AdWords campaign report of centralpark.com

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Google AdWords Campaign Report

centralpark.com

Team members

Dawid StielowHenrik GebbingMeryem BenmoussaPiyanuch KangwankijwanichPurvi Shenoy

Step 1: Pre-LaunchCreating 18 campaigns with 38 corresponding AdGroups Geotargeting New York CityBudgeting each campaign equally

Step 2: LaunchingChanging the budget based on the campaign performances Tours were not performing well, so the team included tours in ad extensions. As a result, the campaign had a better performance, but not a conversion.Testing the campaigns based on events and weather

Evolution of the campaign

For example: The announcement of Marathon event helped us understand that the performance of campaigns was highly related to the events happening in CPWhen using mobile ads we mention mobile within the adDay partingCreating a sense of urgency

Step 2: LaunchingExperiencing failed campaignsSince Dinner and Restaurants fields had high competition, the team decided to pause them.Selecting good performance keywords. High monthly searched volume keywords didnt convert clicks as much as our expectation; therefore, the team selected keywords based on high CTR history.Continually launching ads for mobile Mobile has greater success than Desktop.

Evolution of the campaign

For example: The announcement of Marathon event helped us understand that the performance of campaigns was highly related to the events happening in CPWhen using mobile ads we mention mobile within the adDay partingCreating a sense of urgency

Key Results

AdWords CampaignTarget KPIsResultsImpressions50,00024,366Clicks5001,027CTR1%4.21%CPC$0.35$0.24

Clicks vs. Impressions

CTR vs. avg. CPC

Mariam Benmoussa () - don't you think that you should add the budget of each week?gomcteam1282 () - yes forgot about that

Week 1Week 2Week 3TotalClicks3003623651,027Impressions19,2483,0632,05524,366CTR1.56%11.82%17.76%4,21%CPC$0.38$0.21$0.17$0.24Budget$113.06$74.29$62.55$249.90

Top CampaignsCampaignCTRClicksCPCTop KeywordsConcerts18.56%180$0.19+Summerstage+Central Park Summerstage+Central Park Summer ConcertEvents Calendar17.22%282$0.16+Events Central Park+2014 Events Central Park+Events Today Central ParkIce Skating12.52%167$0.28+Ice Skating Central Park+Central Park Rink+NYC Ice Skating

Top SitelinksCampaignClicksCTRCPC5% Off Walking Tours45412.26%$0.17Cherry Blossoms39019.36%$0.17Alice in Wonderland29118.20%$0.20

Keyword DynamicsNews NYC marathon 2014 announced for sign-ups saw an upward search trend for marathon and runners club

WeatherDeep correlation exists between weather and consumer search behavior.On bright sunny days,keywords such as concerts and events performed very well

ConversionExpensive keywords

Keyword DynamicsHorse and Carriage CampaignHorse and carriage central parkMin Bid: $ 2.90

Bike Rental CampaignBike rental in New yorkMin bid : $ 3.50

RecommendationsAdd site links for landing pages that have keywords with high bids instead of running them as expensive campaignsImprove keyword quality score to save budgetRun A/B testing ads and select the best performance adsLaunch ads during daytime as it has higher CTR than at nightIs Wollman Rink a potential partner?

Conversion

Conversion