Post campaign report-update
description
Transcript of Post campaign report-update
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PureFit
GOMCPost-Campaign Report
By:
Blake AndersonJessi McMasterRachael NugentKenny Smith
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PureFit
Agenda
1. Industry Component
2. Evolution of Campaign Strategy
3. Key Results
4. Future Recommendations
5. Learning Component
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PureFit
Industry Component
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PureFit
Email Campaigns
Operational Details
• Majority of online sales during competition period came from email blasts
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PureFit
Pre-Campaign Goals:• 15% CTR• Plan: Bid high and write relevant ad copy
• 30% conversion rate for Purchase Intent campaign
• Plan: Target searchers who are at the end of the purchase funnel
• Positive ROI
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PureFit
Operational Details
3 Campaigns• Purchase Intent - $6.19/day• Flavor - $2.8/day• Nutrition - $2.8/day
Ads ran only between 6a and 12a
Monitored frequently
Total spend: $249.87
Campaign start: April 5, 2012 Campaign End: April 26, 2012
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PureFit
Evolution of Campaign Strategy
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PureFit
Evolution of Campaign Strategy
Network Clicks Imps Cost Avg CPCSearch 49 6,418 $49.92 $1.01Display 16 31,746 $33.29 $2.08
Major Change:We canceled Display Network because the Avg CPC was double that of the Search Network
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PureFit
Avg CPC
w/ Display Network $1.54
w/out Display Network $1.05
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PureFit
Weekly Summaries
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PureFit – Client Overview
Week 1
• Our ads earned no conversions; we focused instead on Pages/Visit.
• Note that Pages/Visit for Apr 6 is higher than usual because of the low number of visitors that day
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PureFit – Client Overview
Week 2
• Soy free protein bars and keywords including ‘gluten’ received higher than average pages per visit.
Keyword Pages/VisitWhat is gluten free food 1.24Gluten free food store 2.11Soy free protein bars 7
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PureFit – Client Overview
Week 3
• Clicks smoothed out in week 3 as our optimization efforts gained effectiveness
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PureFit – Client Overview
Key Results
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PureFit – Client Overview
Campaign
• Nutrition campaign has the highest CTR. We believe this is because the gluten free, soy free features of PureFit’s bars are truly unique in the market
Campaign Impressions % of Total Imps
Clicks % of Total Clicks CTR Avg CPC Cost
Flavor 19,318 29% 77 24% 0.4% 0.58 $44.44
Nutrition 12,477 19% 166 52% 1.33% 0.27 $44.89
Purchase Intent
35,387 53% 74 23% 0.21% 2.18 $161.62
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PureFit – Client Overview
Key Words
Keywords that included the word gluten were more productive
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PureFit – Client Overview
Conclusion
1. Needed better data at start
2. Optimize ad landing pages
3. Focus on ‘gluten’
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PureFit – Client Overview
Future Recommendations
1. Start small2. Purchase intent3. Optimize
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PureFit – Client Overview
Learning Component
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PureFit – Client Overview
Learning Objectives
We hoped to learn how to increase PureFit’s • Sales• Customers• Profits
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PureFit – Client Overview
Learning Objectives
We actually learned:• Effectively monitoring and optimizing
AdWords campaigns is very time consuming
• How to talk about AdWords amongst other advertisers and to our client.
• That customers searching for gluten or soy-free products are very engaged in PureFit’s bars.
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PureFit – Client Overview
Group Dynamics
• Limited availability of group members• Diverse skillset• Complex subject matter
Challenges
• Responsive and frequent emails• Delegating tasks
Solutions
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PureFit – Client Overview
Client Dynamics
Our client was enthusiastic of our efforts and readily reachable by phone.
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PureFit – Client Overview
Future Recommendations
1. More in-class, guided instruction with Google Analytics
2. A mid-campaign report for class discussion