{"id":115,"date":"2018-01-11T12:15:59","date_gmt":"2018-01-11T03:15:59","guid":{"rendered":"https:\/\/www.waca.associates\/en\/?p=115"},"modified":"2018-03-13T11:38:20","modified_gmt":"2018-03-13T02:38:20","slug":"3-business-case-scrutinizing-keywords-is-important-as-expected","status":"publish","type":"post","link":"https:\/\/www.waca.or.jp\/en\/web_analytics\/3-business-case-scrutinizing-keywords-is-important-as-expected\/","title":{"rendered":"Business Case Scrutinizing Keywords Is Important as Expected!"},"content":{"rendered":"<p>&nbsp;<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-117\" src=\"https:\/\/www.waca.associates\/en\/wp-content\/uploads\/2018\/01\/3_sc.png\" alt=\"3_sc\" width=\"192\" height=\"226\" \/><\/p>\n<p>Hi! This is Ogino here.<\/p>\n<p>I am going to briefly present a business case where advertising performance improved after restructuring an ad campaign based on trends in keywords.<\/p>\n<h2><strong>Account Summary<\/strong><\/h2>\n<p>The summary of the account is as follows:<\/p>\n<ul>\n<li>Merchandise: Conference rooms within a hotel<\/li>\n<li>Rendering Area: Major cities within the Kansai area<\/li>\n<li>Rendering Keywords: \u5bbf\u6cca\u65bd\u8a2d (accommodation facilities) AND \u7814\u4fee (training), \u8cb8\u3057\u4f1a\u8b70\u5ba4 (conference room rentals) AND \u30db\u30c6\u30eb (hotels), \u30bb\u30df\u30ca\u30fc\u4f1a\u5834 (seminar venues) AND \u5927\u4eba\u6570 (a large capacity), and others<\/li>\n<li>Defined Conversion (CV): Completion of inquiry<\/li>\n<\/ul>\n<h4><strong>Current Rendering Status<\/strong><\/h4>\n<p>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, <strong>the CVs from the keywords in the non-designated campaign during the most recent six months were 0 to 1<\/strong>, so a new goal is set to increase CVs from the non-designated keyword campaign.<\/p>\n<h3><strong>Keyword Attributes<\/strong><\/h3>\n<p>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:<\/p>\n<p><strong>* <\/strong><strong>The following diagram shows the data of the most recent one year.<\/strong><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-118 size-full\" src=\"https:\/\/www.waca.associates\/en\/wp-content\/uploads\/2018\/01\/03_02.png\" alt=\"03_02\" width=\"853\" height=\"85\" \/><\/p>\n<p>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 &#8220;accommodations&#8221; AND &#8220;conference\/training,&#8221; such as &#8220;accommodations conference,&#8221; &#8220;hot springs conference,&#8221; and &#8220;accommodations training.&#8221;<\/p>\n<p>However, the keyword count was bloated because &#8220;partial match&#8221; was chosen for the type of match; therefore, queries that have nothing to do with seminars or training, for example, &#8220;tennis training camp the xxx area&#8221; or &#8220;the xxx area hotels&#8221; were included in the queries and accounted for close to a half of all queries.<\/p>\n<p>I determined that if I focus on this point and scrutinize keywords, there probably will be some room for CVs to increase.<\/p>\n<p><strong>I created a campaign using only the keywords with &#8220;accommodations training&#8221; that have a high prospect for CVs <\/strong>and restructured the campaign to increase CVs effectively.<\/p>\n<h3><strong>Campaign Specifics<\/strong><\/h3>\n<ul>\n<li><strong>&#8211; Constructed a campaign with narrowed down keywords surrounding accommodations and training.<\/strong><\/li>\n<li><strong>&#8211; Changed the match type from &#8220;partial match&#8221; to &#8220;narrowed down partial match.&#8221;<\/strong><\/li>\n<li><strong>&#8211; Changed the advertisement by matching the ad verbiage with the keywords and by clearly stating that accommodation with training facility is offered.<\/strong><\/li>\n<li><strong>&#8211; Added the plans specialized for accommodation and training with a price list for each plan to the ad verbiage.<\/strong><\/li>\n<li><strong>&#8211; Excluded beforehand keywords targeting students or general accommodation-seeking users.<\/strong><\/li>\n<\/ul>\n<h2><strong>Results<\/strong><\/h2>\n<p>The following is the comparison <strong>between the month before and the month after the client switched their ad agency to me<\/strong>.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-large wp-image-119\" src=\"https:\/\/www.waca.associates\/en\/wp-content\/uploads\/2018\/01\/03_03-1024x63.png\" alt=\"03_03\" width=\"1024\" height=\"63\" \/><\/p>\n<p>By restructuring the campaign, the account is <strong>getting 3 CVs from non-designated keywords<\/strong> and achieved savings in cost per acquisition (CPA).<\/p>\n<p>There are no significant changes in impression counts or click counts on the quantitative side by launching this separate campaign.<\/p>\n<p>I consider that the conversion rate (CVR) impressively increased because the rendering became concentrated to those queries with high prospects for CVs, <strong>the range of reach having been narrowed down by keywords that were scrutinized <\/strong>through applying the campaign specifics above.<\/p>\n<p>Because the rendering is enabled <strong>at a lower cost-per-click with a higher listing rank<\/strong>, I can assume that a higher quality of advertising is made possible by <strong>the raised relevance among the keywords, ad verbiage, and the landing page (LP)<\/strong> in this restructuring.<\/p>\n<h2><strong>Summary<\/strong><\/h2>\n<p>How was it?<\/p>\n<p>It is important to try various keywords for rendering in the beginning, but you cannot leave it at that.<\/p>\n<p>Scrutinizing keywords is vital for getting CVs.<\/p>\n<p>Most advertisers have a limited budget for advertising just like my clients.<\/p>\n<p>One way to achieve better results is to render the ads by narrowed down &#8220;keywords that bring in the most CVs&#8221; to maneuver within a limited budget.<\/p>\n<p>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.<\/p>\n<p>This has been Ogino writing.<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"&nbsp; 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: \u5bbf\u6cca\u65bd\u8a2d (accommodation facilities) AND \u7814\u4fee (training), \u8cb8\u3057\u4f1a\u8b70\u5ba4 (conference room rentals) AND \u30db\u30c6\u30eb (hotels), \u30bb\u30df\u30ca\u30fc\u4f1a\u5834 (seminar venues) AND \u5927\u4eba\u6570 (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 [&hellip;]","protected":false},"author":13,"featured_media":389,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[101,21,19],"tags":[29,11,12],"class_list":["post-115","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-articles","category-ga","category-web_analytics","tag-adwords","tag-japan","tag-tokyo"],"jetpack_featured_media_url":"https:\/\/www.waca.or.jp\/en\/wp-content\/uploads\/2017\/12\/01-3.jpeg","_links":{"self":[{"href":"https:\/\/www.waca.or.jp\/en\/wp-json\/wp\/v2\/posts\/115"}],"collection":[{"href":"https:\/\/www.waca.or.jp\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.waca.or.jp\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.waca.or.jp\/en\/wp-json\/wp\/v2\/users\/13"}],"replies":[{"embeddable":true,"href":"https:\/\/www.waca.or.jp\/en\/wp-json\/wp\/v2\/comments?post=115"}],"version-history":[{"count":2,"href":"https:\/\/www.waca.or.jp\/en\/wp-json\/wp\/v2\/posts\/115\/revisions"}],"predecessor-version":[{"id":517,"href":"https:\/\/www.waca.or.jp\/en\/wp-json\/wp\/v2\/posts\/115\/revisions\/517"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.waca.or.jp\/en\/wp-json\/wp\/v2\/media\/389"}],"wp:attachment":[{"href":"https:\/\/www.waca.or.jp\/en\/wp-json\/wp\/v2\/media?parent=115"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.waca.or.jp\/en\/wp-json\/wp\/v2\/categories?post=115"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.waca.or.jp\/en\/wp-json\/wp\/v2\/tags?post=115"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}