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Hi! This is Ogino here.

I am going to briefly present a business case where advertising performance improved after restructuring an ad campaign based on trends in keywords.

Account Summary

The summary of the account is as follows:

• Merchandise: Conference rooms within a hotel
• Rendering Area: Major cities within the Kansai area
• Rendering Keywords: 宿泊施設 (accommodation facilities) AND 研修 (training), 貸し会議室 (conference room rentals) AND ホテル (hotels), セミナー会場 (seminar venues) AND 大人数 (a large capacity), and others
• Defined Conversion (CV): Completion of inquiry

Current Rendering Status

After placing pay-per-click advertisements for a year with the help of a competitor advertising agency, the client switched to my company in the hope of improving the results. The account used to be divided into two types with designated and non-designated keyword campaigns. Most CVs came from the keywords in the designated campaign. Also, the CVs from the keywords in the non-designated campaign during the most recent six months were 0 to 1, so a new goal is set to increase CVs from the non-designated keyword campaign.

Keyword Attributes

I separated the rendering keywords used before into three groups by their attributes: i. Accommodation facilities, ii. Conference room rentals, and iii. Seminars by using a keyword database that has attributes associated with keywords. The results are as follows:

* The following diagram shows the data of the most recent one year.

After that, I drilled the keywords under the accommodation facilities group, which is getting conversions, down to their queries. I found out the CVs are concentrated on queries with “accommodations” AND “conference/training,” such as “accommodations conference,” “hot springs conference,” and “accommodations training.”

However, the keyword count was bloated because “partial match” was chosen for the type of match; therefore, queries that have nothing to do with seminars or training, for example, “tennis training camp the xxx area” or “the xxx area hotels” were included in the queries and accounted for close to a half of all queries.

I determined that if I focus on this point and scrutinize keywords, there probably will be some room for CVs to increase.

I created a campaign using only the keywords with “accommodations training” that have a high prospect for CVs and restructured the campaign to increase CVs effectively.

Campaign Specifics

• – Constructed a campaign with narrowed down keywords surrounding accommodations and training.
• – Changed the match type from “partial match” to “narrowed down partial match.”
• – Changed the advertisement by matching the ad verbiage with the keywords and by clearly stating that accommodation with training facility is offered.
• – Added the plans specialized for accommodation and training with a price list for each plan to the ad verbiage.
• – Excluded beforehand keywords targeting students or general accommodation-seeking users.

Results

The following is the comparison between the month before and the month after the client switched their ad agency to me.

By restructuring the campaign, the account is getting 3 CVs from non-designated keywords and achieved savings in cost per acquisition (CPA).

There are no significant changes in impression counts or click counts on the quantitative side by launching this separate campaign.

I consider that the conversion rate (CVR) impressively increased because the rendering became concentrated to those queries with high prospects for CVs, the range of reach having been narrowed down by keywords that were scrutinized through applying the campaign specifics above.

Because the rendering is enabled at a lower cost-per-click with a higher listing rank, I can assume that a higher quality of advertising is made possible by the raised relevance among the keywords, ad verbiage, and the landing page (LP) in this restructuring.

Summary

How was it?

It is important to try various keywords for rendering in the beginning, but you cannot leave it at that.

Scrutinizing keywords is vital for getting CVs.

Most advertisers have a limited budget for advertising just like my clients.

One way to achieve better results is to render the ads by narrowed down “keywords that bring in the most CVs” to maneuver within a limited budget.

Pay-per-click advertising becomes more effective as you repeatedly turn the cycle of plan-do-check-act (PDCA), so I encourage you to meet this challenge without the fear of failure.

This has been Ogino writing.