Well end of week#2 of GOMCHA and we heard good news from Nicole Flowers , owner 47 Scott. As on 03/04 , we had 11 coupons coming in to 47Scott. All thanks to Google Ads ! :) So what did we do to make GOMCHA so much more meaningful.Well we are going to share some small insight about how we managed the campaigns. The Sunday before we started our campaigns we decided to bring in some transparency and accountablity to our campaigns. What started as a better team management strategy served us well in getting some meaning from GOMCHA itself.
We decided to bring in 4 campaigns:
1.Campaign KickStart ----> this one focused on 47Scott's regular patrons---> Deepak managed this.
2.Exclusive -----> this one focused on people who were looking for ongoing events in Tucson---->Mithun managed this.
3.Menu Delight------> this one focused on people who were looking for Dinner , Lunch and Coffee specifically.---->Arpitha managed this.
4.Up Against Rivals----->this one focused on people who were looking for 47Scott's competitors------>Shalini managed this.
1.Campaign KickStart ----> this one focused on 47Scott's regular patrons---> Deepak managed this.
2.Exclusive -----> this one focused on people who were looking for ongoing events in Tucson---->Mithun managed this.
3.Menu Delight------> this one focused on people who were looking for Dinner , Lunch and Coffee specifically.---->Arpitha managed this.
4.Up Against Rivals----->this one focused on people who were looking for 47Scott's competitors------>Shalini managed this.
What started as a technique to manage the camapigns better , led us to clustering keywords; each keyword cluster targetting an audience we never even thought of when we came up with our keyword groups before we started our camapigns. Of course , there were flip sides . We saw that few keywords in the clusters overlapped. Once we eliminated the overlapping words ,our ads began to show up for various keyword searches. Initially we never started all our camapigns at the same time. But by the first wednesday all our campaigns were up and running. Needless to say optimization of keywords and wise bidding choices only helped us do better, fetching more conversions. As of today thats how our Ad Words dashboard looks like .
In hindsight we were trying to segment , position and target principle - a core marketing concept and it really worked well for us complementing the goals that we designed for GOMCHA. We look forward to a grand finale to the GOMCHA!!!
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