Second Half of First Week

By the fifth day of the campaign we had gained a fair insight of the search philosophy. We decided to run all our Campaigns in parallel at different times of the day and covering all geographies inside united states. Each of our Campaigns were designed to target specific audience. Our idea of cashing on the Local event turned out to be very successful, Since we observed a sudden increase in the number of impressions, conversions and clicks.

The sixth day saw a further increase in the number of impressions and clicks as two of our campaigns namely “Campaign KickStart” and “Exclusive” had caught up momentum. Since the impressions were quickly increasing, we foresaw a threat of CTR dropping to low percentages. We decided to overcome this overhead by pausing the campaigns during nights and switching back the geography settings to “Arizona” state alone.

The seventh day of our Campaign was well regulated as we concentrated on increasing the CTR and kept a close tab on the budget as we had ended up spending 27.9% of our $200 budget which accounted to $55. So far the journey has been overwhelming and eventful. Enjoying every day of the Campaign, Experimenting & Implementing new ideas in the versatile market...

AdWords Journey so far!!

We started our campaign on a Sunday, 20th Feb. Initially we ran only one campaign. As our restaurant is closed on Sundays , we suspected any user activity on our website. But we were not disappointed at the end of first day as we got a click!! A good start indeed:)

Second day also we got one click. But our Ad impressions were not that high. So we decided to start couple of more campaigns simultaneously. This gave us the expected impressions.

Third day we increased the bid rates for our keywords and also ran our Ads throughout US as against running only in Arizona. This resulted in more impressions and we got 4 clicks.So at the end of third day we brainstormed and designed few more Ads and keywords to be started on fourth day.

Fourth day was very eventful in our Adwords journey!! Till evening we just had three clicks. But in the evening we started a new Adgroup hoping to cash on some local event. Just after two hours of launching this Adgroup we got 13 clicks !!! The day ended with 22 clicks increasing our total tally to 28 and the cumulative impressions approximately 7000.

Going forward we will try to keep a limit on the impressions but focus on increasing the clicks so that our CTR is good. Till now we have spent approximately $10 across 4 days.

More updates to follow......

Kick-starting the campaign

Now that the pre-campaign report is ready, we are all set to kickstart the campaign. Choosing the wordings for the google ad was fun. To think of a catchy line to explain the restaurant, describe the offer and also to ask the viewers to download the coupon, all in just 3 lines - about 5 words per line, was a good exercise to bring out our creative best.

We also met up with our client, Nicole and discussed about marketing with her. She has been very co- operative and equally excited about online marketing. 47scott now offers a free dessert with entrees. So now, all of you reading- this do google for 47 Scott, get the coupon from our website and grab the free dessert ;)

How to chose Keywords (Wisely !!)

We have been doing our bit for the GOMCHA Pre-Campaign Report. Lots of work into getting the necessary data, later transforming that data and then getting the data organized. It’s been good though considering our team understood what the client is looking to have and what in turn we can give to help us meet the client expectations. As we near the campaign it gets tougher and trickier, because we have to quantify our client’s needs and our expectations from the campaign in terms of metrics like Cost per Click (CPC), Click through Rate (CTR) and so on. It is in this quantification process that we are at times (No!!Most times), grappling our way through. However what determines all these metrics – the keywords. The right combination of the keywords makes a successful ad. This piece here is to help understand the process of short listing and making a good set of keywords. We will take an example; say we would like to buy a “Dachshund Puppy”. If we were to looking to buy a dachshund puppy how would we search for one? So this is the stage where in we are looking to mimic a user’s action that could pull up our ad. So this is how we construct our keyword “dachshund puppies for sale in Tucson”. Typically commonly misspelled search words form great keywords. Or also using abbreviations and alternative spellings to regular spelling is a great way. However at this stage it is very easy to get lost. We could end up having very generic, broad keywords that might not give users the kind of results that they want to see. Neither does this anything to pull up our ad.
Sample the two search results that have almost the same search query. One pulls more Ads since it is generic while the other weed out ads as the search string is location specific.

To help with this task is the Keywords Tool that is available as a part of Google AdWords that could help advertisers design keywords that attract visitors through organic searches. Also another interesting tool would be the Search Terms tool. This report gives a comparative study between relevant keywords users use and the redundant keywords that advertisers should eliminate. The other thing that advertisers could do is to match their keywords to the 4 genres namely – negative, broad, exact and phrase. This classification could again give insight as to what keywords fall into what category. This could also help the advertiser measure the performance of the keywords. Watch out for our next post on Pre Campaign jitters.

Pre-campaign Story

In order to collect the details for our Pre-Campaign report our team met with Nicole Flowers at the restaurant premises. Our main agenda was to gather the following details which would help us analyze the website and help in online marketing.

We gathered information about the Business Model, USP, Which day most Customers visit?. We also asked about who their Customers are?, so than we can plan a strategy to target different section of the customer base.

47SCOTT does not carry out any online marketing campaign at present. It is covered by the local radio and newspaper media. They also participate in the Radio and TV shows.

Our client has a Facebook Page, which has 522 users and they use this as an effective media to attract customers by posting the hot offers and deals. They are also having plans of linking the Facebook page with Yelp in the near future.

Going forward

We started to look into the requirements of the pre-campaign report of the GOMC competition. This report basically expects us to know the in and out of our client's business, competitors, USP and lot more. This was the right time for us to meet out client and have a lengthy discussion to better understand their business and the revenue model.

Our client agreed to spend some of her time with us in spite of her busy schedule at the restaurant. Once we met our client we slowly went on with our exhaustive list of questions and got descriptive answers to them!

At the end of the meet , we had enough information to start a restaurant ourself ;)