The Google search ad campaigns yielded some insights for improving future campaigns. Ad 1 received more impressions but no clicks, while Ad 2 performed better though with fewer impressions. Key learnings included narrowing the targeted audience and keywords, focusing on females, and improving headlines and extensions to more closely match the content. Regions like California, Texas and Florida saw higher engagement. The campaigns helped identify opportunities to enhance relevancy through keyword research and matching.

1. Google Search
Campaign Results
Rosa I Evans

2. Ad 1
Overview
• Dates run: Apr 20, 2020 - Apr 22, 2020
• Budget $10.00/Day
• Goal set for campaign: Drive traffic to website
• Campaign type: Ad Search
• Targeting Strategy
• Location:United States
• Audience Criteria:
In-market Audiences:
Business Services
Advertising & Marketing Services
• Affinity:
Media & Entertainment, Banding & Finance, Sports & Fitness, Beauty &
Wellness
• Bid Strategy:
• Maximize conversions
• Google chose conversion
• Extensions chosen:
• Sitelinks:
Business Tips
Services
• Callout:
Grow your brand
Convert into clients
Connect with your base
• Destination URL: http://www.rosaievans.com/how-does-personal-branding-affect-
success/marketing/
• Ad Group Keywords:
@ user name
Ads run
•build your own brand, creating a brand,brand build, brand identity, brand design, branded online, brand
marketing, business branding, brand strategy, small business branding, digital branding, brand
marketing strategy, branding agency, personal branding, personal brand management, branding your
business, brand yourself, branding and marketing strategy, branding yourself on social media, branding
your company, self branding, brand yourself examples, personal branding consultant, branding tips,
personal branding tips, branding yourself online, personal brand website, brand strategy consulting,
ways to brand yourself, building a personal brand, building your personal brand, creating a brand for
yourself, creating your personal brand, developing a personal brand, developing your personal brand,
my personal brand, personal brand identity, personal branding online, your personal brand,

3. Ad 2
@ user name
Ads run
Overview
• Ad 2 was created using a different headline.

4. Analytics
AD 1
Campaign Span: April 20-22, 2022
Budget:$10/ Day
Traffic to Site by Day:
April 20, 2020:14
April 21, 2020:9
April 22, 2020:2
Impressions: 390
CPC: $.84
CTR: 6.41%
Performance was significantly lower than Ad 2
Ad 2
Campaign Span: April 20-22, 2022
Budget:$10/ Day
Traffic to Site by Day:
April 20, 2020:0
April 21, 2020:0
April 22, 2020:0
Impressions: 23
CPC:-
CTR:-
Performance was significantly lower than Ad 2

5. Ad 2 received more impressions than Ad 1
Ad 1 received impressions but yielded 0 clicks.
Female viewers had a higher CTR on Ad 2
Conclusion: Female audience were served ads more than males. .

6. Ad 1 was served to a larger number of viewers with undetermined age.
Ad 2 received more impressions by viewers of undetermined age.
The second largest age group was (18-24),
Due to the large number of undetermined age bracket that clicked on ad, age would probably not be a target for future ad of this type.

7. Keywords and Search Terms
Keywords were served by broad match.
Most common word match is brand
For future campaigns, it would be benefit to use the word brand along with longtail keywords that match user intent as seen in search terms. Selecting
phrase match or broad match modifier might yield better results.

8. Analytics by Location
Ads received higher impressions and clicks in clusters of
states, California, Florida, Texas, and North Eastern US.
(See next slide)
Future campaigns can target these areas more.

9. Key States:
Texas, California,
Florida.

10. Media and Entertainment Affinity Audience received the highest impressions and
clicks.
Business Services In-Market audiences received the highest impressions but no
significant difference in clicks.
For future ads, target Media and Entertainment affinity audiences

11. Google Search Ads Insights

12. The Google Ad Search campaigns were fairly easy to set up. The instructions
were clear and easy to follow. I was able to set up the ads in under 30 mins. The
part that took the longest was trying to write out the headlines and descriptions
since they have a character limit. The easiest part of setting up the campaign was
navigating through the different steps. Google does a good job of giving you
plenty of hints and tips. The fact that you can set a budget is great for testing out
ads.
One of the most challenging aspects was picking the audience and keywords to
use. For my next ad, I will try to narrow down my audience to fewer affinity
audiences and only one-in market audience. I will also need to work on
researching better keywords that are closer to what the audience is actually
searching for. Using more longtail keyword matches that describe how people
google information would probably help my ad receive more impressions.
Google Search Ads Insights

13. I picked my target audience considering clients that I have worked with in the
past. As a branding consultant, I tried to select affinity audiences based on former
clients and selected keywords based on services that I have provided. My article
pertains to the importance of personal branding and the vast majority of my
clients are personal trainers, and fitness or wellness coaches. Personal branding is
important to them and I tried to select keywords that I thought they might search.
For future campaigns, I will use the insights from this campaign to narrow down
my audience to fewer affinity audiences and target more females.
Overall the Ad 1 received less impressions and clicks. Ad 2 performed better. For
future campaigns, I will conduct more thorough keyword research, target females
with a headline leading with personal branding or branding. The only thing I
changed between the two ads was the headline.
Ad 1 read: Grow your business
Ad 2 read: Build your brand
Google Search Ads Insights

14. The highest matching keyword was brand. Most of the terms searched described
the searchers intent. In other words, what their desire was. Example: How to start
a clothing brand or beauty brand. In future campaigns, I would use a phrase
match or broad match modifier match instead of broad match.
I would also update my headline and description to be a closer match and
correlation between the article and keywords. I focused on my business services
instead of what the article’s value gave to the audience.
My extensions also need updating. I need to use callout extensions that would be
more valuable to the viewer. Instead of services, use create your brand, or
something that holds more meaning tied closer to the purpose of the article.
Google Search Ads Insights