After a hiatus of a couple of years, we resumed our Google Ads in October 2024, and for the moment we’re going to report on our progress on a quarterly basis.
Our advertising strategy is built around targeted Google Ads campaigns, centered on an exact-match keyword method. By curating a list of keywords aligned with various specialties, we’ve set up our ads only to show up when potential clients search for these specific terms. This strategy ensures that a relevant audience sees our ads.
We’ve chosen to exclude Google Display Network to avoid traffic sources that may lead to low engagement rates. We’re testing our strategy with a daily budget of $10, and we’ll ramp it up if we see positive results.
Our ad group, named “Specialties,” focuses on 23 out of the 41 keywords we identified to pinpoint different photography specialties, such as Sports/Fitness, Food, Architecture, Corporate, and Lifestyle.
The “Specialties” ad group was viewed 4.12K times and received 238 clicks, with an average cost per click of $2.68.
The top 5 keywords were:
We use Google Analytics to track all traffic sources to our website. Traffic originating from Google Ads is categorized as Paid Search in the Traffic Acquisition section of Google Analytics.
We noticed an interesting trend when we started with Google Ads, and it continued in Q1, too.
Users who arrived at our website via Paid Search displayed the highest engagement rate (88.89%), indicating that our targeting was effective. The utilization of Google Ads has led to an increase in traffic consisting of Users who are more likely to engage with our content.
Compared to the results of Q4 2023, our average cost per click in Q1 2024 decreased from $3.13 to $2.68. A lower CPC is a sign of an improved Quality Score for our ads. Quality Score is a metric that measures the relevance and quality of our ads and keywords. By optimizing our ads, we increased our Quality Score and decreased the average cost per click.
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