Hey folks, today I had the pleasure of getting into a struggling account to help a cleaning company business owner with their Adwords campaigns. They said they were struggling to get any conversions and spending a lot of money on their campaigns.
Here’s the video walkthrough where I go through all the details:
The First Campaign
Looking at this account, it looks like the client had built some initial campaigns that were incredibly loose. I go into these campaigns and check out their performance. The client had definitely made the right choice by creating a new campaign from scratch (which we will get into later).
This initial campaign:
- 10,997 impressions with 55 clicks
- That’s a Click Through Rate of 0.50%
- Average Cost Per Click of 0.80 pounds
Red flags here, this tells me that their ads are not very relevant to the search queries at all. Cost per click is abnormally low for what I’ve seen in cleaning but I assumed this was just from bidding on poorly converting (and thus, non-competitive) keywords.
Clicking into the campaign, this was ALL from just one adgroup. This Adgroup had 55 keywords in total, all broad match. With such broad keywords, they were paying for clicks that were often totally unrelated to their house cleaning service. What happens here? Money down the drain.
- Limit just ONE keyword per Adgroup – with 3 match types
- Target the ads towards this one keyword
- Track the search terms report and add new Adgroups for new search terms that come up
There was just one for the Adgroup. Here an account misses out on a big opportunity to test a variety of ads. The ad also wasn’t targeted towards the search queries and keywords of the Adgroup.
Here I would rewrite this ad to something that is much more targeted towards the keywords being targeted.
- Here we change heading 1 targeted towards what people are searching for
- Heading 2 is changed to a clear benefit of the service
- I would then clone this ad and, keeping heading 1 the same, change heading 2 to a different benefit and modify the ad description
- I would then watch the performance data of the ad and make further adjustments upon further analysis
The Second Campaign
I was very happy seeing the second campaign. It looks like the client had done a lot of great work to improve this campaign from the previous. That’s what PPC is about – getting the data, learning and improving. Here we see from the offset that the Click Through Rate is much better. Sitting at 8.03% at the campaign level.
The average Cost Per Click had increased dramatically, but looking at the Search Terms Report, this was warranted. He was clearly getting much better traffic with his campaigns.
Here we can see that the client’s new triggered search queries are much more targeted. They changed their keyword strategy to one that uses only Exact Match. In essence, this has solved the problems from their first campaign but they are definitely missing out on many very useful clicks.
They have also expanded to multiple adgroups, with dedicated exact match keywords in each. That is awesome news. Though, I would like some phrase match keywords in there too (at least), it’s definitely curtailed their unnecessary budget spending and increased their click through rates significantly.
Though, there is still some improvemnet here. They have multiple different keywords within the same adgroup. Though they are much more related and restricted than before, it’s still resulting in a less-than-optimal ad relevancy.
They also have average and below average quality scores for all of their keywords. I would implement the Single Keyword Adgroups Method to increase the keyword-ad relevancy which will give the quality score a nice bump. Bumping up the average score from a 6/10 to a 9 or 10/10 is going to do wonders for decreasing their cost per click (as well as the add-on effect of increasing click through rates because of more relevant ads).
- I would add phrase and modified broad match keywords to each adgroup. So they are collecting more data, and have the opportunity to expand into more Adgroups
- I would tailor their ads toward the keyword of the adgroup
- Monitor the data and expand into further Adgroups targeting new search terms otherwise un-targeted previously
In my video walkthrough of my Adwords Audit (see above), I target two main problems with the account
- How could we improve the Click Through Rate and Cost Per Click; and
- How can we increase the conversion rate (and get more conversions)
In my analysis above, I’ve delved into improving the cost per click by increasing the average quality score and increasing the ad relevance which, in turn, will increase the campaign’s click through rate.
For increasing the conversion rate, this involves working with the tail-end of the conversion journey (pictured below).
A simple diagram, we can see the different stages a searcher goes through in the conversion journey. Of course, there’s often more to it than this. They can go do further research, bounce from the website and then convert through retargeting on Facebook, but this is the basic gist of it.
This new campaign has decent click through rates and we can see from the Search Terms Report that the traffic has a strong intent towards the client’s services. This causes us to look towards the latter part of the conversion journey. The Website and Landing Page.
Because of this, in my walkthrough I provide the following recommendations
Make sure conversion tracking is setup
Obvious but super important. I would confirm it has been setup properly. If the client can’t tweak it to work, I would implement a super simple tracking solution. Just directing converted customers to a Thank You Page and installing the tracking code there. Though you won’t necessarily receive unique conversion values, you at least know which keywords and ads are converting. This provides you with enough information, especially at such a low budget, to make changes.
Test the Booking Form on the Website
My second recommendation here is to double-check the booking form. Run a test-booking and make sure that everything works as it should. Even use your own credit card so you can be sure that Stripe is installed properly. You want to simulate a real customer to make sure customers aren’t bouncing from the website because the booking form breaks due to some display or functional issue.
Install Tracking Software and monitor Users
I recommend installing Hotjar (it’s free),[provide link]. Using Hotjar, you can record the sessions of your users and rewatch these recordings later. This is invaluable for website owners because you can see exactly how the user is interacting with your website. It’s like watching over their shoulder as they try to book their cleaner. You may find many issues with your website here. For example:
Maybe the users keep searching for a phone number but it is not in an obvious location so they bounce
Maybe they are searching for reviews – this could indicate you need more trust on your website
Maybe they get to your booking form, scroll through it vigorously, and then bounce – potentially indicating that you are asking for way too much information in one go.
Even though the client hadn’t spent a lot of money on their campaigns, they still provided valuable data that can be used to work and improve on those campaigns. I can see that this client’s business has a lot of potential and with the right account management they can achieve a much better result from their campaigns. Their second campaign was an immense improvement from the original campaign but it could still use a lot of work to generate the desired results. All the best guys! Would love to hear how the campaigns go after implementing some of our recommendations.