuvinte cheie folosite in campanii

Top 3 CB performing campaigns:

CTA - CB - 17.11.2023

TOP 5 KPI’s:

1. Impr : 17,436
2. Impr Share(top) : 85.21%
3. Clicks : 3,418
4. Conversion Rate
5. Cost/Conversion

SSM - CB - 17.11.2023

HR - CB - 20.11.2023

Top performing search terms:

Main Keyword
aprendis

Secondary Keywords
curs achizitii publice

curs ssm

Keywords search volume

Search volume -> potential traffic . see impression share

Privind CR

Keyword Analysis:
Ad Copy and Creative Analysis:

For Ads multiple headlines were used for ad rotation

“pinning” headlines and descriptions keeps Google from combining headlines and descriptions in ways
that don’t make sense.

Keyword types:

"curs contabil" – phrase match

check_circle_filled – broad match
[curs contabilitate] – exact match

Suggestions:
Curs Contabil : Main Keyword ( brings the most traffic)
Curs contabilitate financiara : Secondary / Long Tail Keyword
Where Do We Want To Be ?

Determine goals:
Lower the CPA : total cost of conversions / the total number of conversions
Increase ROAS : conversion revenue / total ad spend

Cost/conversie dorit: 80-85 de lei

Bugetul lunar maxi: 16, 17.000 LEI

How do we get there ?

Keyword optmisation

Negative Keywords

High-ROI ROAS Google Ads Optimization

single keyword ad groups ?

IP exclusions

Use display ads and find relevant valuable ad placements

throughout google display network

Use youtube ads

Cateva rule of thumbs initially:

in order to improve conversion volume decline, we need to work

on bringing the impression share up

Conversion metrics come first,

Propuneri ad quality

How Do We Get There ?

Decrease Ad costs by:

 Negating excessive consuming keywords

 Lowering CPC ( increase ad quality or audience relevancy ) -> higher CTR

Bidding and budget cap strategies:

 Use smart bidding for campaigns having enough historical data, if not test (ECPC) to drive more
conversion volume

Make Bid adjustments

 Increase bids of high performing profitable keywords

Result:

A/B Testing

Alternative Strategy Proposal:

Step 1. Increase organic search by driving traffic to website (increase brand & product awareness)
Number 1 choice when customer is in his buying journey exploring purchase alternatives
Step 2. Retarget unconverted clicks using remarketing on relevant pages

EX:
Tier 3 visitors subscribed to newsletter (Warm audience) (Subscribers) -> interested in company courses
Tier 2 visitors clicked beauty school page but didn’t check details ( Hot audience) (Checked more info)
Tier 1 visitors clicked inscriere but didn t clicked sent details ( Piping hot audience ) (Add to carts etc.)
Step 3. Increase Average Order Value by retargeting hot audiences(people visiting website, interacting on
page) , use Cross-selling promotions to relevant audiences (ex: retargeting with an excel course someone
who bought Curs Manager proiect)

Metrics Analysis
Check different correlations between KPI’s eg: Impression share(or Top Impr. Share) vs conversion
volume at different plot times
Extension to Other Paid Channels:
Test Single Keyword Ad Groups (SKAGs) : using that keyword multiple times gives much higher
relevancy

Are We On Course ?

To check if we are on the right track to hit our campaigns objectives we should check regularly
campaigns and monitor:

- Check Keywords spendings

- Check new search terms from phrase , broad keywords
- Incraese / Decrease bids
- Check Competitors keywords and trends
- Monitor our objective completion level : check campaigns top
metrics against target CPA / ROAS
-

Other Analysis Models :

4P’s : Price, Promotion, Place, Product

Recommendations:

- Use Spyfu for more in depth analysis ( competitors keywords, their

bids)
- Test Single Keyword Ad Groups (SKAGs) one keyword per adgroup
( more granular control
- - Use remarketing lists ( website visitors, visited specific pages, etc.)
- Use microconversions to obtain the macro conversion goal ( send
them to a course e-book / contabil checklist before sending them to
complete the form)
- Use analytics to dive deeper into audience analytics etc.
 - Use Facebook Ads as an alternative strategy and use video ads to
nurture facebook leads down the funnel as well
- Check keywords monthly to refine and expand the list
- Use ads extensions to bring more information about the service : ex:
use sitelinks to other relevant pages, snippet text to highlight top
benefits, promotion assets for special days promotions as Black
Friday
- Use keyword themes to organize keywords into different ad sets

Optimisation checklist:

- Check for keyword spending fluctuations

- Budget spending trends
- Daily/Weekly/Biweekly/monthly adjust bids, negate keywords
- Test expanded text ads (ETAs) vs responsive search ads (RSAs).
- Test ECPC

Link to Google Analytics

Here's a plan for analyzing Google Ads campaigns, proposing strategies, and extending
promotion to other paid channels:

Current Campaign Analysis:

Review existing Google Ads campaigns to assess performance metrics such as click-through
rate (CTR), conversion rate, cost per conversion, and return on ad spend (ROAS).

Evaluate the effectiveness of ad copies, keywords, targeting options, and landing pages.

Identify top-performing and underperforming campaigns, ad groups, keywords, and ads.

Audience Analysis:

Analyze the demographics, interests, and behaviors of the target audience.

Utilize Google Analytics and audience insights to identify high-value segments.

Segment audiences based on factors like location, age, gender, device, and interests.

Keyword Analysis:

Conduct keyword research to identify relevant keywords with high search volume and low
competition.

Optimize keyword selection based on relevance to the business, search intent, and
potential for conversions.
Implement a combination of broad match, phrase match, and exact match keywords to
capture different search queries.

Ad Copy and Creative Analysis:

Evaluate the performance of ad copies in terms of CTR and conversion rate.

Test variations of ad headlines, descriptions, and call-to-action phrases to improve

performance.

Ensure alignment between ad messaging and landing page content to improve quality
score and user experience.

Strategy Proposal:

Implement a mix of Search, Display, and Remarketing campaigns to reach potential

customers at different stages of the sales funnel.

Utilize Responsive Search Ads (RSA) and Dynamic Search Ads (DSA) to automatically tailor
ad copy to match users' search queries.

Leverage location targeting to focus ad campaigns on areas with high conversion potential.

Implement ad extensions such as callouts, sitelinks, and structured snippets to enhance ad

visibility and provide additional information to users.

Conversion Tracking and Optimization:

Set up conversion tracking for the contact form submissions to accurately measure
campaign performance.

Optimize campaigns for the desired cost per conversion by adjusting bidding strategies,
targeting options, and ad placements.

Regularly monitor campaign performance and make data-driven optimizations to maximize

ROI.

Extension to Other Paid Channels:

Explore opportunities to extend the promotion strategy to other paid channels such as
social media advertising (e.g., Facebook Ads, LinkedIn Ads).

Tailor ad creatives and targeting options to align with the audience and platform
characteristics of each channel.

Implement retargeting campaigns across multiple channels to re-engage users who have
previously visited the website or interacted with the ads.

Budget Allocation:
Allocate the monthly budget based on the performance and potential of each campaign,
focusing on maximizing ROI while maintaining the desired cost per conversion.

Monitor budget utilization and adjust allocation based on campaign performance and
business objectives.

By following this plan, the client can optimize their Google Ads campaigns, implement
effective strategies to achieve their conversion goals, and explore additional paid channels
to further expand their reach and drive conversions.

Analiza campaniilor actuale, dar si cele din ultimele 3 – 6 luni de zile

Mentionez ca singurele campanii setate de noi sunt cele marcate cu CB

Analiza

strategii,

audiente,

Age:

targetare,

ad-uri,

cuvinte cheie folosite in campanii

Propunere strategie compusa din orice tip de campanie care crezi ca s-ar mula pe acest
business

Extindere strategie de promovare si pe alte canale de paid, daca tu crezi ca ar fi potrivite.

Ca si actiune de conversie, clientul este interesat de completarea formularului de contact si

mai putin telefoanele care sunt si mai greu de contorizat.
Where are we now ?

Campaign types: ? Search + Display

What placements?

Current performance trends

a point of dropoff to investigate?

Why?
obtaining low cost per impression, CPC, CTR, and low cost per aquistion overall

devices have a big influence on the CPAs we see

Metrics Audit