Google Ads Audit
26th – Oct – 2019
1
Paid ads receive 20%+ of all clicks.
With up to 8 ads per page, they fill the page before scrolling. 55% don’t even recognise them as ads!
Intent
Those searching on Google already have the intent to find your roles or services.
Highly Targeted
We use advanced techniques to ensure your ads are only shown to your ideal audiences. There’s no limit to the number of ads we run.
Direct Relationships
Candidates / Clients are taken directly to your website where they learn about only your roles / services and not your competitor’s (like they do on Job Boards and Social Media).
Instant ROI
Your adverts go live quickly and start delivering results immediately.
Split Tested
Multiple advert variations are split tested, over time the best performing adverts are shown more often and your results increase.
It’s Only The Results That Matter
Conversion tracking, continued improvement and detailed reports are key to a successful campaign, this allows us to increase the applications and enquiries you receive whilst decreasing the cost.
Nurses.co.uk
How we can help…
We now have insight into your business and current Google Adwords setup, we know precisely what is needed to increase the leads / sales you are gaining from you Google Ads and website.
Below is a list of the most critical elements we will work on as a priority for you.
General
The general approach to the setup is not great, this will make management more difficult to foloow and optimise.
Ad Group Structure
The ad group structures are not specific enough. In the ‘DYNAMIC SEARCH ADS (UK)’ campaign you only have 1 ad group, we would be far more specific and have ad groups for all job types.
Advert Specificity
The ads are not specific enough to the job types and searches being made. With more specific ads we will expect to get higher click through rates and will be able to better optimise and target.
Advert Scheduling
Often you only have a single schedule segment (Monday to Friday 5.30am and midnight).
By splitting the times out we would be able to better target and optimise and often lower CPA.
Device Targeting
Mobile and tablets are not being targeted. This is fine if the budget is limited, but many job seekers will be using mobile devices during their initial searches.
Account optimisation is rare
As of 26th October, the last time a change was made to this campaign was on 18th July.
Keywords
The follow are triggering ads but these should be left for organic visits only:
- how to become a nurse
- nurse training
- train to be a nurse
- study nursing in uk for free
- how to become a midwife
- become a nurse
- nursing apprenticeships
In the last 30 days £291.86 has been spent on traffic that has been directed to blog pages.
Many keywords are only set to exact and phrase match, so some opportunities are being missed.
Display Ads
I would recommend running Display campaign even with a small budget targeting
Health & Medical Jobs.
Healthcarejobs.ie
How we can help…
We now have insight into your business and current Google Adwords setup, we know precisely what is needed to increase the leads / sales you are gaining from you Google Ads and website.
Below is a list of the most critical elements we will work on as a priority for you.
Account Structure
We only have 1 campaign with 3 ads, this is restricting progression and does not allow us to leverage all opportuinities.
Advert Specificity
The ads are not specific enough to the job types and searches being made. With more specific ads we will expect to get higher click through rates and will be able to better optimise and target.
- https://www.healthcarejobs.ie/jobs/nursing/mental-health-nurse/
- https://www.healthcarejobs.ie/jobs/nursing/rgn/nursing-home-nurse/
- https://www.healthcarejobs.ie/jobs/care/care-home/care-assistant/
- https://www.healthcarejobs.ie/jobs/care/social-work/social-worker/
- https://www.healthcarejobs.ie/jobs/health/medical/doctor/
- https://www.healthcarejobs.ie/jobs/health/pharmacy/pharmacist/
- https://www.healthcarejobs.ie/jobs/health/health-care/occupational-therapist/
Advert Configuration
The ads are weak as they do not utilise all content options and are not specific to the job types and searches.
Advert Scheduling
Ad scheduling is not being used, this means we will be wasting budget during times that are less likely to convert.
Display Campaign
We would run a display campaign as this will enable us to lower CPA.
Socialcare.co.uk
How we can help…
We now have insight into your business and current Google Adwords setup, we know precisely what is needed to increase the leads / sales you are gaining from you Google Ads and website.
Below is a list of the most critical elements we will work on as a priority for you.
Limited Budget
The main camoaign is limited by click budget.
Ad Group Structures
The ad group structures are not specific enough. We only have 1 ad group.
Keywords
The campaign is very limited in Keywords. By adding more we can reduce the CPA.
Ad Schedule
The ads run 24/7 so budget is being wasted on less important days and times.
Device Bid Adjustments
There are no device bid adjustments. Mobile CPA is £24.56 & Tablets is £30.49. We would suggest decreasing bids on these devices.
Location Targeting
The campaign is getting impressions from places like Singapore, Philippines, Pakistan, India etc.
Adverts
The adverts within this campaign are very old in approach and not using 2nd or 3rd Headline or the 2nd Descriptions.
To become more cost effective, Pay Per Click campaigns require constant monitoring and attention. Our objective is to provide a steady improvement in quality, quantity and value.
- Research to identify new advertising opportunities and markets
- Keyword analysis and optimisation
- Click through rate and quality score optimisation
- Cost Per Click monitoring to help you receive the cheapest possible price
- Advert content performance optimisation and split testing
- Advert design developments (if applicable)
- Daily budget management including impression, share and lost budget
- Google Analytics and conversion tracking analysis
- Monthly KPI reports detailing impressions, clicks, click-through rates, costs and conversions.
Our fees are based on a percentage of your monthly click budget. As your click budget increases, our fee percentage decreases. You can use the following pricing table to calculate the associated fees we offer based on your chosen click budget.
| Monthly Click Budget (paid directly to the advertising platforms) |
Initial Setup Fee (One off) |
Monthly Management Fee |
| Up to £1,000 | £600 | £300 |
| £1,001 to £1,500 | £700 | £400 |
| £1,501 to £2,000 | £800 | £475 |
| £2,001 to £3,000 | £900 | £600 |
| £3,001 to £4,000 | £1,025 | £750 |
| £4,001 to £5,000 | £1,150 | £900 |
| £5,001 to £6,000 | £1,275 | £1,050 |
| 6,001 to £7,000 | £1,400 | £1,200 |
| £7,001 to £8,000 | £1,525 | £1,350 |
| £8,001 to £9,000 | £1,650 | £1,500 |
| £9,001 to £10,000 | £1,775 | £1,650 |
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