Key Actions and Improvements

Keyword Optimization:
We analyzed the keywords used in the campaign and identified several that were not relevant to our target audience. These keywords had high impressions but did not lead to meaningful engagement, causing the ad to become less optimized. Consequently, we added these keywords to the negative keywords list to prevent the ad from being triggered by them in the future. The specific keywords that were negated include:

• residential treatment centers near me

• youth treatment centers in Ontario

• child counseling nearby

• new therapist today (Winnipeg services health beauty massage services)

• remedies for anxiety and depression

• octave therapy

• and more…

For highly relevant keywords, which generated substantial impressions and clicks, we added exact match types. This change allows for better control over the cost-per-click and ensures that ads are only shown for precise search queries. These keywords include:

• [counseling center]

• [treatment centers for depression and anxiety near me]

• [treatment center nearby]

• [treatment centers nearby]

• [bipolar depression treatment nearby]
  

Ad Copy Optimization:

We revised the headlines used in the ads to better align with the target audience’s search intent. This optimization has contributed to an increase in the Click-Through Rate (CTR) and improved the Ad Relevance, which in turn enhanced the Ad Optimization Score and reduced costs.

Conversion Tracking:

Conversion tracking was reset to focus solely on form submissions by users. This ensures that conversions are accurately measured based on meaningful interactions rather than page views. This adjustment will help us better understand which keywords are truly driving conversions.

Performance Comparison with the Previous Month

• Click-Through Rate (CTR): Improved by 3% due to the ad copy optimizations and keyword refinements.

• Average CPC: Reduced by 0.07$, reflecting better budget management and more efficient bidding strategies.

• Total Clicks: We received approximately 20 more clicks compared to the previous month, indicating increased user engagement with the ads.

Next Steps

Moving forward, we will continue to monitor and refine the keywords and ad copy to ensure that the campaign remains highly relevant and cost-effective. Further adjustments to the bid strategies and negative keywords will be made as needed to optimize performance.

In the upcoming month, we plan to pause the current campaign and launch a new one utilizing a Manual CPC bidding strategy. This change will allow us to manage the cost-per-click more precisely, ensuring that our budget is spent more efficiently and maximizing the return on investment for each click.

Glossary of Terms

• Clicks: The number of times users clicked on the ad.

• Impressions: The number of times the ad was shown to users.

• Average Cost Per Click (CPC): The average amount paid for each click on the ad.

• Click-Through Rate (CTR): The percentage of impressions that resulted in a click. It is calculated by dividing the number of clicks by the number of impressions.

• Ad Optimization Score: A metric provided by Google Ads that reflects how well your ads, keywords, and landing pages are optimized for performance.

• Negative Keywords: Keywords that are excluded from triggering the ad, ensuring it only appears for relevant search queries.

• Exact Match: A keyword match type that allows your ad to show only when someone searches for the exact term or close variations of it.

• Conversion Tracking: A tool in Google Ads that tracks the actions users take after clicking on your ad, such as filling out a form or making a purchase.

• Manual CPC: A bidding strategy in Google Ads where you manually set the maximum amount you're willing to pay for each click. This method provides more control over your cost-per-click, allowing for precise budget management.