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Google Ads Report

BerSeein - Madrid - Team B

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Table of Content

1	Company Profile
2	Campaign Structure & Details
3	Competitor Analysis
4	Campaign Summary
5	Optimization
6	Performance Analysis
7	Insights and Recommendations

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Our Great Team

ATHALIA

ZETZET

PRAB

GRACE

NADA

Copywriter

Project Manager

Performance

Technical

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Company Profile

Demographic	Geography	Affinity	Behavioural
Male & Female	Jakarta	Corporate Millennials	Working Parents who wants a clean house but no time
22 - 64	Bogor	Working Parents	Working Parents who wants a clean house but no time
Middle/Upper Class	Depok	Hustler	Corporate Millenials who cares about Cleanliness and Wellbeing
	Bekasi	Cleanliness
	Tangerang	Wellbeing

BerSeein offers on-demand custom home cleaning services.

Unlike our competitors, BerSeein provides customizable options at an affordable price that can be tailored to your needs.

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Campaign / Timeline	Objective	Goals	Ad Group
Conversion_Services (Day 1 - 5)	Conversion (Submit Lead Form)	Project End Goal is to obtain Leads	Generic Cleaning Area
Conversion_Location (Day 1 - 5)	Conversion (Submit Lead Form)	Project End Goal is to obtain Leads	Jakarta West Java Banten

Campaign Objective

Google Ads Campaign Structure Sheet

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Campaign Structure

BerSeein

Services

Location

jasa cleaning service

jasa bersih rumah

jasa cleaning

jasa kebersihan

jasa cleaning service rumah

jasa bersih

jasa cleaning rumah

jasa pembersihan rumah

layanan kebersihan

jasa bersih bersih

jasa pembersihan

jasa kebersihan rumah

jasa bersih bersih rumah

jasa membersihkan rumah

jasa bersih rumah terdekat

harga paket cleaning service

perusahaan cleaning service

pembersih rumah

bersih rumah

jasa pembersih rumah

jasa home cleaning

kliknclean

jasa rumah bersih online

okhome

Jakarta

West Java

"cleaning service bandung"

"jasa bersih rumah bandung"

"perumahan depok bersih"

"cleaning service bandung"

"jasa bersih rumah depok"

"jasa bersih rumah bekasi"

"jasa bersih rumah bogor"

"jasa cleaning service bandung"

"cleaning service bogor"

"cleaning service depok"

"jasa cleaning service bogor"

"jasa cleaning service depok"

"home cleaning bandung"

"home cleaning service bandung"

Cleaning Area

Banten

"cleaning service tangerang"

"jasa bersih apartemen tangerang"

"jasa bersih rumah tangerang"

"jasa bersih rumah tangerang raya"

"jasa bersih rumah tangerang selatan"

"jasa cleaning service tangerang"

"jasa pembersih rumah tangerang"

"cleaning service tangerang"

"cuci sofa di tangerang"

"cuci sofa tangerang selatan"

"go clean tangerang"

"jasa bersih rumah bsd"

"jasa cuci sofa tangerang"

Generic

cuci kasur

cuci sofa

cuci sofa murah

harga cuci sofa

harga jasa cuci sofa

harga jasa pembersih kamar mandi

jasa bersih kasur

jasa bersih sofa

jasa bersihkan mesin cuci

jasa cuci kasur

jasa cuci sofa

jasa membersihkan kamar mandi

jasa pembersih kamar mandi

jasa pembersih kasur

jasa pembersih mesin cuci

jasa pembersih sofa

jasa pembersih toilet

pembersih dapur

pembersih sofa

"jasa bersih rumah jakarta"

"jasa bersih rumah jakarta barat"

"jasa bersih rumah jakarta selatan"

"jasa bersih rumah jakarta timur"

"jasa cleaning service jakarta"

"jasa bersih rumah jakarta"

"jasa bersih rumah jakarta barat"

"jasa bersih rumah jakarta timur"

"jasa cleaning service jakarta"

"jasa cleaning service di jakarta"

"jasa cleaning service jakarta barat"

"jasa cleaning service jakarta selatan"

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Campaign & Ad Group Reasoning

Conversion_Location

Keywords: Location

Match Type: Phrase

Ad Group:

Based on Target Location, regions following Google Analytics Data

Jakarta
West Java (Bogor, Depok, Bekasi)
Banten

Google Ads Campaign Structure Sheet

Conversion_Services

Keywords: Generic, Services, Competitor Brand

Match Type: Broad

Ad Group:

Generic

Focus on Cleaning Services Keywords

Cleaning Area

BerSeein’s USP - Can freely choose which area want to be cleaned

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Google Ads Keywords Planner

Use competitor web and assigned LP to discover related keywords
Sort on Search Volumes, Intention
Industry Key Player Brand Name
Negative Keywords to exclude “Job Openings”, keywords that might be harmful to Campaign (Expensive, Franchise, etc).

Search on Google and look at “Related Keywords”

Keyword Research

Keywords & Negative Keywords List

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Competitor Analysis

Competitors:

KliknClean, OK Home, Tukang Bersih

Ads:

Headline

Popular Keyword
Price
VP & USP

Description

VP & USP
CTA
Services

Extensions

Sitelinks (Have many pages)
Call (Phone Number)

Opportunity:

Most ads didn’t maximize the potential of extensions

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Ads & Extension Reason

Callout:

Min. 4 Each
Use Search keywords
VP & USP

Structured Snippets:

Min. 4 Each
VP & USP

Ad Copy Structure Sheet (Headlines, Descriptions, Ad Extensions)

Reason:

Callout

Add value to products offered
Increase users’ interest in choosing BerSeein

Structured Snippet

Add info on features/products to boost search result

Reason:

Best Practice
Follow Competitor Ad Copy Structure + Improvements

Headlines:

Min. 15/Ad
Use Popular keywords
VP & USP
CTA “Free Trial”
Pinned “BerSeein” as 3rd on certain Ads.

Description:

VP & USP
Use Search Keywords
CTA

“Dapatkan Promo Khusus untuk 150 Pendaftar Pertama!”
Avoid using “Free” because might not follow Google Ads Policy

Extensions

Ad Copies

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Ads for Services Campaign

Headlines

Generic

Generic Popular Keywords
Price
Pinned “BerSeein” as 3rd Headline (Brand Awareness)

Cleaning Area

Popular Keywords
Cleaning Area (Toilet, Bedroom, Kitchen, etc)

Description

Product/Services
CTA - Free Trial

Extensions

Structured Snippets - VP & USP, Services
Callout - VP & USP

Ad Copy Structure Sheet (Headlines, Descriptions, Ad Extensions)

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Ads for Location Campaign

Headlines

Jakarta

Keywords include Jakarta
CTA
Pinned “BerSeein” on 3rd

West Java

Keywords including Bogor, Depok, Bekasi
CTA

Banten

Keywords include Tangerang Areas
Popular Keywords

Description

Product/Services
CTA - Free Trial for 150 Sign Ups

Extensions

Structured Snippets - VP & USP, Services
Callout - VP & USP

Ad Copy Structure Sheet (Headlines, Descriptions, Ad Extensions)

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Campaign Summary

10

Leads

Rp.49,094

Cost/Conv.

90.9%

QOL

Rp.5,844

Avg. CPC

84

Clicks

CTR

5.84%

CVR

11.90%

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Media Plan

*Media Plan uses “Maximize Clicks” for Forecast on Keyword Planner, our bid strategy is “Maximize Conversion”

Click Here for Media Plan

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Budget & Bid Strategy

Reduce Daily Budget by 25% as a preventive for over exceeding budget
Gradually increase budget on best performing campaign in last 2 days
Use Automated Bid (Maximize Conversion)

AI will work more than Manual CPC

Click Here for Budgeting Plan

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Optimizations

Day

Input UTM to Ads
Optimize LP - Add “Jasa Bersih Rumah”

01

Turn off : Banten Ad Group & Banten Targeting, Tablet
Unrelated Search Term Clean Up
Reduce campaign budget by 25%
Set Ad Schedule from 8am to 8pm

Turn off Search Partner
Pause Low Performing Keywords
Gradually increase budget for last 2 days

02

03

UTM helps for detailed tracking
Turning off Non Performing Ads, Keywords, and Segments improved CTR, Clicks and lower costs
Budget more controlled

Click Here for Detailed Optimization

Push all remaining budget to best campaign
Pause more unrelated & non performing keywords

04

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Performance Analysis

Metrics	Target	Real
CTR	2.94%	5.84%
Leads	7	10
CPL	Rp 68,043	Rp 49,094
CVR	4.26%	12.20%

Based on the data above, the campaigns that we run based on the media plan we made, showed good results and exceeded the target

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Performance Analysis

AD + AD GROUP

Generic

Conv: 7

CVR: 13.2%

CPL: Rp 34.2k

KEYWORD

Jasa Pembersih Rumah

Conv: 2

CVR: 18.1%

Cost/Conv: Rp 18.2k

EXTENSION

Callout - Harga Murah

Conv: 4

CVR: 21.1%

Cost/Conv: Rp 19.4k

SEGMENT

Mobile

Conv: 9

CVR: 15.5%

Cost/Conv: Rp 39.4k

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Troubleshooting

Conversion reporting lag

Use Conversion Linker as a Preventive Measure

2 Disapproved Ad Extensions for Keywords “Pipa” and “Bersih & Harga Terjangkau”

“Pipa” was flagged for Recreational Drug Use

Delete Keyword on Extension

“Bersih & Harga Terjangkau” flagged for Abortion

Change to “Rumah Bersih & Terjangkau” (Approved)

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Insights & Recommendations

Insights:

Ad Group

Generic - Most Conversions, High CVR

Keyword

High Quality Score >

High Imp. (Top)% & CTR
Lower Cost/Conv.

Ad Copies

Stronger Ad Strength

Higher imp. (Abs. Top) %

Extension

Callout - Most impressions + clicks

Recommendation

Ad schedule & Decrease Daily budget (25%) - Prevent Daily Budget over exceeding
Add UTM for detailed tracking
Hotjar/Clarity - Helps in Tracking
Pause Bad Performing Ad Groups, Keywords, Networks to increase Overall Performance and Lower Cost.
Focus on Mobile LP optimization (Create multiple LPs according to Headline Keywords)

Grace

Insights:

Generic Ad Group had higher conversions and higher CVR (perhaps due to large traffic)

Keyword with high quality scores, would have a higher top impression share & CTR, and lower CPL.

Ad copies with strong ad strength, have higher absolute top impression share.

And Callout extension gets more impression and clicks compared to Structured Snippets.

In future campaigns,

it is best to use ad scheduling and decreasing the daily budget by 25% to prevent daily budget over exceeding.

We could also add UTM or install Hotjar/Clarity for detailed tracking.

Pausing bad performing elements would improve overall performance, as it would allocate more budget to performing ad groups/keywords.

And lastly, since our best performing segment is Mobile. It would be best to optimize LP for mobile (perhaps by creating multiple LPs which includes top 10 performing keywords or headlines)

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