Web Ads: March 2017
In March, we wanted to show a little love to our production team! We switched out our photographer ad for one focused on shoot production, and worked off of our previous shoot production keywords to pick keywords we hoped would appeal to those looking to hire still photo producers. We kept our ad text short and to the point to tell the viewer exactly what we are all about, and linked directly to our Shoot Production page. Take a look at our March ad:
This month, we saw an increase in our overall bounce rate, which is to be expected with this type of ad. Our production services appeal to a very specific group of people, and we're working on finding the most appropriate keywords to do this with. You can see a breakdown of our AdWords site traffic below:
The ad had 481 clicks and 23,081 impressions, with a click-through rate of 2.08%. We had a few keywords spike above 9-10%, with relatively low bounce rates, such as photo producer, photo production, and photo shoot production, so those are the types of keywords we will likely gravitate towards the next time we run this ad. You can see a summary of our clicks and impressions below:
We wanted to only use keywords with direct relation to our producers and shoot production, so we were very careful when tracking our keywords and made adjustments throughout the month.
Our top 5 keywords were: producer • photo equipment • production company • photography agent • location scouting
As we continue to refine our shoot production ad, we will see a decline in bounce rates and increase in average site duration as well as pages per session. When you target a very specific audience, there is a trial period to work on picking the best combination of keywords, locations, times the ad is shown, etc. in order to put together a combination that will yield great results.
Be sure to check back over the next few months to see how this ad evolves, and if you have questions...get in touch!