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Are you getting quality reports from your marketing agency?

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Amber Williamson
Amber Williamson

This report summarizes digital marketing activities and key performance metrics for Q1 2018. Revenue of £53,000 was generated from a £46,500 investment, yielding a return on investment of £1.59 for every £1 spent. Website traffic increased 46% compared to the previous quarter, with over 1 million pageviews. Social media followers grew 11% and over 3.6 million impressions were achieved. Retargeting delivered the highest ROI. Adjustments for Q2 include increasing time on site and budget for retargeting.

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Digital Growth Marketing Q1 Report 2018 This is a summative report that reviews the activity that occurred in January 2018 until March 2018. This report will compare activities against industry benchmarks. Please note that the numbers in this report has been fabricated for demonstration purposes
Revenue Vs Investment Q1 £0.00 £10,000.00 £20,000.00 £30,000.00 £40,000.00 £50,000.00 £60,000.00 Jan Feb Mar £35,000.00 £30,000.00 £30,000.00 £46,500.00 £52,000.00 £53,000.00 3rd party spend + Fees Revenue generated For every £1 spent on advertising this quarter, £1.59 was raised in revenue.
Executive Summary Goals • This year quarter we were focused on increasing website traffic and developing benchmarks to use in future for CPA. • We are pleased to report a traffic increase of 46% Achievements • Over this quarter we executed a campaign across 9 channels with 10 ad formats and 300 posts. • We achieved a return on investment of £1.59 • We increased social media followers by 11% • We communicated to the target audience a total of 3.61 million times • We reduced Facebook response time down to under 5 minutes Adjustments • Next quarter we need to increase time spent on site • Change bidding of search and social to focus on conversions • Increase the media spend on Bing by at least 30% • Increase budget for retargeting as this is the channel with the highest ROI.
Website Analytics An insight into some of our findings on your website
Headlines www.Digitalwillow.biz UsersSessions Bounce RateNew Users 310,072 202,480 194,152 39.62% Pageviews 1,028,248 Source: Google Analytics January 1st to March 31st 2018 Quarter 1 results have shown that the website engaged with a range of users, there were 1,028,248 page views recorded and a very low bounce rate of only 39.62%. We have seen a 20% increase in the number of users coming to the site when compared with the previous quarter. In Quarter 1, there was a 5% conversion rate on the website, we expect to see an increase as we move through the quarter. The bounce rate is below the industry average and it is great to see that we are attracting the correct audience through targeted campaigns. Now that we have reached our goal to achieve over 190,000 users to the site, the next step is to increase the duration of users on the site.
Bounce Rate Benchmarks *https://conversionxl.com/guides/bounce-rate/benchmarks/ Website 39.62% Mobile 30.25% Tablet 43.68% Desktop 22.85% The bounce rate for the website and devices are performing well below the average benchmark which is great to see. Desktop devices make up 40% of the total number of devices and had a very low bounce rate, this would suggest that users who engage with content and eBooks are more likely to do so utilising a computer. Mobile devices make up 55% of the total number of devices and the bounce rate for mobiles was only 30.25%. The bounce rate suggests that the website is optimised well for both computer devices and mobile devices with a good loading speed. Source: Google Analytics January 1st to March 31st 2018
Technology 55% 40% 5% Device Type Mobile Computer Tablet 51% 31% 18% Home Page Views by Device Type Mobile Computer Tablet Mobiles are the most prominent device of users, in second place is computers. The homepage saw 51% of all its views come from mobiles, computers were responsible for 31% of the number of page views. Most users came from organic sources via mobile devices or Google/CPC. Facebook was the third largest source for users via mobile devices suggesting that users see the ads on Facebook and then engage with the website. The Facebook retargeting campaign has helped increase the Facebook users but we still have a high bounce rate for users who come from Facebook suggesting we need to refine the campaign targeting and creative. Source: Google Analytics January 1st to March 31st 2018
Channels and Sources 19,528 58,656 34,120 23,984 19,904 11,160 35,128 (Other) Direct Organic Search Referral Social Email Paid Search Channels Channels 92.4% 46.6% 59.5% 24.6% 43.4% 11.9% 42.9% (Other) Direct Organic Search Referral Social Email Paid Search Bounce Rate Benchmark Direct traffic is the largest source for traffic coming to the site, this could suggest that people are seeing the creative and then typing the URL in manually or have the URL saved as a bookmark for later use. This suggests that the brand awareness campaign has been successful, from this data we recommend an increase in spend on brand awareness by 10%. The traffic coming from (other) which incorporates AdRoll (retargeting), has a substantial bounce rate, to combat this suggest reviewing websites that creative is being shown on to ensure the right people are landing on the page. We recommend reviewing the landing page that people are directed to, could we create a custom landing page that has our message with a contact button? Source: Google Analytics January 1st to March 31st 2018
Top Pages Homepage 11 Things for GDPR Linked In Video Ads About Us Page Views, Bounce Rate and Exit Rate Number of Pageviews Bounce Rate Exit Rate The most visited page was the Digital Willow home page, it had 901,328 pageviews and a bounce rate of 32%. The exit rate was very low at 26% meaning that users who landed on this page went on to view additional pages. In second place was the 11 things to consider when getting GDPR ready, it saw 45,240 pageviews and a bounce rate of only 3%. It had an exit rate of 42% meaning that just over half of the audience went on to view other pages. In third was the LinkedIn Videos Ads post, this had 15,216 pageviews and a bounce rate of only 5% and an exit rate of 45%. The exit rates on the blog posts is extremely low both at 5% or under, suggesting people are taking the time to read the content and more than one piece of content Source: Google Analytics January 1st to March 31st 2018
User Locations 4000 2400 1416 1120 880 640 80 France (not set) UAE Spain Poland Peru Philippines Country Country The United Kingdom had 144,704 users The United States had 24,928 users Australia had 22,312 users 1st 2nd 3rd The UK placed 1st for users, the UK saw 144,560 users come from England and 144 from Scotland. The city with the most users for the UK was London with 129,920 users visiting the site, suggesting using a laser sharp targeting strategy that was implemented last quarter is effective. (not set) came second with 280 users and Brighton came third with 184 users. Watford, Croydon and Slough came 4th, 5th and 6th. In second place was the USA with 24,928 users and third place was Australia with 22,312 users. Source: Google Analytics January 1st to March 31st 2018
User Demographics 54% 46% Gender Male Female 9,880 35,104 65,720 81,872 6920 2,680 18-24 25-34 35-44 45-54 55-64 65+ Age Ages There were more males users who visited the site than female, the males made up 54% of the total number of users and females 46%. The average age of the user who visited the site was between the ages of 35 – 44 years old. This suggests that the majority of users are middle aged. Any information placed on the site needs to be tailored to this audience, ensure that images, vocabulary and tone matches the audience ages and to allow the experience to be relevant. This means any blog posts or eBooks need to be relevant to low level managers, new but younger business owners or individuals who have some but limited experience in the Digital Marketing Field. Consider adjusting the age targeting on channels, to ensure the right audience is being shown the creative. Source: Google Analytics January 1st to March 31st 2018
Search Marketing Google This is an insight report into some of our findings including optimisations
Headlines ClicksImpressions Avg. Cost Per Click 629,216 19,440 £1.56 3.08% CTR CTR Cost £30,320 Average Position 1.7 Source: Google AdWords January 1st to March 31st 2018 Conversions 848 CPL £35.75
Benchmarks 2.41% 3.08% CTR Google Vs. Industry Benchmarks Benchmark Company ABC £2.49 £1.56 CPC Google Vs. Industry Benchmarks Benchmark Company ABC https://www.wordstream.com/blog/ws/2016/02/29/google-adwords-industry-benchmarks In positive news there was a very good CPC which was 93p cheaper than the B2B industry benchmark for Google. The CTR% was considerably high than the B2B industry benchmark, to keep this remain at this standard fresh the ad copy, adding extensions such as sitelinks, call outs, snippets on a frequent basis. Source: Google AdWords January 1st to March 31st 2018
Keywords Keyword Clicks Impressions Average Positions Quality Score “Digital Marketing agency in London” 3,720 110,360 1.6 8/10 “Top digital marketing agency” 2,408 95,272 1.7 7/10 +media +agency 2,048 83,968 1.8 6/10 [Company ABC] 1,240 3,600 1.0 10/10 Online advertising services 960 46,920 2.1 6/10 The top keywords are securing an average position of 1.7, after further exploration we found a high competition within the industry around these keywords. We recommend including the keywords in the ad copy and landing page to improve ad relevance. Within London there is a high demand for top keywords which drives the costs up for each keyword Source: Google AdWords January 1st to March 31st 2018
Search Terms Search term Clicks Impressions Average Positions Digital agency in London 2,720 68,480 1.9 b2b media agencies London 1,272 46,160 1.9 Growth marketing agencies 808 53,232 1.7 Company ABC 800 2,592 1.1 London SE1 marketing companies 448 22,848 1.8 These are the top search terms for Google AdWords, these search terms are what users are searching for to find the business. These search terms highlight the keywords that are being used and consistently we can see some keywords such as “marketing” and “London”. We recommend bidding long-tail keywords which will earn higher number of relevant traffic to the site. In the long term this may increase the cost per click. Source: Google AdWords January 1st to March 31st 2018
Search Marketing Bing This is an insight report into some of our findings including optimisations
Headlines ClicksImpressions Avg. Cost Per Click 166,728 6,360 £1.17 3.81% CTR CTR Cost £7,450 Average Position 1.5 Source: Bing Ads 1st January to March 31st 2018 Conversions 324 CPL £22.99
Benchmarks £0.87 £1.17 CPC Bing Vs. Industry Benchmarks Benchmark Company ABC 3.01% 3.81% CTR Bing Vs. Industry Benchmarks Benchmark Company ABC https://www.wordstream.com/blog/ws/2017/11/06/bing-ads-performance-benchmarks Even though Bing has a lower cost per click when compared with Google, it is 30p higher than the b2b industry average. An incredible click-through rate for Bing advertising. To make Bing a more cost-effective channel by reducing the CPC, we suggest adding ad extension and mentioning the keywords in the ad. Source: Bing Ads 1st January to March 31st 2018
Keywords Keyword Clicks Impressions Average Positions Quality Score “Top digital marketing agency” 1,092 31,696 1.5 8/10 +media +buying +London 632 35,240 1.7 6/10 “Company ABC��� 456 1,112 1.1 10/10 “Digital Marketing agency in London” 440 17,016 1.4 7/10 “Growth marketing strategies” 400 9,576 1.7 7/10 The top keywords are securing an average position of 1.5, this is slightly better when compared with Google. Within London there is a high demand for top keywords which drives the costs up for each keyword. Brand advertising is proving to be extremely cost effective with an incredible quality score and featured on top positions. Source: Bing Ads 1st January to March 31st 2018
Bing Vs. Google CTR Avg. Position 3.08% 1.7 3.81% 1.5 Google Bing Vs.Vs. Vs. Source: Bing Ads and Google AdWords 1ST January to March 31st It is clear to see that Bing had a higher CTR% and a better positioning when compared to Google’s campaign. There needs to be a review of Googles activities to try and increase its campaign strength over the next quarter. From this data we suggest increasing the budget spent on Bing, as it has a great ROI and cost per conversion.
Bing Vs. Google 6,360 19,440 Bing Google Clicks Bing Google 166,728 629,216 Bing Google Impressions Bing Google Google is a more effective channel in terms of driving people to the website, it has also earned the higher number of conversions. Google is the most popular channel out of the two in terms of search engines, therefore Google served more impressions than Bing. Google served 58% of the total number of impressions and Bing served 42% of the overall number of impressions. Source: Bing Ads and Google AdWords 1ST January to March 31st
Bing Vs. Google £7,450.00 £30,320.0 0 Bing Google Costs Bing Google Source: Bing Ads and Google AdWords 1ST January to March 31st £1.17 £1.56 Bing Google Cost Per Click Bing Google The CPC on Google was higher when compared with Bing. Bing had a lower cost per lead of £22.99 compared to the £35.75 cost per lead on Google. Therefore we suggest reviewing the spend over the next quarter to increase the budget for Bing.
Retargeting This is an example of our retargeting report, dependant on other channels you choose you could also receive a proximity report and/or a prospecting report.
Headlines ClicksImpressions Avg. Cost Per Click 7,679,216 £1.07 0.41% CTR CTR Cost £34,28032,008 Source: AdRoll May 1ST January to March 31st Conversions 620 CPA £55.29
Ad Placement “The Good” Play.google.com Thewashingtonpost.com Express.co.uk Source: AdRoll May 1ST January to March 31st
Blacklisted Ad Placements OLX.ind Mia.to These are some of the sites where ads have been shown, these will be reviewed and blacklist sites that do not convey the image or messages that the ads are linked to. Source: AdRoll May 1ST January to March 31st
Social Media This is an example of our social media channel report, should you choose to run several other channels you could also receive a LinkedIn, Twitter, YouTube, and or an Instagram report.
Social Media Link ClicksImpressions Avg. Cost Per Click 13,409,920 £0.21 1.42% CTR CTR Cost £39,980190,800 Post Engagements 704,344 Source: Facebook 1st January – 31st March 2018 Conversions 750 From the results shown social media has an incredibly low cost per conversion of £53.30, proving to be an incredible channel in terms of ROI. We recommend increasing the budget for conversions on Facebook, receiving high number of conversions at an incredibly low cost. This channel is also providing great numbers in terms of increasing the brand awareness of the brand, with a vast audience engaging with the content.
Benchmarks 0.90% 1.42% CTR Facebook Vs. Industry Benchmarks Benchmark Company ABC £1.29 £0.21 CPC Facebook Vs. Industry Benchmarks Benchmark Company ABC https://www.wordstream.com/blog/ws/2017/02/28/facebook-advertising-benchmarks From this data we can see incredible results on Facebook, it is proving to be an extremely cost effective channel. Both click- through rate and cost per click are exceeding the industry average. Results appear to suggest that Facebook is targeting the correct audience and the users are engaging well with content. With this in mind, recommend increasing the media spend on Facebook by at least 20%. Source: Facebook 1st January – 31st March 2018
Posts with a high engagement Engagements: 49,160 Reactions: 1,600 Post Clicks: 7,200 Shares: 376 Reach: 272,000 Engagements: 22,144 Reactions: 776 Post Clicks: 880 Shares: 72 Reach: 100,536 Engagements: 36,784 Reactions: 984 Post Clicks: 2,768 Shares: 200 Reach: 188,096 Source: Facebook 1st January – 31st March 2018
Test and learn Controlled Test Results Publisher website Increase number of users on website Publisher A was more successful than publisher B Creatives Creatives that contain an offer will have a higher number of sales Correct Audience Audience #1 are 5x more likely to convert into a sale Only 4.3 times more likely Banner advertising Sending audience through to a tailored landing page will increase the conversion rate. Delayed landing page – test to be reconducted Interactive content Interactive content will increase the leads generated Tagging worked well. Click bait did not Frequency Posting twice a day (once in the morning and once in the afternoon) will increase the number of engagements on social media. Not since the change of algorithm on Facebook A more detailed test and learn report is shared in external document
Optimisations
Paid Search Marketing • Create single Keyword Ad groups • Check bidding optimisations to ensure there is no keyword bidding conflictions. • Recommend investing more money into Bing, as it has a lower cost per acquisition with a higher click-through rate. Retargeting • Blacklist websites that are not relevant or are not in areas we would like to target. • Increase budget for retargeting as it has an incredible ROI. • Update targeting and locations. • Refresh banner creative. Social Media • Recommend increasing the budget for retargeting on Facebook as this is the highest driver of traffic to the website. • Expand target audience to reach new customers with the aim to increase number of forms submitted online. • Readjust budget on LinkedIn to brand awareness objective. • Conduct an A/B test with ad copy using the same imagery and targeting the same audience. General • We recommend increasing monthly media spend by 15% to exceed the growth goals that we are currently hitting. • Update buyer personas to ensure they are relevant and targeting the correct audience. • Refresh Ad Copy to reflect new messages and content. • Over the next quarter we will increase the size of the database by 10,000. • Increase the frequency of emails throughout the quarter. Optimisations

More Related Content

Are you getting quality reports from your marketing agency?

  • 1. Digital Growth Marketing Q1 Report 2018 This is a summative report that reviews the activity that occurred in January 2018 until March 2018. This report will compare activities against industry benchmarks. Please note that the numbers in this report has been fabricated for demonstration purposes
  • 2. Revenue Vs Investment Q1 £0.00 £10,000.00 £20,000.00 £30,000.00 £40,000.00 £50,000.00 £60,000.00 Jan Feb Mar £35,000.00 £30,000.00 £30,000.00 £46,500.00 £52,000.00 £53,000.00 3rd party spend + Fees Revenue generated For every £1 spent on advertising this quarter, £1.59 was raised in revenue.
  • 3. Executive Summary Goals • This year quarter we were focused on increasing website traffic and developing benchmarks to use in future for CPA. • We are pleased to report a traffic increase of 46% Achievements • Over this quarter we executed a campaign across 9 channels with 10 ad formats and 300 posts. • We achieved a return on investment of £1.59 • We increased social media followers by 11% • We communicated to the target audience a total of 3.61 million times • We reduced Facebook response time down to under 5 minutes Adjustments • Next quarter we need to increase time spent on site • Change bidding of search and social to focus on conversions • Increase the media spend on Bing by at least 30% • Increase budget for retargeting as this is the channel with the highest ROI.
  • 4. Website Analytics An insight into some of our findings on your website
  • 5. Headlines www.Digitalwillow.biz UsersSessions Bounce RateNew Users 310,072 202,480 194,152 39.62% Pageviews 1,028,248 Source: Google Analytics January 1st to March 31st 2018 Quarter 1 results have shown that the website engaged with a range of users, there were 1,028,248 page views recorded and a very low bounce rate of only 39.62%. We have seen a 20% increase in the number of users coming to the site when compared with the previous quarter. In Quarter 1, there was a 5% conversion rate on the website, we expect to see an increase as we move through the quarter. The bounce rate is below the industry average and it is great to see that we are attracting the correct audience through targeted campaigns. Now that we have reached our goal to achieve over 190,000 users to the site, the next step is to increase the duration of users on the site.
  • 6. Bounce Rate Benchmarks *https://conversionxl.com/guides/bounce-rate/benchmarks/ Website 39.62% Mobile 30.25% Tablet 43.68% Desktop 22.85% The bounce rate for the website and devices are performing well below the average benchmark which is great to see. Desktop devices make up 40% of the total number of devices and had a very low bounce rate, this would suggest that users who engage with content and eBooks are more likely to do so utilising a computer. Mobile devices make up 55% of the total number of devices and the bounce rate for mobiles was only 30.25%. The bounce rate suggests that the website is optimised well for both computer devices and mobile devices with a good loading speed. Source: Google Analytics January 1st to March 31st 2018
  • 7. Technology 55% 40% 5% Device Type Mobile Computer Tablet 51% 31% 18% Home Page Views by Device Type Mobile Computer Tablet Mobiles are the most prominent device of users, in second place is computers. The homepage saw 51% of all its views come from mobiles, computers were responsible for 31% of the number of page views. Most users came from organic sources via mobile devices or Google/CPC. Facebook was the third largest source for users via mobile devices suggesting that users see the ads on Facebook and then engage with the website. The Facebook retargeting campaign has helped increase the Facebook users but we still have a high bounce rate for users who come from Facebook suggesting we need to refine the campaign targeting and creative. Source: Google Analytics January 1st to March 31st 2018
  • 8. Channels and Sources 19,528 58,656 34,120 23,984 19,904 11,160 35,128 (Other) Direct Organic Search Referral Social Email Paid Search Channels Channels 92.4% 46.6% 59.5% 24.6% 43.4% 11.9% 42.9% (Other) Direct Organic Search Referral Social Email Paid Search Bounce Rate Benchmark Direct traffic is the largest source for traffic coming to the site, this could suggest that people are seeing the creative and then typing the URL in manually or have the URL saved as a bookmark for later use. This suggests that the brand awareness campaign has been successful, from this data we recommend an increase in spend on brand awareness by 10%. The traffic coming from (other) which incorporates AdRoll (retargeting), has a substantial bounce rate, to combat this suggest reviewing websites that creative is being shown on to ensure the right people are landing on the page. We recommend reviewing the landing page that people are directed to, could we create a custom landing page that has our message with a contact button? Source: Google Analytics January 1st to March 31st 2018
  • 9. Top Pages Homepage 11 Things for GDPR Linked In Video Ads About Us Page Views, Bounce Rate and Exit Rate Number of Pageviews Bounce Rate Exit Rate The most visited page was the Digital Willow home page, it had 901,328 pageviews and a bounce rate of 32%. The exit rate was very low at 26% meaning that users who landed on this page went on to view additional pages. In second place was the 11 things to consider when getting GDPR ready, it saw 45,240 pageviews and a bounce rate of only 3%. It had an exit rate of 42% meaning that just over half of the audience went on to view other pages. In third was the LinkedIn Videos Ads post, this had 15,216 pageviews and a bounce rate of only 5% and an exit rate of 45%. The exit rates on the blog posts is extremely low both at 5% or under, suggesting people are taking the time to read the content and more than one piece of content Source: Google Analytics January 1st to March 31st 2018
  • 10. User Locations 4000 2400 1416 1120 880 640 80 France (not set) UAE Spain Poland Peru Philippines Country Country The United Kingdom had 144,704 users The United States had 24,928 users Australia had 22,312 users 1st 2nd 3rd The UK placed 1st for users, the UK saw 144,560 users come from England and 144 from Scotland. The city with the most users for the UK was London with 129,920 users visiting the site, suggesting using a laser sharp targeting strategy that was implemented last quarter is effective. (not set) came second with 280 users and Brighton came third with 184 users. Watford, Croydon and Slough came 4th, 5th and 6th. In second place was the USA with 24,928 users and third place was Australia with 22,312 users. Source: Google Analytics January 1st to March 31st 2018
  • 11. User Demographics 54% 46% Gender Male Female 9,880 35,104 65,720 81,872 6920 2,680 18-24 25-34 35-44 45-54 55-64 65+ Age Ages There were more males users who visited the site than female, the males made up 54% of the total number of users and females 46%. The average age of the user who visited the site was between the ages of 35 – 44 years old. This suggests that the majority of users are middle aged. Any information placed on the site needs to be tailored to this audience, ensure that images, vocabulary and tone matches the audience ages and to allow the experience to be relevant. This means any blog posts or eBooks need to be relevant to low level managers, new but younger business owners or individuals who have some but limited experience in the Digital Marketing Field. Consider adjusting the age targeting on channels, to ensure the right audience is being shown the creative. Source: Google Analytics January 1st to March 31st 2018
  • 12. Search Marketing Google This is an insight report into some of our findings including optimisations
  • 13. Headlines ClicksImpressions Avg. Cost Per Click 629,216 19,440 £1.56 3.08% CTR CTR Cost £30,320 Average Position 1.7 Source: Google AdWords January 1st to March 31st 2018 Conversions 848 CPL £35.75
  • 14. Benchmarks 2.41% 3.08% CTR Google Vs. Industry Benchmarks Benchmark Company ABC £2.49 £1.56 CPC Google Vs. Industry Benchmarks Benchmark Company ABC https://www.wordstream.com/blog/ws/2016/02/29/google-adwords-industry-benchmarks In positive news there was a very good CPC which was 93p cheaper than the B2B industry benchmark for Google. The CTR% was considerably high than the B2B industry benchmark, to keep this remain at this standard fresh the ad copy, adding extensions such as sitelinks, call outs, snippets on a frequent basis. Source: Google AdWords January 1st to March 31st 2018
  • 15. Keywords Keyword Clicks Impressions Average Positions Quality Score “Digital Marketing agency in London” 3,720 110,360 1.6 8/10 “Top digital marketing agency” 2,408 95,272 1.7 7/10 +media +agency 2,048 83,968 1.8 6/10 [Company ABC] 1,240 3,600 1.0 10/10 Online advertising services 960 46,920 2.1 6/10 The top keywords are securing an average position of 1.7, after further exploration we found a high competition within the industry around these keywords. We recommend including the keywords in the ad copy and landing page to improve ad relevance. Within London there is a high demand for top keywords which drives the costs up for each keyword Source: Google AdWords January 1st to March 31st 2018
  • 16. Search Terms Search term Clicks Impressions Average Positions Digital agency in London 2,720 68,480 1.9 b2b media agencies London 1,272 46,160 1.9 Growth marketing agencies 808 53,232 1.7 Company ABC 800 2,592 1.1 London SE1 marketing companies 448 22,848 1.8 These are the top search terms for Google AdWords, these search terms are what users are searching for to find the business. These search terms highlight the keywords that are being used and consistently we can see some keywords such as “marketing” and “London”. We recommend bidding long-tail keywords which will earn higher number of relevant traffic to the site. In the long term this may increase the cost per click. Source: Google AdWords January 1st to March 31st 2018
  • 17. Search Marketing Bing This is an insight report into some of our findings including optimisations
  • 18. Headlines ClicksImpressions Avg. Cost Per Click 166,728 6,360 £1.17 3.81% CTR CTR Cost £7,450 Average Position 1.5 Source: Bing Ads 1st January to March 31st 2018 Conversions 324 CPL £22.99
  • 19. Benchmarks £0.87 £1.17 CPC Bing Vs. Industry Benchmarks Benchmark Company ABC 3.01% 3.81% CTR Bing Vs. Industry Benchmarks Benchmark Company ABC https://www.wordstream.com/blog/ws/2017/11/06/bing-ads-performance-benchmarks Even though Bing has a lower cost per click when compared with Google, it is 30p higher than the b2b industry average. An incredible click-through rate for Bing advertising. To make Bing a more cost-effective channel by reducing the CPC, we suggest adding ad extension and mentioning the keywords in the ad. Source: Bing Ads 1st January to March 31st 2018
  • 20. Keywords Keyword Clicks Impressions Average Positions Quality Score “Top digital marketing agency” 1,092 31,696 1.5 8/10 +media +buying +London 632 35,240 1.7 6/10 “Company ABC” 456 1,112 1.1 10/10 “Digital Marketing agency in London” 440 17,016 1.4 7/10 “Growth marketing strategies” 400 9,576 1.7 7/10 The top keywords are securing an average position of 1.5, this is slightly better when compared with Google. Within London there is a high demand for top keywords which drives the costs up for each keyword. Brand advertising is proving to be extremely cost effective with an incredible quality score and featured on top positions. Source: Bing Ads 1st January to March 31st 2018
  • 21. Bing Vs. Google CTR Avg. Position 3.08% 1.7 3.81% 1.5 Google Bing Vs.Vs. Vs. Source: Bing Ads and Google AdWords 1ST January to March 31st It is clear to see that Bing had a higher CTR% and a better positioning when compared to Google’s campaign. There needs to be a review of Googles activities to try and increase its campaign strength over the next quarter. From this data we suggest increasing the budget spent on Bing, as it has a great ROI and cost per conversion.
  • 22. Bing Vs. Google 6,360 19,440 Bing Google Clicks Bing Google 166,728 629,216 Bing Google Impressions Bing Google Google is a more effective channel in terms of driving people to the website, it has also earned the higher number of conversions. Google is the most popular channel out of the two in terms of search engines, therefore Google served more impressions than Bing. Google served 58% of the total number of impressions and Bing served 42% of the overall number of impressions. Source: Bing Ads and Google AdWords 1ST January to March 31st
  • 23. Bing Vs. Google £7,450.00 £30,320.0 0 Bing Google Costs Bing Google Source: Bing Ads and Google AdWords 1ST January to March 31st £1.17 £1.56 Bing Google Cost Per Click Bing Google The CPC on Google was higher when compared with Bing. Bing had a lower cost per lead of £22.99 compared to the £35.75 cost per lead on Google. Therefore we suggest reviewing the spend over the next quarter to increase the budget for Bing.
  • 24. Retargeting This is an example of our retargeting report, dependant on other channels you choose you could also receive a proximity report and/or a prospecting report.
  • 25. Headlines ClicksImpressions Avg. Cost Per Click 7,679,216 £1.07 0.41% CTR CTR Cost £34,28032,008 Source: AdRoll May 1ST January to March 31st Conversions 620 CPA £55.29
  • 26. Ad Placement “The Good” Play.google.com Thewashingtonpost.com Express.co.uk Source: AdRoll May 1ST January to March 31st
  • 27. Blacklisted Ad Placements OLX.ind Mia.to These are some of the sites where ads have been shown, these will be reviewed and blacklist sites that do not convey the image or messages that the ads are linked to. Source: AdRoll May 1ST January to March 31st
  • 28. Social Media This is an example of our social media channel report, should you choose to run several other channels you could also receive a LinkedIn, Twitter, YouTube, and or an Instagram report.
  • 29. Social Media Link ClicksImpressions Avg. Cost Per Click 13,409,920 £0.21 1.42% CTR CTR Cost £39,980190,800 Post Engagements 704,344 Source: Facebook 1st January – 31st March 2018 Conversions 750 From the results shown social media has an incredibly low cost per conversion of £53.30, proving to be an incredible channel in terms of ROI. We recommend increasing the budget for conversions on Facebook, receiving high number of conversions at an incredibly low cost. This channel is also providing great numbers in terms of increasing the brand awareness of the brand, with a vast audience engaging with the content.
  • 30. Benchmarks 0.90% 1.42% CTR Facebook Vs. Industry Benchmarks Benchmark Company ABC £1.29 £0.21 CPC Facebook Vs. Industry Benchmarks Benchmark Company ABC https://www.wordstream.com/blog/ws/2017/02/28/facebook-advertising-benchmarks From this data we can see incredible results on Facebook, it is proving to be an extremely cost effective channel. Both click- through rate and cost per click are exceeding the industry average. Results appear to suggest that Facebook is targeting the correct audience and the users are engaging well with content. With this in mind, recommend increasing the media spend on Facebook by at least 20%. Source: Facebook 1st January – 31st March 2018
  • 31. Posts with a high engagement Engagements: 49,160 Reactions: 1,600 Post Clicks: 7,200 Shares: 376 Reach: 272,000 Engagements: 22,144 Reactions: 776 Post Clicks: 880 Shares: 72 Reach: 100,536 Engagements: 36,784 Reactions: 984 Post Clicks: 2,768 Shares: 200 Reach: 188,096 Source: Facebook 1st January – 31st March 2018
  • 32. Test and learn Controlled Test Results Publisher website Increase number of users on website Publisher A was more successful than publisher B Creatives Creatives that contain an offer will have a higher number of sales Correct Audience Audience #1 are 5x more likely to convert into a sale Only 4.3 times more likely Banner advertising Sending audience through to a tailored landing page will increase the conversion rate. Delayed landing page – test to be reconducted Interactive content Interactive content will increase the leads generated Tagging worked well. Click bait did not Frequency Posting twice a day (once in the morning and once in the afternoon) will increase the number of engagements on social media. Not since the change of algorithm on Facebook A more detailed test and learn report is shared in external document
  • 34. Paid Search Marketing • Create single Keyword Ad groups • Check bidding optimisations to ensure there is no keyword bidding conflictions. • Recommend investing more money into Bing, as it has a lower cost per acquisition with a higher click-through rate. Retargeting • Blacklist websites that are not relevant or are not in areas we would like to target. • Increase budget for retargeting as it has an incredible ROI. • Update targeting and locations. • Refresh banner creative. Social Media • Recommend increasing the budget for retargeting on Facebook as this is the highest driver of traffic to the website. • Expand target audience to reach new customers with the aim to increase number of forms submitted online. • Readjust budget on LinkedIn to brand awareness objective. • Conduct an A/B test with ad copy using the same imagery and targeting the same audience. General • We recommend increasing monthly media spend by 15% to exceed the growth goals that we are currently hitting. • Update buyer personas to ensure they are relevant and targeting the correct audience. • Refresh Ad Copy to reflect new messages and content. • Over the next quarter we will increase the size of the database by 10,000. • Increase the frequency of emails throughout the quarter. Optimisations