Manager Analysis

In September, the Google Ads campaign encountered challenges, recording 1 conversion from 126 clicks, resulting in a 0.79% conversion rate. The 7.82% click-through rate (CTR) and $4.83 average cost per click (CPC) reflect a competitive landscape, compounded by the ads being displayed less than 10% of the time for relevant searches due to high search volume and competition, despite a $20 daily budget. To address these challenges, our regular optimisation efforts included adding low-intent, irrelevant, and competitor search terms to the negative keywords list.

Looking forward to October, the strategy involves creating a dedicated landing page for the Cabinet Maker service. This tailored landing page aims to directly align with user intent, responding to the significant search volume observed for cabinet maker-related terms. By addressing this specific intent with a separate landing page, we aim to enhance user experience, improve relevance, and mitigate challenges posed by the current landing page’s banner area. This strategic adjustment is anticipated to optimise campaign performance and better cater to user expectations.

Google Ads Analysis

• 1 Conversion
• 126 Clicks
• 7.82% CTR
• 0.79% Conversion Rate
• $4.83 Avg. CPC
• September has shown challenges to the Google Ads campaign. The ads were shown less than 10% of the time whenever relevant searches were made even with a $20 daily budget due to high search volume and competition.
• As part of our regular optimisation, we added low intent, irrelevant, and competitor search terms in the negative keywords list.
• With that being said, the plan for October is to create a separate landing page for Cabinet Maker to directly match the user intent, since cabinet maker search terms had the most search volume for the campaign and this intent is not directly addressed in the banner area of the current landing page.

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.

Google Ads Analysis