In December 2016, an assessment of our AdWords campaigns was done and the following recommendations were made:
- Review keyword effectiveness for each campaign – there are keywords that deliver low clicks and low sessions.
- Are these words relevant to the ad?
- Does the ad copy need to be revised or a different landing page used?
- Low-performing keywords should be removed.
- Review the keywords in the Postgraduate, VBS and Postgraduate Auckland campaigns as they use the same or similar keywords.
- In the Brand campaign, there are around 70 keywords but the top 13-16 keywords contribute to over 90% of the total sessions. Therefore, the low-performing keywords should be removed.
Harvey Cameron restructured our AdWords account in May 2017, and the new ads were launched in June 2017.
An AdWords performance report is provided each month.
Campaign name: Brand
| Campaign | Ad Group | Headline 1 | Headline 2 | Description | Final URL |
| Brand Victoria University | Exact Match Brand | Victoria University | Wellington | Earn a World Class Qualification From Victoria. Explore Our Areas of Study. | http://www.victoria.ac.nz/ |
| Brand Victoria University | Exact Match Brand | Study at Victoria | Know Your Next Move | Discover What Victoria Has To Offer. Explore Our Areas Of Study. | http://www.victoria.ac.nz/ |
| Brand Victoria University | Exact Match Brand | Victoria University | Study at Victoria In 2018 | Discover Victoria. Find Out What Sets Us Apart From The Rest. | http://www.victoria.ac.nz/ |
| Brand Victoria University | Exact Match Brand | Victoria University | Study at Victoria In 2018 | Study At Victoria in 2018. Apply Online From 1st October 2017. | http://www.victoria.ac.nz/ |