John Karanja

 ALSCO SINGAPORE GOOGLE ADS AUDIT REPORT Background Alsco Singapore provides professional textile rental services throughout Singapore. It spends SGD 1,500.00 every month on Google Ads services to reach its prospective customers. Alsco Singapore’s goal in using Google Ads services is to get leads. 1.0 Account Structure The campaigns naming structure is understandable. It defines your business offerings and is traceable. Search-Washroom Search-Brand Search-Mats Search-Linen Search-Garments 1.1 Campaigns Search–Linen campaign serves two distinct industries, Food & Beverage and Accommodation. Recommendation It is a good idea to have a more specific campaign for each industry. Split the Search-Linen campaign into two; Search-F&B Linen and Search-Accommodation Linen. 1.2 Campaigns Structure The campaign structure design follows website design. This makes the campaign structure easy to understand. You have created separate campaigns for brand and non-brand. This makes it simple to draw analysis on various parameters. 2.0 Tracking 2.1 Google Ads Conversion Tracking Tag  Neglecting to track conversions is one of the biggest mistakes a PPC manager can make. Without this data, it’s impossible to understand whether your hard work is paying off!  Google Ads conversion tracking tag is added to your website. Conversion Actions 2.2 Linkage with Other Google Properties Google Analytics – You have linked your account to Google Analytics. Google Analytics helps you gain insight into the actions people take on your website. You can also: Import site engagement metrics Track analytics goals and transactions as conversions Import analytics remarketing audiences. Google Search Console - You have NOT linked your account to Google Search Console. Google Search Console helps you monitor, maintain and troubleshoot your site's presence in Google Search results. Recommendation Make sure your Google Ads account is linked to Google Search Conso 3.0 Budget, Bid Strategy & Bid Adjustments Campaigns’ Budgets & Bids Campaign Daily Budget (SGD) Monthly Budget (SGD) Bid Strategy 1 Search Washroom - Target CPA 2 Search Brands - Target CPA 3 Search Mats - Target CPA 4 Search Linen - Target CPA 5 Search Garments - CPC (Enhanced) Total 50.00 1,500.00 The monthly budget is SGD 1,500.00. Divide SGD 1,500.00 by 30 days for the average month. The daily budget is SGD 50.00. The campaigns are not limited by budget. Bidding and bid adjustments allow you to manage budgets and optimize PPC campaigns. 3.1 Bidding Target CPA (cost per acquisition) is an automated bid strategy. The advertisers set a target cost per conversion, and then Google adjusts the bids. By adjusting the bids Google tries to generate as many conversions as possible at that CPA. Google needs to have a certain amount of conversion data to be able to make smart decisions. At the campaign level, the minimum is 30 conversions in the last 30 days. Recommendation None of the campaigns has 30 or more conversions per month. Is there any reason you are using automated bid strategies for all your campaigns? If not, consider using a manual bid strategy. 3.2 Bid Adjustments Bid adjustment is a percentage increase or decrease in your bids There are several places in Google Ads where bid adjustments are made. Campaign level: Device, Location & Ad Scheduling Ad Group level: Device, Topics, Interests, Remarketing 4.0 Campaign Settings Campaign Settings Search Washroom Search Brands Search Mats Search Linen Search Garments 1 Campaign Type Search Network Search Network Search Network Search Network Search Network 2 Search Network Include Search Partners Include Search Partners Include Search Partners Include Search Partners Include Search Partners 3 Search vs. Display  Target Search Only Target Search Only Target Search Only Target Search Only Target Search Only 4 Campaign Features All All All All All 5 Device Type All Devices All Devices All Devices All Devices All Devices 6 Locations Singapore Singapore Singapore Singapore Singapore 7 Language English English English English English 8 Ad Scheduling Business Hours Business Hours Business Hours Business Hours Business Hours 9 Ad Delivery Standard Standard Standard Standard Standard 10 Ad Rotation Optimize for Conversions Optimize for Conversions Optimize for Conversions Optimize for Conversions Optimize for Conversions 4.1 Campaign type - Choose the campaign type that is appropriate for your goals. The Search network is good for lead campaigns. 4.2 Search Network - Disabling Search Partners in certain campaigns will result in decreased spend, higher click-through rates, better Quality Scores, lower cost per click and a consequently better cost per conversion Recommendation Remove Search Partners performance since they are underperforming 4.3 Search vs. Display – No campaigns are targeting both the Search Network and Display Network. All campaigns are targeting the search network. 4.4 Campaign Features – All campaign features selected. This will enable you to explore other options for your campaign. 4.5 Device Type – No bid adjustments made Recommendation Looking at the devices performance over the last 3 months, place the bid adjustments as follows: Desktop + 5%, Tablet 0%, Mobile +15% 4.6 Location - Target location is Singapore. Recommendation Use “People in your targeted location” and “People excluded in your locations” options in all campaigns. Avoid the recommendations given by Google Ads. 4.7 Language – English is the language of the potential customers you'd like to reach 4.8 Ad Scheduling - No setting Recommendation Looking at the campaigns performance over the last 3 months, set ad scheduling as follows: Monday to Friday 6pm to 9am decrease bid adjustments by 20%. Weekends decrease bid adjustments by 50%. 4.9 Ad Delivery – Standard - Delivers your ads in a way that distributes ad budget evenly throughout each day. 4.10 Ad Rotation - Optimize: Prefer best performing ads You have some ad groups where there is only one enabled ad. In these ad groups, you miss the opportunity of optimizing ads. Recommendation Find the ad groups with one enabled ad and increase their number of ads. 5.0 Ad Groups Structure An ad group is a structure that exists to give you a strong match between ads and keywords. 5.1 Ad Groups with More Than 5 Keywords Best practices tell us to have 3 to 8 keywords in an ad group. You have many ad groups with more than 8 keywords. Recommendation For ad groups with more than 8 keywords, split them. Create ad groups with fewer tightly themed keywords. 5.2 Legacy Text Ads In some ad groups, ad copy revision was not done during the transfer from legacy text ads to extended text ads. Recommendation Revise all ads with legacy text 5.3 Some Ad Groups Have Only One Ad. Google announced that they will start adding ads to ad groups lacking multiple ads. Recommendation Add ads to your ad groups. Experience has shown that your own ads will be more relevant. Prevent Google from adding ads. 6.0 Quality Score Low-Quality Scores can doom your account to failure. High-Quality Scores can place your ad above your competitors’ ads. This is while you pay less per click than they do. 6.1 Eliminate or Improve Keywords with Poor QS Example of Keywords with a QS of 4 or Lower You have many keywords with QS of 4 or lower. Low QS increases your cost per conversion hence reducing your conversions. Recommendation Pause all keywords that have Quality of 4 or lower Check ways of improving the QS of the paused ads. You may increase keyword/ad relevance. Increase Keyword/landing page relevance. Increase the ads' CTR. 7.0 Keywords Keywords determine what searches your ads show up for. This, in turn, determines who is seeing your ads. 7.1 Keyword Variations Google has stated that there is no need to create singular and plural keywords. This is because all match types now allow these variations of our keywords to match. Recommendation Use Ad Editor to remove all singular and plural keywords in the account 7.2 Pause Unproductive Keywords There many keywords in your account that have not produced conversions in the last 6 months. If a keyword hasn’t produced conversions in the last 6 months, it’s not likely to produce them in the next 6 months. Recommendation Pause keywords that have produced no conversions in the last 6 months Try to improve them by increasing their QS 7.3 Negative Keywords You have correctly applied negative keywords at the campaign and ad group level. You have also used negative keyword lists. These lists help you use the same negative keywords in many campaigns. Recommendation Identify the search terms that are wasting your budget. These are the searches that have clicks but no conversions. Stop wasted ad spend by adding these search terms as negative keywords. 8.0 Ads Take advantage of the benefits of online advertising: show your ads to the right people, in the right place, and at the right time 8.1 Ads with no Conversions There many ads in your account that have not produced conversions in the last 6 months. If an ad hasn’t produced conversions in the last 6 months, it’s not likely to produce them in the next 6 months. Recommendation Pause all Ads that have not had a conversion for the last 6 ads Try to improve them by reworking the ad groups 8.2 Call to Action All ads have a “Call-To-Action” 8.3 Mobile Ads Improve your Mobile ads with specific calls to action. This can now be easily done by applying IF functions to ads. Recommendation Use IF functions to apply specific call to action messages to mobile ads 8.4 Split Testing Ads You are not split testing ads Recommendation Have at least two ads set up in an ad group so you can split-test them against one another 8.5 B2B Google Ads Alsco Singapore is a B2B company. Some of the ads seem designed to attract consumers. Recommendation Make it clear (e.g. in the headline) that you are a B2B company or that you provide products and services for businesses only. 8.6 Responsive Search Ads You have responsive search ads in some ad groups. You have clearly followed Google Ads best practices while writing them. Recommendation Make sure that you have one responsive search ad in every ad group. 9.0 Ad Extensions Ad extensions give your ads more prominence. This enables you to get more clicks and valuable user interactions. 9.1 Extended Sitelinks (1) Some extended sitelinks are poorly written. Recommendation Make sure the extended sitelinks are well written. We’ve found that somewhat shorter sitelinks are the most effective, though, so try to keep them closer to 18-20 characters for desktop and 12-15 characters for mobile. Keep mobile sitelinks shorter (to around 12-15 characters) to ensure they aren’t cut off. 9.2 Extended Sitelinks (2) Some ad groups have one or two extended sitelinks. Recommendation Make sure all your ad groups have at least four extended sitelinks 9.3 Callouts Google shows at least three callout extensions. So having fewer than three can seriously restrict them from showing. Some ad groups have fewer than three callout extensions applied. Recommendation Make sure all ad groups have at least three callout extensions 9.4 Structured Snippets You have structured snippets applied on the account level so all ads are eligible to show them. On one campaign you have additional specific structured snippets applied. These make it more relevant. Recommendation Make sure all campaigns have more specific structured snippets. 9.5 Location Extensions Location extensions make it easier for your customers to call, visit your business or identify where your business is located. Google My Business enables location extensions. However, your Google My Business page is not linked to your Google Ads. Recommendation Make sure your Google My Business page is linked to your Google Ads and updated. 10.0 Audience Targeting You have only used keyword targeting in your campaigns. With audience targeting, you aren’t just targeting a bunch of keywords that may or may not come from your target audience. Instead, you’re targeting people who actually match your customer base. You can create audiences based on age, interests, income, behaviors and a variety of other factors that match your buyer persona. Recommendation Apply audiences initially for observation with no bid adjustments. This will allow you to observe how the audience performs first before applying a bid adjustment. 11.0 RLSA (Remarketing List for Search Ads) You have no RLSA campaigns. Rarely, if ever, will you have a 100% conversion rate. So it’s important to do your best to recapture those visitors that clicked but never converted. This is where RLSA campaigns become useful. RLSA campaigns can keep your company at the top of the customers' mind by presenting ads for up to 540 days. Recommendation Set up RLSA at campaign or ad group level Increase bid adjustments. This is because your ads are being shown to people who have a higher chance of conversion 12.0 Google Ads Drafts & experiments  You have never performed any Google Ads experiments. Google Ads experiments are used to test changes made to campaigns and measure results. They then apply to the campaigns any changes that have been identified as working well. Recommendations Start using the campaign drafts and experiments tools within Google AdWords - The Google Ads Audit was carried out in January 2019