Manager Analysis
In the realm of Google Ads, the month of August presented a mixed bag of outcomes for the campaign. Across this period, the campaign generated 2 valuable conversions, all thanks to the engagement of 169 users who clicked on the ads. These figures reflect a respectable click-through rate (CTR) of 8.26%, suggesting that the ad content resonated effectively with the audience. However, August was marked by challenges as well. The campaign’s ads were displayed 10% of the time when relevant searches occurred. This limitation can be attributed to budget constraints, which have the potential to be expanded to tap into more high-intent users, a promising opportunity moving forward.
As part of optimisation efforts during the month, audience segmentation was introduced. This strategic move allows for more aggressive bidding on audience groups that exhibit a higher likelihood of conversion. Additionally, arbitrary values were assigned to the conversion actions, signalling Google’s optimisation focus on form submissions on the custom landing page rather than organic pages. This strategic adjustment was prompted by the observed user behaviour of browsing organic content before engaging in conversion actions.
In anticipation of the upcoming month, the campaign’s strategists have set their sights on further refining demographic targeting. The objective is to ensure that ads reach a more relevant and qualified audience within the designated service area, thus maximising the campaign’s effectiveness.
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