Web Ads: April 2021

Our Web Ads during the month of April brought us 34,800 impressions and 998 clicks. This is a three-fold increase on impression and a two-fold increase on clicks from the previous month. Most of this is due to web ad optimization, whereby we select keywords to include and negative keywords to not include. Choosing look-alike audiences that have been created by Google’s artificial intelligence over the last few decades also helps immensely.

The main demographics this month are as follows:

Overall, 52% of the clicks were male and 48% were female. Interestingly, men in the youngest age group made up 49% of our audience (with 51% women).

Here’s a screen shot of what our ads looked like last month:

As I mentioned in last month’s Report Card Article, I was planning on enabling conversions. I’ll go a little more depth next month as to the details of this process, but in April we had a total of 1,530 email contacts. What this means is that anyone who clicked on the ad campaign and went to Wonderful Machine within a one-month window and clicked on any “email” button to email a photographer, client, crew member, or even Wonderful Machine were counted as an email contact. We only started collecting this data on the 9^th of April, so we’re only counting 20 days of email contacts, not a full month, so if we started tracking it at the beginning of the month, it would be even higher.

To dig a little deeper into these email contacts, when a user was on the /find/photographers URL, 368 email contacts were made; on our production page, meanwhile, 87 email contacts were made. Finally, on our stock photography page, 32 email contacts were made.

Here are some more details on these specific email contacts and where they were established:

I think the web ad optimizations that I created did amazing things for the campaign, as its reaching more and more people that are specific to the types of clients we’d like to connect with. Also, with the conversions, we can finally have concrete data to show how those ads are driving traffic to our website and then passing those visitors along to our photographers. I hope to improve them further, but I think they’re very solid now and should run smoothly for a long time.

Next month, I’ll show you how the conversions work for the email contacts!

If you need help running web ads of your own or have questions, please send me an email.