Audit of AdWords Account
- or -
Post a project like this$$$
- Posted:
- Proposals: 11
- Remote
- #1896447
- Expired
Google Ads Certified Partner | Bing Ads | SEO| Tracking | Social Posting | PPC | Website Development | Blogging | Social Ads
Nottingham
Service Provider in Development & Designing IT : Wordpress|Magento|React N...
Bay Minette
Certified Ardent SEO, SMM, PPC, eBay, Etsy and Google Adwords / Social Media Paid Marketing / Web Design / Front End Development / UI / UX
Las Vegas
Wordpress|Webflow|Shopify|Wix|CRM|PHP|Android|iOS|Bespoke|App|Zoho|Laravel|SEO|PPC|Social|React|Node|Flutter|React Native|Magento|PWA|Plugin|Chrome Extention
Mohali
181680721630056309567956576630388597711436041166255177135820592402104818
Description
Experience Level: Expert
Estimated project duration: less than 1 week
I'm needing a thorough audit of an AdWords account within my MCC. To give you more details into what I'm looking for and for a fuller background...
This company has been one of my ecommerce clients since November of last year. I've had issues getting a positive ROI for them. I'd appreciate a second set of eyes on the account as I feel I'm hitting a roadblock. CTR, Q scores, avg positions, clicks, Imp share, and CPCs aren't too bad from what I can tell. I implemented DSA campaigns and shopping campaigns this month to test and see if it will help. The DSAs are being used in the meantime until I build product-specific ads (such as "stranger things hoodie" and "doge life shirt"). The shopping campaigns saw a low CTR so far, so I've gone in and added many negative keywords to help combat this. It took this long to get his shopping campaigns going due to a VAST amount of feed issues, I bought DataFeedWatch to fix the issues and was successful after hours and hours of tribulation.
The clients monthly budget is capped at 1k. I've slowed the pacing for this month to help ensure a positive ROI but it's slowly slipping away again.
You'll see that during the holiday season we tested a lot of generic, not commercial intent keywords, so we do have some data to work with in that regard. But only recently have I added commercial intent keywords (I believe it was last month).
Google Analytics has been linked to the account for some time. FYI: Bounce rate wasn't recording accurately until this month due to duplicate GA coding on his Shopify site. I am seeing a somewhat fair bounce rate from AdWords in GA overall though of 70.27%. Conversion rate from AdWords is a horrendous 0.03%. Pages per session from AdWords is 2.19. And average session duration from AdWords is 1:02. Until having a call with Google Analytics tracking experts earlier this month, I didn't realize that the referral traffic source "Pa y Pal" was taking credit for most of the revenue on the site. In other words, AdWords may have been performing much better but when people used Pa y Pal as a purchase method on his site, GA counted that has the referral source for that revenue. Now GA shows most revenue has come from that referral source overall. It stinks but I've fixed the issue by adding Pa y Pal as an exclusion in GA. Just an FYI
The site has been live since Sep 2014. Here are it's overall stats:
Bounce Rate: 59.37%
Pages Per Session: 2.9
Average Session Duration: 1:35
Ecommerce Conversion Rate: .19%
Page load speed has been an issue as well (says Page Speed Insights and Website Grader) but he is not ready to allocate any budget towards optimizing these issues anytime soon even though he's aware this is an issue.
Best selling product types in descending order:
-Pullovers Hoodies
-Unisex Tee
-Zip Up Hoodies
-Leggings
-Bandanas
-Premium Tanks
-Tie Dye Supplies
-Tapestry
-Sweater
-Crop Top
-Sticker
Seasonality hasn't shown a major impact in the data available for his site thus far, but I'm aware via Google Trending that there is a spike in searches related to his products in the Spring (music / rave festival peak season). I'd like to be well-prepared for that.
His Etsy shop has been conflicting with our Shopping campaigns this month which you'll see in auction insights. Etsy is his "baby" and he will likely not budge on taking off his Etsy google shopping ads as he saw a 14x ROI during the holiday season with them and a negative with AdWords. I will be gaining access to his Etsy login shortly to gain additional insight into what we can use in AdWords. Until I have a positive ROI from AdWords for him, I am not yet comfortable asking him to implement Bing ads. Facebook ads are working well for retargeting but not so much for cold traffic.
I've sent him directions to update his privacy policy for his site at the end of last month so we can run remarketing campaigns in AdWords, but he is very slow to respond and often takes a VERY long time to implement anything so he hasn't done so yet.
The reason we haven't created specific campaigns for products other than sweaters, pullovers and zip ups is because the client doesn't want to push anything else at this time but those (highest profit margins). I did get him to agree to push them via DSAs however.
The biggest update I've made most recently is to start creating product pages with H1s that match the keywords we're targeting right now, such as product pages that only include designs that feature "Rick and Morty." This is in an effort to increase Q scores for those keywords.
My guess is that we're spreading his low budget too thin across too many campaigns. I haven't created a competitors campaign yet for this reason.
With all this taken into consideration, please give me an action item plan (or however format you see fit) that will push towards reaching the goal of a positive ROI. Thank you!
This company has been one of my ecommerce clients since November of last year. I've had issues getting a positive ROI for them. I'd appreciate a second set of eyes on the account as I feel I'm hitting a roadblock. CTR, Q scores, avg positions, clicks, Imp share, and CPCs aren't too bad from what I can tell. I implemented DSA campaigns and shopping campaigns this month to test and see if it will help. The DSAs are being used in the meantime until I build product-specific ads (such as "stranger things hoodie" and "doge life shirt"). The shopping campaigns saw a low CTR so far, so I've gone in and added many negative keywords to help combat this. It took this long to get his shopping campaigns going due to a VAST amount of feed issues, I bought DataFeedWatch to fix the issues and was successful after hours and hours of tribulation.
The clients monthly budget is capped at 1k. I've slowed the pacing for this month to help ensure a positive ROI but it's slowly slipping away again.
You'll see that during the holiday season we tested a lot of generic, not commercial intent keywords, so we do have some data to work with in that regard. But only recently have I added commercial intent keywords (I believe it was last month).
Google Analytics has been linked to the account for some time. FYI: Bounce rate wasn't recording accurately until this month due to duplicate GA coding on his Shopify site. I am seeing a somewhat fair bounce rate from AdWords in GA overall though of 70.27%. Conversion rate from AdWords is a horrendous 0.03%. Pages per session from AdWords is 2.19. And average session duration from AdWords is 1:02. Until having a call with Google Analytics tracking experts earlier this month, I didn't realize that the referral traffic source "Pa y Pal" was taking credit for most of the revenue on the site. In other words, AdWords may have been performing much better but when people used Pa y Pal as a purchase method on his site, GA counted that has the referral source for that revenue. Now GA shows most revenue has come from that referral source overall. It stinks but I've fixed the issue by adding Pa y Pal as an exclusion in GA. Just an FYI
The site has been live since Sep 2014. Here are it's overall stats:
Bounce Rate: 59.37%
Pages Per Session: 2.9
Average Session Duration: 1:35
Ecommerce Conversion Rate: .19%
Page load speed has been an issue as well (says Page Speed Insights and Website Grader) but he is not ready to allocate any budget towards optimizing these issues anytime soon even though he's aware this is an issue.
Best selling product types in descending order:
-Pullovers Hoodies
-Unisex Tee
-Zip Up Hoodies
-Leggings
-Bandanas
-Premium Tanks
-Tie Dye Supplies
-Tapestry
-Sweater
-Crop Top
-Sticker
Seasonality hasn't shown a major impact in the data available for his site thus far, but I'm aware via Google Trending that there is a spike in searches related to his products in the Spring (music / rave festival peak season). I'd like to be well-prepared for that.
His Etsy shop has been conflicting with our Shopping campaigns this month which you'll see in auction insights. Etsy is his "baby" and he will likely not budge on taking off his Etsy google shopping ads as he saw a 14x ROI during the holiday season with them and a negative with AdWords. I will be gaining access to his Etsy login shortly to gain additional insight into what we can use in AdWords. Until I have a positive ROI from AdWords for him, I am not yet comfortable asking him to implement Bing ads. Facebook ads are working well for retargeting but not so much for cold traffic.
I've sent him directions to update his privacy policy for his site at the end of last month so we can run remarketing campaigns in AdWords, but he is very slow to respond and often takes a VERY long time to implement anything so he hasn't done so yet.
The reason we haven't created specific campaigns for products other than sweaters, pullovers and zip ups is because the client doesn't want to push anything else at this time but those (highest profit margins). I did get him to agree to push them via DSAs however.
The biggest update I've made most recently is to start creating product pages with H1s that match the keywords we're targeting right now, such as product pages that only include designs that feature "Rick and Morty." This is in an effort to increase Q scores for those keywords.
My guess is that we're spreading his low budget too thin across too many campaigns. I haven't created a competitors campaign yet for this reason.
With all this taken into consideration, please give me an action item plan (or however format you see fit) that will push towards reaching the goal of a positive ROI. Thank you!
Cory L.
100% (2)Projects Completed
2
Freelancers worked with
2
Projects awarded
33%
Last project
4 Mar 2018
United States
New Proposal
Login to your account and send a proposal now to get this project.
Log inClarification Board Ask a Question
-
There are no clarification messages.
We collect cookies to enable the proper functioning and security of our website, and to enhance your experience. By clicking on 'Accept All Cookies', you consent to the use of these cookies. You can change your 'Cookies Settings' at any time. For more information, please read ourCookie Policy
Cookie Settings
Accept All Cookies