Wonderful Machine uses its Google Ads campaign to promote member photographers, and during the month of October the ads were especially effective. Our Specialties ad groups increased the number of clicks by +440%!
Let’s say you’re a business owner (as you probably are), and you want to advertise both your industrial photography and your portrait photography. You would create a separate ad group for each of those targets with a distinct set of keywords.
At Wonderful Machine, our standard ad group is called “Specialties” and includes 26 of our 41 keywords that we use to identify the different specialties in which our photographers specialize: i.e., food photography, lifestyle photography, adventure photography, etc.
During October 2021 (in comparison with August), the “Specialities” ad group saw a +440% increase in the number of clicks, +60.2% leaps in users, +70% increase in the number of sessions.
By contrast, our dynamic ad group, called “Commercial Photographer,” saw a -40% drop in clicks, a -33.1% decrease in number of users, and a -33.7% loss in sessions.
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.
Unlike e-commerce sites, our Google Ads cannot attach a literal dollar amount to our conversions because conversions for Wonderful Machine means clients finding photographers through our website and hiring them. But since Wonderful Machine is just the middle man, so to speak, what happens in the last part of that exchange is unknown to us.
So this is a longer way of saying that the most important indicator for Google Ads will depend on the specific business model.
But any business wants to maximize impressions and clicks and ultimately receive clicks and pay less for them.
So we were happy to see our CPC (cost per click go down, impressions dramatically increase, and disappointed that our CTR (click-through rate) fell. But note that the CTR declines modestly whereas the impressions go through the roof. Our advertisements are being seen by so many more people, that even if the CTR decreases, more people are clicking on our advertisement.
Check in against next month to see how the fortunes of our Google Ads campaign has fared.