Mash’d – mashdrecruitment.co.uk
Google Adwords Audit
9 – Mar – 2018
1
Mash’d is a Recruitment Consultancy located in Birmingham and London specialising in Hospitality roles placed the UK.
To aid their continued growth Mash’d needs to increase the Client Enquiries / Leads they receive from through Google Ads and their website.
Website address:
- mashdrecruitment.co.uk
Marketing objectives
- Increase client enquiries.
- Increase marketing list.
Target Industry/s
- Hospitality
Target Location/s
- UK
Urgency
- Critical
Budget
- £3,000 per month
2
Report data based on: Last 90 days
Account Overview
| Active Campaigns | 2 |
| Active Ad Groups | 2 |
| Active Text Ads | 5 |
| Active Keywords | 162 |
| Clicks – Per Month (Avg.) | 442 |
| Conversions – Per Month (Avg.) | 35 |
| Cost Per Conversion | £25.77 |
| Spend – Per Month (Avg.) | £910 |
| Cost Per Click (Avg.) | £2.06 |
| Click Budget – Per Month | £1,440 |
Click Through Rate (CTR) – Search
%
Target
%
Your Result
What does it mean?
low CTRs indicate poorly targeted campaigns that lose clicks to competitors. Low click-through rates hurt Quality Scores and limit results.
Quality Score
Target
Your Result
What does it mean?
Higher Quality Scores will increase your impressions and lower your costs. With an average score lower than 7 you’re missing out on high-quality leads for new business.
Conversion Rate
%
Target
%
Your Result
What does it mean?
A low conversion rate means either quality of the traffic being sent to your website is too low or that your landing pages are not optimised properly.
Actions taken in last 30 days
Your Result
What does it mean?
By spending more time in your account, your key metrics and results would all improve. Neglected accounts with fewer regular optimisations will be losing ground to competitors.
Negative Keywords
Target
Your Result
What does it mean?
Utilising more negative keywords will save you from wasting your click budget on irrelevant searches.
# of Active Text Ads
Target
Your Result
What does it mean?
Writing more targeted ads will go a long way toward improving your results across the board.
Avg. # of Text Ads Per Ad Group
Target
Your Result
What does it mean?
Split testing multiple ad copy veriations is essential for continued account progression.
Impression Share
%
Share lost to budget
What does it mean?
A high percentage means the keywords you are targeting don’t have enough daily budget to cover all searches. An increase in daily budget will increase clicks and conversions.
%
Share lost to Ad Rank
What does it mean?
A high percentage means you are bidding too low for the keywords you are targeting. An increase in bidding approach will increase clicks and conversions.
# of Landing Pages
Target
Your Result
What does it mean?
A lower number of landing pages means you’re not effectively targeting your best keywords and potential customers.
Google’s Suggested Bids
Listed below are 10 keywords from your account that provide you with some of the best opportunities for campaign growth. Keywords were reviewed and selected with relevancy and search volume in mind.
| Keyword | Monthly Searches | Google’s Suggested Bid |
| hospitality agency london | 100 – 1K | £2.52 |
| hospitality and catering recruitment agencies | 100 – 1K | £2.39 |
| hospitality recruitment agencies london | 100 – 1K | £2.37 |
| hospitality agency | 100 – 1K | £2.12 |
| hospitality recruitment agencies | 100 – 1K | £2.11 |
| hospitality recruitment | 100 – 1K | £1.55 |
| chef recruitment | 100 – 1K | £1.44 |
| chef recruitment agency | 100 – 1K | £1.38 |
| chef agency | 100 – 1K | £1.03 |
| find a chef | 100 – 1K | £0.8 |
Budget Suitability
For success using Adwords it’s imperative you are working within the correct budget range and cost per clicks for your market.
Your Current Average Cost Per Click
Minimum Avg. Bid - For Your Most Important Targeted Keywords
MINIMUM - Recommended Daily Budget Based On Suggested Avg. Bid
Google's Recommended - Daily Budget
Your Current Daily Budget
What does it mean?
When your daily budget is too low and it’s used up quickly and on too few clicks, you will be missing out in lead / sales opportunities.
PPC Best Practices
Your campaigns will suffer if you’re not following PPC best practices, always ensure you properly target your PPC advertising efforts.
Remarketing On Both Display & Search Networks
Geo Targeting
Ad Scheduling
Mobile Bid Adjustments
Language Targeting
Modified Broad Match Type
Negative Keywords
Conversion Tracking
Using All AdWords Ad Extensions
A/B Split Testing All Ad Groups
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.
Campaign Structure
Each campaign need to be split into far more ad groups, this will enable us to target and test much more specifically.
The adverts need to be more relevant to the keywords/search terms that people are using, this will help gain a better Quality Score which leads to lower cost per clicks and higher positions.
Call Only Campaign
Budget is being wasted on a ‘Call Only’ which duplicates all of the same target keywords and runs at the same time as the non call campaign. These campaigns need to be amended or brought together.
Device Bidding
The campaign doesn’t have any device bidding in place, this means we are not taking advantage of targeting which devcies provide us with the most high value conversions. This also means we will be wasting budget on candidates.
Ad Schedule
The campaign is set to run 24/7 – we need to break down the time of the day into sections and bid more during times of the day that produce more conversions. This current setup will waste budget on candidates.
Ad Copy
The ad copy is not optimised to focus enough on clients rather than candidates, this will be wasting click budget.
Location Targeting
The campaign is set to United Kingdom however as there are no excluded locations, your adverts are being shown and getting clicks in places like South Africa, France, Germany, Italy, Australia.
Keyword Quality
Some of the keywords have a low quality score of 3 or 5 out of 10, this means that they are not relevant enough to the ads you are running and the landing pages you are driving traffic to. To improve the quality score we would split up the keywords into more specific ad groups and have more specific adverts.
Remarketing
You are not taking advantage of Remarketing. Remarketing ads help bring back to your website the highly qualified 95% of visitors who did not convert during their first visit.
3
Reconnect with the 95%+ of website visitors that leave without contacting you!
Candidates and clients rarely make contact with you during their first visit to your website. Retargeting helps us to reconnect and re-present your offerings to those who have shown a past interest by visiting your website.
Retargeting is a powerful way to stay engaged with your target audience and can dramatically improve your enquiry results.
Advert messaging and design
We design, write and develop creative adverts that compel relevant targets to click through to your site, they feature a full range of benefits, offers and wording.
4
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.
5
Below we have advised on what a minimum and recommended budget would be for your situation.
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| Minimum | Recommended | |
| Total Investment /Month |
£1,900 /Month
(£1,500 Click Spend £400 Management Fee) |
£3,000 /Month
(£2,400 Click Spend £600 Management Fee) |
| Setup Fee One-off | £700 | £900 |
| Clicks /Month | 847 | 1356 |
| Enquiries /Month (Est. based on avg. 5.5% and target 7.9% conversion rate) |
47 – 67 | 75 – 107 |
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Average results we achieve in Less Than 3 Months
Average Cost Per Client Enquiry
Average Client Enquiries /Month
%
Increase in Candidate Applications and / or Client Enquiries
%
Increase in Google Visibility and Traffic
%
Increase in Marketing List Signup Rate
Recruitment Traffic is proud to be…
