Manager
August finished with a variety of results where ad clicks increased by 19%, CTR increased by 10.7% and impressions increased by 7.5%. There were no conversions for the month of August and the Google Ad budget underspent. In September, to combat this, we will refine the keyword list to match search trends that create conversions. As another optimisation tactic, we will update the negative keyword list by adding psychology and psychiatry-related terms to prevent unnecessary spending and reaching the incorrect audience. In terms of website traffic, visitors increased by 146.2% and we expect this to increase over the coming months.
Google Ads Analysis
5.48% CTR
94 Clicks
$1.70 Avg. CPC
August has been challenging for the Google Ads campaign. We did not get any conversion and underspent the allocated budget for the Google Ad Grant account. Furthermore, the search term report showed that “bulk billing” related terms still trigger the ads although it has been previously added in the negative keyword list.
However, the campaign saw an improvement in some metrics. Most importantly, the CTR improved to 5.48%, which is more than the 5% minimum requirement of the Ad Grant account.
For August, we added other variations of the term “bulk billing”, specific psychologist names, and psychiatry related terms to the negative keywords list.
With that being said, the plan for September is to continue updating the negative keywords list to avoid irrelevant, low intent and competitor searches. We will also further refine the keywords and the ads so these can match the search trends that are closer to a conversion.
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