1. Group 2 Assignment 5
John The Builder Malecki
Group 2: Kristian Banks, Gina Davis, Alexis Garland, Kara Otto, Christian
Gabarda

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Deliverable Screenshots
Deliverable #1: A screenshot, an e-mail confirmation, or some other method that illustrates your
report has been uploaded according to timeline set by the Competition rules, and a copy of the
uploaded report (5 points)

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Deliverable #2: A screenshot illustrating that Analytics has been turned on for your client’s
website (1 point), and a paragraph of discussion (3 points).
Since having Google Analytics activated, we have had two page views and a 100% bounce rate. There
is currently no data on the demographic of our audience (age and gender). One of our page views was
from the United States and the second page view was from the United Kingdom. Both page views
were from users with English as their primary language. The duration of both page views was 0-10

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seconds. Both of our page views were from a desktop computer, we have not had any mobile views so
far in our campaign.

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Deliverable #3: A screenshot illustrating that your AdWords campaign has begun (3 points)

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Please note that your proposed improvement plan should try to preserve the integrity of your
experiments. For example, you should modify only one variable at a time, and try to control
other variables so you can be more confident when drawing causal conclusions. You should also
try to have at least 15 cases of data in each of your experimental conditions before making
changes.
Deliverable #4: Up to two pages, double-spaced, ofdiscussion (18 points)
Discuss one thing you have learned about the Analytics tool. The topics could range from definitions
(what is Analytics? How does it differ from conversion tracking?) to what you have learned about your
client’s website using the Analytics tool.
Campaign state Campaign Budget Status Campaign type Campaign subtypeClicks Impressions CTR Avg. CPC Cost Avg. position
enabled Campaign #1 5.95 eligible Search Network with Display Select Standard 22 8607 0.26% 0.43 9.38 1.3
enabled Campaign #2 5.95 eligible Search Network with Display Select Standard 7 1481 0.47% 1.32 9.24 1.7
Total - all but removed campaigns -- -- -- -- -- 29 10088 0.29% 0.64 18.62 1.4
Total -- 11.9 -- -- -- 29 10088 0.29% 0.64 18.62 1.4
Campaign report (Mar 21, 2016-Mar 26, 2016)
Keyword state Keyword Status Max. CPC Clicks Impressions CTR Avg. CPC Cost Avg. position
enabled Reclaimed eligible auto: 1.53 0 18 0.00% 0 0 3
enabled Fabricated Metal eligible auto: 1.53 0 0 0.00% 0 0 0
enabled Office eligible auto: 1.53 1 190 0.53% 0.79 0.79 3.3
enabled Rustic eligible auto: 1.53 0 28 0.00% 0 0 2.6
enabled Custom Wood eligible auto: 1.53 0 11 0.00% 0 0 2.9
enabled Build Yourself eligible auto: 1.53 0 0 0.00% 0 0 0
enabled Polished eligible auto: 1.53 0 26 0.00% 0 0 1.8
enabled Industrial eligible auto: 1.53 0 35 0.00% 0 0 2.3
enabled Football eligible auto: 1.53 2 1508 0.13% 0.72 0 2.1
Total - filtered -- -- -- 3 1816 0.17% 0.74 2.23 2.2
Total -- -- -- 22 8607 0.26% 0.43 9.38 1.3
Campaign: Adgroup Home (Mar 21, 2016-Mar 26, 2016)
Keyword state Keyword Status Max. CPC Clicks Impressions CTR Avg. CPC Cost Avg. position
enabled handcrafted wood furniture eligible auto: 1.83 2 39 5.13% 1.6 3.2 2.3
enabled wood furniture projects eligible auto: 1.83 1 17 5.88% 1.79 1.79 1.8
enabled wood furniture website eligible auto: 1.83 0 4 0.00% 0 0 3
enabled Unique Work Space low search volumeauto: 1.83 0 0 0.00% 0 0 0
enabled wood furniture company eligible auto: 1.83 0 6 0.00% 0 0 3
enabled wood furniture makers eligible auto: 1.83 1 58 1.72% 1.09 1.09 2.5
enabled Custom Office Furniture eligible auto: 1.83 0 1 0.00% 0 0 4
enabled wood furniture modern eligible auto: 1.83 2 631 0.32% 1.42 2.83 2.1
enabled wood furniture maker eligible auto: 1.83 0 47 0.00% 0 0 2.2
Total - filtered -- -- -- 6 803 0.75% 1.48 8.91 2.2
Total -- -- -- 7 1483 0.47% 1.32 9.24 1.7
Campaign: Adgroup Commercial report (Mar 21, 2016-Mar 26, 2016)

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Google Analytics is a great tool that gather data for a company to assist in making intelligent
marketing and business decisions. Analytics is an important, valuable means of communicating patterns
of data, generally statistical, to measure the quantity of performance. One of the first things that it can do
is it can allow a business learn about the type of people who visit their company website. They can see a
specific demographic who’s visiting, they can see the route a visitor is taking to get to the website, and
they can see what type of device is being used to visit the site. For many companies having this capability
can be really helpful in making future services and products that will continue to attract these visitors.
Google analytics can also be used to track an event or an action when a user interacts with the content. An
example can be playing a video or downloading a PDF document from the site. Our client does a great job
on continuously updating new videos on the company website to continue interaction with visitors. Our
client has continued to grow his followers and visitors to his site and has created a conversion (a
completed activity that can deem important to business goals) by allowing new visitors to the company
website to sign up for newsletters and updates. A visitor can sign up on the welcome page or once in the
main page a pop up will ask a visitor to sign up. With continuous use of Google Analytics we believe that
our client will be able to utilize the tools within the software to make business decisions to improve click
rate and potential customers. Discussion on the Analytics tool.
Initial report and modification plan
1. Briefly discuss your campaign’s performance during the first two days on any four of the
following topics that are relevant to your campaign: (4 points)
- Impressions
- Clicks
- Click Through Rate
- Average Cost per Keyword
- Total Cost of Campaign
- Other metrics provided by the client, such as conversions
We have noticed some differences as far as the Home versus Commercial campaigns. We had a very
high number of Impressions. Our total number was over 10,000, the bulk of those being for the Home
campaign. What was interesting is that “Football” had more impressions than any other category, which

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creates a thought: What are the clickers thinking about when they click on a keyword such as this? Also,
“wood furniture modern” for the Commercial campaign also had a high number of Impressions. For
clicks, we have an overall count of 29 clicks, with 22 of those being for Home and 7 of those being for
Commercial. The keyword with the most clicks is between “Football,” “Handcrafted Wood Furniture,”
and “Wood Furniture Modern.” On the other hand, the Commercial campaign has a higher Click Through
Rate of 0.47% than Home with 0.26%. In commercial, “handcrafted wooden furniture” had a 5.13%
CTR, which is the highest of all of the keywords in both campaign. Looking at the charts, the Total Cost
for each campaign was a little over $9.00. If you look at the data overall, you will see there is a higher
interest in the Home campaign than the Commercial so far.
2. Discuss one thing your team could change in order to improve the performance. Justify your
proposal based on the performance discussion above, and at least one scholarly source. (14
points)
I am thinking our commercial campaign keywords need some modifications. We have received 7
clicks which is good number for our campaign only running for a few days. I think if we take out the
words wood, custom, and handcrafted and we stick to the words office furniture we may have better luck
and more clicks. I do not think offices are looking for handcrafted and custom. Research has concluded
that “World Wide Web advertisements outperform print advertisements for low involvement products”
(Dahlen, et al. 2004). We believe, as stated above that most of the office furniture industry would not be
interested in handcrafted “custom furniture”. Also, “product involvement specifically has been proven to
be a major determinant of consumer behavior and advertising response” (Dahlen, et al. 2004). With that
being said, we believe that print advertisement in your local newspapers or circulars’ which contain
visuals of the product, would be a better fit for office furniture. We would focus on changing keywords in
our campaign that would eliminate the attraction to office furniture (commercial) being custom-made.

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References
Dahlen, M., Murry, M., and Nordenstam, S.” An Empirical Study of perception of implicit meanings in
World Wide Web advertisementsversus print advertisement.Journal of Marketing Communications
10-35-47. March 2004.