Google Ads [Analysis & Audit]

Audit report for Seuss+ on their Google Ads performance.

This strategic analysis was conducted with the objective of helping Seuss+ achieve their goals and maximize their results through a comprehensive audit of their enabled campaigns over the past four months.

During the audit, we conducted a detailed assessment of Seuss+'s Google Ads account, examining various key aspects, including campaign structure, targeting methods, ad creatives, and performance metrics. Our goal was to identify areas of optimization and improvement that could enhance the overall performance of their Google Ads campaigns.

The findings of this audit provide valuable insights into the effectiveness of Seuss+'s advertising strategies, highlighting areas of strength and uncovering opportunities for growth. By analyzing the data and metrics, we were able to make data-driven recommendations to enhance their campaign performance and achieve better results.

Google Ads Account ID: 197-130-9350

Improvement Opportunities:

Based on our analysis of your Google Ads campaigns, we have identified several key recommendations to enhance performance and maximize your advertising investment:

  1. Improve Optimization Level and Google Ads Recommendations.
  2. Modify Bidding Strategy to Maximize Conversions: Dependable of the conversion tracking with GA4.
  3. Implement UTM Parameters for Detailed Tracking.
  4. Enhance Ad Copy Quality: Find it in the "See More" button below.
  5. Optimize Keywords for Targeted Audiences.
  6. Implement A/B Testing.
  7. Launch Performance Max Campaign for Enhanced Reach for Corporate Training Ads.

By implementing these recommendations, you can improve the performance, reach, and overall effectiveness of your Google Ads campaigns.

Campaigns Audit

In the Website Traffic-Search-LS campaign, we have identified an important issue regarding the distribution of budget and performance across ad groups. Currently, there are 5 ad groups, out of which only 2 are active. The SOPs ad group has generated the highest number of conversions and consumes the majority of the budget compared to the other groups. This imbalance in investment distribution may be negatively impacting the overall campaign performance, as it is preventing the remaining groups from achieving significant results.

To improve campaign performance, we strongly recommend adjusting the budget allocation to ensure an equitable distribution among all ad groups. By doing so, we can evaluate the performance of each group individually and effectively maximize the budget.

However, it is worth noting that this campaign has been inactive since 18/03, despite the positive CTR results achieved. We recommend reactivating the campaign to resume capturing valuable traffic and potential conversions.

By addressing the budget distribution issue and reactivating the campaign, we can enhance performance and capitalize on the opportunities for increased conversions and overall campaign success.

SOPs Ad Group

During our analysis, we have noticed that the SOPs ad group has generated the highest number of clicks and CTR. However, upon reviewing the ads, we discovered that only one ad was active, which happened to be the one yielding results.

To improve performance, it is crucial to have at least two variations of ads within each ad set. This will allow us to compare results and identify the most effective ad variations. By implementing this approach, we can optimize the campaign and potentially improve its overall performance.

Ad Rotation Recommendation

In our overall observation, we have noticed a common trend in advertising campaigns, where there tends to be only one ad per ad group. This limited ad rotation can hinder effective performance evaluation.

To address this issue, we strongly recommend having at least two distinct ads per ad group. This will allow for better ad performance assessment and provide opportunities for optimization. By having multiple ads within each ad group, we can measure their respective effectiveness, identify high-performing ads, and make data-driven decisions to enhance campaign performance.

Having multiple ads enables us to test different variations of messaging, creative elements, and calls-to-action, allowing us to gain valuable insights into what resonates best with the target audience. It also facilitates the discovery of new approaches that may result in improved click-through rates, conversions, and overall campaign success.

By implementing a diversified ad rotation strategy, we can continually optimize and refine the campaign to maximize its effectiveness. Our team will work closely with you to create compelling ad variations that align with your marketing objectives and resonate with your target audience.

Please review the detailed analysis and recommendations provided below for further insights and steps to enhance your ad rotation strategy and drive better campaign results.

Offer Strategy and Optimization Level

For campaigns that have been active for more than 60 days, we recommend changing the bidding strategy to Maximize Conversions (dependable of the conversion tracking with GA4). This strategy will focus on generating the highest number of leads or prospects for your campaigns.

In addition, it is essential to improve the optimization level of each campaign as close to 100% as possible by implementing platform-provided enhancements. This will help maximize the effectiveness of Seuss+ campaigns and drive better results.

Furthermore, we highly recommend implementing retargeting strategies to re-engage with users who have previously shown interest in your products or services. By targeting this specific audience segment, Seuss+ can increase the chances of conversion and maximize the return on your advertising investment. This is now possible after the work we did connecting GA4 enhance audiences that can be find here.

By combining the power of Maximize Conversions bidding strategy, rigorous optimization, and retargeting, Seuss+ can achieve the campaign objectives and boost results.

Ad Resources and UTM Implementation

Ad resources are an effective tool to provide additional information to users about the services offered by Seuss+ and improve their positioning in search results. However, we have identified an opportunity to enhance their performance further.

In all campaigns, we recommend adding UTM parameters to the site link resources. This will allow us to accurately track the origin of users in Google Analytics 4 and determine which site links are performing the best. By implementing UTM parameters, Seuss+ can gain valuable insights into the effectiveness of each site link and make data-driven decisions to optimize their performance.

The addition of UTM parameters will enable us to track the click-through rates, conversions, and engagement levels of each site link. This information will help Seuss+ identify the most successful site links and allocate resources accordingly. Organizations can then focus on refining and optimizing the high-performing site links to drive even better results.

By leveraging this data, Seuss+ can make informed decisions to improve the overall performance of the campaigns and maximize the impact of your ad resources.

Promoting Your Blog with Targeted Google Ads: Unleashing the Power of Content

Crafting high-quality blog content is only the first step towards building a successful online presence. To ensure your blog reaches a wider audience and attracts valuable traffic, it's essential to leverage the power of Google Ads. By creating targeted ad campaigns, you can amplify the visibility of your blog content and connect with users who are actively searching for information related to your niche.

Strategically selecting relevant keywords and optimizing your ad copy, you can increase the chances of your blog appearing in front of the right audience. This not only drives traffic to your blog but also enhances your brand's credibility and authority within your industry. We have audit all the blog pages on the Seuss+ website and we find that many of those don’t have CTAs.

To maximize the conversion potential of your blog posts, it is essential to include clear and compelling calls to action (CTAs) at the end of each article. Use a prominent button that invites readers to take a specific action, such as requesting a consultation. Remember, the effectiveness of your CTAs relies on the clarity of the message and offering tangible value in exchange for user interaction.

Content suggestions to advertise:

Effective Recommendations for Marketing Services Campaigns

We recommend creating a single campaign for Seuss+ marketing services, targeting users who have already visited the website through retargeting. The competitiveness of keywords in this category is extremely high, resulting in expensive cost-per-click rates. By focusing on retargeting, we can bring in traffic from users who have already shown interest in our services, increasing the likelihood of conversions. This approach allows us to avoid spending resources on irrelevant audiences and optimize our budget for maximum efficiency.

Define audiences

We have seamlessly integrated Seuss+ audiences from Google Analytics 4 into your Google Ads account. By doing so, we have unlocked a world of advanced targeting capabilities and valuable insights that will drive the success of your advertising campaigns.

With Seuss+ audiences securely imported into Google Ads, we now recommend taking advantage of the incredible opportunities for retargeting. By creating tailored campaigns specifically aimed at these audiences, you can deliver personalized content and messaging that resonates with their interests and behaviors. This targeted approach not only increases the chances of driving conversions but also helps to build strong brand connections and foster customer loyalty.

Google Ads campaigns during events

We highly recommend to Seuss+ also creating Google Ads campaigns that target specific geographic locations during important biotech events and conferences to enhance audience reach. By strategically aligning advertisements with these industry gatherings, businesses can effectively target a specific audience and maximize their impact.

To optimize the campaign's performance, it is advisable to activate the campaigns a few days prior to the event start date with a minimum budget. This allows the campaigns to enter the learning phase and gather data on audience engagement and conversion rates. As the event commences, it is beneficial to increase the budget to ensure the campaigns are fully optimized and performing at their best during the event days.

By adopting this approach, Seuss+ can effectively capture the attention of their target audience, increase brand visibility, and generate quality leads during the crucial event period. It allows them to capitalize on the heightened interest and engagement surrounding the biotech events, ultimately driving better results and maximizing the return on investment from their Google Ads campaigns.