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Google Ads Campaign Analysis for Our Meal-kit Review Blog
- 1. Meal Kit Reviewers Digital Marketing Analytics Final Project
- 2. Table of Contents 1. Introduction 2. Process 3. Campaign Decisions 4. Campaign Outcomes 5. Ad Groups 6. Keywords 7. Challenges 8. Campaign Audience 9. Improvement Opportunities 10. Google Analytics Reports 11. Summary
- 3. Blog Introduction We decided to create a blog about meal kit delivery services because it is a unique topic and something that set us apart from the rest of our classmates. Each of us ordered a different service and decided to write reviews about different brands on our blog. We tried to keep it in a similar price range, assess the same things and rate each of them out of 10.
- 4. Step 3 We spent $100 to run a 8-day Google Search Ads campaigns to attract more users and clicks. Step 1 We wrote 7 blogs about different meal kit services and uploaded them to blogger weekly. Step 2 We connected Google Analytics to our website to track view traits and have a better sense of managing our blogs. Step 4 We analysed and took actions during the campaign to improve CTR and conversion rate. Process
- 5. Campaign Decisions Business Goal: Earn Traffic and Engagement on our blog Campaign Goal: 1. At least 2 pages per session 2. Clicks Budget: $12.5/per day and $100 total (running 8 days) Advertising Type : Google AdWords search ads Geographical Target Area : USA Ad Groups: 8 Bid Strategy: Maximum Clicks & ECPC Keywords: 120+(including 26 negative keywords)
- 7. Top 3 Ad Groups Blue Apron Green Chef Plated 51% of total clicks 19% of total clicks 15% of total clicks CTR: 4.56% Conv.rate: 9.38% CTR: 3.46% Conv.rate: 8.33% CTR: 4.86% Conv.rate: 10.53% of total conv.50% 17% of total conv. 17% of total conv.
- 8. Ad Group Example: Blue Apron Group Search Terms Negative Keywords
- 9. Quality Score [Blue Apron Reviews] 10 Top Keywords High Quality Score [Blue Apron Meals] “Blue Apron” “Plated Meal Kit” 8 [Green Chef Review] 10 8 8 Match Types Ad Relevance Posts Quality Landing Page Exp. Ad Format Decisions
- 10. CTR “Meal Kit Review” 33.3% [Plated Meals] [Plated Review] +Green+Chef 6.25% 8.7% 4.56% +Ad Extensions +Call-to action Keywords in URL Think as Audience 3+ text ads/ group 3.62% +Healthy+Meal+Prep Top Keywords High CTR Decisions
- 11. Example: Blue Apron ❏ blue apron career ❏ blue apron customer service ❏ blue apron glassdoor ❏ blue apron linkedin ❏ blue apron login ❏ blue apron recipe ❏ blue apron stock ❏ blue apron stock price For negative keywords we included our brand names in combination with “customer service, menu, gift card and careers;” basically words irrelevant to our blog. Negative keywords helped us to achieve higher click through rate by preventing people who does not want to click in from seeing our ads, lower spend and higher conversions. They helped to increase the accuracy of our ads. Negative Keywords
- 12. Challenge Adjust Keyword Match Type We used more specific match types like exact match and phrase match to attract visitors who are most likely to make a conversion. Always Testing Testing allows us to see what works and what doesn’t. We tested different bid strategies and ad scheduling to increase conversion rate. 1 Our Solution How to increase conversion rate? Improve Ad Quality Score Google Ads’ ad quality score helps us increase our ad quality. Our scores were low to begin with but we kept changing it until we were happy with our score.
- 13. ChallengeAdd Negative Keywords By adding negative keywords, we eliminated those searches that have low relevance to our blog. People who see our ads should find it useful. 2 Our Solution How to increase click- through-rate? Optimize Text Ads We used ad extensions to increase visibility, added call-to-actions to motivated customers, and put the keyword in the URL of the ad to build trust. Use Ad Scheduling We went through our data and found during 9am-9pm in a day our ads generate most of the clicks. So we set the ad scheduling in order to increase CTR.
- 14. Challenge Increase the Bid on Some Keywords We increased the bid on some keywords in the last few days for our ad to be shown in a better position. However, we did not know how to allocate our resources quite as effectively from the beginning. 3 Our Solution How to increase impressions at the same time? Try to Find the Balance The most tricky part was to increase impressions and conversion at the same time because the strategy is different. It is important to find the balance between these two.
- 16. Increase Budget The budget controls how often an ad is shown, which can increase the percentage of total impressions if we have higher budget. Some keywords are quite competitive and require higher bid to show in the first page. Longer Time Frame If we run the campaign for a longer time, we will have more time to test different strategies to optimize the campaign. In addition, we can get more data to analyse and target audience more accurately. Improvement Opportunities Blog and Posts If we further improve the quality and quantity of our posts, the landing page experience could increase and then improve ad rank. Also, we could broaden the topic to other meal services such as take away services to target more customers. We could also work on the website’s user experience and design. 16
- 17. We in total attracted 209 users to our website. The bounce rate is at 64.75% and each session lasted about 1m 18s. 67.8% of the users visited the website through mobile and 30.5% through desktop. 91.53% of the users were from the United States. The percentage of female users was greater than that of men. Blue Apron Review had the most pageviews, followed by Green Chef and then Plated. Google Analytics Report Initially users mainly visited our website through direct channel since we were spreading the word among our friends. However, this traffic channel only lasts a few days and user quantity started to decline. At this point we started using Google Ads to attract new users, and paid search became our main traffic channel for the rest of the campaign.
- 18. USA India UK Audience Analysis Paid search: 58% Direct channel: 13.33% Social channel: 13.33% Direct channel: 0.95% Direct channel: 7.62% Social channel: 4.76% Referral: 1.43% Since our Google Ads campaign mostly focused on user acquisition from the United States, all users acquired by paid search are from the US. At the same time, the direct channel and the social channel from the US also have the highest percentage which means that the market has a larger potential to spread the words of our website. In India, users visited our website through the direct channel the most, which means that they were mainly visiting due to the word of mouth. We could also concentrate on media and social marketing campaign since the social channel acquisition rate in India is also high.
- 19. Channel A: Paid Search 53.8% ❏ 81.6% bounce rate ❏ 1.38 pages/session ❏ 34 second average session duration Channel B: Direct 24.3% ❏ 40.3% bounce rate ❏ 2.88 pages/session ❏ 2:37 minutes average session duration Channel C: Social 20% ❏ 56% bounce rate ❏ 2.44 pages/session ❏ 1:12 mins average session duration Channel D: Referral 1% ❏ 33.33% bounce rate ❏ 1.67 pages/session ❏ 13 second average session duration Acquisition Analysis Analysis Conclusion: Paid search channel is not very much effective. Though it did attracts most users but it also had the highest bounce rate. The most reliable way of user acquisition seems to be the direct channel.
- 20. SUMMARY Overall, we faced challenges due to time and financial restraints. However, we managed to get a high conversion rate in the short time. There are a lot of improvement opportunities which we will implement in further study and work.