Google online marketing challenge

Hogan Print

Michelle McKeeverHannah WardLizzie BuckleySarah Ridge David Toner

Gillian McGinn

Brief Overview - Sarah Ridge

Conclusions - Hannah Ward

Recommendations - Gillian McGinn

Speakers

Small family run business based in Co. Wexford

Provide a range of printing services such as graphic design, digital print and lithographic printing

Also specialise in memorial cards and wedding stationary

Brief Overview

Company URL address http://www.hoganprint.com

Site for Memorial Cards www.seasonsmemorials.com

Site for Wedding Stationary: www.specialdays.ie

Three Separate Websites

Campaign Goals

Increase brand awareness not only in Wexford but all over Ireland.

Draw attention to the websites and improve the companies ‘Click Through Rate’

Pre-Campaign

Campaign Structure

Work continuously over the 21 days, March 27th until April 17th

3 ad campaigns, one for each website

6 ad groups, two for each ad campaign

Pre-Campaign

Mistakes made Incorrect allocation of Budget, Concentrated too much on clicks

instead of CTR

Took to long to credit account

Selected Euro Currency instead of US Dollars

Post Campaign

Changes made

Increased Seasons Memorial and Special Days budget

Began increasing Hogan Print budget due to it having the highest CTR

Removed keywords that were not attracting viewers

Post Campaign

Overall Results

Received 359 clicks

Received 257,353 impressions

Average ad position 1.5

Average CTR 0.14%

Post Campaign

Hogan Print

This campaign came out on top, with highest CTR-0.43% Included the 3 most expensive keywords Lowest budget, overall cost only €68.20 Yielded the least amount of clicks – 54 Lowest average ad position at 3 Average cost per click was €1.26 Least amount of impressions- 12,586

Analysis of Results

Special Days

The most costly ad to run, finished at €106.92 Lowest CTR-0.08% 140 clicks overall Average CPC is €0.76 Highest number of impressions-181,332

Analysis of Results

Season Memorial Campaign

Highest number of clicks at 165 Contained two of the least expensive keywords Lowest average CPC at € 0.60 63,435 impressions

Analysis of Results

Our goal was to create brand awareness for Hogan Print Hogan Print informed us that email enquiries and website

hits had increased in recent weeks which they are attributing to our campaigns

They also requested us to drive traffic to their 3 websites Judging by our successful CTR (overall average 0.14%) of

many of our featured keywords we feel that we have satisfied this request.

Successfully ran 3 ad campaigns on behalf of Hogan Print

Campaign Conclusion

Gained experience in online marketing and media planning.

Learnt about working in a professional setting.

Key Learning Points

Ensure we are fully familiar with the ad words application.

Eliminate mistakes made

Use a more proactive approach. Credit the account as early as possible to avoid delays.

Recommendations

The campaigns were a great success in our opinion as we achieved our client ‘Hogan Prints’ objectives.

Brand Awareness

Customer knowledge of Products and services on offer.

Conclusion

Any Questions?