In February we decided to change things up a bit and focus on our photographer directory. We switched out our shoot production ad to one focused on our lifestyle photographers (other specialties… your day is coming!) and picked a group of keywords we thought would have general appeal to creatives in the market. We kept our ad text short and descriptive to quickly grab viewer attention and linked straight to the lifestyle specialty of our photographer directory in an effort to keep our bounce rates a bit lower. Take a look at our February ad:
These changes paid off as our bounce rate decreased to under 60% with our average pages per session above 4.5. This means the traffic we’re directing to our site is relevant and ready to engage. Check out a breakdown here:
The ad itself had just under 14,000 impressions and 400 clicks, with a click-through rate of 2.8%. We even had a few keywords hit above 10% CTR, including “best advertising photographers”, “best lifestyle photographers”, and “top commercial photographers”.
Here’s the pattern of the impressions over the course of February:
The keywords we chose to focus on were ones that we also incorporate into the metadata of our website. The reason for this is so that it is easier for Google to recognize a matchup between the ad that we are sharing and our site content.
The top 5 strongest keywords for us ended up being:
commercial photographers • best professional photographers • photographers near me • lifestyle photography • commercial photography
Be sure to check back next month as we have new ad changes lined up!
Interested in starting a campaign for your own site? Reach out and let us help.