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    Pre-Campaign Strategy Parsippanys Best Pizza

    Client Overview

    Client Profile: Parsippanys Best Pizza is a family-owned and operated pizzeria and restaurant

    focused on bringing high quality pizza, authentic Italian-style entrees, delicious pasta dishes, and

    a wide range of sandwiches and appetizers to the Parsippany, New Jersey area as well as a!e

    "iawatha, Pine Broo!, #ont$ille, %hippany, #ountain a!es, and &en$ille' (he business

    opened in January )*+ and is comprised of fi$e owners, and currently has approimately fifteen

    employees'

    (he business maintains an online presence through .aceboo!, (witter, and their website

    /www'parsippanypizza'com0' 1s of 2eptember )*+, all online interaction and maintenance has

    been done by .ran! #assano$a' (hese include posting pictures of product, status updates on

    social media, interacting with users through posts and messages, and fiing and maintaining the

    website using www'wi'com' 1s of now, all of the businesss sales ha$e come through o$er-the-

    phone or in-person ordering' (he business has no plans to offer online menu ordering in the

    foreseeable future' Besides occasional social media ads, the business does not ad$ertise on the

    internet and does not ha$e plans to do so'

    Market Analysis:Parsippanys Best Pizzas current customers include people through

    Parsippany and the aforementioned towns abo$e' (hese customers include residents li$ing in the

    area as well as tra$elers passing by from highways such as 3oute 4*, Interstate )45, and 3oute6' %ith a large percentage of customers coming from Parsippany and a!e "iawatha, potential

    customers include more people from surrounding areas' 7urrent competitors include other

    pizzerias in the area, most who ha$e been there for a longer period of time' (hese include

    1nthony 8 .rancos Pizzeria, Baldwin Pizza, 1nabellas Pizza, #arcos Pizzeria, and &ominos

    Pizza' 1ll of these pizzerias offer similar products at a competiti$e price' 9ther potential

    competitors could include newer pizzerias opening in the area'

    (he pizzeria industry in the Parsippany area is nothing out of the ordinary' 1ccording to

    the customer base, not many pizzerias in the area do particularly better business than one

    another' 1lthough there is a high density of pizzerias in the area offering similar products and

    ser$ices, Parsippanys Best Pizza prides itself on its high quality ingredients and products,

    decades of eperience in the pizza industry, their ser$ice to customers, and attention to detail

    when pitching themsel$es to customers' (hus far, the pizzerias owners ha$e eperienced an

    1

    http://www.parsippanypizza.com/http://www.wix.com/http://www.parsippanypizza.com/http://www.wix.com/
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    o$erwhelmingly high rate of customer satisfaction, quic!ly rising to the :+ ;elp-3ated pizzeria

    in their area'

    (he pizzeria industry is one that is hea$ily influenced by seasonality' (he owners ha$e

    come to epect a steady change in sales throughout the year' 2tarting in 2eptember, sales will

    increase due to families settling into fall-routines, more professional sports games, and colder

    weather' 1 slight dip occurs after the holidays as people tend to hold off on unnecessary

    spending' "owe$er, once ent begins in .ebruary, wee!ends /especially .ridays0 see

    etraordinary sales boost, as people of 7hristian and 7atholic faith a$oid meats and loo! towards

    pizza or similar alternati$es as their meal of choice' (hen, as summer starts, a gradual decline

    remains until 2eptember as families go away on $acation and spend less time at home' 1lso, the

    hot temperature of pizza can be a turn-off for customers see!ing a refreshing meal in the heat'

    Current Marketing: Parsippanys Bests biggest source of mar!eting is their website, featuring

    their history, a full menu, hours, and a photo gallery' (he site also features a tab

    where customers can $oice their opinions to the company and impro$e the business' 2trengths of

    the site comprise of a beautiful photo gallery with a descripti$e menu including prices which

    most restaurants do not include' 2ome potential wea!nesses include lac! of $isits to the website

    and poor presence on social media' (he Google PageRankscore that the website recei$ed was a

    *, meaning that the website has $ery poor $isibility'

    2ocial media is another important aspect of increasing the $isibility of Parsippanys Best

    Pizza website' (he pizza restaurant currently has ?)+ li!es and on .aceboo!, 4 followers on

    (witter, and +)*4 $iews on @oogleA' (his shows that although the company has a solid website

    and product, it is lac!ing in customers attention' (he @oogle 9nline #ar!eting 7hallenge will

    allow Parsippanys Best Pizza to become better !nown in the area and thus hopefully increasing

    sales' 2oon we hope to play ( ad$ertisements in addition to the online mar!eting campaign and

    create a broader target mar!et by doing so'

    Conclusion: Parsippanys Best Pizzas mar!eting goals are toC +0 show customers that the

    company has the freshest, best tasting pizza in the area, )0 increase the websites traffic and

    social media presence, and D0 maintain a high le$el of customer appreciation that creates a buzz

    and brings customers bac! through the companys doors' 1s a local small business with a limited

    mar!eting budget, @oogle 1d%ords will enable us to reach higher goals on a reasonable budget'

    2

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    Proposed AdWords Strategy

    (he goal of this 1d%ords campaign is to increase awareness and sales of Parsippanys Best

    Pizza' (his proposed 1d%ords strategy will consist of three campaigns, with a total of twel$e 1d

    @roups' .irst, the Pizza Capaignwill focus on all of the different types of pizza the company

    offers' (his will be bro!en down into popular pizza, specialty pizza, and chain pizza, allowing us

    to focus on the different categories of pizza that eist' Net, the !itc"en #ood Capaignwill

    be focused on all other food that the company offers' (he 1d@roups in this campaign include

    cold sandwiches, hot sandwiches, paninis, chic!en dinners, and pasta' ast, the

    $elivery%&akeout Capaign will be used to target consumers that are interested in ordering out'

    (his campaignwill be bro!en down into 1d @roups that target specific geographical locations'

    %e will be utilizing the Google Searc" 'etworkfor all three of these campaigns' (he table

    below demonstrates each of the three campaigns and the 1d @roups that they encompass'

    &a(le ) * Capaigns and AdGroups

    Capaigns Pizza !itc"en #ood $elivery%&akeout

    AdGroups

    Popular pizza 7old sandwiches #orris 7ounty

    2pecialty pizza "ot sandwiches Parsippany

    7hain pizza Paninis a!e "iawatha

    7hic!en dinners

    Pasta

    Geotargeting #orris 7ounty, NJ #orris 7ounty, NJ #orris 7ounty, NJ

    (he Google !eywords &oolwas used to generate rele$ant !eywords and to estimate the

    7P7 of the !eywords' Broad, , EFactG, and negati$e !eywords will be used for the ad

    groups' (he table below demonstrates eample !eywords and negati$e !eywords for the PopularPizza Ad Group'%e will manually bid on these !eywords and we will adapt the !eywords by

    studying the 7(3 and effecti$eness of the !eywords that are used' (hroughout the campaign,

    negati$e !eywords will be utilized to help regulate unwanted and irrele$ant traffic to the website,

    resulting in reduced costs and an impro$ed 7(3' In regards to !eyword bidding, the campaign

    will attempt to !eep the a$erage bid at H+'**' 2ince the campaign will be run in a short period,

    we plan to use +n"anced Cost,Per,Click/e7P70' (his will allow us to test ads in the early

    stages of the campaign and maimize traffic throughout the campaign period' .urthermore, ad

    etension will be used to help increase the 7(3'

    &a(le - * Saple !eywords

    AdGroup !eywords 'egative keywords

    Popular pizza plain pizza, pepperoni pizza, sausage pizza, cheese pizza, bestpizza, good pizza, small pizza, medium pizza, large pizza

    -free, recipe, -coupon

    Below are three sample 1d copies' (hese three ads are from the chic!en dinner, #orris

    7ounty, and popular pizza 1d@roups, respecti$ely' .or each of our 1d@roups, we will be

    3

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    rotating ads e$enly' .or each ad group, two slightly different ads will be created to test in the

    mar!et' If one of the two ads has a low 7(3, the ad will be remo$ed since this is a direct

    indication of its appeal to potential customers' 1lso, we will optimize the ads as the campaign

    progresses to help increase the 7(3 and uality 2core of our ads'

    @eotargeting will be used to ensure that ads are not seen by irrele$ant people' %e will

    restrict ads to targets in the #orris 7ounty area of New Jersey'

    &a(le . * Saple Ads

    Saple Ads

    &elicious Italian FntreeshttpCKKtinyurl'comKldDf6!4(ry Parsippanys Best PizzaLPlus 1pps, 2ubs, %raps and #oreL

    &eli$ery 8 (a!eout PizzahttpCKKtinyurl'comKldDf6!4(ry Parsippanys Best PizzaL.ree &eli$ery-.ast, .riendly 2er$ice

    BF2( Pizza in Parsippanywww'parsippanypizza'com:+ ;elp 3ated in area'(ry our 2pecialty 8 @randma Pies

    In regards to budgeting, the Pizza Capaign is recei$ing ?*M of the budget, the

    $elivery%&akeout Capaign is recei$ing D*M of the budget, and the !itc"en #ood Capaign

    is recei$ing )*M of the budget' .urthermore, each wee! the percent of the budget for the entire

    campaign will increase' %ee! o$er wee! we will be able to understand which ads and !eywords

    are wor!ing most effecti$ely, which means that a larger percentage of the budget will be utilized

    during the times we are most confident that our spending is going in the right places' .or all

    three campaigns, the search networ! will be used' (he table below demonstrates the daily and

    wee!ly monetary $alues that will be allocated to each campaign'

    &a(le / * Capaign 0udgets

    Capaign &otal 0udget12 of 0udget Allocated3

    Week ) Week - Week .

    -42 .42 /52

    $ay Week $ay Week $ay Week

    Pizza 6)-4 14523 H'6 HD+')? H6')? HD'5? H5'+ H?*'**

    $elivery%&akeout 674 1.523 H)'64 H+4'5? HD'5? H)6')? H') HD*'**

    !itc"en #ood 645 1-523 H+'5 H+)'?* H)'?* H+5'?* H)'46 H)*'**

    &otal 6-45 1)5523 H4'D H6)'?* H+)'?* H45'?* H+') H+**'**

    (he goal of this 1d%ords campaign is to attain an a$erage clic!-through-rate /7(30 of

    )M with an a$erage cost-per-clic! /7P70 of H+'**' .or this to be successful, +),?** impressionsand )?* clic!s must be made' @oogle 1nalytics will be used to gauge whether the campaign is a

    success' (he number of website $isits recei$ed before the campaign will be compared to those

    recei$ed after the campaign reaches completion'

    Post-Campaign Report Parsippanys Best Pizza

    4

    http://tinyurl.com/ld3f6k8http://tinyurl.com/ld3f6k8http://www.parsippanypizza.com/http://tinyurl.com/ld3f6k8http://tinyurl.com/ld3f6k8http://www.parsippanypizza.com/
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    +8ecutive Suary

    Capaign Overview: (his 1d%ords campaign had three main goalsC +0 ma!e customers aware

    of the fresh, best tasting pizza the company offers, )0 increase website traffic, and D0 create buzz

    between consumers to spread word of mouth and !eep customers coming bac!' (o accomplish

    these goals, three campaigns were createdC Pizza9 !itc"en #ood9 and $elivery%&akeout

    campaigns' %ithin these campaigns, there were a total of +4 ad groups, 6 ads, and 4*

    !eywords' astly, we aimed to attain an a$erage 7(3 of )M with an a$erage 7P7 of H+'**'

    1long with this, we wanted to obtain +),?** impressions with )?* clic!s'

    !ey Results: (he campaign reached +6 clic!s at a 7(3 of *'64M' 1long with this, )+,?54

    impressions were reached with an a$erage 7P7 of H+'5+' In the end, the !itc"en #ood

    campaign ended up performing the best, with a 7(3 of '4M, 5? clic!s, and an a$erage 7P7 of

    H+'*)' (he Pizza and $elivery%&akeout campaigns had clic!s of D) and D respecti$ely' 1lso,

    they had a 7(3 of '5)M and '5M, along with an a$erage 7P7 of H)'D5 and H)'4 respecti$ely'

    3egarding ad groups, Pasta $innerwas by far the best performer, resulting in 6D clic!s, a

    +')5M 7(3, and an a$erage 7P7 of H+'*?' (he net two best performing ad groups were

    Parsippany and 0est Pizza, howe$er neither came close to performing at the same le$el as

    Pasta $inner'

    Conclusion: By the end of the campaign, we were able to better understand what wor!ed and

    did not wor! in regards to !eywords, ad copy, and ad groups' 1s a result, the clic!s we recei$ed

    o$er the course of the campaign trended upwards, and would most li!ely continue to do so going

    forward with more time to learn what wor!s and with an increase in budget' 9$er time it was

    clear that as we further optimized all aspects of the campaign, the results came fairly quic!ly'

    #uture Online Marketing Recoendations: #o$ing forward, we belie$e the 1d%ords

    campaign can be successful for the company' By continuing to analyze all aspects of the

    campaign and determining what wor!s and what does not, Parsippanys Best Pizza can continue

    to impro$e upon the 1d%ords campaign' .urthermore, the company will need to increase their

    budget to allow for more clic!s per day, and to be able to compete with the bigger pizza

    restaurants' astly, the company needs to impro$e upon their website to gain a better quality

    score for their ads' (his is $ery true for mobile as well, since many consumers use their phones

    when searching for pizza restaurants'

    ndustry Coponent

    5

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    Capaign Overview: (he goals of the 1d%ordscampaign for Parsippanys Best Pizza were to

    +0 informcustomers that the business has the freshest, best tasting pizza in the area, )0 increase

    the company websites traffic and social media presence, and D0 create a buzz in order to

    maintain a high le$el of customer appreciation and bring customers bac! through the business

    door' %e aimed to accomplish this by attaining an a$erage 7(3 of )M with an a$erage 7P7 of

    H+'**' %e sought to obtain +),?** impressions and for )?* clic!s to be made' (he +D-day

    campaign lasted from #arch D+, )*+? through 1pril +), )*+? and cost a total of H)'?' (he

    1d%ords account consisted of D campaignsC Pizza9 !itc"en #ood, and $elivery%&akeout;

    (hese campaigns were createdby targeting the three main reasons why a customer would order

    from the pizzeria' Fach of these was bro!en down into multiple ad groups' .or each ad group,

    se$eral ads and numerous !eywords were included' (he !eywords for the Pizzaand !itc"en

    #oodcampaigns consisted mostly of items on the business menu as well as popular dishes

    associated with the pizzeria and restaurant industry' (he !eywords for the $elivery%&akeout

    campaign mostly consisted of enticing options for people searching for local food such as and ' (he Pizza campaign contained D ad groups, +) ads and 4*

    !eywords' (he !itc"en #ood campaign contained 4 ad groups, D) ads and 6D !eywords'

    astly, the $elivery%&akeout campaign contained 5 ad groups, )? ads and +5+ !eywords'Figure

    1details the 1ccount 2tructure' In total, the account contained D campaigns, +4 ad groups, 6 ads

    and 4* !eywords'

    Figure 1: Account Structure

    %e targeted each of these campaigns to towns in which the business deli$ers to' (his

    would pro$ide a general area to reach a large amount of customers who would be li!ely to either

    a0 dri$e to the pizzeria to eat, b0 get food deli$ered to their house, or c0 pic! up food at the

    pizzeria and return to their homes' (hese towns included Parsippany-

    6

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    (roy "ills, a!e "iawatha, %hippany, #ountain a!es, Pinebroo! and #ont$ille' 9$erall, the

    campaigns location setting allowed us to potentially reach up to )4*,*** people' (he cost

    structure of each campaign $aried greatly' (he $elivery%&akeoutand Pizzacampaigns required

    a much higher a 7P7 and bid price as compare to the !itc"en #ood campaign' 7ompetitors

    such as Pizza "ut, &ominos and Papa Johns had placed such high bids that some prices were

    unrealistic for our 1d%ords account budget' %e structured our budget to deal with these

    incon$eniences by increasing both our #a 7P7s for all ad groups as well as the daily budgets

    for each campaign'

    +volution of Capaign Strategy: (he campaign started roughly' .or the first D days, our

    budget settings for our campaigns, ads, and !eywords were too low compared to that of our

    competitors' (his resulted in little to no acti$ity on the account' 9n 1pril )ndwe began to

    increase the daily budgets for each of the D campaigns to better compete with the li!es of the

    chain pizzerias listed abo$e' %e increased the PizzaCapaignbudget from H'6 to H5'**, the

    !itc"en #oodbudget from H+'5 to H'**, and the $elivery%&akeoutbudget from H)'64 to

    H?'**' (hese changes were all based on suggestions from the Capaign 0udget Siulator tool'

    "owe$er, from here until the campaign ended, we used our own discretion to ma!e changes in

    budget prices' 9n 1pril th, we increased the !itc"en #oodbudget from H'** to H4'**' 9n

    1pril ?th, we increased the $elivery%&akeoutbudget from H?'** to H'+*' 9n 1pril 6th, we

    increased the Pizzabudget from H5'** to H4'D4' 9n 1pril 5th, we increased the Pizzacampaign

    budget from H4'D4 to H'D4, the !itc"en #oodbudget from H4'** to H'**, and the

    $elivery%&akeoutbudget from H'+* to H+*'+*' 1fter this time, we too! a few days to see the

    results of the changes' 9n the final day of the campaign we increased the !itc"en #oodbudget

    from H'** to H+4'** and the $elivery%&akeoutbudget from H+*'+* to +6'+*' 1s for #a 7P7

    prices, we !ept them the same until 1pril )nd' 9n 1pril )nd, we increased the 7P7 for all ad

    groups from H+'** to H)'?*' 9n the th, we increased them again to HD'+)' 9n the 6th, we

    increased them to as high as H+D'** for some ad groups' "owe$er, we didnt thin! the results

    Oustified the price changes and on the 5thwe decreased the #a 7P7 for all ad groups down to

    either H'5 or H'' In addition to our regular daily budget and #a 7P7 changes, !eywords

    and ads were regularly changedKupdated e$ery +-) days' %e based our decisions of !eyword

    changes on the !eyword Plannerand Opportunity tools pro$ided by @oogle' In addition, we

    also too! current results and !eyword quality score into account' eywords

    7

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    that were performing poorly were paused or replaced with something different to test the results'

    (he increased bid prices and updated !eywords allowed us to see a moderate increase in both

    clic!s and impressions, culminating on 1pril ++thand +)th, where we saw ?6 combined clic!s

    between the two days' (his data is represented below inFigure 2.

    !ey Results: 9$erall we thin! the campaign turned out to be relati$ely successful e$en though

    many of our goals were not satisfactorily met' uic!ly after initiating the campaign, we learned

    that the pizza industry was $ery competiti$e regarding 1d%ords, and that the goals we set were

    going to be challenging to reach'

    .irst of all, we sought out to reach +),?** impressions, and by the end of the campaign

    we resulted in )+,?54 impressions' 9n the other hand, we epected )?* clic!s at a 7(3 of )M

    and a$erage 7P7 of H+'**' In reality, we obtained +6 clic!s at a 7(3 of *'64M and a$erage

    7P7 of H+'5+' %e quic!ly learned that our 7P7 budgetwas far too low, and as a result had to

    raise the budget for each campaign to ensure we were ma!ing it to the front page for our ads'

    (o combat the limited budget that we had, we stuc! to a strategy that would allow us to slowly

    impro$e the campaign o$er time by loo!ing at what wor!ed and did not wor!' (his allowed us to

    not waste money early on !eywords and ad copy that was ineffecti$e' 9$er the course of the

    campaign, we steadily increased the budget of each campaign to ensure we were getting as much

    $alue as possible out of our !eywords' %e also adOusted the budgets of some !eywords

    indi$idually that were performing far abo$e epectations'1s a result of the budget adOustment,

    the amount of clic!s we recei$ed per day trended upwards as a whole' ast, for each ad group,

    multiple ad copies were created' (his allowed us to better understand what the consumers were

    more li!ely to clic! on, and adOust our ads o$er time to be more in-sync with the consumers'

    9$erall, o$er the course of the campaign, the campaign with the largest increase in cost

    was Pizza' (he !ey words in this campaign were the most

    8

    Figure 2: Performance Grap: C!ic"s #s$mpression

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    competiti$e, which meant that we had to increase the budget greatly o$er the course of the

    campaign to get a high 1d%ords position' (he campaign with the greatest increase in clic!s o$er

    the course of the campaign was !itc"en #ood; 1s opposed to the Pizzacampaign, the !eywords

    in !itc"en #ood were the least competiti$e, meaning we were able to gather a large amount of

    clic!s at a minimal cost' (o go along with this, costs tended to increase fairly equally to the

    number of clic!s we were recei$ingC

    K

    &a(le ) * Capaign Statistics

    Capaign &otal

    0udget%$ay

    Clicks pressions C&R Avg;

    CPC

    Cost Avg;

    Position

    Pizza H'D4 D) ,? '5)M H)'D5 H5?'6 +'+

    $elivery%&akeout H+6'+* D 4,)6 '5M H)'4 H6'56 +'6

    !itc"en #ood H+4'** 5? 4,445 '4M H+'*) H56'5D +'+&otal HD'4 +6 )+,?54 '64M H+'5+ H)'? +'D

    (he table + demonstrates results we had by the completion of the campaign' !itc"en

    #oodwas by far out most efficient campaign, with an a$erage 7P7 more than half of both Pizza

    and $elivery%&akeout' 1s a result, this campaign brought us the most clic!s and most

    impressions because of the low cost along with a high percentage of the total budget we allocated

    towards it per day' 9ne of the other positi$e ta!eaways from this campaign was our a$erage

    position with each campaign' 9$erall, our a$erage position was +'D, meaning the maOority of the

    time our ads were displaying in the number one position' (his ga$e our ads $ery good $isibility

    for consumers'

    / 9ur most efficient !eywords were those that were directly targeted towards our eact

    target mar!et' .or eample, had a 7(3 of +6'65M' F$en though the

    impressions were small, the amount of clic!s were great because it is clear that when someone

    uses that search term or a similar one, our business is what they are loo!ing for' 1nother eample

    is , which had a 7(3 of )'46M on +*? impressions' 9n the other hand, we

    had many !eywords that did not perform $ery well at all' (he !eywords that performed poorlytended to be food items that were not $ery popular, which resulted in a lac! of searches for these

    terms'

    1s a result, these types of !eywords were deleted or paused and more useful and

    rele$ant !eywords were added' 3egarding ad groups, our top

    performers were as followsC

    9

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    &a(le - * Ad Group Statistics

    Ad Group Clicks pressions C&R Avg CPC Cost Avg Pos

    Pasta $inner 6D ,56 +')5M H+'*? H66'*D +'+

    Parsippany +4 +,?*4 +'+M H)'4 H'?4 +'D

    0est Pizza +D ),*4 '?M H)')5 H)'? +')

    Specialty Pizza ++ +,5+6 '6M H+')6 H+D'4? +'*

    1s can be seen, the Pasta $inner ad group was by far our best performer in e$ery way'

    (his accounted for the $ast maOority of our clic!s in general' Because of the low a$erage 7P7, it

    is pretty clear that this ad group contained !eywords that were not nearly as competiti$e as the

    other ad groups' (his allowed us to reach a large number of people at a fairly cheap price'

    Conclusions: By the end of this campaign, we were able to much better understand what wor!ed

    and did not wor! in regards to !eywords, ad copy, and ad groups' By loo!ing at the results of the

    campaign, it is clear that the campaigns performance continued to impro$e from start to finish'

    @oing forward, we belie$e that 1d%ords can be beneficial in bringing more people to

    Parsippanys Best Pizza by both increasing the traffic to the website, and also increasing the

    traffic to the physical restaurant as a result' %hile the campaign did not reach the statistical goals

    set out for it, mo$ing forward we belie$e that with great optimization, these goals can be both

    met and eceeded' 9ne of the main reasons it was difficult to reach our goals was due to the $ast

    amount of competition and limited budget' #o$ing forward, a larger budget would allow the

    company to better compete against the bigger competitors in the industry, allowing them to bidon better, more searched for !eywords'

    /#uture Recoendations: .or this companys future mar!eting efforts, we would recommend

    that they continue where we left off' %ith this foundational 1d%ords campaign that we ha$e

    created, we belie$e that the company can continue on with, refine, and become e$en more

    successful with it' #o$ing forward, we belie$e the company should continue to trac! and update

    !eywords, ad copy, and ad groups' (he company should monitor e$ery ad and adOust them when

    necessary' By testing out e$en more ad copies, the company can determine eactly what

    consumers are enticed to clic! on, resulting in both a higher 7(3 and quality score mo$ing

    forward' .urthermore, a larger budget will be necessary when mo$ing forward to increase the

    amount of clic!s per day' 1lso, the company website impro$ements could be

    made to boost the quality score of the ads, resulting in better ad

    placement and a higher chance of consumers seeing the ads,

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    increasing the 7(3, and decreasing 7P7' 1 website should be built specifically for mobile users

    as well, since many consumers use their phone when searching for pizza restaurants'

  • 7/24/2019 AdWords Campaign Final Paper

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    Client $ynaics:%hen we as!ed the clients permission to Ooin the @oogle 9nline #ar!eting

    7hallenge, the owners of Parsippanys Best Pizza did not hesitate to gi$e us their appro$al'

    &uring the competition, communication was an easy tas! because one of our members is family

    with the owner' F-mail was not our only means of communicating with them which made life for

    us easier' 9ur clients were $aguely familiar with 1d%ords since they already had an eperience

    with it the past, without too much success' %e had to eplain to them many of the things that

    they needed to !now about the campaign, so that they can also gi$e us their insights' %e did not

    epect they would be willing to learn from students li!e us, e$en though they are already

    successful owners'

    #uture Recoendations

    Client $ynaics:It is important to meet with your client regularly' (hey can help you to

    impro$e your strategies since they !now more about the industry' (hey can also gi$e you

    important pieces of ad$ice on how to mar!et the business more efficiently'

    Group $ynaics:1pply Oob rotation when di$iding tas!s' (his will allow members to learn

    more, as well as gi$e them the opportunity to eperience each others tas!s' (his can help the

    group to wor! better' In addition, problems cannot be a$oided when wor!ing with others because

    each member has an opinion on what strategies should be used in order for the campaign to

    succeed' In these instances, open-mindedness and compromise are essential'

    Strategy:(ry e$erything during the first wee! of the campaign to test what the mar!et wants and

    does not want' 1fterwards, start cleaning your campaigns until you !now more about your

    mar!et' .urthermore, do not Oust mar!et your products, mar!et your appeal'

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