free pay-per-click (ppc) audit for a startup small business
TRANSCRIPT
December 2014 | www.rockitresults.com
Complimentary
Pay-Per-Click Audit
With Competitor Insights
BACKGROUND AND QUESTIONS• Rockit analyzed your data from 5/9/14 to 10/15/14
• What is a conversion worth? Your online conversions run from
$17 up to $93
• Two campaigns are limited by budget; not sure if that’s a
good thing or not
• Keyword bids should be tailored to profitability and ROI
• You have a display network campaign that had 6 conversions
turned off. Do you mean to have it off?
• I’m only seeing 11 conversions TOTAL in your accounts. Are
you sure your tracking is set up properly?
• If this is accurate, you may want to consider other forms of
conversions to improve your Quality Score
WHAT YOU’RE DOING RIGHT
• Good use of Branded campaign driving
conversions at $19 each
• Good use of various ads to test messaging
• Good use of the Display Network for
relevant keyword searches.
• Top of the funnel, not-exactly-relevant
keywords like “underage drinking” and
“nightclub security” are turned off.
• Good use of negative keywords (although
not uniform across campaigns)
• Budget is competitive with other
companies in this space
SUGGESTIONS FOR IMPROVEMENT: GENERAL BEST PRACTICES #1• Link Google Analytics to AdWords for better
analyses
• Launch a competitor campaign to draw clicks
from your competition
• Utilize Search Query Report to understand
actual search queries, and add in relevant
searches
• Monitor your ad Quality Scores. Some current
keywords are down to 3 out of 10.
• Currently, mobile campaigns are targeting
desktop devices – possibly wasting money.
Same for display campaigns mixed with search
– also not a best practice.
SUGGESTIONS FOR IMPROVEMENT: GENERAL BEST PRACTICES #2• Use Ad Extensions to draw more clicks.
These free enhancements have been shown
to increase CTRs by 9% to 100%.
• Consider more geo-targeting, so you can
dominate a strategically-chosen city or state
• The number of conversions is very low.
Consider making a click to the App
Store/Play Store a conversion.
• You don’t call out the Free Download or Free
Trial in your ads. Those are very compelling
offers!
SUGGESTIONS FOR IMPROVEMENT: KEYWORD EXPANSION• Competitors are bidding on keywords
not currently in your account. This is
worth investigating.
SUGGESTIONS FOR IMPROVEMENT: TWO ADDITIONAL PAID CHANNELS
1. You have a significant remarketing list that you can target to
turn non-converters into actual converters. These clicks are very
cheap.
2. LinkedIn advertising also makes a
lot of sense. There is a huge audience
out there. Here’s my initial stab at
that audience:
SUGGESTIONS FOR IMPROVEMENT: LANDING PAGE• Improve the landing page
experience
• No explanation of WHY an ID
scanner is important
• Include the video that shows how
easy the process is
• Consider a lead-gen form to capture
early-stage buyers that aren’t ready
to download or purchase
• If user spends more than one
minute on the page or leaves the
landing page, pop up a lightbox to
engage and convert them
CONCLUSION
• As MBC raises capital, we can drive app downloads via a more
robust digital marketing strategy that improves AdWords and
tests additional channels.
• MBC should also consider becoming a thought leader in this
space, as many bar and club owners need to understand why
they should become a customer.
• Competition and consumer interest will only increase in this
space, meaning that MBC should consider increasing its
investment in digital marketing.
