reflation report

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Round2TutorialSession.pdf

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Mimic Simulation: Round 2

Learning outcomes

1. To have a general understanding on the performance for Round 1

2. To grasp digital marketing terms and their explanations

3. To understand tasks and requirements in Round 2

Part 1: Performance on class average

Performance for Search Campaign

$ 38,174

Average profits

$4,021

Average ad impressions

48,667

Average ad CTR

4.68%

Average revenue

Average Conversion Rate

2.37%

Performance for Email Campaign

17.1%

Average CTR

10.2%

Average profits

Average open rate

$961$7,005

Average revenue

Average conversions

Average marketing budgets spent in Round 1

$1,142

Marketing budget

Pay-per-click advertising - advertisers pay each time a user

clicks on one of their online ads - In other words, advertisers will

not be charged if no one click on the ads

Possible solutions: - Getting the right bidding strategy - Increasing ad impressions (e.g., creating

more ad groups with more keywords) - Increasing CTR of ads (e.g., selecting

relevant keywords)

Part 2: Interpreting the scoreboard

• These are the metrics being used by marketers/ practitioners

• Identifies rooms for improvement that allows you to make

optimisations for the next round

• Aids you making data-driven decisions

Measuring what matters: metrics

• Impression (Impr.): Number of times your ad or ads are shown on a search result page or other site

• Impression Share (Impr. Share): This score is based on the impressions this product received divided by the eligible number to receive. Which is primarily effected by how your bid ranks against competitor bids for a similar product.

Impression related metrics

• Click through rate (CTR): Percentage of ad clicks that resulted from the ad(s) being shown. CT= (Clicks / impressions)*100%

• Conversion rate (CR): Occurs when a web visitor takes the desired action of the advertiser, such as making a purchase. CR= Conversions / Clicks

Conversion related rates

• Suggested bid (Sug. Bid): A forecast on the Cost Per Click (CPC) advertisers are paying for this keyword. It is only a forecast, and your actual Cost Per Click may vary.

• Your bid (Max CPC): The max amount you are willing to pay for a click of your ad. A reasonable bid will significantly help you successfully gain more shares of impression of the keyword.

• Average Cost Per Click (Avg. CPC): Actual amount you pay when someone click your ads on average.

Bidding related metrics

Total cost: total amount paid for the clicks for your ad(s). Total cost = average CPC*clicks Cost per acquisition (CPA): Advertising costs paid per sale. Generally, your CPA will be higher than your Cost Per Click (CPC) because not everyone who clicks your ad will make a purchase. CPA = total cost/ conversion e.g., if an advertiser spend $100 (for a keyword/ad group) and gets 10 sales, its CPA (for a keyword/ad group) is $10 Return On Advertising Spend (ROAS): It stands for the percentage of revenue received for the among of advertising costs paid. It is an important score to measure the return of your investment. ROAS = ((ad profit - ad costs / ad costs)*100). e.g., if ROAS is 300%, it means the advertiser earned $3 when each $1 spent on advertising

Cost related metrics

Ad rank/location related metrics

Average ad position: Weighted average (by impressions) showing how your ad ranks against other ads. This determines the order in which ads appear on a page.

Top: Search top impression share = Impressions on top/eligible impressions on top

Absolute top (Abs top): Search absolute top impression rate = Impressions on the absolute top/eligible impressions on top

https://support.google.com/google-ads/answer/6300?hl=en&ref_topic=24937

https://support.google.com/google-ads/answer/7501826?hl=en

Templet for optimization

Unsatisfied metric Possible reasons How to optimise in the next round

e.g., Low impressions for the keyword/ad group

e.g., the search volume of keywords are pretty low

e.g., adding more keywords with high search volumes

e.g., optimise your bidse.g., The bids are too low or way too high so did not get the keywords

e.g., Click Through Rate is low

e.g., ad content is not compelling

e.g., adjusting wordings, adding more CTA words or Unique Value Propositions (UVP)

e.g., the relevancy of the keywords is low

e.g., replacing with the keywords that are relevant

e.g., Conversion Rate (CR) is low

e.g., landing page is not well-crafted

e.g., optimising the landing page for Canon T7i/Canon brand

… … …

Canon T7i

Part 1: Part 3: Tasks for next round (Round 2)

Tasks for round 2

Digital textbook: Chapter 6 2.1 Create one NEW ad campaign

2.2 Create at least 3 NEW ad groups

…….within their new campaign

2.3 Write at least one ad per ad group

2.4 Create at least 3 landing pages

Ad campaign 1

Ad group 1 Ad group 2 Ad group 3

Product 1

Brand 1

Product 2

Brand 2

Product 3

Brand 3

Follows the same principals & structure

Ad campaign 2, 3, 4….

Ad group…

Product…

Brand…

Don’t forget to allocate marketing budget for each ad campaign

Keywords

Ad copy

ROUND 1 ROUND 2…

Landing pages: Principals of conversion

✓ Attention: Have a campaign goal; the visitor should instantaneously find what they came looking for

✓ Context: Think about the customer journey. If they came looking, they were intending to engage

✓ High-converting content: get them to make a transaction

✓ Credibility: looks like an official site ad not a SPAM

Do & Don’ts for your landing pages

What you are supposed to do Don’ts Making your expressions logical,

reasonable and clear

Don’t stuff with keywords

Keeping your writing simple, and easy to

Don’t make your writing too complicated

and difficult to understand

Ensuring the creativity and originality of

content

Don’t overload with product specifications

copied online

Including strong offer(s)/Unique value

propositions/Call to action words

Don’t present inconsistent information (as

you delivered in your ad copy/email

campaign)

Checking your writing Don’t have any grammar/spelling issues

Doing some A/B test where necessary

Suggestions for Round 2

• Create an email campaign • Creating landing pages for your all of ad groups • Selecting at least 15 keywords for each ad group

(select more if you want) • Your bid should be close to the suggested bid.

However, to what extent your bid should be higher than the suggested amount? 10%? 20%? 30% higher or even more?

• Don’t just go with the product that are popular. Also consider how much revenue a product can generate