Through the course of our campaign, we realized that due to the nature of our client, a promotional campaign would not be adequate, so we decided to split the adgroups under events to separate campaigns and not use the promotional Campaign. These are as follows:
- Biosphere @ U of A
- Adult Education
- Summer Camp
- Based on our results from the first two days, we realized that our CTR was at .11% which was very low. This was essentially due to the Display networks which increased to the number of impressions to over 28,000. As a result of this, we turned off the display network for some of our campaigns. Result: Our CTR increased to 1.65% during our second week.
- High performing ad groups were allotted separate campaigns after the third day of our campaign, like Biosphere and adult learning. Result: Increase in the conversion rate and better control over the budget.
- We experimented with the budget by allotting relatively higher CPC to some high performing keywords. Result: Higher number of conversions from those keywords.
Changes during Week2: Our goal was to maximize our conversions and spend our budget prudently.
- To increase our conversions, we divided our Campaign into very specific but varied ad groups. We could understand clearly which adgroups are giving us conversions and we optimized our CPC for those ad groups and paused the other adgroups. Result: We optimized our conversion and prudently spent our Budget.
Changes during Week 3: Now that we had a good strategy in place, we wanted to optimize our campaign using effective keywords and ad groups to increase our conversions.
- Max CPC and daily budget were increased for effective campaigns. Result: Increase in the number of conversions
