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Amsm cadbury 09.12.13 23.12.13

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  • 1. AMSM Cadbury PPC CAMPAIGN 09/12/13 – 23/12/13 Name: Ashley Kind Email: Ashley@icon.com.mt Document: 1 Date Created: 22/11/2013 1
  • 2. PPC Campaign Contents Google Adverts Performance Page 3 – 7 Ad Groups Page 8 Interests Page 9 – 14 TrueView Page 15 – 20 Topics Page 21 – 27 Video Ads Page 27 - 32 Conclusion Page 33 Annex Page 34 - 35 2
  • 3. Google Adverts Performance Impressions: 1,526,284 Clicks: 4,552 3
  • 4. Google Adverts Performance Click Through Rate: 0.30% Average Cost Per Click: €0.24 4
  • 5. Google Adverts Performance 1. This campaign was focused on Cadbury Heroes over the Christmas period. 2. The Key focus was on impressions. 3. Over 1,500,000 impressions and just under 5,000 clicks in just two weeks. 5
  • 6. Google Adverts Performance Example of each slide in animation 6
  • 7. Google Adverts Performance The average CTR is still 0.3 – 0.4% but it is totally dependent on the site and the targeting of the campaign Click-through rates for banner ads have fallen over time. When banner ads first started to appear, it was not uncommon to have rates above five percent. They have fallen since then, currently averaging closer to 0.2 or 0.3 percent. In most cases, a 2% click-through rate would be considered very successful, though the exact number is hotly debated and would vary depending on the situation. The average click-through rate of 3% in the 1990s declined to 2.4%-0.4% by 2002 Info sourced: from Stern, Andrew (February 1, 2010). "8 ways to improve your click-through rate". iMedia Connection. Retrieved February 7, 2010. Li, Hairong; Leckenby, John D. (2004). "Internet Advertising Formats and Effectiveness". Center for Interactive Advertising. Retrieved 26 February 2010. 7
  • 8. Ad Groups 1. Interests 2. True View 3. Topics 4. Video 8 Description of each group available in Annex at the end of this document.
  • 9. Ad Groups Affinity Interests 9 Analysis of this group
  • 10. Top 3 Popular Adverts (Clicks) Interests The most popular adverts correlate with the most popular banner sizes accommodated for by other websites. 10
  • 11. Top 10 URL Placements Interests Maltapark.com performed significantly better than all other sites 11
  • 12. Which audiences were targeted? Interests (Top 10) Various audiences were targeted to cover a wide range of subjects to achieve maximum exposure. 12
  • 13. Gender & Age Interests Advert placements and actual clicks favoured by men within this group with men also having higher Click Through Rate. Adverts appealed to a younger demographic. Notably 18 -34 year olds within this group. 13
  • 14. Interests Key Points Interests Group Achieved 1. 709,823 Impressions 2. 1,425 Clicks 3. 0.20% Click Through Rate 14
  • 15. Ad Groups TrueView 15 Analysis of this group
  • 16. What is TrueView? TrueView 16 TrueView is a YouTube video ad format that gives the viewer options, the most common of which is the ability to skip the advertisement after five seconds. According to Google, the owners of YouTube, eight out of ten viewers prefer TrueView to other in-stream video ad formats. The company also maintains that because viewers can skip ads or select the ads they want to watch, the advertiser saves money and reaches a more targeted audience.
  • 17. Top 10 URL Placements TrueView YouTube performed excellently with both a large amount of impressions and clicks. 17
  • 18. Which audiences were targeted? TrueView(Top 10) 18 Various audiences were targeted to cover a wide range of subjects to achieve maximum exposure.
  • 19. Gender & Age TrueView Adverts appealed to a younger demographic. Notably 18 -34 year olds within this group Advert placements and actual clicks favoured by men within this group although women had a higher Click Through Rate 19
  • 20. TrueView Key Points TrueView Group Achieved 1. 432,711 Impressions 2. 1,666 Clicks 3. 0.39% Click Through Rate 20
  • 21. Ad Groups Topics 21 Analysis of this group
  • 22. Top 3 Popular Adverts Topics(Clicks) The most popular adverts correlate with the most popular banner sizes accommodated for by other websites. 22
  • 23. Top 10 URL Placements Topics Placements marked as “anonymous.google” are listed because some publishers choose to offer placements anonymously and not disclose their site names to advertisers. Topics is currently proving to be an excellent way to display adverts on the mobile display network. 23
  • 24. Which audiences were targeted? Topics (Keywords Top 10) 24 Various audiences were targeted to cover a wide range of subjects to achieve maximum exposure.
  • 25. Gender & Age Topics Advert placements and actual clicks favoured by men within this group although Women had a higher Click Through Rate. Adverts appealed to a younger demographic. Notably 18 -34 year olds within this group 25
  • 26. Contextual Targeting Topics Contextual Targeting Achieved 1. 320,371 Impressions 2. 1,082 Clicks 3. 0.34% Click Through Rate 26
  • 27. Ad Groups In Video Ads 27 Analysis of this group
  • 28. Ad Groups Video 28 The In-Video Advert had significantly more impressions however the In- Stream Video ad should be noted due to its high conversion rate.
  • 29. Top 10 URL Placements Video YouTube provided a significant of impressions and clicks. Exposure on sites such as the Daily Mail is also noteworthy. 29
  • 30. Which audiences were targeted? Video (Interests Top 10) 30 Various audiences were targeted to cover a wide range of subjects to achieve maximum exposure.
  • 31. Gender & Age Video Advert placements and actual clicks favoured by men within this group although Women had a higher Click Through Rate. Adverts appealed to a younger demographic. Notably 18 -34 year olds within this group 31
  • 32. Video Key Points Video Targeting Achieved 1. 63,379 Impressions 2. 379 Clicks 3. 0.60% Click Through Rate 32
  • 33. Conclusion In 2 weeks the Cadbury’s PPC Campaign has achieved 1. 1,526,284 impressions 2. 4,552 clicks to Cadbury YouTube video 3. 1st Place positioning throughout the entire campaign 4. Excellent results from high traffic local sites 5. Substantial results from worldwide high traffic sites 6. YouTube Video has 7,310 views recorded 33
  • 34. Annex In Video Ads The InVideo static image (overlay) template These ads appear within streaming premium partner and user video content on YouTube, or across the Google Display Network. There are two versions of the overlay: a static image, and an interactive Flash overlay. The static image format is available using an Ad gallery Video category. The Flash overlay format is available for a limited number of advertisers. How it works Ads appear within an online video stream based on when the video publisher chooses to begin displaying the ad. The ad appears within the bottom 20% of the video stream's play space. Only one ad will appear in this space during each video stream. Ads are collapsible, so that a viewer can hide or show the ad while they watch the video. The ad will also automatically minimise after several seconds. Depending on the ad format, a viewer can click on the overlay to initiate one of the following: a video ad within the video player, an interactive Flash ad within the video player (limited availability) or a new browser window featuring the ad's landing page. These ads will be labelled with the notation >Ads by Google. 34
  • 35. Topics Topic targeting allows your ads to be eligible to appear on any pages on the Display Network that have content related to your selected topics. As content across the web changes over time, the pages on which your ads appear can change with it. To display your ads on those pages, simply select one or more topics that you find relevant for your ads. 35