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From the list: Digital Marketing Campaigns & Set Up

✔ Full 2023 Ad Report

Emily added this on Jan 11, 2024
Completed Feb 16, 2024 by Chris Z.

Assigned to: Chris Z. Shane Q.
Notes: Hi Shane !

Would it be possible to get a full ad report from 2023. This client got a new marketing director and she wants a full report of their ads from last year.

I know we have individual reports for each month but because their performance wasn't the best for a while with 0 conversions scattered throughout and conversion tracking was off, I thought it may be a better idea to send a full summary instead.

We also recently moved some campaigns to Meta and those are out of Medstars ad account.

Let me know if you have any questions, thanks!

Chris tagging you here in case you have any advice on this as well.

Comments & Events

Chris Zelig

Shane

- 2023 Google Ads - with some notes brand -

Hector

- screenshots of their ad campaigns on Meta in both medstar clients / medstar media 2023

Jan 23, 2024 at 6:43 PM Notified 3 people

Shane Quast

Emily

Here is the original video: https://www.loom.com/share/bd71409910884e23a21109461a6a0452
Nearly 100% of the results produced by this campaign are either brand keywords or bogus.

Here's an updated report: https://docs.google.com/spreadsheets/d/1zrLRs5sw3DTVACIKIZT1r3_1p8MWVOkwNy56qDoR9Us/edit#gid=0
Green is the current cool sculpting campaign in the format we suggested. Red is the old cool sculpting campaigns that are now paused. We advised against running in this format, but they proceeded anyway. You can see that the results are much better now.

For context, the other agency that runs the worthless campaign accused us of messing everything up. Here are my notes from the email as well as a more detailed explanation of the issues with their campaign

First, when they first began working in our account they tried applying first-party audience lists, which is prohibited for health ads.
Please provide evidence of this. We gained access to the account in April 2022. All time in the account, there have never been any audience changes; here is a screenshot: https://prnt.sc/z8oiw6rIYb9_
Google automatically creates every audience in the account; we have not created any audiences. Here is a screenshot: https://prnt.sc/p-ofeD5kaCQX
The claim that we have triggered policy violations in the account with audience creation is false.
In addition, they made many changes to the general dermatology campaign without telling me since they began working on the account (ie; pausing our campaign, changing ad copy, location targeting, etc.). Some of these changes were very significant, and it was very odd they were touching a campaign they weren't managing
When we initially gained access to the account, we paused the legacy campaign because we were unaware that another agency would manage campaigns alongside ours. That was April 21, 2022. Since then, we have made no changes to this campaign other than a brief pause on Feb 28, 2023, for the account in the monthly budget. No other changes have been made to this campaign. We have changed no ad copy, location targeting, or anything else. Again, this accusation is entirely false. Here is a screenshot of ALL TIME changes to their campaign: https://prnt.sc/9AniCNF6pNFB
Furthermore, the "General Dermatology" campaign they claim to be running is highly misleading, and their performance is grossly overstated.
- First, they have BRAND keywords in a campaign with non-brand keywords. These should always be separated. Otherwise, any information provided is misleading. Conversions from users already searching for your business name are not incremental business, and no PPC manager should take credit for them.
- Over the campaign's lifetime, they have spent $88k+ on users already searching for your BRAND, accounting for 46% of the total conversions for this campaign, at a CPA of $8.13. Here is a screenshot: https://prnt.sc/jXeaK8BvUbVX
- Of the Non-Brand searches in this campaign, they are AGAIN grossly overstating the performance by overreporting phone calls via call extensions. This may be difficult to explain in written format, but a "Calls from ads" conversion means a user never visited your website. They saw a phone number in the Google search results and clicked on it. While this sounds great in theory, it does not work in practice. The reason is that when a user searches for a competitor's name, they see a phone number and THINK they are contacting your competitor. This results in someone at your practice answering the phone and the person who called being perplexed because they believed they were contacting someone else, likely to get directions, confirm an appt, etc. These are not successful calls and should not be incentivized. The overwhelming majority of the "conversions" they report from their campaign are competitor searches that resulted in a click on a call extension. Here is a brief video to highlight the issue: https://www.loom.com/share/bd71409910884e23a21109461a6a0452?sid=f0bb709e-6d6a-403b-bf6f-d9030d0b9290