AdWords campaign report of centralpark.com
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Transcript of AdWords campaign report of centralpark.com
Google AdWords Campaign Report
centralpark.com
Team members
Dawid StielowHenrik Gebbing
Meryem BenmoussaPiyanuch
KangwankijwanichPurvi Shenoy
Step 1: Pre-Launch• Creating 18 campaigns with 38 corresponding AdGroups • Geotargeting New York City• Budgeting each campaign equally
Step 2: Launching• Changing the budget based on the campaign performances
–Tours were not performing well, so the team included tours in ad extensions. As a result, the campaign had a better performance, but not a conversion.
• Testing the campaigns based on events and weather
Evolution of the campaign
Step 2: Launching• Experiencing failed campaigns
–Since Dinner and Restaurants fields had high competition, the team decided to pause them.
• Selecting good performance keywords. –High monthly searched volume keywords didn’t
convert clicks as much as our expectation; therefore, the team selected keywords based on high CTR history.
• Continually launching ads for mobile –Mobile has greater success than Desktop.
Evolution of the campaign
Key Results
AdWords Campaign
Target KPI’s Results
Impressions 50,000 24,366Clicks 500 1,027CTR 1% 4.21%CPC $0.35 $0.24
Clicks vs. Impressions
CTR vs. avg. CPC
Week 1
Week 2 Week 3 Total
Clicks 300 362 365 1,027Impressions
19,248 3,063 2,055 24,366
CTR 1.56% 11.82% 17.76% 4,21%CPC $0.38 $0.21 $0.17 $0.24Budget $113.0
6$74.29 $62.55 $249.90
Top Campaigns
Campaign CTR Clicks
CPC Top Keywords
Concerts 18.56%
180 $0.19 +Summerstage+Central Park Summerstage+Central Park Summer Concert
Events Calendar
17.22%
282 $0.16 +Events Central Park+2014 Events Central Park+Events Today Central Park
Ice Skating
12.52%
167 $0.28 +Ice Skating Central Park+Central Park Rink+NYC Ice Skating
Top Sitelinks
Campaign Clicks CTR CPC5% Off Walking Tours 454 12.26% $0.17
Cherry Blossoms 390 19.36% $0.17
Alice in Wonderland 291 18.20% $0.20
Keyword Dynamics
News NYC marathon 2014 announced
for sign-ups saw an upward search
trend for marathon and runner’s club
Weather• Deep correlation exists
between weather and consumer search behavior.
• On bright sunny days,keywords such as concerts and events performed very well
Conversion• Expensive keywords
Keyword Dynamics
Horse and Carriage Campaign
Horse and carriage central park
Min Bid: $ 2.90
Bike Rental CampaignBike rental in New yorkMin bid : $ 3.50
Recommendations
• Add site links for landing pages that have keywords with high bids instead of running them as expensive campaigns
• Improve keyword quality score to save budget• Run A/B testing ads and select the best performance ads• Launch ads during daytime as it has higher CTR than at night• Is Wollman Rink a potential partner?
Conversion
Conversion