Improving PPC Campaign Efficiency for Luxury Big Island in February 2017
Activity in February 2017 for luxurybigisland.com PPC review showed a significant improvement in clicks and impressions compared to the previous month. The optimization efforts included removing low-performing keywords, adding negative keywords, and aggressive monitoring. The focus was on differentiating luxury traffic from non-real estate traffic to enhance campaign efficiency. Top-performing keywords and ad performance by state were also analyzed, showcasing a shift towards general keywords with healthy CTR percentages. The report emphasized the importance of targeted keyword bidding and monitoring to prevent wastage of ad spend.
Download Presentation
Please find below an Image/Link to download the presentation.
The content on the website is provided AS IS for your information and personal use only. It may not be sold, licensed, or shared on other websites without obtaining consent from the author.If you encounter any issues during the download, it is possible that the publisher has removed the file from their server.
You are allowed to download the files provided on this website for personal or commercial use, subject to the condition that they are used lawfully. All files are the property of their respective owners.
The content on the website is provided AS IS for your information and personal use only. It may not be sold, licensed, or shared on other websites without obtaining consent from the author.
E N D
Presentation Transcript
LUXURYBIGISLAND.COM PPC REVIEW February 2017
60 10000 IMPRESSIONS AND CLICKS 9000 50 8000 Removed low performing KWs to improve quality score 7000 Added negative keywords to remove searches with low relevance 40 6000 30 5000 4000 20 3000 2000 10 1000 0 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 Impressions Jan Impressions Feb Clicks Jan Clicks Feb
1 2 3 IMPRESSIONS AND CLICKS ACTIVITY CTR improved by 137% compared to January 2017. Improved campaign efficiency due to better keyword bidding, targeting, and aggressive keyword monitoring. Average daily impressions decreased but daily clicks increased by 24.6%. Differentiating between luxury and other non real estate traffic continues to be the focus for optimization.
KEYWORDS Aggressive negative keyword monitoring to remove unrelated search terms and prevent unintended spend. Main keywords have not significantly changed.
TOP PERFORMING KEYWORDS Keywords Clicks Impressions CTR Kukio homes for sale 1 5 20.00% luxury big island 8 48 16.67% sothebys Hawaii 16 103 15.53% hawaii luxury real estate 5 37 13.51% Hualalai homes for sale 3 28 10.71% Hawaiian Luxury Home 3 36 8.33% property Hawaii private 1 19 5.26% luxury real estate kona 5 97 5.15% luxury real estate Hawaii 16 321 4.98% luxury property Hawaii 23 547 4.20%
1 2 3 Top keywords composition changed towards general, but low traffic, keywords Generic keywords still account for bulk of interaction but CTR% is healthy at >3% Competition for branded keywords has increased cost TOP PERFORMING KEYWORDS ANALYSIS
CLICKS BY STATE 62% clicks are coming from three locations: Hawaii, California or Washington. Others, 157 Hawaii, 228 Hawaii California Washington Oregon Hawaii is a target segment for future optimization. Nevada, 13 Texas Arizona, 13 New York British Columbia, 16 Alaska Alaska, 19 British Columbia Arizona New York, 19 Nevada Texas, 21 Others Oregon, 22 Washington, 58 California, 179
AD POSITION Ad group Impressions Clicks CTR Average Position Kukio 367 14 3.81% 1.5 Hualalai 5886 53 0.90% 3.6 Search 66876 677 1.01% 3.8 Kukio ad position improved; No significant change in Hualalai and general search campaign. Search Ad group Hualalai Ad group Kukio Ad group Competitor Keywords General luxury real estate keywords Hualalai specific real estate keywords Kukio specific real estate keywords
PPC AUDIENCE DEMOGRAPHICS Audience under 35 removed from ad targeting.
Add conversion tracking to improve lead funnel FUTURE INITIATIVES Optimize landing page to capture lead information Reduce bounce rates for paid ads
