The good news is that the client and the team are both happy with the first results of the campaign! Our ads are most of the time on premium position and thanks to the Google analytics stats we know that we are driving very qualified traffic on the client's website:
- the average time spent on the web site is higher
- the number of pages viewed is also higher
- the conversion rate is much more higher !
Google Analytics data
First, we were really disappointed by the very low CTR on our Google network content campaign but we try to calm down and not to do something we could regret after and we decided to give a chance to this campaign. After a few days we can say that we made a good choice: the campaign is driving traffic and clicks and it even started to make conversion. We now understand that the number of impressions and the low CTR of that campaign isn't so important as it drives very qualified traffic (people coming from the google network campaign spend more time on the web site). Furthermore, the low CTR of this campaign doesn't affect the quality score of our other campaigns.
Our 3 search campaignss registered good CTR but we have few conversion, so we try to write our ads with call to action and Stéphane designed a new landing page with the sign-up form. We will try to redirect people in the form and see if it's more efficient or not.
We are continually improving our ad texts through A/B testing and it takes a lot of time.
We also analyze the results of the reports every single day and we add negative keyword, change the keyword targetting, add new keywords... It's a lot of work but we can see the effect of our actions in real time and it's really encouraging and challenging.
Improving ad texts together on a big screen :)
Posts
No comments:
Post a Comment