Restructured Google Grant campaigns improves traffic and CTR while reducing CPC.
The Oregon Humane Society rescues, heals and adopts more than 11,000 pets each year in Oregon and surrounding areas. As competition for keywords continues to grow, first page bids are pushed above the $2 maximum bid requirement by Google Grant. The goal for restructuring the Oregon Humane Society Google Grant campaigns was to reduce competition within the account and target relevant, less expensive keywords.
Anvil restructured the Oregon Humane Society Google Grant Account working to improve traffic to the site. Anvil removed keywords that were not performing or were irrelevant and driving up costs with no return. Anvil also created more tightly grouped Ad Groups and eliminated keyword competition within Ad Groups and Campaigns that helped to reduce cost of keywords. Anvil also added additional keywords to the campaigns to capture even more relevant traffic.
—In the month following the redesign, traffic to the site via paid search increased by 35.14%
—The number of new visitors to the site from paid search increased 43.86%
—Clicks increased by 10.73%
—CTR improved by 12.22%
—Cost per click decreased by 9.52%