Sample Report

Search Keywords

The keywords related to [product attribute] such as [list] generate 14% of paid traffic to your site. These are well engaged visitors who view a 4.2 pages/visit but a 63% of them leave after visiting the pricing page.

💡Recommendation: consider offering a tailored pricing model or alternatively rephrase the ad to make the pricing options clear upfront.

📝 Note: We rarely report on aggregate / vanity metrics, like total visits. Instead, we seek segments that perform or behave differently and try to understand the root cause.

Google Search and Display Campaigns

Display and “search partners” components of Google search campaigns are leaking budget.

1. The search keywords include locations from outside of target geography, e.g., Texas.
   A large portion of traffic generated by these campaigns is coming from outside of the target geographies. [link-to-InContekst-report]
2. The number of clicks reported by Google Ads on these campaigns (list) substantially exceeds the number of visits reported by your website. The engagement rate from these visits is below average of other campaigns (45%). We suspect bot activity on some of the “search partners” websites. [link-to-InContekst-report]
3. A large number of impressions by Google display campaigns appear on the games and apps websites (list) that have no connection to your target market. We cannot see a plausible reason why your audience would visit them. However, these are high traffic sites and may also be frequented by bots that mislead Google Ads optimiser.

💡Recommendation: separate Search and Display components into separate campaigns, stop “Search partners” – then we can see whether Display campaign generate incremental leads.

Performance Max Campaigns

PMax places your advertising on games websites [list-or-screenshot] that have no connection to the target market.
Web analytics reports conversions that are substantially lower than those reported by Google Ads.

💡Recommendation: run a test on a test market (Western Australia): 2 weeks on + 2 weeks off, during off-peak season; repeat twice. This will enable us to report on their effectiveness.

📝 Note: sometimes, additional tests are required. The results will be visible in the next report.

Newsletter

We can see uplift of 14% on average in the 7 days following the distribution of your monthly newsletter and return to normal thereafter. Your newsletter works! [screenshot]

💡Recommendation: Append utm_medium=email to site links used in email newsletter.

Social Content

1. Your typical social post receives half of its total views over 6 days, and over 90% of its total views and reactions over 30 days. Notable exception is your posts about [topics, e.g., budgeting], which appear to be evergreen. See the list of all your posts [link-to-InContekst-report] where evergreen posts are highlighted in green.
2. On average, posts about [topic, e.g. lifestyle] generate ~20% higher click-through response and conversions.
3. Posts that are informational rather than promotional, posts with videos, last longer, and generate higher click-throughs and conversions - but do it slower than explictly promotional posts with CTA.
4. This quarter, you are overemphasizing promotional style relative to the last quarter and conversions are lower than previously.

💡Recommendation: write 1-2 posts per month on [topics]

💡Recommendation: Append utm_content=[unique id] to site links in social media posts to identify the post.

📝 Note: Our system classifies content by topic, writing style, and format with the help of AI, keeping track of publication dates, delivery and engagement metrics. This allows us to comment on effectiveness of different topics and styles, and suggest topics for the future posts based on historical data.

Market Share

There are geographical areas where you low market penetration [list]. Digital-only marketing might not reach all of your target audience; the number of visitors to your site from these areas is also abnormally low.

💡Recommendation: augment your platform marketing with local media, such as out-of-home, radio, and local digital, such as Newcastle Herald, Examiner Newspapers.

📝 Note: Depending on your business, the data for market share type of observations could come from the Bureau of Statistics (for example, census data and geographies) or from your own systems and spreadsheets.