What the report shows.
A quick reading guide before the detailed charts and tables.
The campaign generated meaningful search visibility across the month.
Clicks came from recruiting and scholarship-related searches.
Most activity came from mobile devices.
Conversions were reported as zero and should be reviewed next.
Broader weekly total.
Ad visibility by week.
Spend shown in weekly view.
Core campaign total.
Core campaign visibility.
Primary tracking focus.
The week-wise view and campaign summary use different totals in the source report. Both are preserved here so the client can see the complete reporting context.
When the ads got attention.
Weekly trends show where search traffic was strongest during the reporting period.
🖱️ Clicks by week
Clicks were strongest from Jun 1 through Jun 21.
👀 Impressions by week
Visibility peaked the week of Jun 8 with 6,669 impressions.
🧾 Weekly detail
Every source row is included.
| Week | Clicks | Impressions | CTR | Avg CPC | Conversions | Note |
|---|---|---|---|---|---|---|
| May 25 - May 31 (Week 22) | 64 | 2932 | 2.18% | $2.08 | 0 | Learning week |
| Jun 1 - Jun 7 (Week 23) | 155 | 5594 | 2.77% | $1.65 | 0 | Highest click volume |
| Jun 8 - Jun 14 (Week 24) | 151 | 6669 | 2.26% | $1.48 | 0 | Highest impression volume |
| Jun 15 - Jun 21 (Week 25) | 153 | 5344 | 2.86% | $1.63 | 0 | Strong engagement |
| Jun 22 - Jun 28 (Week 26) | 101 | 4176 | 2.42% | $2.08 | 0 | Moderate traffic |
| Jun 29 - Jul 5 (Week 27) | 20 | 701 | 2.85% | $3.28 | 0 | Partial reporting week |
The main campaign row.
This is the core campaign performance line from the original report.
🚀 Campaign table
Calm_Recruiting_Project_Search - ST
| Campaign | Clicks | Impressions | CTR | Avg CPC | Conversions | Cost / conv. |
|---|---|---|---|---|---|---|
| Calm_Recruiting_Project_Search - ST | 580 | 22484 | 2.58% | $1.73 | 0 | $0 |
Most visitors came from phones.
Mobile carried most of the traffic, which makes the mobile landing experience an important next lever.
📱 Click share
Mobile generated 553 of the 580 campaign clicks.
📋 Device detail
All device rows from the source report are included.
| Device | Clicks | Impressions | CTR | Avg CPC | Conversions | Cost / conv. |
|---|---|---|---|---|---|---|
| Mobile devices with full browsers | 553 | 21689 | 2.55% | $1.73 | 0 | $0 |
| Computers | 21 | 621 | 3.38% | $1.71 | 0 | $0 |
| Tablets with full browsers | 6 | 174 | 3.45% | $1.51 | 0 | $0 |
Keyword performance.
All 20 keywords are preserved in the table below, with charts above for quick interpretation.
🔎 Top keyword click volume
“Student athlete recruiting” was the largest click driver.
⚡ Highest CTR keywords
High CTR terms can indicate strong relevance, especially as more data comes in.
🧾 Keyword table
Complete keyword table for detailed review.
| Search keyword | Clicks | Impressions | CTR | Avg CPC | Conversions | Cost / conv. |
|---|---|---|---|---|---|---|
| student athlete recruiting | 178 | 5669 | 3.14% | $1.61 | 0 | $0 |
| ncaa recruiting websites | 78 | 3155 | 2.47% | $1.63 | 0 | $0 |
| ncaa sports recruiting | 62 | 2469 | 2.51% | $2.33 | 0 | $0 |
| athlete recruiting | 49 | 2656 | 1.84% | $1.83 | 0 | $0 |
| athletic recruiting services | 48 | 1563 | 3.07% | $1.59 | 0 | $0 |
| ncaa scholarships by sport | 47 | 1906 | 2.47% | $1.58 | 0 | $0 |
| ncaa recruiting guide | 29 | 1367 | 2.12% | $1.77 | 0 | $0 |
| student athlete recruiting process | 25 | 928 | 2.69% | $1.62 | 0 | $0 |
| ncaa recruiting | 13 | 319 | 4.08% | $1.69 | 0 | $0 |
| ncaa athletic scholarships | 12 | 349 | 3.44% | $1.60 | 0 | $0 |
| sports recruiting websites | 10 | 605 | 1.65% | $1.98 | 0 | $0 |
| athlete recruiting websites | 10 | 658 | 1.52% | $1.86 | 0 | $0 |
| student athlete recruiting services | 10 | 621 | 1.61% | $1.91 | 0 | $0 |
| athletic scholarships | 2 | 19 | 10.53% | $1.47 | 0 | $0 |
| sports scholarships | 2 | 36 | 5.56% | $1.44 | 0 | $0 |
| football scholarships | 1 | 10 | 10% | $2.73 | 0 | $0 |
| athletic scholarship recruiting services | 1 | 85 | 1.18% | $1.68 | 0 | $0 |
| ncaa soccer scholarships | 1 | 18 | 5.56% | $1.74 | 0 | $0 |
| ncaa volleyball scholarship | 1 | 11 | 9.09% | $1.59 | 0 | $0 |
| top student athlete recruiting | 1 | 10 | 10% | $1.35 | 0 | $0 |
Key points.
Performance summary formatted for quick review.
580 clicks and 22,484 impressions during the campaign reporting period.
0.00 conversions were recorded for the period.
Average CPC was $1.73 with an overall CTR of 2.58%.
Cost per conversion is listed as $0.00 because no conversions were recorded.
Total campaign spend was $1,003.32.
What changed behind the scenes.
The full optimization narrative from the report, organized into readable sections.
Traffic Quality
During June, our primary focus was on improving campaign quality, expanding relevant keyword coverage, and refining the account structure to attract more qualified traffic. We continuously monitored search term reports and added irrelevant queries as negative keywords throughout the month, filtering out searches related to recruiting directories, sports rankings, camps, jobs, competitor platforms, and other low-intent searches. This helped reduce wasted spend and ensured the budget was directed towards users with stronger purchase intent.
Keyword Expansion
To expand our reach, we introduced several new high-intent keywords related to NCAA recruiting, athletic scholarships, student-athlete recruiting services, and sports scholarship opportunities across various sports and NCAA divisions. Based on performance, underperforming keywords were paused to improve overall campaign efficiency and allow the budget to focus on better-performing search terms.
Ad Messaging
We also refreshed the ad messaging by creating new Responsive Search Ads that better aligned with user intent. The updated ads highlighted NCAA recruiting guidance, scholarship opportunities, parent-focused support, and the expertise behind the program. In addition, we created a dedicated A/B testing ad group featuring a limited-time promotional offer to evaluate the impact of urgency- and discount-based messaging against the existing evergreen ads. New sitelink extensions were also added to support these promotional campaigns and improve ad engagement.
Brand & Bid Strategy
To strengthen campaign performance further, we enhanced the account assets by adding the business name, Thomas Anderson, along with the company logo to improve brand visibility and overall ad strength. We also implemented bid adjustments to prioritise users located in the United States, increased bids for mobile devices based on engagement trends, and introduced an ad schedule to optimise budget allocation during higher-performing time periods.
Scholarship Targeting
Towards the end of the month, we launched a dedicated scholarship-focused ad group targeting users specifically searching for athletic scholarships across different sports and NCAA divisions. This campaign includes tailored keywords, scholarship-specific ad copy, and messaging designed to better match user intent and improve relevance. Overall, the optimisations completed during June have established a stronger campaign foundation, improved traffic quality, enhanced ad relevance, and positioned the account for better conversion-focused optimisation as more performance data becomes available.