post campaign analysis
TRANSCRIPT
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HINDUSTAN PUMPSGOOGLE ADWORDS CAMPAIGN
NAME STUDENT IDSRI LAKSHMI CHUNDURU A0148546WSUDHEER MOGULURI A0148514EBALA GOWTHAM C A0148536X
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HINDUSTAN PUMPS PROFILE• “Hindustan Pumps” located at Karnal, India is an established manufacturer of high quality, efficient, reliable
and long lasting pumps and motors for more than 40 years, setting a tradition of excellence since 1975
• With Plant Area of 1, 01,700 sq.ft & employee strength of 400, the company has modern State-of-art Manufacturing Facilities, Quality Assurance Systems & Well-equipped R&D facility
• At present the company is marketing its products to North, Central & North-Eastern states of India.
• As a leader amongst the North Indian pump Manufacturers, the key business segments of the company are
1. Agricultural Pumps & Motors
2. Domestic Pumps & Motors
3. Industrial Motors
4. Solar Pumps
• Hindustan pumps major competitors are Shakti Pumps, CRI pumps, Kirloskar Pumps etc.
• The Client is not into online ecommerce as of now. The client is planning to launch its online sales by 2017.
• The Client never used AdWords campaign prior to this.
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CAMPAIGN OBJECTIVES
1. To improve Brand Awareness by getting 5000 impressions2. To increase Website Traffic by getting at least 350 clicks3. To increase Products Awareness4. To increase the dealers/distributors across India
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GOOGLE AD WORDS CAMPAIGN – DAY 1• Google Ad words campaign has been started on April 18th 2016 with one Campaign (Brand
Awareness) and one Search Ad group (Pumps and Motors).
• Having only 24 keywords for the Ad group and no negative keywords, we have opted for Automated Bid strategy to analyse .
• On first day, we had 24 clicks and 688 impressions at an average CPC of $0.44 and average CTR of 3.49%. Average position of the Ad was 1.74.
• Since the average CPC was higher we have changed to Manual CPC bidding which helped us in reducing the cost.
• Also we added different Campaigns, Ad groups and Ad’s with relevant keywords.
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Campaigns Ad Groups Ads Keywords
Brand Awareness 4 34 122
Product Awareness 17 92 294
Dealership 5 14 59
GDN-Demographic Targeting 1 1
GDN-Placement Targeting 1 2
Campaign Ad Groups statistics• Created themed Ad Groups for unique keywords with different ad copies.
• A total of 3 GSN campaigns and 2 GDN campaigns with 28 Ad Groups, 143 Ad copies, 475 keywords.
• Over 700 Negative Keywords included in Shared Library across all the campaigns
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• Location Targeting : Northern India for Brand Awareness and Product Awareness campaigns.
India for Dealership Campaign.
• Ad scheduling: 9AM to 12PM IST - is implemented to get genuine search impressions and clicks.
• Networks: Google Search and Search Partners
Bid Strategy:
1. AdWords Automatic Maximise clicks - is used for 1st day to analyse the campaigns performance
2. Manual Bidding - is used throughout the campaign
Budget Allocation:
1. Daily budgets – Budgets are allocated as planned before the start of campaign.
2. Shared budget allocation across campaigns- is experimented with for a couple of days.
• Ad extensions: Sitelinks extensions, Call links extensions, Callouts extensions are used
Search only Campaign Settings
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Campaign1 : GDN-Demographic Targeting – Used Demographic Targeting (Age 20-45) for Brand Awareness
Campaign 2: GDN-Placement Targeting – Used relevant Publishing Websites to increase Website Traffic Relatively, Campaign 2 has run better than campaign 1 with a better CTR
Key Ad Words Features used:1. Targeted Locations: North India2. Bid Strategy: CPM3. Frequency Capping - set to 34. Demographic Targeting 5. Ad Rotation: Optimized Clicks to display throughout the day
Display Only Campaigns
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Ad copies types
1. Text Ads2. Dynamic Search Ads are experimented with (Refer Slide 21 for detailed statistics)
• Included Keywords in the Ad descriptions (Headlines and Display URL) for better Quality Score and Ad Rank
Sample Ad copies created:
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Tools used for generating Keywords:
• Keyword Planner for GSN• Display planner for GDN
Tools/Reports used to gauge performance
• Keyword Quality Score• Daily Average Position• AdWords Opportunities Notifications• Auction Insights Report• Search impression share statistics• Google Analytics
Key Reports/Features used
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Campaign
Type
Impressions Clicks CTR Avg. CPC Avg.
position
Planned - 3000-5000 150-300 3% - -
Achieved
Search only 55931 1122 2.01% 0.18 2.7
Display only 30989 25 0.1% 0.1 1
Campaign Key Performance Metrics (from 4/18 to 05/03)
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AdWords Account Budget StructureCampaign Ad Groups
Impressions
Clicks
CTR Avg CPC
Planned Budget
Executed Budget
Avg Position
Brand Awareness
4 37,548 767 2.04% $0.18 $112.50
$136.03 2.62
Product Awareness
18 14,748 269 1.82% $0.20 $100.00
$53.32 2.89
Dealership 5 924 32 3.46% $0.13 $25.00 $4.22 2.76
GDN - Placement Targeting
1 778 7 0.90% $0.22
$12.50
$1.51 1.14
GDN- Demographic Targeting
1 30,211 18 0.06% $0.06 $1.03 1
• Week 3 is allocated with highest budget than Week 1 and Week 2• Budget for Brand Awareness is higher as compared to other GSN campaigns• Average CPC is maintained at $0.18 while maintaining the Average position below 3 throughout
the campaign period
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Campaign wise budget allocation and dollars spent till date
Budget Spent
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Clicks and CTR:
Impressions vs Clicks:
Clicks – BlueCTR - Orange
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Daily Average Position: Maintained Average Position below 3 for all the campaigns through out the campaign period.
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Auction Insights Report: Retained the competitive Impression share throughout the campaign
Search Impression Share: Retained the competitive Impression share throughout the campaign
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Ad Extensions Statistics: Callout statistics
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Sitelink Statistics:
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Call Extensions:
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Keyword Related Statistics:Key Word Match Types:• Used modified broad match to enhance ad visibility along with broad match and phrase match. • Exact match types keywords are also experimented with.1. Quality Score: Retained the good quality scores 8/10, 7/10 for many of the Keywords.
Modified Broad match
Phrase match
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2. Good performing Keywords: High number of impressions and clicks are for keyword water pumps for the campaign Brand Awareness
3. Clicks based on Keyword State:
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• Impressions are higher on Desktop compared to Mobile.• Clicks are almost equal for Desktops and Mobile.
Mobile vs Desktop performance:
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However, since the website is not mobile optimized, Bid adjustment has done to Mobile ads. Bid is reduced by 20% for Mobile Ads
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Dynamic Keyword Insertion Ad statistics: Dynamic Keyword insertion performed better with amazing CTR 3.09% and Search Impression Share of 21.55%.
Ad Target: All Webpages
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Ad Preview and Diagnosis:
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Google Analytics – Goal completions
Goals: Goals are set in Google Analytics a week after campaigns are started. Goal 1: Time spent more than 1.5 minutes on the websiteGoal 2: Clicking Contact us page
Goals Source/ Medium
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• The AdWords Campaign is the best opportunity for Hindustan Pumps to set its online presence in the competitive space.
• With the platform set by this campaign, Hindustan pumps can improve the awareness build till date.• With a better website and effective use of AdWords, the client can create a strong marketplace for
itself online. • Currently its presence can be only felt in North India. With more dealers across the country,
Hindustan pumps can improve its sales. • With long sales cycles, the client should compete effectively to increase ROI and market share.
Conclusions and Future Scope
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Thank You