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Copy of Google Online Marketing Challenge

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by

Bernard Taylor

on 1 November 2016

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Transcript of Copy of Google Online Marketing Challenge

Online Marketing Challenge
Overview
Adwords Strategy
Goals
Impressions
Baseline 1328 - 1623 impressions/day
20% increase on same budget
Clicks
Baseline 18 - 22 clicks/day
20% increase
CTR
Baseline 1.4%
Above 2%
Quality Score
Baseline 3.5/10
Increase to 8/10
Sales Enquiries
Baseline 5 per week
Increase to 12 per week
Evolution of Strategy
Reassessment of goals
Removing Ad Groups
Redistribution of budget
Keywords
Conversion potential
Long tail search strings
Adjusting bids
Adwords
Strategy
Budget
Networks
Keywords
Other
Distributed evenly along 3 weeks
Distributed amongst 5 Ad Groups
Search network
Display network
180 keywords initially
Bidding
$0.40 CPC across the board
Target audience
Ad serving
Geo-targeting
Ad Groups
Campaign results
Website design
Google Analytics
Conversion tracking
Social media and branding
SEO
Online ordering
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!
Brand
Campaign
Sales
Campaign
Competitors
Corporate
Catering
Weddings/
Engagements
Birthdays/
Celebrations
By Andrew Pole, Anthony Tran, and Bernard Taylor
Learning Outcomes
When
Won't it Work
Challenge
Considerations
Our
Personal Findings
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
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
What is
The Sweet Remedy?
Sarah &
Chris Kemp
Females 25 - 35
Birthday Parties
Baby Showers
Weddings/Engagements
Corporate Catering
The Market
Primary Competition
8 - 10 similar businesses in Perth
Secondary Competition
365 businesses sell fresh cakes in Perth
Tertiary Competition
Inter/National Brands i.e. Sarah Lee
Non Cake Desserts
Market State
Mature and saturated, and has been facing changing consumer trends.

However, the market has remained resilient.
www.sweetremedy.com.au
Previous
Promotional Strategy
Facebook, Gumtree, Twitter, Blog, Markets, and Word-of-Mouth.
New Website
AdWords
Market Usage
Low Current Usage
Lower Bidding Levels
High ROI
More Evident Impact
Gives Rise to:-
Previous
Business Performance
Approximately
5 Enquiries per Week.
3 Sales per Week
i.e. 60% Conversion Rate.
Sales $ Value
Not Disclosed.
SUCCESS METRICS
Basic Account Set Up
Is Google's main advertising & major source of revenue
Adwords offers
Cost-Per-Click (CPC)
,
Cost per thousand impressions (CPM)
& Site targeted advertising for text, banner and rich media ads
Adwords provides local, national and international distribution
Clicks
Impressions
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

Problem/Need Recognition
Information Search
Evaluation of Alternatives
Purchase Decision
Buying Decision Process
Adwords can be a highly inexpensive and amazingly effective tool, and is one which we highly recommend.
What we Learned
Recommendations
What was the
Real Impact?
58 enquiries over 15 days i.e. 27 per week
Increased the previous level of sales enquiries (5 per week) by

541%
Page Views of sweetremedy.com.au
Full transcript