Since October 2023, we have restarted Google Ads, and the main focus of our ad campaigns is precision and relevance.
Our advertising strategy relies on the use of targeted Google Ads campaigns. The core of this strategy is an exact-match keyword approach. By compiling a list of keywords that match various specialties, we have configured our ads to appear only when potential clients search for these specific terms. This level of precision ensures that our ads reach a relevant and engaged audience.
We have disabled Google Display Network with the goal of eliminating traffic sources that could result in low engagement rates. With a daily budget of $10, our campaign aims for efficient and focused ad spending.
Our ad group is called “Specialties.” It contains 23 out of 41 keywords we use to identify different photographer specialties. Some examples of specialties are: Architecture, Corporate, Lifestyle, etc.
Specialties ad group was viewed 4.54K times, and it received 208 clicks. The average cost per click was $3.13.
The top 5 keywords were:
We monitor all the traffic sources for our website with Google Analytics. All the traffic that comes from Google Ads is marked as Paid Search in the Traffic acquisition section of Google Analytics.
Interestingly, Users who visited our website through Paid Search have the highest engagement rate (95.87%), meaning that our targeting worked as intended. Usage of Google Ads reflects not just higher traffic but, more importantly, traffic with intent.
This quarter’s results reaffirm our decision to pivot towards a targeted, exact-match keyword approach in our Google Ads campaign. By focusing on specific keywords, we enhanced the quality of our web traffic, and improved our engagement metrics. As we continue to refine our strategy, these quarterly report card articles will serve as a tool to measure our progress and success.
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