Manager
February brought mixed results for the Google ads campaign. User visits again declined, but the overall trend remains very high – we saw well over 1,000 visitors last month. Almost all those users arrived through CPC channels, with 1087 total (1067 of which were new). We saw somewhat fewer clicks this month, although still well in excess of 1,000 overall. Impressions also went up by 17.5%, although this did result in a lower Click Through Rate (CTR). Conversions again dipped this month as well, while Cost Per Conversion increased since a bestselling item is out of stock. Resistance Bands and Resistance Training Equipment again saw the highest CTR, while Boxing and Adjustable Benches saw the highest conversions. In March, we will shift focus back to the all-in-one resistance sets which have been restocked.
Google Ads Analysis
1,272 Clicks
0.50% CTR
$0.72 Avg. CPC
9 Conversions
February has shown some challenging stats for the month. We still saw purchases made through the Shopping, but not through the Search campaign. The ads are now showing 28.08% of the time in search results and are expected to improve in the next month.
However, we have noted an alarming 145.19% increase in cost per conversion. This is mainly due to the bestselling all-in-one resistance sets being out of stock.
For February, we made significant changes in both campaigns in an effort to shift focus to the other items that were still available. For the Search campaign, we paused non-performing ads and replaced them with new ones; added headlines and descriptions to give more variation to the existing responsive search ads; and added new keywords based on Google’s recent search trends. For the Shopping campaign, we targeted “in-the-market” audiences; bid aggressively in mobile device impressions which were the main sources of conversions before; excluded boxing routine related search terms; and optimised product feed details.
With that being said, the plan for March is to shift back the focus on the all-in-one resistance sets which were restocked and available for sale again.
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