22 / 108
C
g
Views: 236,919
Views: 33,106
Search Engine Marketing:
Our goal in 2017 is to build off the strategy put in place last year – focusing on more highly
qualified traffic that will stay longer and engage more. We’ve optimized our search efforts to
drive quality traffic rather than quantity. We will continue to measure bounce rate, pages per
session and time on site, and we will continue to optimize. Additionally, we are focusing our
efforts on appearing in more competitive search queries and improving our average position.
Q2 2017 has been the quarter of search optimization for CMAB. Google has updated their
algorithm and ad features making a page’s content clearer to the user. As a result, we are
optimizing our ad copy and bids, driving the most qualified users and traffic to
realcaliforniamilk.com. To date, we have already served 10% more impressions than last year’s
total between search and display ads. Though our average position has remained steady, our CTR
(“click through rate”) has raisen slightly and should continue to increase as optimizations to ad
copy and URL’s are made.
Below is a snapshot of last year’s search performance and top-performing ads from 2016 and to
date in 2017.
Paid Search 2016
(Through end of Dec.
Includes search and display)
Impressions
Clicks
CTR
Avg. Position
14,579,900
160,622
1.10%
1.6
2016 Search Ads
