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Luxurybigisland PPC Review

A review of Luxury Big Island's PPC campaign, including impressions, clicks, bid adjustments, top performing keywords, ad position, and audience demographics. Future initiatives include fine-tuned bid adjustments, separate campaigns for low performing keywords, display campaigns, and removing ads from search partners. Additionally, a summary of the April Facebook campaign is provided, along with upcoming May campaigns and initiatives.

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Luxurybigisland PPC Review

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  1. Luxurybigisland.com PPC Review April 2017

  2. Impressions and clicks Bid adjustment for Hawaii searches relaxed Bid adjustment for Hawaii searches

  3. Impressions and clicks activity

  4. Keywords Main keywords has not significantly changed Additional keywords were added in but projected traffic is too low to activate the search keywords

  5. Top performing keywords

  6. Top performing keywords analysis

  7. Clicks by state 94% clicks are coming from three locations: Hawaii, California or Washington. Bid adjustments decreased the number of clicks from Hawaii but has not shown significant effect on the number of searches from other regions

  8. Ad position • CTR% improved for all ad groups except Hualalai. Ad position marginally improved overall but placement for Google is still within the top 4. Keyword cost for Hualalai increased significantly.

  9. Ad position • Ad position has generally improved overall. Actual ad position appears lower than average numbers due to impressions from partner networks. • Spend on partner networks is negligible, but they are inflating impressions numbers

  10. PPC Audience demographics Click demographic essentially unchanged from March

  11. Future initiatives • Continue to manage clicks from Hawaii through fine tuned bid adjustments • Move low performing keywords to separate campaign to capture occasional clicks but to avoid affecting quality score of existing campaigns • Turn on display campaigns • Remove ads from search partners

  12. Facebook campaign

  13. April campaigns • Campaign Details: • Total Spend: $165.77 • Active: April 13 – 22 • Engagements: 236 • Total Reach: 2310 • Cost per Engagement: $0.7 • Placement: Facebook only

  14. Campaign performance • Good results for this campaign, cost per engagement is low and 10% of the people reached performed and action. • Observable drop in performance at the latter part of the campaign but this may be due to seasonal effects due to day of week.

  15. Reach Demographics • Men are slightly more inclined to engage in the 35-44 and 45-54 bracket but women are more dominant in numbers and engagement in the 55-64 and 65+ brackets.

  16. Campaign details

  17. May campaigns • Good Neighborhood campaign is due to run on May • Other Facebook initiatives on queue to support PR campaigns • Recuts of existing videos to optimize those creatives to platform

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