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GOMC_PostCampaignReport

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The Google Online Marketing Challenge is a unique opportunity for students to experience and create online marketing campaigns using Google AdWords and Google+. Over 80,000 students and professors from almost 100 countries have participated in the past 7 years.

With a $250 AdWords advertising budget provided by Google, students develop and run an online advertising campaign for a business or non-profit organization over a three week period. The teams that develop and communicate the most successful campaigns win awesome prizes, including trips to Google offices.

My team's AdWords Post-Campaign Report caters to five crucial components of the competition, namely-

1)Executive Summary
2)Industry Component
3)Learning Component
4)Communication and Readability
5)Relevant use of Tables, Figures and Charts

Published in: Marketing
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GOMC_PostCampaignReport

  1. 1. Uniserved Post-Campaign Report EXECUTIVE SUMMARY Campaign Overview | Uniserved is an online marketplace based in Navi Mumbai, India, which hires freelancers honed in particular IT skills such as cloud computing and analytics, networking and provides SMB’s with economical resources. We ran 4 different campaigns namely 1) Market For Skills, 2) Services Provided, 3) Opportunities at Uniserved & 4) Brand Awareness. The Brand Awareness campaign was supposed to be run for only two weeks. The Goals established for the campaign was to achieve an average Indian click-through rate of 1.0% and 0.10% for GSN & GDN respectively. The key problems we overcame were namely, distribution of budget and analysis of proper keywords. Key Results | Being Uniserved’s first AdWords campaign, the results did not justify the ambitious targets our team set for the CTR. Of the allocated budget of $250, $236.23 was spent to achieve an average CTR of 0.35% by obtaining 406,043 Impressions and 1,403 clicks at an average CPC of $0.17. Some campaigns showed a reduction in CTR due to irregular distribution of budget which changed instantly as budget was reduced in Brand Awareness and added to Market For Skills - which then showed the maximum no. of clicks and 216,534 impressions. Conclusion | The Campaign ran for 16 days (May 10-26) and being the first ever AdWords campaign for Uniserved the results weren’t exactly as we predicted. However, due to targeted ads created using the Ad Preview and Diagnosis tool, budget reallocation according to campaign success, structural reorganization based on suggestions from the Opportunities tab, report analysis, and the pausing of underperforming keywords and Ad Groups, the campaign eventually did deliver in a satisfactory manner. Future Online Marketing Recommendations: This campaign has seen a tremendous increase in terms of visibility, since the number of visitors to this website have increased by a lot. Thus it’s highly recommended that Uniserved uses AdWords, Social Media as a medium to expand its reach. Uniserved should try and take steps to make its presence felt in the digital market.
  2. 2. INDUSTRY COMPONENT The online campaign was designed in order to achieve Uniserved’s goals of bringing an increase in company sales in terms of number of visitors and revenue, while the secondary objective was to make people aware of the facilities that are provided to them by uniserved.com. The campaign also aimed at channelizing more freelance talents, providing solutions, services opportunities. Four campaigns by the names of Services Provided, Opportunities at Uniserved, Market for Skills and Brand Awareness comprising of 7 ad groups, 20 ads and over 70 keywords were carried out. Of the four campaigns three were run for a period of 3 weeks while the other one on brand awareness ran only for a couple of weeks. Based upon suggestions from Google’s Keyword Planner, these campaigns were chosen to reach a wide audience and obtain the greatest increase in traffic to Uniserved’s website in the most cost-effective manner. Overall success was measured in comparison to the original goals for the AdWords campaign, which was to achieve an average click-through rate (CTR) of 1.0% which however did not live upto the desired figure. At the end of the campaign a CPC of $0.17 was achieved. The budget of the campaign was uniformly distributed across the three weeks in accordance to the table shown on the next page. After Week 1, the daily budget for each campaign was adjusted according to CTR and percentage of total clicks received.
  3. 3. Uniserved’s AdWords campaign window was May 7, 2015 through May 27, 2015. Each team member was assigned a different campaign to monitor. A checklist of daily tasks to complete was created, including adjusting daily budget, adjusting keyword bids, generally optimizing the account, etc. The Search Terms Report was regularly checked to identify new keywords and negative keyword opportunities. In addition, a Google spreadsheet was utilized to plan account structure, track campaign performance data, and record major account changes, such as the creation of new Ad Groups or the pausing of certain keywords. Daily automated reports customized by date range, campaign, Ad Groups, ads, keywords, segments, and ad extensions were sent to the account’s email for review. Campaign Strategy | The campaign took off well initially and results it yielded were motivating. However the campaign later subsided and looked stagnant. Improvements in the keywords as per suggested by the Google’s keyword planner along with some other necessary changes in pausing some obsolete campaigns and starting a few of them helped us raise our campaign metrics. The Brand Awareness Campaign on the Google Display Network despite a poor start initially yielded fruitful results later. However it failed to keep the momentum going and ultimately the Brand Awareness Campaign ended on a low note. Of the various campaigns carried out ‘Services Provided’ owing to its specific choice of keywords and suggestions from Google’s keyword planner managed to garner highest CTR among all campaigns. Two ad groups by the name of ‘services provided’ and ‘field services’ were carried out from the very beginning of the campaign with slight changes in the keywords category.
  4. 4. This campaign was followed by ‘Opportunities at Uniserved’ in terms of success metrics as keywords such as ‘php freelance developer’ and ‘application developer’ doing considerably well. Another campaign to be mentioned here is ‘Market for Skills’ which despite the maximum number of clicks failed to convert it into a good CTR is probably due to too many keywords which added to the impressions largely thus hindering in an increase in the CTR value. A proper check on unnecessary keywords especially the ones with low quality score could have yielded better results. Key Results: Considering the fact that it was the first time that Uniserved had appeared on Google Analytics account the performance of the campaign seemed impressive. The campaign registered about 1,500 clicks during its brief stint of 20 days. The Services Provided had the highest CTR due to the greatest relevancy of its keywords, such as “Wi-Fi network installation” and “data networking”. The Opportunities at Uniserved Campaign consistently experienced the most success in terms of achieving a high CTR at a decent CPC. Surprisingly, this was mainly accomplished with the use of broad match keywords. In terms of Ad
  5. 5. Groups with the most clicks, it was Market for Skills campaign that took the lead. Similarly, the Brand Awareness campaign was successful in obtaining clicks in a cost-effective manner to achieve Uniserved’s marketing goal of advertising its services and products.
  6. 6. Also given alongside is the graph describing the average position of the campaign, average costs in the corresponding weeks, Impressions Vs Clicks and a graph describing fluctuation in the CTR as the time elapses. To bolster the campaign a reduction in the allocated budget of the Brand Awareness campaign was made in order to direct the surplus amount to other campaign where its dearth was felt. This rejuvenated the campaign and turned out to be a good decision in our favour. Judicious use of graphs for analysis of campaigns and judging if a campaign needs to run or to be paused was another important factor that shaped the course of this campaign. Conclusion | Overall, for a novice organization in the field of Google Accounts, the AdWords campaign performance though might not have lived up to our expectations but it would also be unfair on our part to say that the campaign let us down. Of the $250 budget, the campaign spent $236.23 and achieved an average CTR of 0.35% by obtaining over 400,000 impressions and more than 1500 clicks at an average CPC of $0.17. The high CTR and number of clicks can be attributed to constant monitoring of the account and keyword relevance improvement according to Google search traffic data surrounding services provided by Uniserved. Moreover, a decent CPC enabled the team to maximize Uniserved’s budget and carry it for long. Future Recommendations | Maintaining Uniserved’s Google AdWords account is critical to expanding their online presence and achieving their organizational goals. It is recommended that Uniserved increase their marketing budget since a lot of search traffic was lost due to budget constraints. An analysis of the ad campaigns enables the company to know what its customers are looking for and thus serving its customers. The potential of millions of customers and their reach over a vast network of population cannot be ignored and marketing policies and strategies need to be formulated keeping them in mind.
  7. 7. LEARNING COMPONENT Learning Objectives and Outcomes | Our team viewed GOMC as a unique opportunity to gain practical experience while providing beneficial marketing guidance in promoting a small sized business. Our goals were to understand keyword selection, goal setting, account structure, budget management, metric reporting, campaign optimization, and Google tools. This would enable us to implement the knowledge to give the client valuable insight. Using Google tools, we identified quality keywords and ads that drove conversions. Our results and key findings have been compiled and a report has been submitted to Uniserved, to help them better understand how AdWords can be used to help grow the organization. Experimenting with the AdWords platform and tools provided our team with an opportunity to gain real world experience in skill such as keyword selection, account structure, and ad development. Moreover, we aimed to develop an understanding of the process of online marketing, starting from the customers’ intentions to web page experience and driving conversion. Group Dynamics | The team was diverse, with complementary skills and unique strengths, and shared a strong interest in online marketing. We chose a captain as the point-of-contact with our client. We preferred to make changes as a group, but, because of conflicting schedules, some changes were made without full team participation. Our group overcame this by forming a consensus on how to manage the campaign by trusting each other’s decisions. We soon understood that sticking with the original plan would be detrimental and we had to implement rather radical changes in order to achieve success. The overall outcome was that although everyone expected to gain new knowledge from the GOMC, the high level of discovering new things by discussing and experiencing together surprised the whole team. Client Dynamics | Before GOMC, we had consultations with Uniserved to better understand their goals and align our efforts to them. Uniserved put their complete trust in our abilities and were open to any suggestions the team had in terms of content changes to their website, both within and beyond the scope of AdWords. While the client was receptive to content changes, they expressed an interest in developing a separate landing page, which would have interfered with the team’s
  8. 8. ability to promote Uniserved during the campaign. Through open discussion with Uniserved, the team conveyed the importance of having a consistent online presence. Open communication with Uniserved continued throughout the campaign window via weekly phone and email correspondences to share account performance updates. Not only was the client extremely supportive of our efforts, but they were equally enthusiastic about the opportunities to capitalize on AdWords. We did not expect they will be willing to learn from students like us, even though they are already successful businesspeople. Future Recommendations: Learning Experience: 1. Aim at having more precise Ad Groups that could be helpful in converting impressions into clicks thus increasing CTR. 2. Start early and have buffer days to meet deadlines. 3. Change the marketing strategy to adjust with the changing trends. Strategy: 1. Try everything during the first week of the campaign to test what the market wants and do not want. 2. Continue exploring new and less competitive keywords so that the Ad Campaigns can have more visibility. Client and Group Dynamics: 1. The team members should rotate jobs and take up each campaign’s responsibility once during the campaign. 2. The client should understand the importance of the campaign and align their activities in order to get the best out of the campaign.

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