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→ Keyword Performance charts (In depth keyword analysis)
→ Device Performace Reports
→ Observations & Suggestions/Actions
→ Landing Page & Ad Copy Performance Report
→ Quality Score Report
→ Campaign Impression-Share Report

PPC Workshop

Below are series of performance graphs of an online retailer. Read each graph and pen down your observations and suggestions or possible course of action you would suggest to execute on the account. Be very specific with your suggestions & avoid stating the most obvious trends. Elaborate your stand with at most reasoning to help us understand your thought process. You are free to make any assumptions and can mention the same towards the end of the study. Good Luck!

Remarketing is a way to connect with your website visitors who may not have made an immediate purchase or inquiry yet. It allows you to position targeted ads in front of a defined audience that had previously visited your site as they browse elsewhere around the internet.
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Keyword Performance Chart-01:

 

All Keywords 

 

 

 

 

 

 

 

 

 

 

 

 

Match type

Keywords

Clicks

Imp

CTR

Avg CPC

Cost

Orders

CPO

Conv Rate

Revenue

R/C

 

 

Exact

81,325

26,494

2,271,283

1.17 %

1.25

33,020.26

975

33.87

3.68 %

436587.6

13.22

 

 

Phrase

81,030

23,287

3,443,696

0.68 %

1.57

36,651.99

346

105.93

1.49 %

97958.56

2.67

 

 

Broad

0

0

0

0.00 %

0.00

0.00

0

0.00

0.00 %

0

0.00

 

 

BMM

11

87

2,980

2.92 %

1.34

116.18

6

19.36

6.90 %

1064.43

9.16

 

 

Total

162,366

49,868

5,717,959

0.87 %

1.40

69,788.43

1,327

52.59

2.66 %

535610.59

7.67

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Converting Keywords 

 

 

 

 

 

 

 

 

 

 

 

 

Match type

Keywords

Clicks

Imp

CTR

Avg CPC

Cost

Orders

CPO

Conv Rate

Revenue

R/C

 

 

Exact

305

10,089

178,060

5.67 %

0.54

5,459.47

975

5.60

9.66 %

436587.6

79.97

 

 

Phrase

222

6,271

516,104

1.22 %

1.54

9,683.36

346

27.99

5.52 %

97958.56

10.12

 

 

Broad

0

0

0

0.00 %

0.00

0.00

0

0.00

0.00 %

0

0.00

 

 

BMM

3

55

1,710

3.22 %

1.35

74.10

6

12.35

10.91 %

1064.43

14.36

 

 

Total

530

16,415

695,874

2.36 %

0.93

15,216.93

1,327

11.47

8.08 %

535610.59

35.20

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Only Cost taking Keywords 

 

 

 

 

 

 

 

 

 

 

 

Match type

Keywords

Clicks

Imp

CTR

Avg CPC

Cost

Orders

CPO

Conv Rate

Revenue

R/C

 

 

Exact

5,502

16,405

1,677,614

0.98 %

1.68

27,560.79

0

0.00

0.00 %

0

0.00

 

 

Phrase

4,385

17,016

2,414,046

0.70 %

1.58

26,968.63

0

0.00

0.00 %

0

0.00

 

 

Broad

0

0

0

0.00 %

0.00

0.00

0

0.00

0.00 %

0

0.00

 

 

BMM

4

32

1,252

2.56 %

1.32

42.08

0

0.00

0.00 %

0

0.00

 

 

Total

9,891

33,453

4,092,912

0.82 %

1.63

54,571.50

0

0.00

0.00 %

0

0.00

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Only Impression Keywords 

 

 

 

 

 

 

 

 

 

 

 

Match type

Keywords

Clicks

Imp

CTR

Avg CPC

Cost

Orders

CPO

Conv Rate

Revenue

R/C

 

 

Exact

12,664

0

415,609

0.00 %

0.00

0.00

0

0.00

0.00 %

0

0.00

 

 

Phrase

11,570

0

513,582

0.00 %

0.00

0.00

0

0.00

0.00 %

0

0.00

 

 

Broad

0

0

0

0.00 %

0.00

0.00

0

0.00

0.00 %

0

0.00

 

 

BMM

3

0

18

0.00 %

0.00

0.00

0

0.00

0.00 %

0

0.00

 

 

Total

24,237

0

929,209

0.00 %

0.00

0.00

0

0.00

0.00 %

24.99

0.00

 

Observations & Suggestions/Actions:

Analysis:
1. Insufficient Data to analyse and judge the account performance, whether it is leading to business success or not.

2. As per the data values are not depicting the real time metrics. As CPO is different from Avg. CPO

3. Specifically we can not suggest the changes until we look into the account and campaign performance.

Note: Avoid stating the most obvious trends.


As per the Data above here are the conclusions:
1. CRR or Effective Utilization of revenue is realized by the Broad Match Modifiers and phrase match keywords rather than exact match keywords.

2. The Values depicting the dynamic search campaign trends

3. We should look into the account deeper as some keywords may cost us though they may not directly generate conversion but they may some times assist conversions

4. Need real time metrics to analyse such as profit per product, number of products, products with identical cost, duration of the campaign to study seasonal metrics etc..

5. To calculate CAC and CATdata is not sufficient. (CAC can be calculated by simply dividing all the costs spent on acquiring more customers (marketing expenses) by the number of customers acquired in the period the money was spent.

6. Without any single click, revenue generation will not be possible. This is because conversion may be due to organic results.

Suggestion:
Campaigns to be Re-organized specifically by product or product category viz. rather than CPO basis with DSA. CPO is the total cost of your marketing campaign divided by the number of orders received for the campaign. The CPO is used to determine the cost spent to acquire a customer.

Dynamic search ads are a type of Google search advertising that does not involve keywords. With traditional Google search advertising, you select keywords that are used to trigger your ads. With Dynamic Search Ads, you allow Google to automatically show your ad based on a “crawl” of certain pages of your website.


Keyword Performance Chart-02:


digital global agency keyword break out
Observations & Suggestions/Actions.

Conclusion:
Conversion assisted Keywords needs to be identified and rest of the keywords we can pause.
Needs analytics report to identify good metrics in this part.



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