Friday 10 May 2013

Post Campaign Report - Some Info

                                      POST CAMPAIGN REPORT   


Our team was running AdWords campaign for Auto-Spa car valeting company from Ballincollig, County Cork, Ireland. The campaign lasted from the 3rd of April to 22nd of April and we were funded 250$ (192€). This campaign was our team's  first chance to familiarise with subjects like marketing especially online and perticipate in real business enviroment. It was a good oppurtunity for us to get to know Google AdWords campaign, get an understaning of marketing challenges, learn how to co-operate with the customer, work as a team to manage limited resources to ensure ensure maximum efficiency and customer satisfaction.


Campaign Overview and Major Goals

As our team agreed in the pre-campaign report, we split our campaigin into to three sub-campaigns.
Their purpose was to:


-Increase awareness of our client's (Auto-Spa) business.
-Drive relevant online traffic to the clients website .
-Divide our campaign into several Ad Groups.
           -Increase CTR.

Key results: At the end of our campaign we recorded over 350,000 impressions, our cost per click(CPC) was averaged 0.65€, we had 300 clicks and click through rate(CTR) was 0.08%. Analising our campaigns we can clearly see that the most proficient campaign was the Seasonal campaign with CPC of twice higher than the other two.


 

 Conclusion: As a group we gained valuable experience in areas like marketing and business which we hope to come in use later in our careers.We learned how to analyse statistics and use it to manipulate the keywords to be more effective. One of the main things about the keywords is that any set of them rarely stays the same for long periods of time. This is due to the fact that audience search terms changes from person to person. Therefore, placing a lot of effort into analysing audience's search terms and manipulate the keywords accordingly is a crucial part of the campaign. 

 

Campaigns Characteristics

Booking-Collection

This campaign was targeted 

AdGroups


Awarness


Seasonal




 

 

 

 

 


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Key Results:

Ad Group
Campaign
Default Max CPC
Clicks
Impr.
CTR
Avg. CPC
Cost
Avg. Pos
Wash while Shopping
Booking/Collection
€1.38
121
151,944
0.08%
€0.57
€69.50
1.8
Alt Car Search
Awareness
€1.27
95
155,728
0.06%
€0.61
€57.87
2
Spring Clean
Seasonal
€4.00
71
49,340
0.14%
€0.83
€59.24
1.3
Car Valeting Search
Awareness
€1.27
13
935
1.39%
€0.66
€8.61
1.4
Total:     Clicks:300     Impr: 357,947    CTR: 0.08%   Avg.CPC: €0.65   Cost: €195.22    Avg.Pos:1.8


Operational Details (campaign dates, money spent, ad groups used):
§  Campaign Start:
·         Booking/Collection: April 4th 2013
·         Awareness: April 3rd 2013
·         Seasonal: April 3rd 2013
§  Campaign End:
·         Booking/Collection: April 22nd 2013
·         Awareness: April 22nd 2013
·         Seasonal: April 22nd 2013
§  Money Spent: €195.22
§  Ad Groups Used: Wash While Shopping, Alt Car Search, Spring Clean


Most Effective Keywords:
1.      Car Zone
2.      Used Car
3.      Done Deal
4.      Car Sales
Least Effective Keywords:
1.      Car Valeting Service
2.      Mobile Valet
3.      Mobile Car Valet
4.      Hand Car Wash
5.      Car Wash Franchise

                            

                            INDUSTRY COMPONENT

·        CAMPAIGN OVERVIEW
The MAJOR CAMPAIGN GOALS were to:
-Increase awareness of our clients (Auto-Spa) business.
-Drive relevant online traffic to the clients website .
-Divide our campaign into several Ad Groups.
-Increase CTR.
 ----
Increase CPC, Impressions.
-Make good use of funds.
·        OPERATIONAL DETAILS
·         § Campaign Start:
·                                   · Booking/Collection:             April 4th 2013
·                                   · Awareness:                           April 3rd 2013
·                                   · Seasonal:                              April 3rd 2013
·         § Campaign End:
·                                  · Booking/Collection:            April 22nd 2013
·                                  · Awareness:                          April 22nd 2013
·                                  · Seasonal:                             April 22nd 2013
·         § Money Spent:                      €195.22
·         § Ad Groups Used:                Wash While Shopping,Alt Car Search, Spring Clean.
We monitored the account by logging into AdWords at regular intervals to check on the campaigns performance and the cost of each AdGroup.