Google Ads Campaign Results and Analysis

A few weeks ago, we planned and then set up a Google Ads campaign for SBH Labs. Today, we are going to look at the results of the campaign and what information we can get from the data.

Recap

As a quick review, we started our campaign on June 4, 2022. We set the following parameters:

• The campaign goal was to get people to visit the SBH Labs website
• $5 maximum budget per day
• Geolocation to Illinois, Texas, California, New York, and Wisconsin
• The campaign was meant to run for 10 days (paused on June 14, 2022)

Budget parameters:

The ad text and images used are shown below.

The Results 

After running the nuCaffeine campaign, the results showed that even though the number of impressions was high (7.87k), the number of clicks and conversions was very low. This can be due to the ad text or images used. Perhaps the keywords were not a strong match for the product and target market.

However, the campaign still had a positive effect on the SBH Labs website. After taking a look at the Google Analytics account for SBH Labs and comparing the 10 days of the ad running with its previous term, we saw a significant increase in user acquisition for the landing page of the campaign (nuCaffeine 16 oz bottle).

Another important piece of information to analyze is the acquisition for users. As we can see in the graphics below, direct user acquisition is still the largest acquisition method for the company. This means most of SBH Labs' customers are directly typing www.sbhlabs.com into their search bar.

Increasing paid search and display ads will significantly increase the number of users for SBH Labs.

Something I didn't realize before is that you can see exactly what cities your ads got the most impressions and clicks by looking at the location settings.

The number of impressions is clearly way higher in bigger cities, which makes sense. Bigger city = more people = more chances of people getting shown your ad. Looking at the number of clicks, however, shows us the likelihood of the consumer for that particular city to be interested in what you're selling. Perhaps in the future, SBH Labs can create separate campaigns to advertise more aggressively in those cities.