Performance Analysis

At the beginning of July, we implemented several optimizations to improve the campaign's effectiveness, reduce costs, and increase the number of relevant clicks. By negating irrelevant keywords that were incurring high costs and adding relevant keywords, we observed significant improvements.

Previously, users who clicked on the ads were directed to the "Contact Us" page. This page did not contain sufficient information to engage users effectively. We changed the landing page to the homepage, which offers more comprehensive information about the business, aiming to increase the conversion rate.

Actions Taken for Campaign Optimization in July 

• Negated irrelevant keywords: Removed keywords that were not related to your business and were  generating unnecessary costs. Some keywords, like the ones below, are irrelevant to your campaign and have increased the campaign cost, so we disallowed them to prevent them from appearing in ads again:

[a 1 tree service]

[all day landscaping]

[average cost to clear an acre of land]

[backyard waste removal]

[bark mulch blowing bellingham wa]

• Added relevant keywords: Included keywords closely related to your business activities to the search keywords list.

• Adjusted match type: Changed the match type of keywords from broad match to phrase match to  ensure ads are displayed for more relevant search terms. In broad match, ads appear for related and varied searches, while in phrase match, ads show only for searches containing the exact phrase in the specified order.

Planned Optimizations for the Next Month

1.  Optimize ad titles: Review and optimize ad titles to increase the CTR.

2. Expand keyword list:  Continue adding relevant keywords to the search keywords list as they are identified.

3. Fine-tune match types: Change match types from phrase match to exact match to ensure ads are displayed for the most relevant search terms, thus reducing advertising costs. Exact match targets searches that exactly match the keyword, while phrase match targets searches containing the keyword phrase in the specified order, with additional words allowed before or after.

4. Bid strategy optimization: Optimize the bid strategy to further reduce advertising costs while maintaining or improving performance. In Google Ads, a bid is the maximum amount an advertiser is willing to pay for a click on their ad.

To further enhance performance and reduce costs, it is recommended to integrate the following keywords into the website content:

• blackberry removal

• brush clearing service

• land clearing services

By implementing these changes and optimizations, we expect the campaign's performance to improve in the coming months, leading to better results and more efficient use of the advertising budget.