Luxurybigisland.com PPC Review

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Presentation transcript:

Luxurybigisland.com PPC Review February 2017

Impressions and clicks Removed low performing KWs to improve quality score

Impressions and clicks activity CTR improved by 137% compared to January 2017. 1 Improved campaign efficiency due to better keyword bidding, targeting, and aggressive keyword monitoring. Average daily impressions decreased but daily clicks increased by 24.6%. 2 Differentiating between luxury and other non real estate traffic continues to be the focus for optimization. 3

Keywords Aggressive negative keyword monitoring to remove unrelated search terms and prevent unintended spend. Main keywords have not significantly changed.

Top performing keywords Clicks Impressions CTR Kukio homes for sale 1 5 20.00% luxury big island 8 48 16.67% sothebys Hawaii 16 103 15.53% hawaii luxury real estate 37 13.51% Hualalai homes for sale 3 28 10.71% Hawaiian Luxury Home 36 8.33% property Hawaii private 19 5.26% luxury real estate kona 97 5.15% luxury real estate Hawaii 321 4.98% luxury property Hawaii 23 547 4.20%

Top performing keywords analysis Top keywords composition changed towards general, but low traffic, keywords 1 Generic keywords still account for bulk of interaction but CTR% is healthy at >3% 2 Competition for branded keywords has increased cost 3 Top performing keywords analysis

Clicks by state 62% clicks are coming from three locations: Hawaii, California or Washington. Hawaii is a target segment for future optimization.

Ad position Ad group Impressions Clicks CTR Average Position Kukio 367 14 3.81% 1.5 Hualalai 5886 53 0.90% 3.6 Search 66876 677 1.01% 3.8 Kukio ad position improved; No significant change in Hualalai and general search campaign. Search Ad group Competitor Keywords General luxury real estate keywords Hualalai Ad group Hualalai specific real estate keywords Kukio Ad group Kukio specific real estate keywords

PPC Audience demographics Audience under 35 removed from ad targeting.

Future initiatives Add conversion tracking to improve lead funnel Optimize landing page to capture lead information Reduce bounce rates for paid ads