Post campaign report - GOMC 2015. CTR 3.8, ROMI 755%

1. Executive Summary | Evibe is a start-up, conceived in July (2014), acting as an online
marketplace/aggregator to find, book & arrange birthday parties in Bangalore city of India. Prior
to our online marketing campaign, Evibe hadn’t spent time in marketing as Founders were busy
in building the business. Our campaign was the first structured marketing campaign for
Evibe. The objective was to increase the awareness & the number of bookings for Evibe. We ran
the campaign for 17 days and spend $250.61. There were 3 campaigns (each dedicated to a
particular category of service) running 8 Ad groups where each Adgroup was dedicated to
promote a specific service offered. Our strategy was to maximize the CTR & conversion by making
Ad relevant to the offering of Evibe. At the same time we improved keywords daily so higher
quality score & to make sure we consistently ranked in top 2 position by spending less.
Techniques like landing page optimisation, Call-to-action, Ad extension, dynamic keyword
insertion, flexi-bidding, Bid simulator, Keyword planner, Google analytics, Optmyzr were
used to optimise the performance of the campaign. Before running the campaign we had an
objective of generating ROAS=516%. To our surprise, we exceeded our expectation. We were
able to generate 7 leads via website form-filling & 146 through Call-Ad extension. Out of this
153 leads, finally 40 got converted (Source: Evibe) resulting into actual ROAS of 755%. We
also exceeded other KPIs like
Impression, CTR & Average CPC. We
did a conservative estimate for
impressions (as there was no past data
available) to be around 7000. But we
exceeded that number in the first week
itself. By the end of campaign we had 16313 impressions & 620 clicks which gave us the CTR of
3.8% compared to our initial target CTR of 7.14% which was high by the industry standard and
was very ambitious. Our Impression share for most of the days was above 50%.Our search exact
match was above 80%, avg position 1.7, account quality score 7.5 (Source: Optmyzr).
Conclusion & recommendation: Our campaign met the desired objective of creating more than
500 clicks & 7000 impressions. Conversions were less but customers spent more on the category
Party venues which had high avg ticket value thereby increasing ROAS. Now paid search
contribute 11.8% of the total traffic. Our recommendation to the Client is to continue investing in
Google Ad words as this increased the size of the pie.
Pre-campaign Post-Campaign
CTR 7.14% 3.8%
Average CPC $0.5 $0.4
Clicks 500 620
Impressions 7000 16313
Conversions 80 40
Avg Ticket Spend $ 162 $ 330
ROAS 516% 755%
CPC % of total traffic 0 11.8%

2. Industry Component | India is currently witnessing an E-commerce boom. Indian consumer has
more discretionary spending and has accepted the digital sales channel for its convenience, greater
discovery & long-tail assortment. Event management industry is one such space being transformed
by technology & is estimated to be at $830 million and YoY growth 14%. Our client Evibe
Technologies Ltd is one such startup which operates in the birthday planning & organizing
space and has built a marketplace of birthday party organizers with related services.
Target group is 24-40 years old technocrats in Bangalore who want to organize the birthdays for
their kids. The Founders’ did an excellent job at SEO and now when anybody searches for birthday
party in Bangalore in Google, our client’s website is the first result and hence all the enquiries are
organic.
Since the entry barrier is low in this industry & the customers in this target group are tech
savvy, players like Partymanao.com, headrush.in launched an aggressive Adwords campaign
leading to dip in enquiries received. In order to stay ahead of
competition and recapture the market share, it became
necessary that our client connects with the potential customer
and communicates the value proposition well to differentiate
itself well. Therefore in the Google Adwords, the mandate of
our campaign was twofold-
1. Create awareness of Evibe’s services for birthday party
planning and
2. Generate leads from prospects
Table 1 Adwords pre-campaign goals for key metric & the actual results achieved.
Network Impressions
Result Target
Clicks
Result Target
CTR
Result Target
CPC
Result Target
Leads
Result Target
ROAS
Result Target
Search 16313 7000 620 500 3.8% 7.14% $0.40 $0.50 153 80 755% 516%
Our campaign was launched on 5th
May. We were able to track lead generation by no. of enquiry
form filled on website & the call-extension clicked on mobile. Since Google Forwarding no. is
not available in India, calls made to client by prospects who started from Adwords served on
Desktop cannot be tracked, some of sales cannot be attributed because of this ROPO effect. We
made full use of Ad-extensions like site-links, call-Extensions & call-out extensions. We kept
our campaign restricted to search network & partners only because the kind of services our client
16,313 Impressions
620 Clicks
153 Leads
40 Conversions

3. offer does not fall under the category of “Impulse Buy” but it is a “Planned Buy” hence a
customer actively looks for this service when he needs it. We dropped the idea of remarketing
because the frequency of using birthday party services by a customer is low, only once/twice
a year. The remarketing budget was reallocated to the campaigns which were attracting maximum
customer. We also excluded the IP address of our college and the client’s office IP in Google
Adwords to prevent serving of any ads. We Focus on clicks, manual maximum CPC bidding on
all types of devices.
Evolution of Campaign Evolution: Phase 1: May 5 – May 9
New Kid on the block &
competition: We expanded a
lot of effort in integrating
Google Analytics with our
Adwords campaign as
needed the event tracking for
counting leads and bounce
rate per keyword. Initially
we let our campaings run so
as to gather significant no.
of impressions but then we
lost a lot of impression
market share & avg CPC
went above $.50 which was
the danger zone for us. After
hooking up with Google
Analytics we analyzed bounce rate per keywords and avg session duration.
We brainstormed on how to regain a market share of at least 40%. Meanwhile we decided to
pause one of our Adgroup in the Birthday Packages campaign as some of the keywords were
overlapping with the other Adgroup and suffered from low impressions because of long-tail
keywords which had low search volume.
We used the landing pages associated with these Adgroups in our six sitelinks ad-extension. We
had garnered 68 clicks, 2584 impressions with avg CPC of $.47.
Account
In-Party ServicesParty VenuesBirthday Packages
 2 Adgroups
 5 Ads
 108
Keywords
 2 Adgroups
 7 Ads
 219
Keywords
 3 Adgroups
 8 Ads
 60
Keywords
0
0.2
0.4
0.6
0
50
100
1 2 3 4 5
AvgCPC($)
ImprMarketShare
Day: May 5 - May 9
Impr Share vs Avg CPC
Impr Share
Avg CPC

4. Table 2: Campaign wise break up of phase 1 result
Phase 2: May 10- May 15 Optimization is the Mantra: Some of our actions bore fruit and we
regained our lost market share. Earlier we were using Flexible Bid strategy but now we
moved to manual bid strategy. We scheduled all our campaigns to run from 9:00 AM to 9:00
PM IST so as to get eyeballs of most working class people. We analyzed the trade-off between
the bounce rate, CTR & avg CPC at keyword level and paused many of the keywords. We
removed some of our Adgroups from Google Search Partner networks as they were not getting
any clicks event after sufficient impressions.
We paused 2 Adgroups in the In-Party services campaign as they were not getting any clicks. We
created Dynamic Keyword
Insertion Ads and rotated the Ads
by optimizing for clicks. Our
quality score improved & avg.
CPC came down. In the previous
phase we were losing Impr Share
because of budget constraints [Lost
IS (budget)], we decided to accept Google recommendation of increasing our budget to capture
more impressions & clicks.
Phase 3: May 16- May 21 Decrease the bounce rate we must: We were really concerned about
the high bounce rates because this will lead to lower leads generations & eventually lower
conversions & ROI. We then discovered In-Page analytics feature of Google Analytics. This
was wonderful because instead of A/B testing the landing pages, we could see which of the
vendor had high clicks in each category, had high visual appeal & load times as the landing
Campaign Clicks Impressions CTR Avg. CPC Cost Avg. Pos Leads Bounce Rate
Birthday Packages 162 4725 3.43% $0.40 $64.23 1.8 44 53.55%
Party Venue 119 3013 3.95% $0.45 $53.15 1.5 13 62.62%
In Party Services 49 1325 3.70% $0.28 $13.79 2.5 35 52.08%
Total 330 9,063 3.64% $0.40 $131.17 1.6 95 56.45%
Campaign Clicks Impressions CTR
Avg.
CPC Cost
Avg.
Pos
In Party Services 23 639 3.60% $0.31 $7.19 2.2
Party Venue 28 1204 2.33% $0.45 $12.69 1.8
Birthday Packages 17 741 2.29% $0.70 $11.97 1.5
Total 68 2,584 2.63% $0.47 $31.85 1.8
0.3
0.35
0.4
0.45
0
50
100
16 17 18 19 20 21 AvgCPC($)
ImprMarketShare
Day: May 10 - May 15
Impr Market Share vs Avg CPC
Impr Share
Avg CPC

5. pages. We added Dynamic Ad
Targets in this phase, disabled
a lot more keywords which had
accumulated a high bounce
rate. The hard work bore fruit
and we were able to bring
down bounce rate of two
campaigns.
Campaign Clicks Impressions CTR Avg. CPC Cost Avg Pos Leads Bounce Rate
Birthday Packages 74 1351 5.48% $0.41 $30.29 1.5 9 42.67%
Party Venue 120 2643 4.54% $0.40 $48.55 1.3 39 63.41%
In Party Services 28 672 4.17% $0.31 $8.75 2.3 3 41.38%
Total 82 1664 4.93% $0.39 $87.59 1.5 54* 53.74%
Table 3 : Phase III May 16-May21
Key results & conclusion although we planned to run the campaign for 3 weeks our budget got
over for us in 17 days. We overshot some of our set targets in terms of CTR and ROAS which
was good. We succeeded to an extent in decreasing the bounce rate. Although we expected
overall CTR 7.14% (which was very high & optimistic) but we got a decent CTR of 3.8%. We
targeted average CPC to be less than $0.5 and we were successfully able to bring it down to $0.4.
Table 4: Overall Campaign
The client was able to convert 40 out of the 153 leads acquired from the Adwords CPC channel.
The avg ticket size of the client is around $330 leading to a ROMI of 755% and ROI of 655%.
Campaign Clicks Impressions CTR Avg. CPC Cost Avg. Pos Bounce rate Leads Cost per Lead
Birthday Packages 259 6715 3.86% $0.39 $101.71 1.8 50% 73 $ 1.39
Party Venue 267 6860 3.89% $0.43 $114.39 1.5 63% 57 $ 2.01
In Party Services 94 2738 3.43% $0.37 $34.51 2.2 48% 17 $ 2.16
Total 620 16313 3.80% $0.40 $250.61 1.7 55% 153* $ 1.64
0
0.5
0
2000
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17
CTR
Impressions
Days
Impressions vs CTR
Impr
CTR
0.3
0.35
0.4
0.45
0
50
100
16 17 18 19 20 21
AvgCPC($)
ImprMarketShare
Day: May 16 - May 21
Impr Market Share vs Avg CPC
Impr Share
Avg CPC

6. Table 5 SEO ( 17 days of April) Adwords (17 days of May)
Impressions 11874 16313
CTR 11.84% 3.80%
Leads 120 153
Leads/Clicks Ratio 9% 25%
Investment Opportunity Cost of Founder’s Skill $250.67
Cost Per Lead - $ 1.64
Avg Ticket Size $330 $330
Gross Value of Services
Sold
$ 9,900 $ 12,622.50
Margin (@15%) $ 1,485.00 $ 1,893.38
ROMI/ROAS - 755%
ROI - 655%
Return per Leads $ 12.38 $ 12.38
In the graph below, date from Google Analytics is retrieved and by comparing the website traffic
between Apr 5-
Apr 21 (No
Adwords) vs May
5 – May 21
(Adwords) the
overall website sessions increased by 41.67%. Most of it can attributed to seasonality of
searches as we saw from Keyword Planner that traffic peaks from Apr till July but direct traffic
too increased by 21.72% part of which can be attributed to Adwords impressions.
Future Recommendations
1. Landing page and website content is very important for the final conversion: With the Ad
words one can achieve CTR and impressions but final conversion depends a lot on the website
experience and ease of navigation. Use In-Page analytics and A/B testing to find out which
landing pages generate greater session duration, low bounce rates and higher conversions.
2. Introduce online payment gateway : customers feel much more secure paying via verified
payment gateways rather than depositing money in the bank a/c it becomes easier to track ROI
3. Focus on Mobile: Around 41% of the total Adwords traffic was from Mobile devices. Bounce
rates are high on mobile too but avg CPC and Ad Position is better compared to Desktop. We
made same Ads for mobile as well Desktop, but we suggest that the client make two different
ads because there is substantial avg CPC difference. ($ 0.42 on Desktop vs $ 0.37 on Mobiles).
4. Use Ad extension to have a good call-to-action: We experimented with many different ads.
Used questions in Ad headings, capitalisations etc. We were surprised to see that the
0
500
5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21
DailySessions
Days: May 5 - May 21/ Apr 5 - Apr 21
Website Traffic: Before & After
May Sessions
Apr Sessions

7. Dynamic Keyword Insertion Ad performing really well. We tried to use the word ‘GET’ in
the all of our ads for greater call-to-action emphasis.
Ads with the following extensions had a higher CTR compared to ads which didn’t show these.
Therefore it becomes implicit to maintain position in ‘Top’ ads compared to ‘Others’ otherwise
these extensions wouldn’t be displayed.
5. Use Google Analytics: Google Analytics can give some very important key insights. Use it to
make your campaign effective by tracking bounce rates, session duration and do cohort
analysis too.
6. Target Women: This is age of Millenials and Indie-Woman’s spending is on the rise. As we
can see from the below graphs, more than 60% of the
traffic, both SEO & Adwords, comprises of woman.
Create Personas of target groups and design your
website & sales funnel optimising for their journey.
7. Lastly, schedule ads by the time of the day
This table shows
impressions vs clicks
for time and day of
the week. Since our
target groups are
from the working
population, we had
scheduled ads from
9:00 AM – 9:00 PM IST. First three days of the week offer greater return and it makes sense to
bid aggressively on these days by grabbing a larger impression share than competitors.
Extensions Impressions CTR
Call Extensions 3268 4.47%
Call-Out Extensions 8174 5.13%
Site-links Extensions 81424 4.24%
63%
37%
Organic
Female
Male
73%
27%
Adwords
Female
Male

8. Learning Objectives and Outcomes | Businesses have started to allot more of their marketing
budget to the digital marketing to reach with customers & build relationships. Google Ad words
has proved to be an effective tool in this respect. With the Google analytics and clear tracking of
impression, CTR & conversion, business can track money allotted and what is ROI per dollar
spend. During pre-launch period, we went through the digital marketing course given on the
GOMC page. Our focus was on understanding A/B testing, Second Price auction, and quality
score calculation effectively. Major part of the learning about the Adwords happened during the
campaign. We understood that there is no one formula to succeed. It matters a lot on the industry
you are and how your competitors are using Adwords. All this makes Adwords campaigns very
dynamic and gives a lot of control like daily budget, Maximum Bid etc. As a marketer we can
see bounce rate, how much time visitors are spending on the website etc. we can clearly show the
value to the business.
We learned that customer-centred Ad words will always result in High CTR and Low Bounce rate
ultimately resulting in high conversion. We understood why Google stress on the point that Ad
should be relevant to your offerings. This is because if customer gets what he looks for, he will
keep coming to you and you will get a loyal customer. We learned that if campaign is watched and
monitored closely, it is possible to get high ROI.
Group Dynamics | our team had members from diverse backgrounds but all were passionate about
digital marketing. We wanted to learn how Google Adwords work and what the best practices are.
In the initial phase we all worked together so as to build a complete understanding but later we
divided us into 3 groups responsible for each of the 3 campaigns. We used to compete against each
other to develop healthy competition. We had weekly review meeting where we used to ask tough
questions to each other for budget allocation to respective campaigns. It was purely performance
driven allocation and we discussed key insights.
Client Dynamics | Our Client Evibe was very cooperative throughout the campaign. The Founders
of the company are very young and dynamic. They are very tech-friendly and understood clearly
what Google Adwords is all about. They had previously run a Facebook ocpm campaign which
according to them, was not very effective.
As participants of management studies, the Google Online Marketing Challenge proved very
effective for us in putting things to perspective and applying classroom concepts to real life. We
plan to give Adwords & Analytics exam too.