Gomcha Business Eye

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Designed and ran an effective online marketing campaign for a local business analyzing the various metrics based on the web analytics results.

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Gomcha Business Eye

  1. 1. -Harish Kumar Kambam - Pulkit Chadha -Pavankanth Mukthi -Rahul Tekchandani -Salil Deshmukh Google Online Marketing Challenge
  2. 2. Agenda About SkyCenter Weekly Analysis Learnings Recommendations Campaign Overview Goals & Results Outcomes
  3. 3. <ul><li>Exceptional non profit science learning facility located at Steward Observatory </li></ul><ul><li>Offers unique programs and workshops on weekly basis throughout the year </li></ul><ul><ul><li>Sky Nights </li></ul></ul><ul><ul><li>Discovery Days </li></ul></ul><ul><ul><li>Astronomer Nights </li></ul></ul><ul><ul><li>Workshops </li></ul></ul>About of Mt. Lemmon SkyCenter
  4. 4. Campaign Overview Avg. Price Avg. Tickets booked Conversion Value $48 2 $96
  5. 5. Targeted area <ul><li>Targeted Customer Segment </li></ul><ul><li>Tourists </li></ul><ul><li>University Students </li></ul><ul><li>Local community with interest in astronomy </li></ul><ul><li>People in late 40’s </li></ul>Campaign Overview Southern Arizona
  6. 6. Goals & Results Results Goals Increase in Revenue Conversion Estimated Average CTR Average CPC $1500 15 1.25 % 45 cents Online Advertising $5209 Advertising Budget $200 ROI $2000 1000% $5209 38 1.16% 52 cents
  7. 7. Weekly Campaign Analysis
  8. 8. Changes in Max CPC No. Of Keywords - 160 No. AdGroups - 5 Week 1 - Learning
  9. 9. Paused low performing keywords <ul><li>“ Biosphere” </li></ul><ul><li>“ Tucson activities” </li></ul><ul><li>[Astronomy] </li></ul>No. Of Keywords - 160 No. AdGroups - 5 Week 1 - Learning
  10. 10. Paid Traffic Week 1 - Learning
  11. 11. No. Of Keywords - 210 No. AdGroups- 7 Zero Conversions on Weekends Very high Max CPC Week 2 - Experimenting
  12. 12. Paid Traffic Week 2 - Experimenting
  13. 13. Launch of Spring Break campaign No. Of Keywords - 210 No. AdGroups- 8 Week 3 - Optimization
  14. 14. Paid Traffic Week 3 - Optimization
  15. 15. Effective AdGroups Campaign Summary
  16. 16. Outcomes, Learning's and Recommendations
  17. 17. <ul><li>Expected Outcomes </li></ul><ul><li>Increase in the number of new visitors </li></ul><ul><li>Increase in the number of registrations </li></ul><ul><li>Decrease in the number of pages/visit </li></ul><ul><li>Unexpected Outcomes </li></ul><ul><li>Increase in the bounce rate </li></ul><ul><li>Decrease in the average time spent on site </li></ul><ul><li>Increase in the bidding rate didn’t result in increase in conversions </li></ul>Outcomes
  18. 18. <ul><li>Long tail Keywords and its importance in AdWords </li></ul><ul><ul><li>E.g. observatories in Arizona, Spring break in Tucson </li></ul></ul><ul><li>Importance of metrics and measures to revise strategy. </li></ul><ul><ul><li>Conversion </li></ul></ul><ul><ul><li>Click Through Rate (CTR) </li></ul></ul><ul><ul><li>Max. Cost Per Click (Max. CPC) </li></ul></ul><ul><li>Importance of content networks in advertising </li></ul><ul><ul><li>Segmented Customer </li></ul></ul><ul><li>Successful Strategies </li></ul><ul><ul><li>Use of Competitor keywords </li></ul></ul><ul><ul><li>Timely launch of AdGroups </li></ul></ul>Learnings
  19. 19. <ul><li>Continue Google ads for SkyNights events </li></ul><ul><ul><li>Use of long tail keywords </li></ul></ul><ul><ul><li>AdWord campaigns are ineffective on the weekends </li></ul></ul><ul><ul><li>Target customers and not specific programs </li></ul></ul><ul><ul><li>Constant monitoring of campaigns </li></ul></ul>Recommendations
  20. 20. Thank You
  21. 21. Links About SkyCenter Week 3 - Analysis Outcomes Campaign Overview Goals & Results Campaign Summary Learnings Week 1 - Analysis Recommendations Week 2 - Analysis
  22. 22. Overall Campaign Result
  23. 23. Sample Ad Text

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