Changes made today:
Location targeting set to Eastern Cape, Western Cape and Gauteng
We decided to pause the "tourism/hospitality" ad group as we felt it was not generating many clicks and proved to be an unprofitable market for us. We would rather focus on the five remaining ad groups as we feel there is more potential there.
We edited the keywords for the "Corporate" group and decided to expand this group to include all kinds of luxury travel e.g. car and chauffeur hire for matric dances, weddings, and other functions.We also created a new advert for this group targeted at this specific market. We should perhaps rename the Corporate group to something like Luxury Travel.
After the first week where we found our feet in the workings and processes of the campaign, we will now focus on improving existing keywords, removing any unprofitable keywords/ad groups and looking especially at the opportunity to define new selling points for our company's services.
We have, so far, identified the luxury aspect of the "corporate" adgroup to be potentially flexible to other services, such as matric dances. We have created an ad which sells this service to other customers seeking luxury car hire, rather than limiting it to corporate travel.
While examining some of our keywords, we found that a few keywords such as "grahamstown shuttle" in the "Student" adgroup were triggering ads with similar keywords. We had used the same keyword in the "National Arts Festival" (NAF) adgroup, and had recently increased our bid from $0.60 to $1.21.
We have identified the "grahamstown shuttle" keyword in the "NAF" adgroup as very successful (getting 14 clicks out of 97 impressions resulting in an impressive 14.43% CTR), and will thus delete the duplicate keyword in the other adgroup as we do not believe it has the potential to gain the same success. This keyword has been replaced with "student shuttle service" which will be assessed in the next few days after it is reviewed.
In the next 2 days we will turn our attention to reviewing our campaign for duplicate keywords. We shall assess which keywords we prefer and then delete the duplicates.
We have added an ad group under "Schools", while the first ad is more general the second ad focuses specifically on travel for school sports teams and the destination URL is the page for 'mini-buses' which are perfect for sports teams.
No comments:
Post a Comment