1. Post-campaign Summary : E-star Education
Executive summary
Campaign overview: E-Star Education develops future of the students. They are
constantly working forward to encourage the students of Himachal Pradesh, India
and to achieve excellence in every stream. They also want to nourish/polish the
knowledge and skills of the students so that they become ready for international
platform. Their priority is to recognize outstanding brilliant student and their
excellence. It give kids the exposure to the world. Since E- Star operates with a
limited marketing budget, Google AdWords is an ideal marketing platform for
achieving their communications goals in a cost-effective manner.
Two campaigns were created based on their alignment with E-Star most pressing
goals as well as their likelihood to capture a wide audience: Brand, advertisement,
current market share , Companions in Crisis, and number of customers, future
plans and strategy. The goals established for the campaign were to achieve an
average click-through rate (CTR) of 1.15% with total 37,425 impressions and 432
clicks at an average cost-per-click (CPC) of $0.37.
Key result: Of the allocated $250 budget, $23.03 was spent in the initial campaign
which lasted for four days and achieved 114 clicks and 14,981 impression at an
average CPC of $0.27. Then the remaining budget is spent in second campaign
which indeed is a successful campaign as it got total 37,425 impressions and 432
clicks at an average cost-per-click (CPC) of $0.37. The analytic data shows that
keyword “fly to universe” has matched 100% with an average CTR of 33.33%.
Conclusion: The three-week AdWords campaign far exceeded its goals due to
continual optimization in the form of: keyword building per the Keyword Planner
tool, daily keyword bid adjustment, targeted ads created using the Ad Preview
and Diagnosis tool, budget reallocation according to campaign success, A/B ad
testing, structural reorganization based on suggestions from the Opportunities tab,
report analysis, and the pausing of underperforming keywords and Ad Groups.
Used alongside Google+, AdWords has proven to be an extremely powerful tool in
maximize E-Star education’s digital marketing efforts.

2. Industry component
Campaign overview: The three-week AdWords campaign was designed to achieve
E-Star Education’s two main online marketing goals, which are to:
1. To encourage the education in India.
2. To nourish/polish the knowledge and skills of the students so that they
become ready for international platform.
In total, two campaigns included 4 Ad Groups, 124 ads, and 1,276 keywords.
Based upon search data from Google’s Keyword Planner, these campaigns were
chosen to reach a wide audience and obtain the greatest increase in traffic to E-Star’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 1.15% by obtaining 37,425 impressions and
432 clicks at an average cost-per-click (CPC) of $0.37.
Fig.
The daily budget for each campaign was adjusted according to CTR and percentage
of total clicks received.
AdWords campaign window was April 30, 2016 through May 15, 2014. Each team
member was assigned a different campaign to monitor. A checklist of daily tasks to
complete was created, including adjusting daily budget, performing A/B ad testing,
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

3. The Brand Campaign saw little to no activity during the first four days of the
campaign until it was decided to expand their location targeting settings from
Himachal Pradesh and Uttarakhand. After making that change, Campaign received
614 total clicks for the entire campaign during the third week. All campaigns were
run in the Google Search Network, including Search Partners. The relatively low
CPC for the keywords also helped to increase budget efficiency and drive down
costs.
Key result: Compared to data from Google Analytics account for the three week
period prior to April 30, the AdWords campaign increased page views and sessions
each by approximately 25.00% through the 432 clicks accumulated. The Brand
Campaign had the highest CTR due to the greatest relevancy of its keywords, such
as fly to universe . This keyword experienced the most success in terms of achieving
a high CTR at a low CPC. Surprisingly, this was mainly accomplished with the use
of broad match keywords. Hence successful in obtaining clicks in a cost-effective
manner to achieve E-Star’s marketing goal of providing education.

4. Learning components: While participating in the Google Online Marketing
Challenge, the team strived to further develop and enhance personal knowledge of
Google AdWords and Google+ while gaining professional experience in client
interaction. One objective in gaining knowledge of AdWords included
understanding how to use available tools such as the Keyword Planner and
Opportunities tab. In alignment with E-star’s mission, the purpose of the AdWords
campaign was to promote education and awareness surrounding. By closely aligning
the goals of the campaign to the goals of the client, we hoped to gain valuable and
transferrable knowledge about how to successfully manage resources under
budgetary and time constraints
Alongside use of the Keyword Planner and Opportunities tool, broad match
keywords were initially used at the beginning of the campaign for the purpose of
gaining insight as to what terms were actively being searched. As the team began to
gain a greater understanding of what keywords were receiving clicks, broad match
keywords were paused in order to bid on “phrase” and [exact] match keywords. This
method was used across all campaigns to help maintain a high CTR and low
impressions. Also the underperforming keywords or ads were having an adverse
effect on the account’s overall performance.
There was an initial lag in receiving clicks for the Campaign because it was location
targeted. Once the location targeting was removed and search settings were
expanded for the Campaign, clicks increased by 366.00%. The team speculates that
E-star’s current local marketing efforts are not as effective as they could be in
promoting brand awareness. It is strongly recommended that E-star use AdWords in
the future to continue increasing brand awareness. Overall, the team developed a
better understanding of account structure, optimization techniques, and paid search
performance metrics which can be transferred to our client. Group Dynamics: The
team was particularly effective in delegating tasks.
Group Dynamics: The team was particularly effective in delegating tasks,
executing daily maintenance adjustments, and ultimately collaborating with one
another. In preparation for the official start date of the three-week campaign period,
each team member chose a campaign to individually manage, aside from the Brand
Campaign which was to be managed by the team as a whole. However, throughout

5. the duration of the campaign window, the team found it necessary to be flexible in
regards to working in campaigns other than our own. Flexibility was particularly
useful during the times when team members were unable to consistently manage
their respective campaign due to other obligations. On those occasions, it was
necessary to make arrangements with the remaining team members to determine
who would monitor the campaigns in their absence. Google Hangouts, Google
Documents, and Google Spreadsheets within the Google Drive were found to be a
great remedy to this obstacle as they enabled us to meet and collaborate virtually
with one another without having to be in the same vicinity.
Client Dynamics: Working with the team at E-star was a very positive experience.
Prior to the Challenge, we had several consultations with their staff to better
understand their goals and align our efforts to them. E-Sar Education 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 altering their domain URL, which would have interfered with the team’s
ability to promote E-star’s current website during the campaign. Through open
discussion with E-star personnel, the team conveyed the importance of having a
consistent online presence. Open communication with E-star 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 future opportunities to capitalize on
AdWords. Future Recommendations: Before the launch of the campaigns, the team
created a checklist of daily tasks to record all changes made during each session in
AdWords. If we were to participate in the Challenge again, the team would be more
diligent in recording daily changes to gain clearer insight into what impacted the
campaign results. Google Analytics data also could have been used further to
effectively target E-star’s audience. Overall, this experience has given us deeper
insight into how team dynamics and an understanding of AdWords jointly determine
success in achieving online marketing goals for a client.

6. Future AdWords Recommendations: The evaluation of Google AdWords’ ability
to further client goals has been based on E-star’s mission to increase awareness of
importance of education. Alongside the success of the two campaigns run during the
Challenge, several untapped topics that E-star wishes to promote could benefit from
advertising via AdWords campaigns, including: upcoming events, sponsorship
opportunities, volunteering, and adoptions. It is strongly advised that E-star continue
to take advantage of AdWords in the future. In addition, E-STAR is strongly
encouraged to apply to the Google Grants program. E-star could potentially receive
$10,000 per month in AdWords advertising, which would account for 15000 website
visits per month at their current CPC.