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.
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