1. ІPost Campaign StrategyІMegandWallyІ
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Executive summary
ІCampaign OverviewІMeg and Wallyisa small locallyownedboutique located inWest
Leederville,Perth.Foundedbysisters,Catherine andElizabethWatkinswhostartedupthe
store 5 yearsago inhonourof theirgrandparents. The boutique offers the latestandquirkiest
stylesinwomenandmen’sfashionfromlocal and international brands, giftware andunique
accessories. The boutique’smissionistoprovide asatisfyingexperience forthe customer
throughexcellentcustomerservice andcreatingawarm atmosphere instore where the
customerreceivesacupof teaand bakedgoodsto nibble onwhilstshopping.Atthe moment
Meg and Wallyare not spendingalot on advertisingandmarketing,countingonwordof
mouthfromcustomers,a website,ablogandsocial Mediawhichare all effective waysof
marketingbut,the minimal numberof followersontheir social networkingpagesand
customerengagementsuchaslikes,shares,commentsandreviewsshowstheyneedtodoa
lotmore inorderto have an effectontheiraudience.The lackof recognitionbyPerthlocalsis
due to the location(cornerof a small retail centre nextto Coles) makingithardto notice plus
the minimal activity onsocial networkingsitesbetween the store andfansor customers.Meg
and Wallyhave a well developedwebsite whichputsthematanadvantage to attract new
customershowever,some newmarketingstrategiesneedtotake place. Bydevelopinga
Google AdWordscampaign the store can achieve objectivessuchasimprovingcommunication
withpotential customersata cost effectiverate,increase onlinesalesthrough traffictothe
website andbrandtoincrease brandawareness.The objectivesinfluencedthe development
of three campaigns,the brandcampaign,the clothingcampaignand the customer service
campaignwitha goal to increase visitstothe website. The potential budgetgoal istoachieve
an average of 3.30% clickthrough rates (CTR) at a 10000 impressions,with amaximumcost
perclick (CPC) at$1.20 witha dailypotential reachof 50 clicksto reach usingthe given budget
of $250.
ІKey ResultsІUsing the keywordplannertool toanalyse projective data all goalsand
objectiveswouldbe achievedwiththeAdWords campaignachievinga6000 impressions, less
than 10000 impressionspredicted,with300clicksat an average of 3.48% total CTR versusthe
assumptionof 3.30%, and overall total at 264.00% andtotal numberof clicksby12.46%. The
same resultspredicatedandreceivedisthe campaignbudgetof $250 and CPCof $1.20
attainedin21 days. The data showslowerimpressionsthangoal andhigherCTRand Clicks
whichwouldworkinfavourof Meg and Wallyto increase traffictowebsite. Googleanalytics
couldnot be usedbecause itwasnot setup. The brand campaignwouldbe successful due to
highestCTRand average position whichincrease traffictowebsite therefore,more purchases
are made and customerssignupto e-mail notificationswhichextendcommunicationand
notifythemof promotionsandnewproducts.The clothingcampaignwouldbe successful due
to the highestnumberof clicksanda good average positioneventhe CTRislow thiscan still
contribute toincreasingbrandawarenesssoachievingobjective.However, the customer
service campaign isthe leastsuccessful andhasineffective resultswhichcouldleadtocreating
anothercampaignand deletingorpausingitinorderto create anotherone andspendmoney
efficiently.

2. ІPost Campaign StrategyІMegandWallyІ
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ІConclusionІ The overall campaignsreachedanaverage conclusion fromwhatwaspredicated
to whatthe resultsshow.Forthe outcome of the second AdWords groupit lackedthe results
estimated therefore decreasedoverallresultsdue to the weaknessof keywords,andhow it’s
not a commonAdgroup seenonthe online searchdata. AdWords playsan importanttool to
the online marketespeciallytoneworsmall businessthatdesiresthe companyname to
become knowntomaximise productivity. Companiescanuse the helpof keywordtool
planner,display tool planner,targetsettingsandreportstooptimise campaignsuccess,get
useful keywordsandidentifynegativekeywordsaswell asineffectivekeywordshelpguide
themwithbudgetingdecisionsandaltersettingsof adsto achieve goals.Anotherimportant
aspectto achieve asuccessful campaignis throughdailymonitoringandimplementationsof
correct procedures.
ІFuture MarketingRecommendationsІMeg and Wally’s canimprove online marketinginthe
future byrunningan AdWordscampaignanduse Geo-targetingtoreachPerthpopulationand
gainrecognition. Byadoptingthe Keywordplannerstrategytodiscoverpopularsearched
keywordsthatconsumer’suse,inrelationwithorganicsearchquerydatadevelopedby
Google Analyticsusedtoconstructnew adwordcampaignsbase onthe Meg andWally’s
clothingandaccessoriessector. Investingmore intotheirwebsite by reconstructingthe
online shoppingplatform tomake itmore userfriendlyandcommunicate more indepth
informationtoa consumer.Toincrease the numberof followersandlikesMegandWallyneed
to engage ininterpersonalcommunicationwithcustomersandfansontheircurrent
Facebook,twitterandInstagramaccounts.Thiscan be done throughcustomizingpictures,
videosandpromotionstoexcite customersandincrease enthusiasmamongstthemthatleads
to more followers,shares,likesandreviewsandattractsnew customers. The company’s
online mangersfocusonbeing more active onitssocial mediawithaimsatachieving
efficiencyandeffectiveness onadailybasis,alsoestablishingcollaborationswithfamous
online bloggersandInstagramerswouldbe worthwhile for MegandWallyto be mentionedin
theirposts whichcan rapidlyincrease growthof followersandcustomersinthisdayand age.
Industry Component
ІCampaign OverviewІThe three-weekAdWords campaignwasdesigned toachieve effective
online marketingforMegand Wally.Three campaigns were createdwithinthe clients’
website asa landingpage:ClothingandAccessories campaign, BrandCampaignandCustomer
service campaign. The Figure below showsthe accountstructure.

3. ІPost Campaign StrategyІMegandWallyІ
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Figure 1 – AdWords account structure
UsingGoogle’sKeyword Planner, thesecampaignswere chosen toreacha target audience by
selectingAustralia(Country), Perth(city) asthe location inordertoobtainthe greatest
increase intraffictoMeg and Wally’swebsite bythe rightpeople. Havingawideraudience
would meanbeingatthe riskof attractingremote markets, at thisstage reachingconsumers
inArizonawouldhave beengreattoget followers butconsideringfactorssuchasthe shipping
costs fromAustraliatoAmericawouldcreate resistance toonlinepurchases orsigningup
whichisone of the campaigngoals. Overall successwasmeasured incomparison tothe
original goalsforthe AdWordscampaign, whichwasto achieve anaverage click-throughrate
(CTR) of 2% by obtaining6000 impressions and300 clicksat an average cost-per-click(CPC) of
$1.20. Originally, the $250 budgetwasto be spentingrowingincrements perweekat50%,
30%, and 20%.
Table 1: Total budgetSpent by Campaign per week
Clothing
45%
Brand
30%
Customer
Services
25%
Total per
week
Week1
50%
$22.50
($3.21/d
ay)
$15.00
($2.14/
day)
$12.50
($1.79/da
y)
$50.00
($7.14/d
ay)
Week2
30%
$33.75
($4.82/d
ay)
$22.50
($3.21/
day)
$18.75
($2.68/da
y)
$75.00
($10.71/
day)
Week3
20%
$56.25
($8.04/d
ay)
$37.50
($5.36/
day)
$31.25
($4.46/da
y)
$125.00
($17.86/
day)
Total Per
Campaign
$112.50
($16.07/
day)
$75.00
($10.71
/day)
$62.50
($8.93/da
y)
$250.00
Meg and Wally
10 Keywords
Brand campaign
12 Keywords
Customer service
campaign
18 Keywords
Clothing
campaign

4. ІPost Campaign StrategyІMegandWallyІ
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Meg and Wally’sAdWords campaignwasstartedonApril 28, 2015 andendedonMay 18,
2015. A checklistof daily taskstocomplete wascreatedandmanagedbyteammembers,
includingadjustingdaily budget, adjustingkeyword bidsandtargetsettings tosee the CTRand
clicksinorder to optimize the account. The Keyword Plannerwasregularly searchedto
identify new keywords andnegative keywordopportunities sothatthe negative keywords
couldbe increased tomaximize relevanceof adto Meg and Wallyinefforttoachieve ahigher
CTR. In addition, aGoogle spreadsheetwasutilizedtoplanaccountstructure, track campaign
performance data, andrecord majoraccount changes,such asthe creationof new Ad Groups
or the pausingof certainkeywords. Daily-automatedreportscustomized bydate range,
campaign, AdGroups, ads, keywords, segments, andadextensions were senttothe account’s
email forreview.
ІEvolution of the Campaign StrategyІ The Brand CampaignandCustomerservice didnot
achieve muchactivityduringthe firsttwoweeks of the campaignuntil itwasdecided to
expand theirlocation targetingsettingsfromoutside Perthareatoinclude the entire
Australia. Aftermakingthatchange, the Customerservicereceived 14out its17 total clicksfor
the entire campaignduringthe thirdweek. All campaignswere runinthe Google Search
Network, includingSearchPartners inordertohave more options. Withthe use of the display
tool plannerthe groupusedthe detailed forecasts toevaluateprojectivedataandalterbids
inorder to see effectonCTRas well asthe ad groups that had the mostclicks, impressions,
CTR and CPC to guide decisions onwhichkeywords tochoose andare worthbiddingmore.
ІKey ResultsІComparedto data fromMeg and Wally’sGoogle Analytics accountforthe three-
week periodpriortoApril 28, the AdWordscampaignincreased page views andsessions each
by approximately 12% throughthe 300 clicksaccumulated. Geographically, websitevisitsfrom
the Pertharea increased by10%, due to the successof the Brand CampaignandinClothing
and accessories Campaign. Table 2outlines the AdWords performance detailsbycampaignin
3 weeks. The resultsshow thatthere are 3.8 clickswithinAustraliaareaand0.34 clickswithin
Pertharea.
Table 2
Clicks Impr. CTR Avg.C
PC
Cost Avg.
Pos.
Clothing
and
Accessor
ies
2.20 185.68 1.2% $2.25 $4.95 1.01
Brand 0.69 17.84 3.8% $3.15 $2.16 1.02
Custome
r Service
0.02 5.11 0.4% $1.57 $0.03 1.42
Total 2.91 208.63 1.4% $2.46 $7.14 1.02
The Clothingandaccessories Campaign hadthe highestclicksandgreatestrelevancy of its
keywords, suchas[women clothing] and[dresses]buthave toincrease the CTR. The Brand
Campaign consistently experienced the mostsuccess intermsof achievingahighCTR at a

5. ІPost Campaign StrategyІMegandWallyІ
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higherCPC. Due to Meg and Wallyisa small business anddon'thave enough brand
recognition, we will sendmore onthe brandcampaign. These three Campaigns weresimilarly
successful inobtainingclicksinacost-effective mannertoachieve MegandWally’smarketing
goal of providingproductandbranddetails. Click-throughrate of one percentorhigheris
generally agoodgoal for a new userlike Megand Wally.
Relevantadsandkeywords were alsocritical tothe campaign’ssuccess. A keyword
combination thatproved tobe effective wasthe word“Dress”followed bysome indicatorof
the brand of dress, such as “women clothing.”Anexample of anineffective keyword wasuse
of the word“Unique brand” to drive trafficthroughthe BrandCampaign. Figure 1, 2 and 3 are
the rest adsthat made withuseful keywords.
Figure 1 Figure 2 Figure 3
ІConclusionІThe AdWords campaignperformance isexceeded itsestablished goalsforCTRby
264.00% andtotal numberof clicksby12.46%. The campaignspent$250 andachieved an
average CTR of 3.48% by obtaining10,260 impressions and369 clicksat an average CPCof
$1.20. The highCTR and numberof clickscan be attributedtoconstantmonitoringof the
account and keyword relevancy improvementaccordingtoGoogle searchtrafficdata
surroundingonlineclothing. Moreover, the low CPCenabled the teamtomaximizeMegand
Wally’sbudget.
ІFuture RecommendationsІMaintainingMegandWallyGoogle AdWordsaccount iscritical to
expandingtheironlinepresence andachievingtheirbusiness goals. Itisrecommended that
Meg and Wallyinvestmore onitswebsite since they are gettingbrandawareness fromthe
target customers. Due tothe tentative datafromKeywords plannertool withinthe
campaigns, itisrecommended thatMegand Wallycontinue usingKeywords plannerto
discoverpopularsearchkeywords fromwhichtostrengthen AdGroups. Google Analytics
should be usedtoexamine organicsearchquery datathat may be addedas keywords in
relevantAdWords campaigns. MegandWally shouldalterwebsite andadd“.au” domain
name, to communicate location toviewers, itisrecommended thatnew adsreflectthis
change.
Learning Component
ІLearning Objective and OutcomesІBy participatinginthe Google Online AdWords Challenge
as a group we believedthatundertakingthisopportunitywill benefituswhenitcomesto

6. ІPost Campaign StrategyІMegandWallyІ
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gainingknowledge ondevelopingan AdWords,because of the moderneramovingtowards
the online marketmanycompaniesgoonline toattractpotential customersandtoencourage
awareness.Professional experience isgainedforfuture referencesif asimilartaskwasgiven.
Thischallenge wouldbe able tostrengthenourteamwork skills,time managementand
organisational abilities.Throughthe processof formattingAdgroupsandcampaignsthe
processif it wasto use toolssuch as Keywordtool plannerandOpportunitiestabbyfollowing
up withMeg and Wally’sgoalsandobjectivesforitthe campaignswassubjectedtothese
factors to promote the website,byincreasingtraffictherefore influencesthe motiveof online
shopping.Alsobyinteractingandworkingwithareal clienttohelpwiththeircompany’s
future salesandcustomersgainingalearningandpractical experience of workingwithreal
outside professionals.We hadaclear andunderstandingknowledge of ourcampaigngroups
witha large listof keywordsandnegative wordsforit.ByThe skill of obtainingkeywordsthat
have the most clicksonby identifyingbroadkeywords,phrase matches,exactkeywords,and
negative keywords.Also doingexamplesof textsAdsforAdWordsversionsbylookingatreal
online onesanddevelopingafewtobe usedon the actual campaign.Thoughthe grouphad
all the informationandcontentpossible tostartworkingonthe AdWordsthe unexpected
happenwhenemail accountsof the Google AdWords experience technical difficultywiththe
primaryaccount and the Google AdWordsaccount.
ІClientDynamicsІ Gettingintocontact withthe companyMeg and Wallyand explainingto
themthe group’spurpose andhowit will benefittheircompany.One of the groupmember’s
alreadyhavinga strongconnectionwiththe companymade ita loteasierto have the
companyonboardof the challenge,the managerof Megand Wallywasveryeagerand
acceptedto participate onthisoccasion.The communicationandinteractionbetweeneach
groupmembersandthe company wasveryproductive asall informationnecessarywas
received. The companywasverydeterminedtosetoutspecificobjectivesthatthe groupcan
complyto towardsthe AdWordscampaignsbybeingveryproductive andefficientwithgiven
informationata timeframe andcontinuedtobe supportive andmotivatedtohelpthe group
withthe developmentof the campaigns.Asasmall,one store boutique inLeedervillethis
opportunitycoulddramaticallybenefitthe store whenitcomestocustomers,online traffic,
salesandawareness.
ІFuture RecommendationsІIf the group wasto participate againthe teamwouldbe more
diligentandaware fromthe mistakeslearnt,andif otherunexpectedeventsarise the team
wouldhave actedimmediatelytoresolve the problemsfasterinorderto move on.By also
usingmore recommendedtoolstoaidinthe performance of our campaignsthatinclude the
Digital Marketing,Google analyticsandMyClientCentre.Overall eventhoughthe teamdid
not getto participate inthe Google AdWordsChallenge the groupstill tookpart inthe
learningexperience of itall,andisable to setup andperform AdWordsforfuture references.
Campaign summary•

7. ІPost Campaign StrategyІMegandWallyІ
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ІHow Google AdWordscampaignwas meant to achieve Client’sgoalsІMeg and Wally’s
missionistoprovide apleasantexperiencefortheircustomersbyfocusingonmaintaining
excellentcustomerservice.However,havingthe one shopinthe cornerof a small retail
shoppingcentre makesitharderforthe small boutique togainrecognitionandcurrentsocial
networkingaccountsdonothave many followers. Usingthe storesstrengthandweaknesses
and well astakingintoaccountstoresmissionhelpedbringtogetherideasforthe AdWords
campaign.Addingtocurrentonline marketingmethodsaGoogle AdWordscampaignwas
createdwiththe goals:1) Brand campaign – Increase awarenessof brandandrecognitionwith
the hope that the landingpage (website) encouragessignupsande-mail marketing. 2)
Customerservice campaign- Showwarmth,gainnew customersandturnthemintoloyal
customersthroughcommunicatingbetteronsocial networkingtoolswhichwouldbe
incorporatedintocampaign. 3) Product/Clothingcampaign –Promote productsand increase
online salesfromhighCTR.
ІFuture AdWordsrecommendationsІMeg and Wallycan runmore campaignsinthe future
and create Adgroupsthathave differentgoalsandare veryspecificwithtargetaudience.The
companycoulduse AdWordsto advertise,educate andmarketconsumersaboutnew
collectionsandproducts,communityservice eventsandupcomingsales/promotionsall of
whichwill generate traffictothe website andcontribute tobrandawareness.The company
couldalsocreate AdWordscampaignthat are incorporatedwithothersocial networkingtools
once theyhave gainedsome more followersandhave more activitywithcustomerstoexpand
growth.