We received an audit request from a company providing healthcare services, whose advertising account had become completely tangled during a previous overhaul. The audit revealed that virtually everything was wrong with the advertising account. The biggest mistakes were as follows:
1. Campaigns were geographically targeted to the whole of Finland, even though services were only provided in the Greater Helsinki area. 2. Keywords were far too broad, resulting in clicks from people with no interest in the services offered by the company. 3. Critical keywords had no visibility, and budget allocation received no attention (thus, all keywords received the same share of the budget - including the poor-performing ones, of which there were far too many in the account). 4. The ads were very generic and did not align with the searcher's intent (ads must always address the topic the user is seeking information about - this is crucial to addressing the user's search intent).
These mistakes led to the fact that there had been no inquiries through the advertising for months. We overhauled the advertising account, and as a result, in the very first month, there were nine inquiries - and in the second month, inquiries poured in to the point where the entrepreneur mentioned that they were starting to get busy managing client projects. The budget was very low, and it was not increased during the overhaul, so the end result was highly successful.
Unfortunately, I don't have fancy graphs to show for this case because the site lacks conversion tracking, and installing it was not possible due to administrative reasons related to the website. The absence of conversion tracking is a significant problem that affects a large portion of Finnish companies. The lack of tracking is often due to either the advertiser's low level of expertise or technical issues related to website maintenance. For us, installing conversion tracking is always a top priority because without it, advertising becomes aimless. Additionally, numerous opportunities are lost, including leveraging solutions related to Google's machine learning.
