Manager Analysis

The month of August proved to be a challenging period for the Google Ads campaign. The main hurdle was the budget constraints, largely stemming from the expansive target area and intense competition within the chosen market. The CBD campaign, in particular, monopolised the shared budget, leaving the rural campaign with limited visibility. Competitors, vying for high-intent keywords, were bidding at rates ranging from $10 to $40, intensifying the competition further. To address these challenges, several strategic adjustments were made throughout August. The addition of new high-intent keywords, driven by insights from the Search Term Report, aimed to align the campaign with actual user queries. A key decision was made to pause the CBD campaigns and refocus the rural campaign on regional areas in Queensland and Northern New South Wales. This shift in strategy showed the campaign 39.66% of the time when relevant searches were made.

With the goal of overcoming budget limitations, we have been actively exploring alternative keyword variations with a focus on high intent, low competition, and substantial search volume. As the calendar turns to September, the optimisation journey continues, with a primary focus on refining demographic targeting to ensure ad exposure to the most relevant users within the service area.

Google Ads Analysis

Manager Analysis

In July, the Google Ads campaign achieved 73 clicks with an average cost per click (CPC) of $7.02 and a click-through rate (CTR) of 2.79%. July marked the first month of the campaign, which faced budget limitations due to the extensive target area and high competition. Despite this constraint, there were opportunities to reach more high-intent users by refining the target locations to more specific areas initially. To enhance campaign performance, research-related search terms were added to the negative keywords list. The CBD areas exhibited intense keyword competition, with bids ranging from $10 to over $38 to secure a first-page position, and even higher for the top 3 positions. Unfortunately, the campaign targeting rural areas received minimal impressions as the CBD targeting campaign absorbed most of the budget. To overcome the budget limitations, the team focused on discovering other keyword variations with high intent but low competition. They also recommended scaling down the target locations to areas with high search volume but lower competition to optimise results. Looking ahead to August, the team plans to continue refining the demographic targeting to display ads to more relevant users within the service area, further improving the campaign’s overall performance.

Google Ads Analysis