Keywords reaching Key People
By ensuring ads only show up for specific Google searches and at specific times of the day, our client’s ads appear to potential customers with a high level of interest in their business. We also optimize each campaign over time by adding new keywords that help drive business and by continuously adding negative keywords to make sure our client’s digital spend is allocated to the most valuable keywords. By optimizing each campaign over time, the quality score of our ads improves which results in a lower cost-per-click and therefore more clicks being maximized within the original budget.
Optimizing the Experience
The graph compares user sessions in the first 6 months of 2019 to the same 6 months in 2018 for one of our clients. Within a year a significant increase is shown in the time that users are engaging with our client’s website. This increment in sessions is a result of the improved readability and our focus on high engagement web pages. By updating the website copy with precise and engaging content we were able to increase our client’s overall website credibility. Ad relevance was the contributing factor to the increase in sessions, meaning that the ads were relevant to the content on the webpage. Our targeting was very well chosen, thus resulting in a satisfactory overall quality score.
Rapid Response to Keep Results
On Nov 14, the CTR rate is 0.46% and the average CPC rate is $0.59. This is the highest CPC rate for the entire month of Nov. This indicates that the ads are not performing as well in relation to how the budget is being spent the budget and how often people are clicking the ads.
However, between Nov 15 and Nov 16, there was a positive change between the CTR rate and the average CPC rate. By Nov 16, the CTR rate increased to 0.85% while the average CPC rate decreased to $0.19. To optimize these metrics, we made targeting and budget changes. Specifically, we expanded the radius targeting for the ads. This change will increase the number of people the ads are shown to (within our client’s business location) who have shown interest in the products. Since these ads are shown to more relevant people, the CTR rate improved, which resulted in a lower average CPC rate.
*average CPC: Average cost-per-click (CPC) is the amount you’ve paid for your ad divided by its total clicks *CTR rate: Clickthrough rate (CTR) measures how often people click your ad after it’s shown to them, which can help you understand the effectiveness of your ad.
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