This document summarizes several advertising campaigns run by Marley Rose Harris Consulting. It includes: 1. Three location-based search advertising campaigns in London, Ontario, Blue Mountain, Ontario, and a hashtag campaign targeting Ontario. 2. Details on campaign dates, ad groups, top performing and least successful keywords and ad groups. 3. Strategies used to optimize the campaigns including increasing budgets, adjusting bids, adding negative keywords and pausing underperforming ads and keywords. 4. Key performance indicators and daily activities tracked to monitor campaign performance such as search term reports, keyword quality scores and conversion rates.

1. Marley Rose Harris
Consulting
GOMAC POST CAMPAIGN DECK
MRH
www.marleyrose.ca

2. Campaign Timeline

3. LONDON ONTARIO
CAMPAIGN
BLUE MOUNTAIN
CAMPAIGN
HASHTAG
CAMPAIGN
Campaigns At a Glance
DISPLAY
CAMPAIGN
Location: London
Ontario
Radius: 50 mi
around London
Impressions:
1.41K
Clicks: 27
CTR: 1.91%
Avg. CPC: $2.10
Conversion Rate:
Cost:$56.75
Radius: 50 mi
around Blue
Mountain
Impressions: 703
Clicks: 24
CTR: 3.41%
Avg. CPC: $1.72
Cost: $41.29
Location: Ontario,
Canada
Impressions: 1K
Clicks: 132
CTR: 13.16%
Avg. CPC: $1.11
Cost: $146
Location: London,
Ontario
Intent: Website
Design Services
Topics: Small
Business
Impressions: 1.4K
Clicks: 3
CTR: 0.21%
Avg. CPC: $0.82
Cost: $2.46
GOOGLE DATA STUDIO LINK: goo.gl/17igvP

4. Defining Campaign Characteristics: High competition and high cost for first-page keyword bids.
Ad Groups: This campaign had nine adgroups; Brand development, business card design, graphic design, logo
design, website design, website development, website redesign, affordable website redesign, and rebranding.
London Ontario Campaign Campaign Dates: March 19- April 7
Top Performing Adgroups
Website Design
Clicks: 5
Cost: CAD $10.38
Avg, CPC: CAD $2.08
Bounce Rate: 40%
Conversion Rate: 20%
Graphic Design
Clicks: 11
Cost: CAD $20.69
Avg, CPC: CAD $1.89
Bounce Rate: 37.50%
Least Successful Adgroups
In the London campaign, our least successful
adgroups were: website redesign, rebranding, and
affordable web design. Within these adgroups,
our keywords were either out of our budget or had
low average monthly searches. In the second week of
the campaign, we decided to pause these adgroups
to focus our budget on top performing adgroups.
Top Performing Keywords
[London Ontario Website Design]
Clicks: 3
CTR: 11.54%
Avg. CPC: $2.22
Conversions: 1

5. London Ontario Campaign Campaign Dates: March 19- April 7
ROI
Top Performing Ads
Amount Returned/ Amount Spent
Amount Invested: $250
Amount Returned: $949
Investment Gain: $699.00
ROI: 279.60%
Clicks: 3
CTR: 2.75%
Conversions: 1
Clicks: 2
CTR: 5.26%
Awareness: We also want to view ROI within this campaign from an
awareness perspective. Because our client is a small business, the
awareness and increased website traffic are significant elements that
Google AdWords was able to provide. Throughout the duration of the
campaign, website traffic from London ON users increased 71.43%
compared to the previous period.

6. Defining Campaign Characteristics: Lower competition and high cost for first-page keyword bids.
Ad Groups: This campaign had nine adgroups; Brand development, business card design, graphic design, logo
design, website design, website development, website redesign, affordable website redesign, and rebranding.
Blue Mountain Campaign Campaign Dates: March 19- April 7
Top Performing Adgroups
Graphic Design
Clicks: 16
Cost: CAD $28.23
Avg, CPC: CAD $1.76
Bounce Rate: 58.33%
Business Card Design
Clicks: 6
Cost: CAD $8.55
Avg, CPC: CAD $1.42
Bounce Rate: 80%
Least Successful Adgroups
Top Performing Keywords
Similar to the London Ontario campaign, our least
successful adgroups were website redesign,
rebranding, and affordable web design. We decided to
pause these adgroups to focus more attention on the
graphic design and business card design adgroups.
"Business card design"
Clicks: 6
CTR: 6.90%
Avg. CPC: CAD $1.46
"Graphic design services"
Clicks: 2
CTR: 33.33%
Avg. CPC: CAD $1.64

7. Blue Mountain Campaign Campaign Dates: March 19- April 7
ROI
Top Performing Ads
Clicks: 3
CTR: 33.33%
Clicks: 6
CTR: 10.00%
As we did not have any concrete conversions in this campaign, we will be viewing ROI from an awareness and traffic
acquisition perspective. Throughout the duration of the Blue Mountain campaign, we received 23 clicks from users in the
Blue Mountain area. As our client operated in this geographic location as a secondary market, this increased awareness is
valuable to her and her business.

8. Defining Campaign Characteristics: Due to our other campaigns not performing as highly as we expected, we
decided to create the hashtag campaign to drive relevant traffic through a content-related post. The keywords in
this campaign had very low competition and had a significantly lower CPC when compared to our other
campaigns.
Ad Groups: This campaign had one adgroup called Hashtags.
Hashtag Campaign Campaign Dates: March 23- April 7
Adgroup
Hashtag
Clicks: 132
Cost: CAD $142.67
Avg, CPC: CAD $1.08
Bounce Rate: 90.70%
Top Performing Keywords
"How to get instagram
followers"
Clicks: 57
CTR: 16.81%
Avg, CPC: CAD $1.14
"How to gain followers
on instagram"
Clicks: 22
CTR: 19.47%
Avg, CPC: CAD $0.96

9. Hashtag Campaign Campaign Dates: March 23- April 7
ROI
Top Performing Ads
Clicks: 84
CTR: 15.14%
Clicks: 44
CTR: 10.30%
ROI in the Hashtag campaign was measured through the brand awareness that it brought to our client. As our
client does provide social media consulting services, the content of the blog post that we were driving traffic to
was directly in line with the services provided by MRH consulting. Additionally, because we opened up the geo-
target of this campaign to all of Ontario, this allowed for us to reach a wider and more diverse audience.

10. Week One March 20th - 27th
Goals & Results

11. Week One Strategy
During week one, we found that our ads were getting both low impressions and clicks.
To solve this we increased our daily budgets, added more keywords to each campaign,
increased the geo-targets for both the London and Blue Mountain Region from 20 to 50
miles, and finally, we added broad match types to our highest performing keywords.
Our display campaign was not giving us qualified traffic, therefore, we opted to pause
the campaign indefinitely so we were able to allocate the budget to higher performing
campaigns such as the Hashtag Campaign.
Using reports we were able to pause the lowest performing ad from each adgroup in
order to distribute those clicks to the two other higher performing ads.
We decided to switch to manual bidding in order to have more control over our bids
and increase our quality scores.
Finally, we pulled search term reports two times per day and added negative keywords
in order to improve the quality of traffic we were driving through AdWords.

12. Week Two March 28th - April 4th
Goals & Results

13. Week two was all about optimization in order to
drive own our average CPC and increase our
CTR. In working towards this goal we did the
following:
Week Two Strategy
We pulled frequent auction insights to
compare ourselves to our competitors.
Paused keywords that were not performing
well in order to allocate more of our budget
to high performing keywords. This was
especially important in the London Ontario
campaign as many of our keywords had high
first-page bid estimates.
Continued to pull search terms reports and
add to the negative keyword list.
We added a bid adjustment of 25% in the
Hashtag campaign to users who were
searching on Sunday.
In the interest of our budget, we paused our
hashtag campaign to focus on our
campaigns that had the potential to drive a

14. Week Three April 5- April 8
Goals & Results

15. Week Three Strategy
Our strategy in the third week was to drive down our average CPC and focus heavily on
adgroups and keywords that we knew had the highest performance.
In week three we decided to pause many keywords and adgroups in the Blue Mountain
and London Ontario campaign in order to strategically focus our budget.
The adgroups we paused in the Blue Mountain campaign were: Brand
development and rebranding.
In the London Ontario campaign, we paused the rebranding and affordable
website design adgroups.
On April 1 we removed the 25% Sunday ad schedule bid adjustment in order to
lower our average CPC.

16. On Top of Optimization
1.12K 6+ 69+ 22+
2+ 889+ 4+
10+
102+ 79+
All Changes Account Changes Ad Changes Bid Changes Budget Changes
Conversion changes Keyword Changes Network Changes Status Changes Targeting changes

17. Assigned roles:
Team Captain
- Organize meetings
- Set up Adwords account
- Daily optimization/monitoring along
with Monitors
2 Monitors
- Daily optimization
- Daily monitoring of campaigns: Search
terms reports, adding to campaign
negatives
- Reported back to Team Captain on a
weekly basis
Team Member Roles
What We Learned:
Teamwork
- Communication is key
- Meetings are crucial to stay on top of the ongoing
flow of information
Managing an Adwords account:
- Adwords campaigns need to be monitored on a daily
basis. It is also helpful to have a team working on an
account as it's easy for fine details to go unnoticed.
- Keeping a journal to write down any
reports/insights/analysis is helpful to keep track is
very helpful
- Creating reports on a weekly basis provided a helpful
overall view of what was happening within the
account
- Keywords should be updated to ensure not spending
money on unnecessary phrasing

18. MONOTER KPI'S
PULL SEARCH
TERMS REPORT
CHECK KEYWORD
QUALITY SCORES
Daily Account Activities
Throughout the duration of our campaigns, we checked our KPI's two times a day in order
to keep track of how keywords, adgroups, and our ads were performing. This is how we
later made decisions about what we wanted to put on pause and what we wanted to
allocate our budget to in order to enhance the performance of our campaigns.
One of the main KPI's that we paid close attention to was our keyword quality score. In
attempting to hedge against our competition on the SERP and bring down our average
CPC, we had to pay close attention to the quality score of our keywords. Any keyword with
a quality score of 3 or lower was generally paused unless we believed the word was
successfully driving relevant traffic to our client's website, in which case we worked on
optimizing the keyword.
Search term reports were pulled every day in both the morning and evening. This was
done in order to keep track of the quality of traffic that was being sent to our client's
website. We frequently added negatives to our negative keyword list in order to keep tabs
on our broad match keywords and the queries that were garnering impressions.

19. AUCTION
INSIGHTS
ADJUSTING
BIDS
PAUSING
KEYWORDS
& ADGROUPS
Weekly Account Activities
We pulled auction insights on a tri-weekly basis in order to monitor how we were
performing against our competition. Not only did this give us insight into who we
were competing with, but also gave us insight into how we were performing in the
auctions. Considering we were competing with brands with higher levels of
awareness, it was important for us to take these auction insights into consideration
when optimizing our campaigns.
Because we were working on a tight budget, it was important for us to adjust bids in
order to increase both our impressions and CTR. We quickly decided which keywords
we believed were driving the most relevant traffic to the client's website and focused
on adjusting their bids accordingly to compete on the SERP.
In order to use our budget to its fullest potential, we decided to pause keywords and
adgroups that were underperforming in order to focus our budget on areas with
higher performance metrics. For example, we decided to pause the "graphic
designing" keyword even though it had 6 clicks and a 2.63% CTR because we did not
like the intent behind the query.

20. Struggles
We were unable to bid on some of our most
desired keywords because they were too
expensive. This was mostly the case in the
London campaign where there was high
competition on the SERP.
EXPENSIVE KEYWORDS
LOW PERFORMANCE FROM DISPLAY ADS
Similar to our struggle with expensive
keywords, there was also high competition on
the SERP with well established brands. In order
to combat this, we focused on how we could
differentiate our ads from our competition's. We
believe that this is a
COMPETING WITH BRANDS ON THE
SERP WITH HIGH BRAND EQUITY
Our display ads did not end up sending qualified
traffic to the client's website. The bounce rate
for our display campaign was 100%.
Fortunately, our display campaign only used
$2.49 of our budget.
SLOW START
Both the London and Blue Mountain campaigns
had very slow starts. This was a struggle at the
beginning of the campaigns as we had to
quickly optimize in order to improve our
performance within a short timeframe.

21. ROAS= REVENUE- VARIABLE COSTS - MGMT FEES - ADWORDS COSTS/ (VARIABLE COSTS + MANAGEMENT
FEES + ADWORDS COSTS)
Return On Advertising Spend
Revenue= $1000
According to our Lifetime customer value amount, the revenue gained from this campaign is $1000.
Variable Costs= $0
MRH consulting has no variable costs
Management Fees
30 minutes of optimizing every day of the campaign.
= 30 minutes x 21 days = 10.5 hours
We worked for 5 hours building the account
= 10.5 + 5 hours
Total = 15.5 hours
We are pricing our services at $15.00 CAD since we are students with no previous experience with managing an AdWords account.
Total Cost= 15.5 hours x $15 = 232.50
($1000-0-232.50-247.00)/(0+232.50+247.00)
(520.50)/479.50
=1.09% ROI

22. We have identified the following digital marketing objectives for our client:
Next Steps
Continue to Build Awareness: As MRH consulting is a small business, it is crucial that they
continue to build and promote brand awareness through their digital marketing tactics. In
building this brand awareness our client should look to strongly differentiate themselves
from the other sources of competition.
Increase Reach and Frequency: We believe that our client will be able to increase their brand
awareness through increasing the reach and frequency at which their ads and content are
shown to their target audience. In order to accomplish this, we recommend that social and
search campaigns are run at the same time.
Engagement: In continuing to use social media marketing as the main source of customer
acquisition, it is important that users are engaged with the brand as much as possible.
- Objectives

23. In moving forward, we have identified the following areas as being potentially beneficial to
our client:
Next Steps
AdWords Campaigns: Continue on with running AdWords campaigns in order to drive
relevant traffic to the website. As we were able to secure one conversion during the duration
of the London Ontario campaign, we believe that AdWords is an excellent avenue to secure
leads.
SEO: Look into improving organic ranking through increasing keyword density and backlinks.
Social Media Marketing: As this has been a particularly effective tactic in the past, we
recommend that our client continue to pursue marketing their services via social media.
When looking into the above recommendations, we strongly suggest that our client come up
with comprehensive monthly budgets for each of these tactics. The budgets should take CLV
into account in order to secure a positive ROI.