Adwords has evolved a lot since its inception, new advertising formats, targeting methods and audience criteria have enriched and made the platform more complex …
Once your campaigns are in place, it is complicated to measure their real effectiveness: Can I further optimize my budgets? What is the best level of spending to get the most conversions?
We will see together what are the necessary steps and the key elements to take into account to assess the quality of keeping an Adwords account using the free adwords audit tool
When to do a Google Ads analysis?
Depending on your level of activity, your account may be audited monthly or quarterly. There is no need to do this more frequently as some changes may take time to have an effect. When you use seiso, you receive 1 free audit / month.
The period to be taken into account for the analysis will depend on how often you do the audits. For a first analysis, Seiso audits 1 year of full activity then each month you receive a report based on the last 3 months of operation of Adwords campaigns.
The concept of waste and potential
To assess the performance level of a Google Ads account, we will first focus on waste.
The following are considered wastes:
- The budgets invested with a return which is not at its maximum potential;
- Lost opportunities.
From there seiso will quantify the budget savings achievable while maintaining the same number of conversions (sales or leads) on the one hand, and carry out a quantified estimate of the real potential of your campaigns by simulating the reallocation of savings on more efficient actions.
Clarification: This estimate of Adwords growth potential concerns the perimeter of the account as known at the time of the audit, without brand awareness. This potential therefore does not include: the opening of new campaigns / market; the overall potential of the advertiser’s market or its competitive environment.
It is therefore a good idea to assess the potential for optimizing the account as it stands: the essential compass for any person responsible for SEA traffic.
# 1: Calculate your share of voice
On this overall volume it is important to know what is the impression share of your ads.
The first trap to avoid is to mix your brand and non-brand queries.
We advise you to aim for a realistic objective of 80% of impression rate (that is to say that 2 times out of 10, it is your competitors who will appear on these requests). Below 80% you are underperforming and it is really difficult to climb well above.
On this basis, Seiso will diagnose lost impressions and help you regain your impression share over your competitors.
# 2: Budget or filing problem?
When you lose an impression to a competitor, it’s either:
- Because your daily budget is exhausted;
- Because the ranking of your ad is insufficient.
In the first case, it’s quite simple: you just need to increase the daily budget to cover all display opportunities again.
A classification problem, on the other hand, will have to be handled differently.
The ranking of the ad depends on your bid, your Quality Score, the competition or the audience (geographic area, device, search time, etc.).
# 3 The Quality Score
The Quality Score is a score given by Google to each of your Keyword on a scale of 0 to 10.
The higher the QS, the more you display and the less you pay for the click.
7 is considered to be the average QoS. With Seiso you have a weighted QOS calculation of your account, data not found such as in the Google Ads interface.
Seiso will decompose this Quality score on the 3 elements that compose it and quantify the wastage attributable to each parameter.
The elements that make up the QS, each receives, for each keyword, a low, medium or high evaluation. :
The CTR, literally Click Trough Rate, is the number of times your ad is clicked versus the number of times it is displayed.
Google expects a click rate from your ad. This click through rate depends on general statistics as well as taking into account the past performance of the keyword, depending on the position of your ad. Google also takes the entire account history to determine the expected CTR of your new ads.
How to improve an average CTR or below expectations? use ad extensions, optimize and test new ad headlines / texts.
Ad relevance measures your keyword’s relevance to the message in your ads.
How to improve an ad relevance that is average or below expectations? It turns out that the occurrence of the keyword in your ad will partially influence its rating. Try to create specific ad content that contains as many keywords as possible (title, text, displayed url).
Landing Page Experience
The usability of the landing page corresponds to the quality of the landing page in relation to the keyword and overall to your site.
How to improve usability of the average landing page or below expectations?
The page must offer relevant, useful and original content directly linked to the keyword you are bidding on.
Be careful when loading times of your site: your site must be displayed quickly, even on mobile!
Adopt UX mechanics adapted to the mobile (spaced buttons, responsive behavior, etc.).
Promote the transparency and reliability of your site (Having a CGV page, reinsurance elements, by presenting your products and services before asking internet users to fill out a form with their contact details, etc.)
# 4 What is the fair price of a CPC?
Following what we saw in point # 2, we have to get away from the simplistic idea that the position of the ad on a result page depends on the competitor who placed the highest bid. Even if your competitors set higher bids than yours, your ad can benefit from a better position, at a lower cost, thanks to the relevance of your keywords and ads.
We can therefore consider that the fair price of the cpc for a keyword and a given position is reached when your quality score is 7. If it is higher, you pay your clicks at a low price.
To help you improve your cpc and positions, Seiso will detail what the problems are, where they are and how to solve them.
# 4 Search terms
In the interface of your Google Ads account you can find the report on search terms. These are the phrases that users have searched for and triggered your ads to appear.
To take advantage of it: sort your search terms by decreasing cost and look at those that cost you the most without generating conversions. You can then exclude them from irrelevant campaigns or from the entire account.
Conversely if search terms are very effective, it may be interesting to create a campaign or adgroups dedicated to these expressions to maximize their potential.
Overall we advise you to process your search terms at least every month.
Seiso allows you to see the evolution of the treatment of search terms and the effectiveness of this work.
# 4 State of your 10 most spending keywords
The 10 keywords (outside the brand of course) that spend the most are logically those on which you expect the best performance for the acquisition.
You must therefore ensure that these keywords:
- Generate a ROI or a CPA in line with your expectations;
- Have a QS of 7 or more.
To summarize the 5 account maintenance quality KPIs to follow every month to properly manage the continuous optimization of your campaigns:
- Waste in € and%;
- Brand / Non-Brand Printing Rate;
- Cost-weighted QoS;
- % of search terms processed;
- Performances of your top 10 keywords by costs.
All these data and many more can be found in the Seiso report: register for free on the site to receive your audit every month!
To discover for example:
- Analysis of your Display campaigns (with distinction Acquisition / Retargeting);
- Analysis of your Google Shopping campaigns;
- Recommendation on keywords with potentials;
- Account structure analysis;
- Analysis of performance by audience (ages, geographic, purchasing power, etc.);
- And more than 70 other criteria screened!
To test Seiso, click here
Article written by Martin Romerio, JVWeb Growth Manager in collaboration with Seiso
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