Paid Search Campaign
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nenah-bondi -
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Marketing
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Transcript of Paid Search Campaign
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Real-Time Marketing
in a real-time world
by Nenah, Dwayne, Mich, and OliviaTerm Presentation for Adaptive Media + Analytics Fall 2014
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Problem
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Solution
Make something that meets our consumers needs.
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Key Factors
Google AdWords + Tipping Point
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Key Actions
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Key Actions
We createdWe measuredWe analyzed
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In other words
We designed forour audience.
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Design:Defined
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Exploring the Science of Data
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Exploring the Art of Creativity
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Our Insight
We discovered that successful advertising
is, at its core, good design.
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CampaignCreation
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Elements of Campaign Architecture Campaign LevelAd Group LevelKeyword Level
Match TypeDestination URL
Ad Copy
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AdWords: First Impressions
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Analysis: Campaign Architecture
We went back and considered the
following factors:
Business objectives
Budget
Geography
Past campaigns
Brand awareness
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Campaign Development
Added KWs, Negatives, Sitelinks
Considered branded programs
Paused inefficient campaigns
Downsized entire account
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Insights
How does this relate to the bigger picture?
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CampaignOptimization
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The Starting Line17 campaigns, 50 ad groups, 13,000+ KWs
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Quality Score
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What did we do next?
SuperCampaign
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The Results
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What worked even better?
Tweaks: edited ad copies
changed match typesreallocated daily capspaused inefficiencies
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The Finish LineNow, we have...
4 Campaigns, 7 adgroups, - 9500 KWs
AKA: EFFICIENCY.
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InsightsTrial and Error
=Good Design
+Campaign Success
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CampaignCommunication
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Communication is Key
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Client Calls
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Client Dashboards
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Takeaways
Remain Confident
Think on our Feet
Go with the Flow
Ask Questions
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Insights
Overcoming obstacles is part of the challenge of being creative.
Communication is design too.
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Overall Performance
Clicks765
Impressions146,225
CTR.52%
CPC$1.61
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Key Takeaway
Successful Campaigns are a balance of
Data, Design, & Communication
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Questions?
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Thank You!