Google Ads & Facebook Ads Account Audit
We completed our initial audit of the account and identified some key areas for improvement. We found a lot of broad match keywords that were high-costing and not being controlled by an active negative keyword list. We also found a lot of keywords in each ad group which limited the amount of ad copy split-testing.
There was also a lot of investment into Generic keywords that were highly competitive and not providing much return. Our first focus was to review these keywords. Not only were the Generic keywords leading to irrelevant traffic, it was simply driving up the cost per acquisition while decreasing the overall account ROI.