How Does A Well-Performing Google Ads Account Looks Like

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Hi, Liza here from Content Maximiser, and I have got Cookie in the background.

So, I was having a conversation with one of our new clients, Dr Jonathan, and we were reviewing his Google Ads account and how it’s been performing. And after we went through it, and what we did was we actually show him how we’ve been going for the last three months compared to the previous agency, because all the data is there and he could actually see it, but he never knew how to read it. So I actually took him through it, explain it to him, and he was like, “Wow, I just have no idea that you can look at Google Ads like this, and this is actually really insightful.”

So I just thought, “Wow! How many other dental practice owners who spend so much money on their Google Ads, but they actually don’t know what they’re looking at, and they don’t actually know if their Google Ads is performing as good as they can?” I mean, they can always go better, but you know, like what is considered to be good management for their Google Ads?

So I thought I’ll make a quick video, share my screen with you, and showing you how a Google Ads management account can look like. So let’s get into it.

So now let’s have a look at two Google Ads account for the same client. This is when they were being managed by a different agency, versus ours. And you can get to see how a performing Google Ads account would look like. So in this example, at the top, where this is being managed by another agency, and then underneath here is where it’s managed by us. So let’s have a look at some differences.

Click-Through Rate

So let’s start with click-through rates. So click-through rate, which is this column, so click-through rate means out of the time that the ad is shown on Google, what is the percentage of times that someone would actually click on the ad?

So what you want, is you want to have a high click-through rate, because the highest the click-through rate, then it means that it’ll get you more traffic, but also at a lower cost.

Because when you got a poorly performing ad and people are not clicking on it, when they do click, then you’ll be paying a premium because that will contribute to what they call the quality score.

So let’s have a look at this account. So over here, you can see that the click-through rate is 2.9%, whereas for us, 5.73%. So even though this is like only a couple of points difference, in reality, you’re looking at a 97.59% increase in click-through rate, which means all things equal, we’ve doubled the amount of traffic that goes to the site through Google Ads. So, that’s the first thing.

Cost-Per-Click

The second thing that you want to have look at is the cost per click, which is over here. So this is on average, how much it costs when someone clicks on your ad. So under the previous management company, their average cost per click is $4.60, which is quite average for a dental practice, but the way how we manage it, you know, quality score, et cetera, it actually went down to $2.20. So we have pretty much half the cost per clicks.

So once again, all things equal, we would double the amount of traffic to this client’s site because we have half the cost per clicks. For the same amount of money, you can get almost twice as much traffic going to their website through Google Ads. And if we combine the first two things, we have doubled the click-through rate, we have half the cost, so just on these two things alone, we’ve actually quadrupled the traffic that has gone to this website through Google Ads Management.

Cost-Per-Conversion

So now the next thing that we want to look at is the cost per conversion. So if you look at the cost-per-conversion, which you can see over here, the average cost-per-conversion from the previous agency, through the previous website that they had as well, was $66.62 per conversion. Whereas for us, we brought a conversion down to $13.44.

So what is defined as a conversion? It could be someone filling in an enquiry form, it could be someone calling the practice, it could be someone downloading a lead magnet.

So they’ve actually taken an action that we want them to do, to get them to do a booking, a consultation. So in here, you’re looking at an 80% cheaper per conversion. So this is huge. So how do you bring your cost-per-conversion down is a combination of the way how Google Ad Management is, or what Google Ads managed, but also the website that’s been driven too.

So for this particular client, before we took over the Google Ads account, we actually built them a brand new website, and the website is a conversion machine when it’s done properly. So you can see here that it brought the cost down significantly.

Conversion Rate

And finally, if you look at conversion rates, the previous conversion rate, so this is the percentage of times that people who went to the sites, so people who clicked, how many of them took the action that you want them to take. So for this site, it was 6.89%, which actually not too bad. But then for our site, it actually converts 16.39%. So what that means is that the quality of the traffic that we sent to the site is good quality, and the website converts really well. So you can see, that’s 137% higher than the previous website, and the previous Ad Management.

Conclusion

So I hope this gives you an idea of how a performing Google Ads account can look like. It’s a combination of the click-through rates, you know, what percentage of times people actually click on the app when it’s shown, to how much you’re paying per click. You don’t necessarily always want it to be the lowest possible, but you want to balance it between as low as possible, but still giving you the quantity. So there’s that. There is your cost per conversions, so how much does it cost per conversion, where there is per phone call, enquiries, lead magnet, et cetera, and also the conversion rates. So from the people who go to the website through Google Ads, what percentage of them actually take an action or conversion that you want them to take?

So I hope this is giving you a better understanding of how a good performing Google Ads account looks like. So I hope you found what we just went through together insightful and give you a better understanding of how to look at Google Ads, what are the things to compare, and if you want some help with it, if you want to get someone professional to actually have a look at it for you, we’re more than happy to do that. All you need to do is fill in the enquiry form and then we can schedule a Discovery call, and then you can share your access with us, we’ll have a look at it together. And I might tell you, “Hey, you know what? Your Google Ads is performing really well, so keep going.” Or, we might say to you, “You know, it looks like you’ve got some area of improvement, let’s see what we can do.”

I mean, we do have a program called the Practice Growth Program, which is designed to help dental practices double their business in three years or less. So if this sounds like something of interest as well, then, like I said, fill in the enquiry form, we’ll schedule a Discovery Call, we’ll have a chat and then see whether we’re a good fit for each other.

So my name is Liza from Content Maximiser, also the Founder of The Practice Growth Program, and I look forward to seeing you in the next video. Cheers.

 

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In the 2nd month of launching the site, we have 10X our traffic and double the quality leads we are getting. It has been our biggest month in the clinic so far.

Dr. May Chan
Dentist & Co-Founder, BDS (Adelaide), FICCDE (Ortho), Dental Boutique
Content Maximiser is a full-service digital team of experts who not only creates and develops online strategies, but also helps bolster the company’s online reputation and works to optimize all online content for search.

Cecilia Chan
Marketing Manager, USANA Health Sciences

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