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During the month of May, Wonderful Machine continued its Google Ads campaigns, promoting our member photographers and their ability to satisfy any brief, anywhere in the world. Nearly 15% of the traffic that came to WonderfulMachine.com was driven by that Google Ads campaign, but we’ve had to work hard over a long period of time to ensure the quality of that traffic.
One of the conversions set up on our Google Analytics account tracks when users conduct photographer searches on the site. The graph below displays the users coming to the site from our Google Ads campaign, since November 2021, along with that conversion. As you can see, the conversion rate is continually improving throughout this period but is undoubtedly its highest over the past few months (since we started the Locations ad group).
Wonderful Machine uses Google Ads campaigns to promote our member photographers and our shoot production services. Our campaign consists of three ad groups (ad groups are subsidiary to campaigns), two of which are standard and the third dynamic. For the past year we’ve been using both one standard ad group and one dynamic, but during the month of April we commenced with a second standard ad group.
The most basic type of ad is a search campaign, and this is what most people think of when they think of Google Ads. These are the advertisements that appear at the top of search results.
We’ve maintained a constant budget, but we have changed certain keywords, fiddled with the ad copy, and even employed images. These are the kinds of basic maintenance required when you have a Google Ads campaign.
Our campaign has three different ad groups: two “standard” ad groups and a dynamic ad group. Below are the results for each.
Our longstanding standard ad group is called “Specialties” and includes 26 of the 41 keywords that we use to identify our different photographer specialties: i.e., food photography, lifestyle photography, industrial photography, etc.
The specialties ad group was viewed 18,962 times (impressions). Viewers clicked on those ads 786 times for a CTR (clickthrough rate, or clicks divided by impressions) of 4.1% (an +8.7% increase over the previous month).
The locations ad group was viewed 48,666 times and clicked on 1,213 times. That is a CTR of 2.5%. Since this ad group was only started last month, it hasn’t had time to adequately compare to the previous period.
We also run a dynamic ad group. A dynamic ad group creates advertisements based on pages from your website. So, instead of making your advertisement based on keywords, you provide Google with a series of pages that you want to draw traffic to.
In relation to the standard ad groups, the dynamic ad group is surprisingly non-dynamic. This ad was seen 842 times and received 40 clicks. This equals a CTR of 4.8% — the best of the three.
The average CPC (cost per click) was $.14 for all three of these ad groups. Really not sure how that happened…
Interested in starting a campaign for your own site? Reach out and let us help.