About the company:

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Financial services company wanted to get a better understanding of the paid search opportunity for their brand. Company had existing paid search marketing campaigns and wanted to know how to get the most out of their current paid search campaigns, and learn more about paid search opportunities they weren't utilizing yet.

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Service

Paid Search Audit

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No Stone Left Unturned

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Tools Used

• Google Trends: Identified key search terms within main categories and uncovered whether a trend is on the rise or declining.
• SEMRush: Uncovered competitors’ organic and paid search efforts including keywords, ad copy and spend.
• Google Ads Keyword Planner: Forecasted spend, clicks, impressions, CPC and CTR.
• Google Ads Auction Insights: Tracked how paid search ads were performing compared with those of other competitors competing in the same auction.

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Search Volume Analysis

• Search Volume for different keyword clusters, their correlations, and their trends over time.

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Competitive Analysis

• Focused on paid search traffic, organic search traffic, desktop performance trend, mobile performance trend, estimated traffic cost, top paid keywords, top organic keywords, competitor ad copy and competitor landing pages.

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Keyword Analysis

• Compared Avg CPC of keyword portfolio and major keyword clusters to overall Industry Average CPC.
• Identified new potential keyword clusters based on volume, average cost per click, and intent.

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Keyword Optimization Recommendations

• Recommended keyword optimization opportunities and introduced our framework for strategic prioritization of these opportunities. Also advised on negative keyword themes that would make the account more efficient.

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Ad Optimization Recommendations

• Ad Extensions: Advised on the strategic use of ad extensions (such as sitelinks, callouts, and structured snippets) to enhance ad visibility and information richness.
• Ad Copy Enhancements: Recommendations for compelling ad copy that resonates with the target audience, emphasizing unique selling propositions and clear calls-to-action.
• Deep Linking: Suggested optimizing the campaign with deep links to streamline the user's path to key landing pages leading to increased user satisfaction and a greater likelihood of conversions.

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Ad Network Analysis

• Conducted a comparative analysis of Google Ads and Microsoft Ads to tailor strategies based on the distinct demographics of each platform. Took into account the demographics of each paid search network as well as historical performance of their search partner networks.

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