Snapshot
A week feels like a year in this project. The above graphic illustrates a few things - India, Canada, and Western Europe have been really good for us. We chose to axe Mexico, not solely because it was under performing, but also to reallocate our budget. China's been the black sheep of our ad words family, giving is very mixed results. China's paused right now while we figure out what we need to do with it.
India is our Slumdog Millionare (how ironic...)
We mentioned in our second post that we had four main ad groups, and that one of them was curriculum. For India, we've had tremendous success by breaking down that subcategory into a smaller group of adwords groups. Instead of having "Curriculum", we broke it down into curriculum specializations: marketing, management, finance, and human resources.
Here's what India's breakdown looks like (CTR in brackets):
Human Resources: 15 hits/1,095 impressions (1.37%)
Finance: 12 hits/1,262 impressions (0.95%)
Management: 8 hits/770 impressions (1.04%)
Marketing: 4 hits/517 impressions (0.77%)
Curriculum: 2 hits/1,327 impressions (0.15%)
The takeaway here was to really attack niche searches. It obviously takes a while to research and setup, but the benefits are huge. If you look at the hits alone, for the individual specializations together compared to curriculum as a whole, you've got a ratio of 39:2. That's almost 20x the results we would've had from our initial strategy.
- Team Sauder
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