Wilderness Therapy PPC Account – Part II

Advertising Platforms: Google AdWords
Keyword Research & Planning Tools: Google Keyword Planner, Google Trends, Keyword Shitter, Keyword Keg (Chrome Extension), SEMRush, Google Search (Suggestions)
Analytical Suite: Google Analytics, Tableau
Spreadsheet Suite: Microsoft Excel, Google Sheets

Campaign-1 (highlighted in green) has the maximum number of clicks (1412) and 18866 impressions with 57 conversions.

The least interaction is with the Campaign-2 (highlighted in yellow) with 202 clicks, 2795 impressions, and 3 conversions.

Campaign-1 has the least average CPC ($3.850) with a decent average position of 1.8. This specific campaign has the maximum number of impressions, including phone impressions (18267).

Whereas, Campaign-2 has the lowest set of impressions and phone impressions.

There have just been 3 conversions from December 2017 to January 2018. Three conversion peaks are labeled with the cost/conversion.

Ad Copy

The above ad copy’s performance could have been measured over time, it wasn’t possible as there was just 1 field (filled with “all time” data).

For split-testing purposes, it is always a clever idea to add a minimum of 4 ad copies to each ad group.

Keyword Analysis

Therapeutic wilderness programs for young adults keyword has the maximum hits (clicks: 68) with the lowest average CPC ($3.90).
I would suggest adding only 1 form of keyword match type instead of multiple keyword match type for same keywords. I would use either the exact match or broad match modifier. Also, there is a mix of distinct keyword categories, I would separate them into different ad groups and add keyword specific ad copies. For the Wilderness Therapy ad group, I would add individual ad groups for “wilderness therapy/program for young adults”, “(related to) therapy camps”, “therapeutic wilderness programs”. This would keep the ad groups tightly knit and will have a narrow focus on the content relevancy (improving the quality score).

We can maintain a LESS THAN 10 KEYWORDS PER AD GROUP strategy to maintain the relevancy and use different ad rules like dynamic keyword insertion. Addition of “near me” keywords and keywords with location-specific names would help attract more local visitors.

Recommendations

There are 4 campaigns that are limited by budget. I would suggest to either add more budget or decrease the budget from the other campaigns and add to the ones that perform better. The best option would be to target in the Search Network only (avoiding the Display Select). The bounce rate of the ad group is 61.24% (which is quite high), meaning people who are visiting your page are not finding enough/relevant content. Ideal bounce rate is < 40%.

79.43% of new sessions – 20.57% is the returning visitor’s traffic. Adding more keywords to the ad groups (tightly fit) referring to the search terms and using SEMrush reports/Keyword Planner reports. The main idea is to have keywords present in the ad copies and the landing page could help us improve the CTR and the quality score, leading to more relevant conversions.

Negative Keywords (for both the accounts)

Below are a few keywords that I think would avoid any irrelevant searches —

free, reviews, drugs or names of drugs, definition, pool party, other kinds of therapy (like physical therapy, radiation therapy), lyrics, YouTube, x-ray, books, stores, worksheets, versus or vs, videos, terms, tools, toolbox, techniques, song, synonym, restaurant, resources, questions, quiz, quotes, sayings, recipe, medication, online, app, music, meaning, menu, memes, materials, kits, jobs, jokes, description, internships, salon, gif, practice exams, course, emoji, test, DIY, on your own, café, couch, training.

 Attributes that could be carried over from 1 account to the other

Attributes that can be carried, could be the addition of single keyword or less than 5 keywords campaigns focusing on Failure to launch, Video Game Addiction and Internet Addiction/Overuse. One of the microsite mentions just the examples of the issues, for visitors to get a clear idea and more information on the distinct kinds of issues and its related therapy; maybe we could re-direct them to a new landing page that has sub-pages explaining in detail about the issues and a web form for them to enroll.

I would suggest adding a separate ad group focusing on the competitor’s names, this could help us expand our reach.