Post Campaign Adwords Report

1. Mixed Martial Arts | Crossfit | Strongman
KNOCKDOWN

2. Campaign Overview
Knockdown has dedicated its Mission to Transforming the lives of people through Fitness
and Physical Training.
Their major service focus is on Gym, MMA and Cross Fitness. Our clients goals were to
generate leads and in turn increase brand awareness. To satisfy these goals we created
ONE major campaign which we ran over three weeks (25th March to 15th April) with
three ad groups (Services Provided: GYM, MMA, CROSSFIT).
Within these ad groups we created 12 ads i.e. 2 Search, 1 Display and 1 Dynamic each. At
the campaign start date we had 146 Keywords which we narrowed down to 96 to maintain
relevance.
We set our campaign budget at $150 with a maximum CPC bid limit at $0.75.
We narrowed our reach to within Navi Mumbai and 20 miles radius around Navi Mumbai

3. LINK: https://bit.ly/2qR6S6e
Customer ID: 535-472-7082

4. Account Operational Details
Campaign Dates: Our campaign ran for three weeks from 25th March 2018 to 15th April 2018.
Budget Allocated: An initial budget was set at $150 with a maximum
threshold of $500.
Daily Budget: $9.64
Budget Spent: Although our budget was set at $150 we went a
little overboard and spent $162.50. Our client asked us to end the campaign on
13th April 2018 as he was satisfied with the acquired results.

5. Evolution of Impressions
Week one : This was our testing phase so we let everything remain as it is and we noticed a sharp rise in clicks (299) and impressions
were 5.5K.
Week two : We made most of our keyword changes and we received 147 clicks and impressions 2.7K, fewer but more relevant.
Week three: This was our best week where we realized true potential of our campaign impressions recorded 8.4K.
Evolution of CTR:
Overall CTR : 5.35%
Week One: 5.27%
Week Two: 5.40%
Week Three: 5.40%
Best Performing Ad groups: GYM: 607 Clicks – CTR 4.47
MMA: 284 Clicks – CTR 9.98
Worst Performing: Cross Fitness: 10 Clicks – CTR 2.51%
Evolution of CPC
Our overall Avg. CPC was $0.18
Week one: Start Date 0.26 End 0.19
Week two: Start 0.21 End 0.25 Skipped two days by pausing it on Thursday
Week three : Start 0.02 End 0.12 again skipped two days ended campaign on Friday instead of Sunday as we crossed our budget..

6. Evolution of Ad Position:
Week One: We were positioned between 1.5 and 1.9
Week Two: 1.9 and 2.2
Week Three: 1.8 and 2.1
Quality Score Analysis:
Our quality score was pretty stagnant over the period of three weeks with Keywords Score ranging from 2-5. We strategically paused the
low performing keywords that was bringing our overall score down and maintained a steady score with those keywords that were
performing well with a QS of 4 and above.
Conversion Tracking:
Our quality score was pretty stagnant over the period of three weeks with Keywords Score ranging from 2-5. We strategically paused the
low performing keywords that was bringing our overall score down and maintained a steady score with those keywords that were
performing well with a QS of 4 and above.

7. Best Performing Ad Groups:

8. Detailed Account Activity & Performance
Goal - Increased Leads: The goal remained constant through the campaign as we wanted to increase customer base and also understand
through which segment of fitness do people engage in with our business.
Campaign Changes: Through the course of our campaign we made changes and tried to optimise it as much as we could. We changed the
geo target location as we were getting irrelevant clicks from different states and we paused few ads which were not giving us the desired
results. By the end of the first week we realised that we were spending money on irrelevant keywords so we fine tuned our keyword list and
added them to the negative keyword lists.
Week 1 Changes and Results: We wanted to experiment with manual and automatic bidding to understand whether manually increasing
bids would impact our campaign: On March 26th we increased the CPC for three ad groups from 0.05 to 0.50

9. Week 2 Changes and Results: We set it back to Automatic as we realized a lot of money was being drained from our resource.
We paused 22 keywords on 4th April that had low QS and least performance. We also added 48 keywords to negative keywords lists when we
realized that these were negatively influencing our overall campaign and our position went from 1.9 to 2.1.
Week 3 Changes and Results: We paused 6 ads as we felt that our strategy to allocate maximum budget in week three was being
compromised. We changed our geo target location to Navi Mumbai to get more refined results and kept a 20 miles radius around our client’s
prime location.

10. Highest Performing keywords,ads and ad extensions:
“Workout” Gym, “Nearest” Gym and “karate’ were the the most successful keywords.
Structured snippet extension 150 clicks (CTR- 11.35%)
Message extension 322 clicks (CTR- 8.07%)
Call extensions 308 clicks (CTR- 9.42%)
Promotion extension 5 clicks (CTR- 4.17%)

11. Most recommended time and day of the week to run the ads:
Our campaign recorded high performance between Wednesday and Saturday over the period of three weeks. By pausing our
campaign in between we did miss on valuable insights of 5 days collectively but through what data we have recorded we can
strongly conclude that these days of the week are highly recommended to show ads.
Day Monday Tuesday Wednesday Thursday Friday
Total Clicks 144 156 179 193 137
Best Time 8pm to 10pm 12am to 2am 12am to 2am 4am to 6am 2am to 4am
Clicks 25 39 45 36 23

12. Group Dynamics:
Collectively as a team we worked together on a weekly basis to setup the adwords account and analyse campaign
performance. Team members actively took turns to make changes to the campaign and monitored the results.
These results were brought up in the team meetings and consultation about what needs to be done next was
provided unanimously with client approval.
Effectiveness of Change:
Through the above “Changes” section we understand what did not work and required immediate attention.
Keywords had to be changed as we realized that our ads were being triggered through irrelevant search terms.
We revised our Geo Target Location to ensure that our ads were only shown within the specified location as we
noticed a few searches from other states away from our clients locations.
Our client stated that through organic search and WOM he recieved 15 new accounts at the end of every month.
However through our campaign we were able to help the business convert 10 new leads. We strongly believe that
we would not change much with our campaign or do anything differently as we effectively managed to satisfy our
clients goal.

13. Learning through Adwords:
Through this campaign we realised that the power of Adwords and its ability to transform a business.
As a team we understood the effectiveness of constant analysing and reporting to ensure that every
member has a critical understanding of the campaign position so that necessary steps to improve its
performance can be brainstormed.
We also learnt that even though Adwords gives us comprehensive data about the campaign
performance we can lose sight of our progress without constant monitoring.
Through this campaign we learnt that effective communication will lead to effective results. Our client
established a great rapport and understanding with us and assured us that he would support us in any
way he possibly can.
This relationship gave us the confidence and motivation to go above and beyond to help his business
in the best possible way.

14. Recommendations
After analyzing each ad group, we feel that there is room to improve both in keywords and ad content. In order to fully take
advantage of Google AdWords, it is requisite that KnockDown invest in optimizing their current website. All of the
conversions were strictly acquired from visiting 3 or more pages We recommend a tracking system be provided on the
website to understand how to convert these leads into sales; website navigation is simple however use of rich media is poor
which can be off-putting.
Our client should continue running Google AdWords campaigns in order to increase their online brand awareness as we
realize that there is a lot of potential and search in this sector.
There is great scope for KnockDown MMA in the Gym and Mixed Martial Arts sector. These campaigns showed significant
number of conversions and clicks.
In order to achieve the full potential of Google AdWords, KnockDown should focus on improving landing pages and creating
a user-friendly webpage. New landing pages would help improve QS of keywords and ads as well as user experience on
the webpage. We would suggest considering at least some product-specific landing pages.

15. For now we recommend our client concentrate in Navi Mumbai as we see great potential and in future can move onto
different surrounding cities.
As a recommendation, Knockdown should focus more on Search Network than Display Network due to the fact that Search
Network gained more relevant searches and conversions.
We also recommend that once every quarter they should invest in a three week Adword campaign keeping their key service
areas and offerings in mind.
If the client continues to entrust us with managing his online marketing tactics we would propose the following exhaustive
list of expenses:
Adword Expenses: (For a three week campaign)
● Campaign Budget: $300 Dollars
Social Media: (For a three week campaign)
● Facebook/Instagram Ads & Content : $600
Labour: 20% of above budgets.

16. THANK YOU