458K Impressions

The implementation of animated GIFs led to pacing over 108.2%, which is considered to be overdelivering. Additionally, the GIFs were also the highest performing creative, reflecting over twice as many clicks/impressions as static ads. Canopy’s end goal was to help increase the pacing and prove that a GIF creative can be highly beneficial in delivering improved audience engagement. Because of this factor, we have also implemented the new creatives as an A/B test in order to stabilize pacing.

Examples of Animated GIFs

Campaign Optimizations: Google Ads Keyword Consolidation

• Campaign Category: Senior Living
• PPC was deployed in 2021 with mixed results

• Challenges:

  • No tracking setup
  • A website that had transitioned to a 3rd party limiting traffic and leads
  • Bloating: 19 ad groups with thousands of keywords per group were inefficient
  • Averaged 3-5 SQLs per month – sometimes 0 from PPC

• Canopy PPC optimizations:

  • Consolidated 19 ad groups to 3 core ad groups
  • Focused on Assisted, Senior Living and Branded keywords
  • Reduced thousands of keywords to 16 keywords/ad group
  • Transitioned website back to 1st party ownership
  • Began to properly track webforms and phone calls

• Results in a single month:

  • 179% increase in impressions 94% increase in clicks
  • 11 SQLs

In conclusion, we can visualize how a “less is more” strategy can reduce excess keyword use, optimize a campaign budget and deliver measurable improvements.

Google Ads: Pay Per Click Best Practices

1. Launch your campaign with a clear strategy and specific KPIs
2. Build landing pages that convert your audience
3. Initiate A/B testing and refresh your creative regularly
4. Track Keyword Performance rigorously
5. Maximize ROI: relevant ads lead to reduced CPC and improved CTR
6. Conversion Optimization requires conversion tracking (key factors include landing page conversion and performance)
7. Implement audience segmentation and persona building
8. Schedule ads based on persona building and optimal viewing times

Google Ads incorporates standardized KPIs

Theres are crucial to understanding campaign performance and determining optimization. We group thse KPIs into two categories:

• Core Vitals
• Campaign Health

Core Vitals

Core vitals include metrics such as Impressions, Clicks, CTR, and Conversions. These KPIs give us a general overview of how the target audience is interacting with our campaign.

Campaign Health

Campaign Health metrics include a variety of Impression Share Metrics. These KPIs help us identify how our campaigns are being served to the target audience and how our campaigns are performing in the Google Ads bid network.

It is imperative to review Core Vitals and Campaign Health metrics to determine the best path for optimization. However, it can be very time-consuming and difficult to navigate the Google Ads UI in order to compare key metrics and provide relevant campaign visibility for our clients.

Our goal at Canopy is to rapidly determine the full scope of our client’s campaigns in order to optimize efficiently and effectively. As company growth occurs and our client base expands, we need to find new ways to adapt and manage the increased amount of data while still providing the highest quality service. To achieve this goal, we developed a campaign data management system we named Canopy IQ.

Canopy IQ

Canopy IQ facilitates a direct connection to the Google Ads UI and access to mission critical campaign metrics. We now visualize Core Vitals and Campaign Health metrics in a single, unified dashboard that is accessible 24/7 by our internal team and clients. This all-encompassing Google Ads data will have its own “section” of the reporting dashboard alongside other data sources including display advertising or social media. A unified data source greatly improves our ability to understand how our Google Ads campaigns are contributing to client’s overall goals and more importantly how efficiently we are able to pivot the campaign based on hard data and campaign attribution.

The following Canopy IQ graph is an example of how we can visualize core vital metrics and campaign health metrics in a centralized dashboard. These data points facilitate increased client visibility into their SEM performance while also allowing our specialists to optimize campaigns and tactics more efficiently.

Visualizing Google Ads KPIs through a data management system in combination with omni-channel tactical data has solved multiple reporting challenges. We can now improve the speed at which we understand the complete Google Ads campaign scope and provide more efficient optimizations to maximize campaign budgets.