Real-Time Marketing

in a real-time world

by Nenah, Dwayne, Mich, and OliviaTerm Presentation for Adaptive Media + Analytics Fall 2014

Problem

Solution

Make something that meets our consumer’s needs.

Key Factors

Google AdWords + Tipping Point

Key Actions

Key Actions

We createdWe measuredWe analyzed

In other words

We designed forour audience.

Design:Defined

Exploring the Science of Data

Exploring the Art of Creativity

Our Insight

We discovered that successful advertising

is, at its core, good design.

CampaignCreation

Elements of Campaign Architecture Campaign LevelAd Group LevelKeyword Level

Match TypeDestination URL

Ad Copy

AdWords: First Impressions

Analysis: Campaign Architecture

We went back and considered the

following factors:

•Business objectives

•Budget

•Geography

•Past campaigns

•Brand awareness

Campaign Development

Added KWs, Negatives, Sitelinks

Considered branded programs

Paused inefficient campaigns

Downsized entire account

Insights

How does this relate to the bigger picture?

CampaignOptimization

The Starting Line17 campaigns, 50 ad groups, 13,000+ KWs

Quality Score

What did we do next?

SuperCampaign

The Results

What worked even better?

Tweaks: edited ad copies

changed match typesreallocated daily capspaused inefficiencies

The Finish LineNow, we have...

4 Campaigns, 7 adgroups, - 9500 KWs

AKA: EFFICIENCY.

InsightsTrial and Error

=Good Design

+Campaign Success

CampaignCommunication

Communication is Key

Client Calls

Client Dashboards

Takeaways

Remain Confident

Think on our Feet

Go with the Flow

Ask Questions

Insights

Overcoming obstacles is part of the challenge of being creative.

Communication is design too.

Overall Performance

Clicks765

Impressions146,225

CTR.52%

CPC$1.61

Key Takeaway

Successful Campaigns are a balance of

Data, Design, & Communication

Questions?

Thank You!