This month our expert advertising team have been discussing the pros and cons to brand bidding, how to utilise keyword-rich copy and the implications of a high bounce rate. Go behind the scenes at Natives and discover more from our November campaigns...
Bounce rate, is it really that bad?
It’s a common myth that a high bounce rate is an indicator of poor campaign performance. But, for one council looking to cut down on waste pollution in their county, a high bounce rate really wasn’t all that bad.
Targeting and engaging two different audiences within the same area, our team created a resource hub full of useful links, recipes and articles on how to use up leftover veg and upcycling or selling old furniture - as well as building an educational and interactive game. The team found that although platform engagement was very positive, bounces rates were very high. But, this didn’t mean the campaign wasn’t working…
The landing pages used for this campaign contained just images, text and external links. So, even if a user read every word, viewed every image and clicked every link they would still be considered a bounce if they didn’t take action that led them elsewhere on the site. By demonstrating the events taken on site with Google Analytics, the team were able to show the value of the generated traffic; tonnes of clicks to external resources and over 1,300 plays of the council’s interactive game.
Brand bidding: yay or nay?
Brand name terms can generate a lot of cheap traffic (due to ad relevance), but they can also eat up budgets leaving no room for other keywords. And don’t forget that it’s current students and staff who may be using brand names when searching for an institution - traffic we’d normally exclude when it comes to student recruitment campaigns.
However, for one university wanting to promote their new brand vision, these potential users were in actual fact a blessing. To help change perceptions, the university wanted to focus a lot of their marketing activity on targeting current students and alumni, so using the majority of the spend on these terms made a lot of sense. Performance wise, the campaign had an extremely low CPC due to exceptional ad relevance.
So, although brand bidding proposes its challenges and may not be the right tactic for every strategy, the success of this tactic highlights the importance of leveraging the platform’s targeting options to your marketing objectives and the impact keywords have on the rest of your tactic.
Data never lies - utilising keyword rich copy
Our team always keep their eyes on the data when it comes to Google Search campaigns, by doing so they’re able to optimise campaigns to improve Click Through Rates and Quality Scores.
This month, whilst running a Google Search campaign to promote online diplomas for front-end and iOS Development, the team analysed the data and saw a significant level of search interest around Coding. Using this data to inform their decision, the team decided to create a specific ad group using new copy that was keyword-rich using terms related to Coding. After keywords were moved out of the original ad group and placed into a new Coding-specific one, with different copy, performance improved and the team saw the CTR increase by 30%.