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Copy of Google Online Marketing Challenge
Transcript of Copy of Google Online Marketing Challenge
Baseline 1328 - 1623 impressions/day
20% increase on same budget
Baseline 18 - 22 clicks/day
Increase to 8/10
Baseline 5 per week
Increase to 12 per week
Evolution of Strategy
Reassessment of goals
Removing Ad Groups
Redistribution of budget
Long tail search strings
Distributed evenly along 3 weeks
Distributed amongst 5 Ad Groups
180 keywords initially
$0.40 CPC across the board
Social media and branding
Online cake customiser tool
Integrate other channels e.g. Youtube
The overall sales campaign achieved
538 clicks = 36/day
24,449 impressions = 1,629/day
2.20% average CTR
$0.40 average CPC
Average position 2.8
Overall cost $216.21
Increase in traffic during campaign
Client reported being inundated!
By Andrew Pole, Anthony Tran, and Bernard Taylor
Won't it Work
Conversion and ROI Crucial
Solid strategy works wonders on performance
Relationship with client crucial
High involvement purchases
When AdWords competition is too high to make positive ROI.
Small business has time, financial, and skill limitations
Willingness to adopt recommendations
May not have access to data
May not have time to recognise traffic patterns and draw conclusions
Continual optimisation and refining are crucial for quality traffic
Strong correlation between CTR efficiencies and sales enquiries evident
A strong marketing campaign can be hampered by poor website design
Google Adwords challenge provides great opportunity to put marketing theory into practice
The Sweet Remedy?
Females 25 - 35
8 - 10 similar businesses in Perth
365 businesses sell fresh cakes in Perth
Inter/National Brands i.e. Sarah Lee
Non Cake Desserts
Mature and saturated, and has been facing changing consumer trends.
However, the market has remained resilient.
Facebook, Gumtree, Twitter, Blog, Markets, and Word-of-Mouth.
Low Current Usage
Lower Bidding Levels
More Evident Impact
Gives Rise to:-
5 Enquiries per Week.
3 Sales per Week
i.e. 60% Conversion Rate.
Sales $ Value
Basic Account Set Up
Is Google's main advertising & major source of revenue
Cost per thousand impressions (CPM)
& Site targeted advertising for text, banner and rich media ads
Adwords provides local, national and international distribution
Cost Per Click (CPC)
Cost Per Impression (CPM)
Average Cost Per Click
Click Through Ratio (CTR)
Cost per Conversion
Key Terms Used in AdWords
Opportunity to convert theory into practice
Opportunity to obtain knowledge about Google AdWords & online marketing.
Learn how to cooperate with a real business partner
Evaluation of Alternatives
Buying Decision Process
Adwords can be a highly inexpensive and amazingly effective tool, and is one which we highly recommend.
What we Learned
What was the
58 enquiries over 15 days i.e. 27 per week
Increased the previous level of sales enquiries (5 per week) by
Page Views of sweetremedy.com.au