During the month of July we continued our Google Ads campaigns. Wonderful Machine has been engaged in a Google Ads campaign for the past year, although we’ve also employed other campaigns in years past.
Currently our campaign is separated into dynamic and standard ad groups. Our dynamic ad group, which we’ve called “Commercial Photographers,” is based on a number of pages on our site (our Find/Photographers search page, for example) as well as several pertinent categories.
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, titled “Specialties,” is based on a series of keywords triggering the visibility of our text ad.
Although the “Specialties” ad group had been the mainstay of our efforts, midway through this month the “Commercial Photographers” dynamic ad group became more active.
Between these two ad groups, our advertisements received 20,295 impressions and 1,148 clicks. Although this is fewer impressions than we have received in previous months, actually we have refined the audience for our advertisements.
In fact, both the dynamic and standard campaigns drew in more clicks and the CPC (cost per click) decreased, which means that our campaign is becoming more effective. Boo ya!