Adwords Marketing

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Date

Business Ad Words post-campaign strategy report

The campaign overview: at Dillard University, the science center is a nonprofit science museum

which focuses on the hands-on STEM (science, technology, engineering, and math). The

institutions online goals include to be able to increase the total number of page views on the

institutions website, to be in a position to increase the number of online reservations for both

camps and also for the online parties, to be able to increase the overall awareness of the

upcoming events and also that of the lab location. In order for the institution to achieve all the

above-mentioned goals, it has to come up with the period of which the campaigns will be

conducted and the total budget required for the campaign. The campaign goals should also be

established depending on the main performance indicators, for instance, 185 clicks, 22,000

impressions, an average of $2.3 CPC and also a CTR of 1.3%. There can be four search

campaigns such as, Camps, Brand, Classes, and workshop, and also birthday parties, all which

can then be maintained using 50 Ad groups, 209 ads and maybe around 2,100 keywords; this is

done in order for the institution to be able to achieve its objectives.

When the above mentioned are followed to the latter, we realize that the majority of the goals

established had been exceeded by Dillard Science Center Ad Words campaign. It will be noted

that the search campaign results in more than 150 clicks, an average CPC of $1.9, and also a

CTR of 3.90%. We also realize that the goal of an impression had been overestimated, and it had

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only gathered 5,700 total impressions, this result had been obtained because of the highly

targeted strategy of optimization that was used in Dillard Science Center web page. The top

campaigns that had performed well-included classes and workshop and also Brand. The Brand

Campaign had generated the majority of the clicks (this amounted to 120) while at the same time

it had also obtained the highest CTR of 8.46%. During the campaign, we realized that the class's

campaign &workshop had shown the best improvement over a period of three weeks. The CTR

had also increased by 2.3% in a span of two weeks. The CPC campaign had also improved

decreasing by 0.3% after a period of three weeks.

During the brand campaign, the top performing ad group which was the science laboratory Ad

group had achieved a CTR of 40.4% with an average CPC of $0.88. Due to the collaboration of

the team across the Dillard Science Center web page, efforts had been optimized resulting in a

weekly increase in CTR, a decrease in the CPC average and also an upgraded average position

(Kelsey, 2017). Optimization techniques such as the targeted location, bid adjustment, and an Ad

scheduling were all used with the aim of increasing the web page s metrics. All the campaigns as

seen had performed exemplary well. Nevertheless, two were seen not to have reached their full

potential, and this was because of the budget that had initially been limited. Because of the

success of the campaign, we had highly recommended that Dillard Science Center should then

continue using Ad words as an online tool for marketing. Besides, if Dillard Science Center was

to increase the campaigns budgets then it will be predicted that greater success will be achieved

since all the impressions had been limited as per the search lost IS (Budget) column. All the

techniques for optimizing that had been used during the week period should then be maintained

by the Dillard Science Center all with the aim of maintaining the growth of the Dillard Science

Center online marketing presence.

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During the time of campaign window, the goals of the Dillard Science Center online marketing

were as follows, first and foremost the goals was to hike the number of page views on the

institutions website, to be able to increase the number of online reservations for the camps and

the birthday parties, and also to be able to increase the overall awareness of the labs location and

all the upcoming events. The campaigns had been initially designed to reach the following goals;

the Brand, Camps workshop &classes, and birthday parties. The web page s structure was as

shown in the table below

Brand

Camps

Birthday party

Workshop and

classes

85 Ads

6 Ad groups

187 keywords

62 Ads

760 Keywords

10 Ad groups

110 Ads

318 keywords

13 Ad groups

10 Ad Groups

270 Keywords

59 Ads

The search term report and the keyword google planner had also been used to come up with

keywords that are relevant. The overall goals of the campaign were to be able to achieve 1.1%

CTR, $1.50, 19,854 impressions and 190 clicks.

The detailed operational terms were that the 25 - day campaign was to begin on 15

march running until 24

of April. The allocated budget was also to be scheduled to get

distributed 15% in the first week, 25% in the second week and 45% in the third week. The actual

spending was also noticed to be varying slightly on a daily basis, also the overall ad spend was

found to be consistent with the key goal as shown in the table above. After making a proper

analysis of the first weeks matrices, each camps budget had also been relocated based on the

search lost IS that had been already featured in the Ad words. Both the workshop & classes and

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brand were also rewarded with the majority of the budget this was because of their potential to

have gathered more impressions. On the other hand, the daily budget for the two lowest-

performing campaigns, camps and birthday parties had already been reduced to a CPC average in

order for them to be able to receive at least two clicks daily. The table below shows the actual

budget per campaign daily.

The brand

campaign(35.60)%

Camps

campaign(16.60)%

Campaign

for

birthday

party

(19.08)%

Class and

workshop

campaigns

(28.70)%

Weekly

total

Week 1

(20.71%)

$2.78 daily

$2.0 daily

$1.38 daily

$1.04 daily

$50.37

Week 2

(30.25%)

$3.76 daily

$1.46 daily

$2.20 daily

$3.36 daily

$75.55

Week 3

(49.56%)

$6.16 daily

$2.47 daily

$3.22 daily

$5.83 daily

$123.77

Total by

campaign

$88.91

$41.46

$47.65

$71.67

$249.69

The three members of the team were also seen to be responsible for the management of

the individual campaigns with the two traditional members of the team have worked together in

the conjunction of managing the fourth. In order to see to it that success is maintained across the

web page, it was seen that collaborative discussion had to hold twice in every week. The

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keyword planner had also been made effective in developing and identifying a list of the initial

keywords to be used in every Ad group with an aim of gaining a fast impression. With an aim of

refining further the keyword list with increasing the relevancy, the reports on the search terms

proved to become beneficial in generating keywords that are highly targeted and also at the same

time being in a position to identify the negative keywords, such as [summer camp in Italy] this is

seen in the Ad of the summer day camp in the camp campaigns. From the first day of launching

the campaign, the A/B test had been used to generate the most relevant ad possible. Every Ad

group had contained a specific call to action that is based on the targeted devices all from the

mobile-optimized ads. The Ad diagnostic and preview tool had been used in learning the

keywords that had received impressions for some terms. Ad extensions such as site links had also

been established at the campaign level and at the same time being incorporated into all Ad

groups to assist in increasing the quality score creating more ads that are engaging. So as to find

new ways of optimizing the web page alongside generating higher levels of traffic research,

various ad word reports were frequently run so ass to assess the performance of the web page

(Moral et al., 2014).

As the campaign was evolving three key strategies assisted in improving the performance

of the account. Location target, bid adjustment, and the Ad Scheduling had proven to become

successful of a given period of time. The manual keyword bid adjustment had also been utilized

so as to guarantee that all the ads had been eligible for the first-page position. After making

observations for a week, the manual bid adjustment was optimized towards decreasing the CPC.

As a result, the strategy resulted successfully on the ability to maintain the position of the first

page all at a minimal cost. The adjustment of the mobile bid towards optimizing the CTR was

done with an aim of gaining more control and also being in a position to obtain a higher level of

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the overall position. As a result of this, it was recorded that 60% of the bids had been obtained

from mobile devices.

Originally the location targeting was set at the campaign level and targeting strategically

to Italy. Realizing that the selected location was going to be too broad for the audience preferred,

during the second week we did establish radius targeting. The class & workshop campaign has

also been set during the second week at 11.0km, 37km, and 51km. through making the changes

to this location the teams selected were able to identify various areas with the clients most

interest alongside those that had a high CTR. The target location had then been refined further in

order to include all the zip codes. In the final week, the Ad schedule had been introduced in the

camps campaign all in an attempt to optimize the CTR, and the larger bids having been placed at

the well performing times.

In the final week, Ad Scheduling had been introduced during the camps campaign with

an attempt to optimize the CTR with bids that are high being placed at well-performing times.

An example of such a strategy was the increase in the bid adjustment by 14% during 9 AM to 13

PM time during on Tuesdays. The impact of such as adjustment was also recognized, as the

campaign was receiving 3.45% CTR during this particular time period. In general, the strategy

had tended to affect the campaign by allowing the ads to be shown during a well performing

time. As a result, the Dillard Science Center had already surpassed the majority of its goals

during the three weeks period. The institution was able to gain 225 clicks which were seen to be

above the original 150 clicks. The actual average of the $1.13 CPC was recorded to have been

13% lower than the original value. Just as expected the brad campaign had received the highest

metrics that had been recorded in the account with 84 clicks, 8.54% CTR and an average of

$1.07 CPC.

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Campaign

Clicks

Imp.

CTR

Average

DPC

Average

position

Brand

981

8.54%

$1.07

1.5

Birthday

1481

2.63%

$1.22

3.1

Summer

camps

2215

1.63%

$1.15

4.2

Classes and

workshops

1141

5.52%

$1.14

2.1

The institution's Ad group became the top performing with 74 clicks and 13.11% CTR

with an average CPC of $1.09. A new ad copy was then strategically created with the aim of

containing the Ads groups top performing keywords. The Ad copy optimization had included

capitalizing the first letter of all words, and also proper punctuation of the first line of description

in extending the headlines, and also the as specific call to action. The ad extension adopted was

seen to be improving the performance of the institution's ads. When projected it was realized that

those ads with a call extension had received a CTR of 5.74% and with an average of $1.05, both

the call extension and the CTR had a lower average CPC than that of the overall accounts CTR

of 3.80 %. From the standpoint of learning, we see that the team had failed to acquire three of the

four structured sniper extension approved. The one that had also been approved realized that a

CTR of 12.23% had proven to be highly successful.

Nevertheless, the workshop & class campaigns had shown the greatest week to week

improvement via optimization; there was an increase in the CTR from 2.98% in the week to

5.51% in the last week. Keywords that were highly successful in their performance were also not

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quite relevant to the ad group which had already been divided into a new Ad Group towards

increasing the relevant ads and also that of a quality score. For instance, the institution had

already been refined into three ad groups; the science classes, the institution's science programs

and also the student's science workshop. Besides, for the ROI, the institution had decided to

define a cost of 300 dollars as the initial investments all together with a possible cost of labor

that runs all the ad words accounts. Being that the institution might not have tracked the

conversations, the returns might also be defined as the clicks visible on the website. During the

campaign, the institution had generated roughly 250 clicks, a campaign that had proved the

institution could acquire an extremely online presence that is perceived to be very successful.

Successful budgeting strategy was seen to allow for the spending of almost all of the allocated

$300 budget. Because of the budget that’s limited the campaigns that were regarded as

competitive such as those for a birthday party were not able to reach their audience more

potentially since they more than often fell below the estimated first page.

With a communal passion for digital marketing, the team becoming part of the Google

online marketing challenge (GOMC). In the beginning, the team shared a collective desire

towards supporting and succeeding the non-profit clients, Dillard Science Center. Through

GOMC the team had also learned ton how to be able to optimize Ad words account with the aim

of supporting goals of the underlying market in a more successful manner. In a timespan of three

weeks, GOMC was in a position to teach the invaluable lessons abundance. The participation

experience of the GOMC also taught critical skills that could have been utilized throughout the

feature care in the engine market. The team was also in a position to learn how to manage the Ad

words accounts more effectively. Nevertheless, the team had also learned on ways through which

they were able to analyze data and also to use Ad words more subsequently in refining the

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account. The team also discovered that the account managers had already gained great control

over bids through the use of Bid Adjustments. The managers of the accounts were also able to

place their bids on specific devices and the various location was setting even at a time that the ad

was scheduled to be running. The team had also gained a first had to experience towards the

maintenance of the client's relationship while they were managing the Ad word campaigns.

With Dillard Science Center partnering with GOMC yielded a positive experience. The

universities marketing team became too excited to advertise using the Ad words while at the

same time they expanded their digital presence. Before the start of the campaign, several

conference calls had also taken place in order to align the Ad word strategy with their goals. One

of the team members had also visited the lab with the aim of providing to the team a much

stronger understanding of the lab space provided, alongside the corporate culture. The team had

to communicate with the clients on a weekly basis this in order to avoid the difference between

their goals and actions. The marketing team was not only helpful but also they were all easy to

contact, their response was seen rated to be fast.

After making observations of the continued success through the third week, it was then

recommended that Dillard Science Center continue utilizing the Ad words as a tool for digital

marketing. On the other hand, the Dillard Science Center did continued to maintain the Brand

Campaign, birthday party campaign and also workshop and classes campaigns this was because

they brought positive impact on the Dillard Science Center.

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Work cited

Kelsey, Todd. Introduction to Search Engine Marketing and AdWords: A Guide for Absolute

Beginners. Apress, 2017.

Moral, Paz, Pilar Gonzalez, and Beatriz Plaza. "Methodologies for monitoring website

performance: Assessing the effectiveness of AdWords campaigns on a tourist SME

website." Online Information Review 38.4 (2014): 575-588.

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