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Web Ads: August 2021

BY Ashley Vaught 10 September 2021
Intel, Report Card, Web Ads

Wonderful Machine uses Google Ads to attract viewers who are searching for commercial photographers or photoshoot production. Our current campaign has been ongoing since August of last year. 

Screenshot of the report for our Google Ads campaign during August 2021
Screenshot of the report for our Google Ads campaign during August 2021

In August, our campaign received 25,311 impressions, which is up +25% over the previous month. We received 1,741 clicks, which constitutes a +46% increase.

A screenshot from Google Analytics plotting total, search engine, and "Paid Search" (web ads) traffic during August 2021
A screenshot from Google Analytics plotting total, search engine, and “Paid Search” (web ads) traffic during August 2021

Paid search constituted 15.6% of all traffic received by Wonderful Machine, a number quite reasonable in relation to the 34% garnered by search engines in general.

The clickthrough rate — how often impressions led to clicks — was 6.8% in August, which is a minor improvement over that of July.

Our campaign is separated into dynamic and standard ad groups. Our dynamic ad group, which we’ve called “Commercial Photographers,” is based on several pages on our site (our Find/Photographers search page, for example) as well as several pertinent categories. This ad group has a 19.1% CTR and received 2,064 impressions and 394 clicks.

The dynamic ad group works by connecting search terms that users create with content that can be found on our site. The headline for these ad groups is then written by the algorithm. For example, the headline frequently created for searches was “Find Photographers and Videographers | Wonderful Machine.”

A screenshot of the Wonderful Machine's two ad groups's analytics numbers during August 2021
A screenshot of the Wonderful Machine’s two ad groups analytics numbers during August 2021

The standard ad group, called “Specialties,” is based on a series of keywords triggering the visibility of our text ad. The CTR for this ad group is 5.8%. It received 23,247 impressions and 1,347 clicks.

One of the conversions we track on Google Analytics counts how many times users execute a Find Photographers search. As you can see from above, the rate was 45.8% during August, which is a +13.6% increase over July.


Check in next month to hear how our web ads campaigns have fared. Interested in starting a campaign for your own site? Reach out and let us help.
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