AdWords Business Post-Campaign Summary Report - Fast Lane Clothing Co. Client Overview Campaign Overview: Fast Lane Clothing Company dba Tampa

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1 AdWords Business Post-Campaign Summary Report - Fast Lane Clothing Co. Client Overview Campaign Overview: Fast Lane Clothing Company dba Tampa T-Shirts is located in Tampa, Florida. The company s primary services offered involve the creation of custom uniforms and T-Shirts, and they also offer custom promotional products. As a result, our team worked with Tampa T-Shirts to create and optimize two separate ad campaigns with two distinct goals. Our first campaign was the T-Shirts and Embroidery ad group, which was focused on a strong click-through-rate that would lead to conversions. Our second campaign was the Promotional Products ad group in which we focused on impressions and brand exposure. Key Results: Our ad groups performed slightly lower than we would have hoped, especially with such a small sample size. Our T-Shirts and Embroidery ad group generated 2,705 impressions with 111 total clicks, for a clickthrough rate of 4.10%. This is a just under 1% short of our CTR goal of 5%. Our Promotional Products ad group generated 17,977 impressions which, while far surpassing our original goal of 2,500 impressions, was hampered by a despairingly low CTR of 0.39%. Conclusion: Given the data we have received from our campaigns we can see that there is considerable interest in custom t-shirts and promotional products. Our two distinct campaigns have provided the foundation to grow the different sides of the company while working together to build a stronger brand. Given more time for our campaigns to run we believe that we would have seen an increase in our clickthrough rate. We also encountered issues with conversion tracking throughout the first two-thirds of our campaign. Future Online Marketing Recommendations: Our future recommendations would utilize three steps to increase their online presence. The first step would be to establish a designated AdWords budget and set up a long-term AdWords campaign; before this challenge, Tampa T-Shirts had no ads running at all. Second, we would recommend the company train their marketing staff on A/B Split testing for both their websites and AdWords ads. Finally the company should apply the principles learned here to create a strong social media presence. 1

2 Industry Component Campaign Overview: Going into our campaign, our goal was to build awareness for Tampa T-shirts services by utilizing Google AdWords. The company has traditionally offered custom T-Shirts and Embroidery services, but has recently branched out into the Promotional Products industry. Because of this change, we opted to split our campaign into two separate ad groups. The T-Shirts and Embroidery ad group was focused on a strong click-through-rate that would lead to conversions. Our quantifiable goal for this campaign was to reach a CTR of 5%. We also created a second ad group dubbed the Promotional Products ad group. Because of the newer nature of the company s Promotional Products service, we opted to focus on impressions and brand exposure, and set an initial goal of 2,500 total impressions. Our campaign ran from March 23 rd through April 10 th. A total of $ was spent on the entire campaign, spread out over our two main ad groups, along with a more limited ad group that was abandoned within the first few days of the campaign. Evolution of Our Campaign Strategy: Initially, our campaign was focused on a catchall ad group that incorporated ads for both the T-Shirts and Embroidery side of the company, as well as the Promotion Products side. By March 27 th, we realized this was not the direction we felt was best for the company. Because Tampa T-Shirts sought to target different potential customers with these two distinct services, we felt we needed to track the data separately. We opted to abandon the ad group and began the two-pronged approach with which we continued the rest of the campaign. Key Points: Our Campaign ran from March 23 through April 10, and was able to generate a total of 20,900 impressions and 187 total clicks. Our T-Shirts and Embroidery ad group generated 2,705 impressions with 111 total clicks, for a clickthrough rate of 4.10%. This is a just under 1% short of our CTR goal of 5%. Our Promotional Products ad group generated 17,977 impressions which, while far surpassing our original goal of 2,500 impressions, only saw a CTR of 0.39%. As a result, our average clickthrough rate across all of our ad groups was a mere 0.89% with an average cost per click of $1.35. These data points can be found in the graphs below: 2

3 Overall Performance of Our Two Main Ad Groups Overall Performance Among All Ad Groups One major issue we ran into during the course of our campaign was the tracking of conversions. The other issue we had was tracking Website conversions. Tampa T-Shirts employs a third party website manager who had not yet set up a landing page for either the T-Shirts and Embroidery service or the Promotional Products service. We reached out repeatedly, but were unable to have landing pages created until after the campaign was over. We were, however, able to track Phone Call conversions, albeit not until late in the campaign. While we tracked only a single conversion, we believe our AdWords campaign drove more customers to Tampa T-Shirts. Furthermore, the average order generates well over $500 in revenue for Tampa T-Shirts. As seen in the graph below, this single conversion only cost $ We believe that this is proof that had the campaign utilized cash from Tampa T-Shirts own coffers, it would still have generated a profit for the company. 3

4 Overall Conversion Rate Conclusions: Having discussed our goals with the owners of Tampa T-Shirts prior to the start of this AdWords campaign, we decided our primary goal would be to generate conversions for the T-Shirts and Embroidery side of their business, placing a greater emphasis on that aspect than the Promotional Products. Because of the newer nature of the Promotional Products half of the campaign, the goal was to generate as many impressions as possible on our limited budget in an effort to raise awareness. Overall, the AdWords campaign was a success, as indicated by the graph below: Clicks vs. Impressions, T-Shirts and Embroidery and Promotional Products Combined For the T-Shirts and Embroidery, our CTR was a solid 4.10% with 2,705 total impressions in a very saturated market. While our campaign only tracked a single conversion, Tampa T-Shirts average order is well over $500. As our cost was $166.13, we believe that a better optimized campaign has the potential to be exceptionally profitable for the company. Future Recommendations: Our advice for our client, Tampa T-Shirts, would be to highly encourage them to continue utilizing Google AdWords in order to continue their strategy and goal of increasing brand reach and awareness for the potential of an increased number of conversions. We would suggest that they continue to use the campaign groups T-Shirts and Embroidery as well as Promotional Products as we found that these campaign groups and their associated keywords performed best with the website content when attracting users. As a team, we felt that the continual utilization of Google AdWords would be pivotal to the client as a limited amount of online advertising 4

5 is currently being done, which opens up more opportunities for the client to reach their target audience and attract customers to convert. If our client continued this AdWords campaign, some of the associated costs would include an increased labor cost for a Digital Marketing Intern to maintain their presence online and analyze data from AdWords and potentially Google Analytics as well, in order to make relevant changes to ensure optimization. Another added cost would be the CPC associated with the AdWords campaign. The ROI would be great for the client however, despite these added costs, as it would greatly help attract new customers and business and increase brand and service awareness, as Tampa T-Shirts currently does not have updated social media and has a limited digital presence. 5

6 Learning Component Learning Objectives and Outcome: Through participating in the Google Online Marketing Challenge (GOMC) our team was able to work very closely with the brand we chose to work with, Tampa T-Shirts. As a member of our team worked with Tampa T-Shirts, we were able to discuss the brand s company goals and determine their online strategy. We had initially decided to work with Tampa T-Shirts given our team members close relationship with the brand as well as the company s potential for exponential growth as it is a local brand that is not relatively known very well. Through working on this Marketing Challenge, we wanted to become more familiar with understanding Google Adwords and other components that affects advertising campaigns such as keywords, cost-per-click bids, ad relevance and ad rank, influencing click-through-rates through content and text, and different ad formats. My team felt that we met our learning expectations of understanding these components of Google Adwords and the objectives of the GOMC and Google Adwords very well. Through participating in the challenge we were able to get first-hand experience on some of the issues that one may encounter when working with Google Adwords. After completing our campaign work in this Marketing Challenge, we expected to have helped increase brand awareness for Tampa T-Shirts as well as hopefully increase their sales to an extent. We also expected to have a better understanding on the functionality and benefits of working with Google Adwords. Group Dynamics: Some of the challenges my team encountered involved choosing the campaign that we thought would best attract the users that Tampa T-Shirts was aiming to work with to increase conversions. We decided to initially start off with three variations featuring T-Shirts and Embroidery, Promotional Products, and Project. Ultimately, we found that T-Shirts and Embroidery and Promotional Products were the campaign groups that were performing the best. We decided to overcome our previous challenge by then pausing and ultimately removing our Project campaign group. While working as a group, we initially expected to have a few disagreements about some of our interactions and decisions with the campaign work. We decided that we would rationally discuss and work through any of these disagreements. However, 6

7 we ultimately had no disagreements and were able to cordially work on this campaign throughout the duration of this challenge which we really enjoyed. Client Dynamics: One of the problems we encountered from working with the client was regarding the logistics and content of the ad campaign as Tampa T-Shirts has done relatively little advertising in the past, has never used any online channels, and had not updated their social media as of late. However, through analysis of the business and brand and what truly differentiates Tampa T-Shirts from other competitors, we were able to pick the content we felt was necessary and the keywords we felt would be effective and ideal. We expected to have a positive and professional relationship with our client and to provide them with recommendations for future advertising efforts in the future once we had completed the challenge. Future Recommendations: If we were to work on this campaign again in the future with Tampa T-Shirts we would analyze the daily results and reports more closely in order to make daily adjustments to ensure the advertisements and campaigns were working as effectively, efficiently, and to the best of their ability. We would also like to have integrated our findings with Google Analytics in the future as well. We would highly encourage our client, Tampa T-Shirts to continue this form of online advertising to continue their strategy of increasing brand reach for the potential of an increased number of conversions. 7