Effective Strategies for Upstream Growth Optimization
Improve your keyword match types to enhance cost-effectiveness and conversions. Target specific positions for keywords to maximize conversion rates. Utilize relevant variations of keywords for better traffic and conversions. Harness the power of converting URLs for enhanced ad group performance and consider restructuring underperforming keywords for improved results.
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Presentation Transcript
Upstream Growth Plan All suggestions are given based on all-time data
Suggestions-1: Most of the keyword is running under broad match type. So, It would be better to run those broad match type keyword in Exact then it will be more cost effective and lead to more conversion. Below are the data of match type keywords that showing exact match keywords have less CPA & good conversion rate than broad. Match Type Count of Keyword Impr. Clicks Leads Cost CPA Conv rate Broad match 52166 3040 286 6953.4 24.31 142 9.41 Exact match 9817 987 124 2742.16 22.11 108 12.56
Suggestions-3: I will target to maintain the position of keyword between 2 2.9 to utilize the traffic for conversion which are wasting on other positions. Reason: This is the most converting position; Conversion rate is high under the mention avg. position 2 2.9 and CPA is also less under this converting position 2 2.9. Below is the data of avg. position of Keywords. Avg. Position Impr. Clicks Cost Conversions Conv Rate % CPA 1 - 1.9 235227 15374 37041.65 1539 10.01 24.06 2- 2.9 6214 559 1293.11 85 15.15 15.27 3 - 3.9 12196 585 1461.7 64 10.94 22.84 4 - More 11 0 0 0
Suggestion-4: To use the all relevant keyword of variation having judgement collection agency , collect small claims judgement , judgement collection services , enforcement of judgment california , judgement enforcement unit , etc. Reason: The search term having above mentioned variation are generating good traffic and conversion also. Note:- The above suggestion is given on the analysis of (Jan June, 2019) search query report.
Suggestion-7: To use the most converting URL of Ad group in another related same Ad group. Reason: Probability of conversion is high to convert on converting URL. For example https://upstreampays.com/ga/judgment-collection URL as good converting will use in all judgment collection related Ad group. Below are the data of some most converting URL. Conv Rate % Landing page Impr. Clicks Cost Conversions https://upstreampays.com/ga/judgment-collection 25,910 1,727 4,300 211 12.22 https://upstreampays.com/ga/small-claims-judgment-collection-california 13,005 861 1,856 104 12.08 https://upstreampays.com/ga/judgment-enforcement 19,438 742 1,881 55 7.41 https://upstreampays.com/ga/judgment-recovery 1,819 132 296 14 10.61 https://upstreampays.com/ga/small-claims-judgement-collection 646 54 84 7 12.96 https://upstreampays.com/ga/california-judgment-enforcement 1,183 48 88 1 2.08
Suggestion-8: To make more appropriate re-structure of keyword which have traffic(click) but not conversion or high CPA in last 3 month, Either down the bid, Pause or proper re-structure with effective Ad copy and landing page. Reason: Either it will start converting or reduce the cost. Below are the data of some high CPA, non converting and high cost keywords. Keyword Impr. Clicks CTR Avg. CPC Cost Conversions CPA [california judgment enforcement] +court +judgement +collection [small claims judgement collection] [judgement recovery services] +court +judgement +debt +collection [judgment enforcement california] 388 29 7.47% 4.34 126 2 63 381 53 13.91% 2.25 119 2 60 116 19 16.38% 2.46 47 1 47 52 7 13.46% 4.16 29 1 29 44 8 18.18% 4.11 33 0 147 6 4.08% 4.25 25 0
Analysis of keyword have with California words Analysis of keyword have with California words 1. Most of the keywords with California terms have high CPA which have low conversion rate. 2. To improve the result of these keywords we need to reduce CPA through filtering search term & Increasing conversion rate through improving landing pages. Keyword Impr. Clicks CTR Avg. CPC Cost ConversionsCPA Conv. rate +collection +agency +california 1,520 50 3.29% 2 124 1 111 2.27% +california +judgment +collection 691 40 5.79% 3 118 1 102 2.78% [california judgment collection] 322 33 10.25% 2 79 1 74 3.33% +california +judgment +enforcement 3,083 90 2.92% 3 259 4 61 4.82% +small +claims +judgment +california 876 31 3.54% 2 56 1 53 3.33% [california judgment collection] 433 42 9.70% 3 110 2 52 5.00% [california judgement collection] 338 26 7.69% 3 75 1 50 5.26% [judgment enforcement california] 786 50 6.36% 4 178 4 35 9.76% [california judgment enforcement] 1,331 88 6.61% 3 291 8 31 11.11% +california +judgement +collection 4,442 335 7.54% 2 754 32 21 10.79% +california +judgment +recovery 720 41 5.69% 2 82 4 18 10.53% +california +judgement +enforcement 794 40 5.04% 2 86 4 18 11.43%
