Iowa One Call
April Search Engine Marketing Report
May 3, 2013
Greetings:
The first month of your campaign is off to a fantastic start! All metrics are showing great results. We’re seeing great click-through traffic to your landing page and costs-per-click at less than 25 cents, which gets you more for your budget.
We’ve established two Google AdWords campaigns for you, a main campaign and a campaign with messaging and links targeting the mobile user.
Iowa One Call Main Campaign – The main IOC campaign targets Iowans across eight ad groups or “keyword buckets.” The ad groups contain keywords that are related to each other and reflect how people search for that topic. We’ve also customized ad messaging for the various ad groups. For example homeowners would see a different ad than farmers. The IOC’s AdWord groups are:
o One call – variations on key words and phrases related to “one call” and “iowa one call,” including variations by city (i.e., ames one call, cedar rapids one call)
o Homeowner projects – key words and phrases related to dig-able home projects, including: gardening, patio design, home improvement, etc.
o Before you dig – variations on keywords, phrases related to “before you dig,” including: call before you dig, number to call before you dig, etc.
o Underground utilities – key words and phrases related to underground utilities, including: locate underground utilities, marking underground utilities, cable locator, etc.
o Excavators and contractors – key words related to excavators and contractors.
o Dig safely – key words and phrases such as “iowa dig safe” and “safe dig.”
o Color codes – key words related to utility color codes.
o Farmers -- key words related to farm projects, such as farm ponds, farm landscape, etc.
IOC Main Campaign / AprilImpressions / 124,928
Clicks through to page / 2,288
Click-through rate (CTR) / 1.83%
Avg. cost per click (CPC) / $.18
Total spend for month / $405.31
Ad position on first page of search / 2
Iowa One Call Mobile Campaign – The Iowa One Call Mobile campaign contains site links and messaging optimized for mobile devices. Launch data looks very good for this campaign.
IOC Mobile Campaign / AprilImpressions / 3,293
Clicks through to page / 135
Click-through rate (CTR) / 4.10%
Avg. cost per click (CPC) / $.22
Total spend for month / $29.58
Ad position on first page of search / 1.7
Strategies for May:
· Increase budget – Google has suggested a $4/day increase in budget projected to generate an additional 40 clicks per day to your website. We will be monitoring the results, and will bring it back down if we see your costs per click average increase too much.
· Monitor Ad Group performance – We’ll continue to monitor ad groups such as Farmers and Excavators. Those groups had low impression numbers and few clicks, which mean related search phrases didn’t rank as high as other terms. If this trend continues, we will move the best performing key words into other groups to better focus our targeting and messaging.
· Monitor keyword performance – We’ll continue to monitor and adjust keyword performance to make your campaign as relevant to web searchers as possible and to make the most of your budget dollars. Google has recommended some changes to your campaign, which we will review.
· Monitor messaging – We will be watching the performance of your text ads to determine if changes are needed or if additional messages should be created.
· Monitor performance of search and display networks – We’ve set your main campaign to test performance on both the Google search and display networks. We’ll be monitoring the results to see if one or other channel performs better and adjust accordingly.
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