Week 6 - MBA 6601 - Ad Campaign Issue

When I was planning and preparing for my ad campaign, I was cognizant that there would be one major issue. I was not sure how to handle that issue, but thankfully Google Ads made it really easy to correct the issue. When initiating the campaign there was an option for keyword themes and negative keyword themes. The keyword themes is a list of words that you specifically choose that will trigger your ad when people search it. Google gives a list of suggestions based on what you are promoting when you sign up.

The book that I was promoting with my ad campaign is titled Sweet Mellow Red. It is a nod to wine, but it is more specifically a book about friendship. When I loaded my target site Google Ads, as you can probably guess, gave a lot of keyword suggestions that would trigger when people were actually looking for wine. I deleted all of the wine suggestions and typed in more appropriate keyword themes. I thought that would correct the issue, but alas it did not. 

After running my ad for about a day, the only hits I was getting were for people searching for actual wine, despite my attempt at correcting the issue. This is where the negative keyword themes list came to the rescue. Google Ads gives you a search term report with all the keyword terms on the list. From this search term report, each word or phrase has a checkbox that makes it easy to select and add it to the negative keyword terms. After about another 24 hours I was no longer getting hits on people searching for actual wine, but instead I was getting closer to my target audience. I went from one click in 24 hours to about 8 in just a few hours of adding to the negative keyword terms list. It also greatly increased my views as you can see in the images below. 






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