4. Key Dashboards and Core Insights
4.1 Total Spend & Keyword Spend
Visualization Overview:
In the bar chart from the screenshot, the X-axis represents keywords (e.g., “Thin Rings,” “Layering Necklaces,” “Affordable Trendy Bracelets”), and the Y-axis shows the advertising spend.
The length of each bar indicates the total spend on that keyword.
The chart also includes “Visits,” allowing us to compare spend with traffic volume.
Key Insights:
Highest-Spend Keywords: “Trendy Affordable Jewelry,” “Thin Rings,” and “Layering Necklaces” appear to have the highest spend, ranging around 7K–10K.
Visits Comparison: Generally, higher spending correlates with higher traffic, but we need to check ROI to see if those visits are truly valuable.
Key Question: Do the highest-spend keywords also yield a strong ROI? If not, budget reallocation might be necessary.
4.2 Keyword CTR vs. Engagement Rate
Visualization Overview:
The 2×2 quadrant chart plots Click-Through Rate (CTR) on the X-axis (increasing from left to right) and Engagement Rate on the Y-axis (increasing bottom to top).
A vertical and a horizontal median line split the chart into four quadrants.
Each dot represents a single keyword, color-coded (or labeled) to highlight performance differences.
Key Insights:
Top Right Quadrant (High CTR, High Engagement): Keywords like “Layering Necklaces” and “Affordable Trendy Bracelets” appear in this quadrant, indicating they effectively drive clicks and keep users engaged. They’re often called “star performers.”
Bottom Right Quadrant (High CTR, Low Engagement): Some keywords successfully attract clicks but don’t sustain user interest once on the site, suggesting potential landing page or content issues.
Top Left Quadrant (Low CTR, High Engagement): While these keywords may not attract a large number of clicks, the users who do click often have higher interest or purchase intent, indicating an opportunity to improve the ad copy to boost CTR.
Bottom Left Quadrant (Low CTR, Low Engagement): This group provides minimal short-term return, so consider lowering spend or reevaluating targeting.
4.3 Keyword Spend vs. ROI
Visualization Overview:
This combination chart displays both the spend (via bars) and ROI (via a line) for each keyword on the same axis.
It gives a quick overview of how well ad spend translates into returns.
Key Insights:
High-ROI Keywords: Certain keywords, such as “Bold Statement Necklaces” or “Affordable Trendy Bracelets,” stand out for delivering a higher return for each dollar spent.
High Spend but Low ROI: For instance, “Summer Necklaces” may consume a large portion of the budget but doesn’t offer a competitive ROI, indicating potential inefficiency.
Moderate Spend with Good ROI: These keywords are often prime candidates for increased investment because they already show strong performance without consuming excessive budget.
5. Interpretation of Results
From a business perspective, these findings suggest the following:
High Spend, Low ROI Keywords
For example, “Summer Necklaces” might have a large share of the budget but underwhelming ROI, suggesting the need to refine the targeting strategy, ad copy, or landing page.
High ROI, High CTR Keywords
Keywords like “Affordable Trendy Bracelets” or “Layering Necklaces” demonstrate both strong click-through rates and high returns, indicating that ad creative and landing pages align well with user intent.
Low CTR but High Engagement Keywords
Some keywords may have a lower click-through rate yet yield deep engagement once users click. Improving the ad text or targeting could increase traffic for these already promising keywords.
Conversion Path Differences
For keywords with low ROI, consider not only optimizing budget but also reviewing post-click user flow. There may be friction in the checkout process or on the landing page itself.
6. Actionable Recommendations
Adjust Budget Allocation
Reallocate spend away from low-ROI, high-cost keywords (e.g., “Summer Necklaces”) to maximize overall returns.
Optimize Ad Copy & Landing Pages
Enhance poorly performing keywords (especially those with low CTR or low engagement) by improving creative elements, emphasizing unique value propositions, or shortening landing page funnels.
Scale High-Potential Keywords
For strong performers (“Affordable Trendy Bracelets,” “Layering Necklaces”), test additional ad variations, match types, and audience segments to amplify results.
Run A/B Tests & Continuously Monitor
Keep experimenting with different ad creatives and landing page layouts, particularly for high CTR or high ROI keywords. Regularly review performance metrics and make iterative adjustments.
By implementing these recommendations, the business can reduce wasteful spending, concentrate on high-return areas, and sustain growth through data-driven optimization.