Google AdWords Post-Campaign Report

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  • Texas Rock Gym Google Online Marketing Challenge

    Grace Goetze Amber Chang Blake Wade

    Jeffrey Beseda Michael Jones

    Will Allen

  • 1. Executive Summary

    Campaign Overview

    Since 1996, Texas Rock Gym has been serving the Houston area as a provider of

    indoor recreation and fitness. To increase sales and revenue for the business, a Google

    AdWords Campaign. The four campaigns that were created at the beginning of the time

    period were Parties and Groups, Healthy Living, Family Activities and Brand. At the

    beginning of the campaign period, the budget was divided evenly between the three

    weeks of the project with $83.33 for each week. As the competition period went on, the

    budget was adjusted to accommodate for changes to the campaigns. Ads were tested to

    determine CTR, how often they were being shown and position on the page, and changes

    were made to improve these numbers. Geo-targeting was used to reach customers in

    Houston and the surrounding areas. Campaign goals included achieving 10,000

    impressions and having a CTR of 1.5%. The ultimate goal is to increase visitors to the

    website which will lead to more first time customers and more people booking events. In

    addition, we would like to see more people visiting the physical location. Online booking

    is available for parties and events as well as the after school program at the rock climbing

    gym. For individual climbers, online waiver registration is available but payments must

    be made at the physical location.

    Key Results

    Initially, we began with four campaigns: Parties and Groups, Healthy Living,

    Family Activities and Brand. We ended up stopping the Brand campaign entirely

    partway through the campaign, because no impressions were being made for the

    campaign. Our Healthy Living campaign was most successful in terms of CTR at 4.33%

    as well as the lowest average CPC at $0.50. The lowest CTR for our campaigns was the

    Parties and Groups campaign with 1.13%. Excluding the stopped Brand campaign, the

    Healthy Living campaign had the fewest number of ad groups but did the best overall.

    Future Online Marketing Recommendations

    Looking forward, we have certain recommendations for our client to implement.

    We first recommend that Texas Rock Gym continue to utilize AdWords but on a larger

    scale. With a larger budget and more diversification of different campaigns, the reach can

    expand and grow the traffic even further. Some of the more successful ad groups used in

  • our campaign can serve as a starting place for our client to develop campaigns of their

    own. Additionally, sticking with the geo-targeting strategies we implemented would

    benefit Texas Rock Gym. To go along with an increased budget for AdWords, they

    should include some online only promotions. These promotions would help make the ads

    more desirable to those searching and would help drive traffic to the site. They should

    also implement SEO on their webpage in order to best capture search traffic. Another

    area to explore further would be social media, our recommendation is to introduce an

    Instagram account. This Instagram account would allow them to highlight different areas

    of their gym through pictures and short videos. This in turn could drive traffic to their

    website and their physical location.

    2. Industry Component Campaign Overview

    Major Campaign Goals and Initial Strategies

    Our initial campaign goals were 10,000 impressions over the three weeks as well

    as have a CTR of 1.5%. The overall goal of the campaign was to increase visitor traffic to

    the website which will drive first time customers. In addition, the increase of visitors to

    the website will lead to an increase in events and after school programs being booked

    online. Because Google AdWords was relatively new to our group, our initial strategy to

    approach these goals was to create campaigns, groups, and keywords and leave it

    untouched for a week, then re-strategize based on the first weeks results.

    Operational Details

    At the beginning of the campaign period, the budget was divided evenly between

    the three weeks with the expectation that adjustments would need to be made. This

    resulted in a budget of $83.33 per week, which was then to be split between the four

    campaigns. The total amount of money spent over the campaign was 248.66. Broken

    down by campaign, this is $57.69 for Healthy Living, $91.70 for Family Activities,

    $99.27 for Parties and Groups, and none for Brand. One of the first major changes that

    we made was to pause the Brand campaign. In the first week of the campaign, there was

    not a single impression or click. Since this campaign was performing quite poorly, the

    decision was made by the group to remove funding from that area and focus on the

  • campaigns that were showing more positive signs in terms of impressions, clicks, and

    click through rate.

    As far as the budget is concerned, changes were made on different dates to help

    increase exposure and the likelihood of clicks. Until the date of April 2nd we had the

    campaign running on auto bid. On that date we took the campaign off auto bid and onto

    manual bid. We raised both the Parties and Groups and the Family Activities

    campaigns to $4.00, which was just around $.50 higher than the auto bid. We also raised

    the budget for Healthy Living to $3.00. This increase in bid provided the steady growth

    in clicks in the campaign. After a decline set in from April 6th to April 7th, we raised the

    budget of each of the three previous mentioned groups an additional dollar to put them at

    $5, $5, and $4 respectively. This action paired with some tweaking of the ads themselves

    helped cause the steeper incline seen in the below graph. As the last day approached we

    had some money to spend and raised all of our budgets to $10.00. This gave us the last

    little jump that is illustrated below.

    Evolution of Campaign Strategy

    At the beginning of the campaign, our group opted to use automated pricing and

    to only use the Search Network instead of the Display Network. We added geo-targets on

  • April 2 to narrow down our geographic location for the search. We also changed the

    pricing for all the campaigns from automatic to manual at this time. We kept adjusting

    the budget manually periodically for a few reasons. The first reason is to maximize the

    use of our budget. Second, we adjusted the budget in order to increase exposure for the

    campaigns that were doing well. The third reason for this was to work to improve the

    position of where the ads were shown on the page.

    One of the major changes we made was to cease the Brand campaign. We paused

    the Brand campaign on March 31, because after a week of having it active, it had zero

    impressions and therefore, zero percent CTR. Other major changes included editing

    initial keywords on March 28th to stop the decline in impressions. This strategy was

    successful and the campaign continued on an upward trend. The peak at April 4th was

    brought about by creating several new adds, upping the budgets as mentioned earlier, and

    fine tuning the geographic area we were targeting. The success from this push was short

    lived as a small decline in impressions occurred. The remaining growth in the campaign

    came mainly as a result of raising the budget per campaign, which ultimately concluded

    with us maxing out the bid price for our ads. With these major changes and shifts in our

    strategy we were able to run a successful campaign as summarized in the section below.

    Key Results

    Overall, the campaigns did very well. The overall CTR was 1.44%, which was

    close to the goal that we set before the campaign began. We nearly tripled the number of

    impressions that we had set as a goal.

  • Our most successful campaign in terms of CTR was the Healthy Living

    campaign. It had a CTR of 4.33% and also had the lowest average cost per click out of all

    the campaigns at $0.50. The lowest CTR of any of our campaigns was Parties and

    Groups with 1.13%. This was likely due to the fact that the average position was 4.8. We

    struggled with this campaign and bringing that position lower.

    The initial campaign was performing decently however we saw improvements

    when changes were made. These changes such as adding ads that better targeted the

    consumer and adding keywords that were more aligned with the ads lead to an increase in

    performance. We did notice that a number of our keywords were very expensive and so

    to combat this issue we tried to find different keywords that would fit our ads and would

    come with a lower cost. As our group learned the science behind Google AdWords and

    how to manage the performance, our campaigns continually improved. There were times

    when our numbers dipped a bit but the campaign overall had an upward sloping trend.

    Success Stories

    When reviewing our AdWords campaign, we were happy to find a few areas

    where we were able to improve our efficiency. First, we looked at our current keywords

    and added more based on how our current ones were performing. One of the most

    successful keywords we added was the long tail phrase Rock climbing gyms in

    Houston. This particular phrase generated an overall click-through rate (CTR) of 25%.

    Another addition we made after letting the campaign run for a couple of weeks, was our

  • revision to our geotargeting settings. These revisions included the addition of six cities

    and a county that contained multiple small towns. Our geotargeting alterations led to

    some improved CTRs of up to 50% in some areas. This trend can be observed in the

    above graph.

    Failures

    Our Brand campaign was simply not getting the clicks that other campaigns were

    due to the fact that there were virtually no impressions either. For this reason we decided

    to drop this campaign and focus our resources on the other three.

    Conclusions

    One of the biggest takeaways from this project was the need to manage costs per

    clicks and keywords frequently. In order for the ads to perform well and achieve high

    CTRs, key words must be effectively matched with ads. The highest performing

    campaign was Healthy Living with a CTR of 4.33% so this campaign should be

    continued in the future. When there are campaigns that have high costs for each keyword,

    these ad groups must be monitored closely to manage costs and keep position high. This

    was an issue that was encountered and challenged the team during this project. Along

    with this, we have concluded the high importance of relevant, timely ads.

    Future Recommendations

    Our team would recommend that Texas Rock Gym continue to use Google

    AdWords in their marketing efforts. Through this campaign, we have been able to not

    only show the value of this tool to the client but also educate them on how to manage

    their campaigns. Additionally we have provided them with the knowledge they need

    about keywords that are impactful or not and the metrics that they should be expecting in

    terms of CTR, CPC and average position. Geo-targeting will also be a beneficial tool for

    them to ensure that they are marketing to their key customers. We also recommend to

    them that they utilize SEO for their website in order to take full advantage of organic

  • search traffic. Lastly we recommend that they continue and grow their current use of

    social media. They currently have a Facebook page, a Twitter account, a Google+ page

    and we suggest that they implement an Instagram account as well.

    3. Learning Component

    Learning Objectives and Outcomes

    We understand how vital it is to embrace the digital world that we live in. Our

    team viewed the GOMC as a great opportunity to gain hands-on experience while

    providing our client with marketing guidance that would be beneficial for their company.

    Our goals were to gain a better understanding on how to choose appropriate keywords to

    implement in our campaign as well as be able to set and manage our budget and

    campaign goals. We also hoped to learn how to maximize click through rates and manage

    costs-per-click. By achieving these goals it would enable us to apply our knowledge to

    produce useful insights for our client while ultimately increasing their ROI. As a whole,

    we came out with a greater understanding of the Google AdWords Platform and how to

    maximize the results from campaigns. One of the biggest outcomes from this campaign

    was all of us understanding the complexity of online marketing but the importance it

    plays and will continue to play in our lives. Before this competition, we all

    underestimated the skill it takes to successfully implement Google AdWords and did not

    expect to learn so much from this project. We expected to be challenged in our

    knowledge of online marketing but we were pleasantly surprised to be taken out of our

    comfort zone and gain understanding about a vital piece of todays online world.

    Group Dynamics

    Each member of our team worked to overcome obstacles so that we could come

    together and succeed. We had a set of diverse yet complementary skills among the group

    that allowed us to effectively collaborate our knowledge in online marketing and apply it

    to our campaigns. To begin, our team met to figure out what direction to take and what

    campaign groups to implement that would reach the goals we set out to achieve. We

    chose one team member as our point-of-contact for our client who would constantly

    ensure the goals we had set for the campaigns aligned with our goals. Each member

    monitored the clicks, impressions, CPC, CTC, and budget to make sure our results were

  • improving. Since each team member was monitoring the campaign, an unexpected

    challenge we experienced was being able to manage our different schedules and address

    any issues as a group. To combat this, we made sure we stayed in communication with

    one another while also trusting that individual decision would be in the best interest of

    our goals. Services such as Google Drive and GroupMe helped us communicate and stay

    up to date even when we could not physically meet. We were all able to learn from each

    other and rely on the strengths of others in order to complete this campaign.

    Client Dynamics

    Our client was very willing to work with us and give us the information and

    feedback that we needed to properly conduct our campaigns. We expected that our client

    wouldnt be very familiar with Google AdWords and how campaigns are implemented

    and run. This was true and we worked to update and explain to our client what we were

    doing periodically along the way. Our client was very accepting of all that Google

    AdWords can do and is looking forward to utilizing this tool in the future.

    Future recommendations

    Looking back, there were certainly steps or directions that we could have taken in

    order to improve multiple components. In regards to the strategy of the campaign, each

    individual ad group could have been fine tuned if we had the time and could build off of

    what we achieved so far. Deeper analysis of successful pairings would be beneficial. On

    the whole we feel we were able to do an exemplary job on this but there is always room

    to improve. In terms of the learning experience, much of what we learned came through

    trial and error. Gaining more background information about both the Google AdWords

    platform and what makes a successful ad may have better prepared us. Even with trial

    and error we were able to quickly learn what worked and what did not. With group

    dynamics, we were quite pleased how well the team was able to work together. The

    struggles faced were mainly scheduling conflicts due to the large group. With a group of

    six, finding time when each member of the group could meet was difficult. Additionally,

    communicating a united vision on how we wanted the campaign to run was challenging.

    With six people having access to the campaign with different ideas about how it should

    be run the campaign could have easily gone off track and failed. We were able to work as

    a team to set some goals for each other and run a united campaign.