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, which gives us some historical context to report on.
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.
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 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.”
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.