adwords report_further food
TRANSCRIPT
Executive Summary
Campaign Overview: Further Food is a non-profit digital health startup company
providing an online community of crowd-sourced natural health solutions. The current
objectives are to enhance brand awareness, reach out to potential audience and to increase
user sign-ups. Accordingly, 3 campaigns were created: Brand, Health Solution and
Champion. Our goals were to reach a conversion rate of 2% Email subscribers, 1% for
sign-ups and an average CTR of 2% at an average CPC of $0.50.
Key Results: We have achieved most of our established goals except for Email
subscriptions and sign-ups. For our allocated $250 budget, $250.58 was spent to achieve
an average CTR of 2.01% and 0.34% conversion rate by obtaining 28,959 impressions
and 583 clicks at an average CPC of $0.43. We first created Brand and Health Solution
campaigns. After testing, we selected the best-performed Ad groups with the most
effective keywords and moved those into our champion campaign, including Diabetes,
Lupus, Healthy Recipes, and PCOS. Among the 11 Ad Groups, Lupus achieved the
highest CTR of 5.10% and Diabetes reached the highest conversion rate of 0.6%.
According to Google Analytics reports, the AdWords campaign did increase the company
website’s page views and sessions. Other than AdWords, most of the visitors come from
social media (42.6%), direct search (23.4%), organic search (17.1%) and referral (15.7%).
Conclusion: The 19-day AdWords campaign was overall a success. We did the
AdWords optimization following the steps of: building campaigns and Ad groups,
creating ad copies, keywords building through Keyword Planner tool, daily keyword bid
adjustment, budget reallocation based on Ad testing, report analysis, and the pausing of
underperforming keywords and Ad Groups. Considering the relatively small portion of
sessions driven by paid search and also that the channel was not profitable, AdWords was
not as effective as social media, Referral and organic search for cost-effectiveness reason.
Future Online Marketing Recommendations: The effectiveness of AdWords can be
measured mainly by traffic sources proportion (0.7%) and conversion rate proportion
(2.53%). Thus, we recommended Further Food to put their effort on expanding its online
presence through social media that are more cost effective to reach their potential
customers and create more relevant contents and keywords according to Google
Analytics analysis for better organic search results.
Industry Component
Campaign Overview: During the 19-day AdWords campaign, we aimed to achieve
Further Food company’s main digital marketing objectives of: 1) enhance brand
awareness of the Further Food website, 2) reach more potential audience online, and 3)
increase newsletter subscribers and users sign-ups. Three campaigns were created which
all linked to company website’s unique relevant landing
pages: Brand Campaign, Health Solution Campaign, and
Companions Campaign. Through the campaign, we also
created 12 Ad groups, 83 ads, and 1,849 keywords in total.
In order to lead our campaigns to a more effective result,
we developed the final campaign structure with three steps:
1) we kept testing and adding new Ad Groups and
keywords from April 11 to April 19; 2) from April 20 to
April 24, we started to move the most successful Ad
Groups into Champion campaign and switched budget to
support those more effective groups; 3) from April 25 to
April 29, we focused on the best performing ad groups in
Champion campaign, and paused underperforming ad
groups. The performance of each campaign is listed in the table below.
Compared with the previous goals set up in the pre-campaign report of driving more
traffic and achieving a conversion rate of 1% for sign-ups, the actual campaign only
reached a conversion rate of 0.34%. Besides, we designed to allocate budget for three
weeks at 25%, 35% and 40% respectively. However, the actual budget amount we spent
were adjusted according to clicks, CTR and CPC metrics daily, and each team member
was assigned to monitor two ad groups and made the adjustments to the bidding price.
We also generated customized reports by date range, campaign, ad groups, keywords,
search terms and KPIs for further review and optimization.
Campaign Evolution: In order to improve the performance and be more cost-effective,
we conducted several adjustments during the whole campaigns based on different stages,
which can be tracked in the graph below.
We focused mainly on search as strategic network with huge potential. Our original goals
were to gain more Clicks with high CTR and minimize CPC. After the first testing stage,
we gradually switched our budget to the most effective ad groups by moving them to a
newly created campaign called “Champion” in order to better boost their performances.
Key Results/Campaign Performance:
In general, we achieved our previous objectives: 1) Enhance brand awareness 2) Drive
qualified traffic to the websites 3) Reach a conversion rate of 2% for Email subscribers,
and 1% for users sign ups. The results are measured by various metrics showed as below.
The table below shows the summary of each stage and campaign.
Stages: By switching the budget to the most effective Ad groups in the second stage, we
were able to improve CTR from 1.79% in Stage 1 to 2.31% at the end also with a lower
CPC of $0.35. As the website does not have a confirmation page for us to track Email
subscribers, we were only able to track the number of users sign-ups. However we
assume that we contributed to overall Email subscribers as daily Subscribers improved by
13% compared to previous periods. One user-signup conversion was generated from
PCOS Ad group in health solution campaign and triggered by keyword of “natural
cures for pcos”. The other one was generated from the Diabetes Ad group and triggered
by the keyword “diabetes diet”. Both of those keywords are broad match type.
Ad Groups: The table below illustrates details of Ad group (HS stands for Health
Solution). Referring to Search Query Reports, we only chose the most relative Ad Copies
and well performed keywords for those switched groups in the Champion. Thus, Lupus,
Diabetes and PCOS groups were improved after switching, indicated by higher CTR and
lower CPC.
Keywords: Evaluated mainly by clicks and CTR, among 1849 keywords, the most well
performed keywords were listed in the following tables. These top five keywords are all
long-tail keywords. It should also be noticed that the higher quality score of a keyword,
the higher CTR and Avg session duration it may achieve, and also potentially have a
lower CPC.
Ad Copies: Higher performing ads were from our Champion campaign. More
importantly, except for relevant contents and qualified landing page. The ads with
sitelinks are more likely to have higher clicks and CTR. For example, the Top1 Ad Copy
“Superfoods for diabetes” was designed with the sitelinks of Diabetes Health tips,
Diabetes Recipes and Relevant articles, which may facilitate the effectiveness.
Furthermore, According Google Analytics, although we generated 583 clicks in total
through AdWords campaign, it only takes up 1.1% of traffic sessions, which is small
amount compared with other acquisition channels. However, AdWords generated more
unique visits with higher quality sessions with higher pages, higher session duration,
higher conversions rate and lower bounce rate, showed as below in detail.
Conclusion: In conclusion, we were successful in this AdWords Campaign. 1) Better
performance was enhanced for those ad groups with more specific focus and sufficient
budget support. 2) By focusing those effective groups and eliminating poor groups it
helped improve overall performance with higher CTR and lower CPC. 3) Although paid
search drove relatively higher quality traffic, it only accounts for a small part of the
sessions. Thus it may not be the best channel recommended considering the non-profit
fact and cost effectiveness reason.
Future Recommendations: According to our campaign result and analysis, Google
AdWords may not be the most cost-effective tool for Further Food. Since it is still a non-
profitable company so far, social media and organic search should still be the main
acquisition channels for Further Food to achieve higher engagement with potential
customers. Moreover, since Lupus and Diabetes Ad Groups are the best-performed ones,
Further Food can create more qualified contents and landing pages related to those two
topics, and include the top keywords in order to improve social media and organic search
channels.
• Create more ads for ad groups with high search volume but low bidding competition (lower CPC)
• Focus on two or three ad groups without splitting budget • Add some negative keywords (healthy food, on diet etc. ) • Use Google Analytics to examine organic search query
data which may be added as relevant keywords • Create campaigns for female, mainly target desktop users.
Adwords Campaign
Website • Emphasize the value of signing up as a user • The majority of our customers come from mobile, however,
few of them converted. A more mobile friendly page should be modified.