Rambler Sparkling Water
Get Ramblin’ with Holiday Cocktails
Implemenation Team: Key Takeaways and Recommendations of Ad Campaign
Key Takeaways
Takeaway #1
Average CTR was a healthy 7.14%. Industry-standard is 3%.
Takeaway #2
Our research on specific keywords and keyword phrases for our ads allow us to have great success on CTR.
Takeaway #3
Broad matches led to higher impression counts while phrase matches had a higher CTR success rate. The average CTR for our phrase matches is 13.04%. In regards to the best performing CTR, “most popular holiday drinks” phrase match performed the best with a 21.88% CTR.
Takeaway #4
The keyword “cocktails” was a solid performing broad match. When incorporated into phrase matches, the keyword performed even better. Combining “holiday” and “christmas,” the phrase matches had the highest impression count coupled with strong CTRs. For example, “christmas cocktails” had an impression count of 927 and CTR of 15.43%.
Recommendations
Recommendation #1
Remove low-performing keyword phrases and push another flight before Christmas.
Recommendation #2
Create a blog or two with the keywords and/or keyword phrases that had the highest success to drive more traffic to the website.
Recommendation #3
Even though maximizing click rate is a strong indicator of performance, do not abandon the use of broad matches. For example, “drinks” not only had a high impression count, but subsequently a high click count.
Recommendation #4
Consider additional keyword phrases that incorporate “holiday” and “christmas.” When reviewing the ads, determine if these seasonal keywords should be utilized more in headlines and descriptions throughout the ad build.
Pride Points
Point #1
Special and robust attention to keyword analysis.
Point #2
Well thought out strategy by correlating our ads with the holiday season.
Point #3
Strong landing page. Including specialized drink recipes enhances the user experience beyond a standard landing page.