Campaign Overview: Almasryalyoum is one of the best-selling newspapers in Egypt, its website

was the best news portal in Egypt for a long time but it suffered a lot to reach people after many

competitors made it through the online news field and those websites managed to oust

Almasryalyoum from its prestigious rank. The campaign major goal is to help Almasryalyoum to

regain its rank in Egypt as lot of websites offer the same services. The campaign ran in Egypt on

Google search network for 21 days from 17/5/2014 to 6/6/2014 with three ad groups. The

campaign reached its goal by reaching users who are less familiar with Almasryalyoum and the

campaign achieved extraordinary success.

Key Results: All the KPIs [1] targets are met in the AdWords campaign and the results were as

follows:

There is an overview of our three ad groups in the campaign with the important key metrics of

each ad group.

Clicks Impressions CTR Cost Avg. CPC Avg. Pos.

1.5 $ 0.02 $ 112.04 % 9.46 54454 5154 اخبار مصر

ةسانتخابات الرئا 2751 16854 16.32 % 61.83 $ 0.02 $ 1.1

1.9 $ 0.13 $ 76.24 % 8.17 7195 588 اخبار العالم

Total 8493 78503 10.82 % 250.11 $ 0.03 $ 1.4

Conclusion and Future Online Marketing Recommendations: With accurate monitoring of

the campaign over 21 days of running. It's proven that the AdWords campaign succeeded in its

goal and it exceeded all the expectations. We recommend Almasryalyoum to continue using

AdWords as it's a very powerful tool to increase traffic of the website. We think that it's very

important for a portal like Almasryalyoum to keep its rank and reputation in Egypt but it's very

important to know the key target of each ad group and keep it tight and relevant as it’s the key

factor of success.

Clicks Impressions CTR [2] Avg. CPC

Target 1500 30000 5 % 0.17 $

Result 8493 78503 10.82 % 0.03 $

[1] KPIs: Key Performance Indicators. [2] CTR: The goal was to achieve 5% CTR but in the Pre-Campaign Report it was written that the goal is 8.5% which is a

numeric mistake

Campaign Overview: Almasryalyoum is an Egyptian daily newspaper published in Arabic. And

also maintains a companion website, Almasryalyoum.com, which is also written in Arabic. An

English version of the website was launched in 2009 under the name of Egypt Independent. Our

main goal for the AdWords campaign was to help to increase the number of users of the

websites and increase the website rank in Egypt after a big retreat for a significant period

compared to competitors. The table below shows Our Goal metrics:

Operational details: During our campaign we spent 250.11 $, our campaign was active for 21

days as we planned starting from 17/5/2014 to 6/6/2014. Before we created our ad groups we

considered that we have an important event coming up which is the presidential elections in

Egypt and this a good chance to attract users to the website knowing that Almasryalyoum will

make a big campaign on the website and will offer many services for the voters. So we divided

our campaign to three groups: Egypt news, Egyptian elections and Worldwide news.

AdWords account: We checked and monitored the result of the campaign day by day and

observed the result then compared it with the results of other days, Our campaign started in

May 17 as we planned we divided the campaign into three weeks.

Depending on the situations in the country so we changed our budget plan to spend a few

amount of money in the first week started from May 17 to May 23, we planned to spend 87.5

$ but we actually spent 62.69 $.

Second week the presidential elections begins in our Egypt so we planned to spend more money

to increase and improve the overall performance of the campaign in this period, this week started

from May 24 to May 30 we spend 90.64 $.

Third week started from May 31 to June 6 this week also was important for us to justify some

Quality Scores for some keywords, we started bidding more money on specific keywords to

raise the Ad Rank of those keywords thus we’re likely to win the auction of those very

competitive keywords, We spent 96.78$ in this week.

Clicks Impressions CTR Avg. CPC

Goals 1500 30000 5 % 1.25GP= 0.17 $

Figure 1: Clicks vs. Cost

Evolution of Our Campaign Strategy: We made some changes to improve our campaign we

sorted those change from the beginning of the campaign to the end of it:

Time: Upon receiving the credits and before even building and creating the campaign itself we

made few changes like:

1- We changed the weekly/daily budget plan from EGP to USD.

Result: That really helped us and make it easier to achieve more relevant results in terms of

(Cost, Average CPC and Maximum Bid of every keyword)

2- We changed the budget plan itself to make the most of success in days with important

current events in Egypt like we mentioned before so we didn’t stick to the original plan.

Result: Extraordinary performance of the campaign in terms of KPIs in those days like on

days May 26 and May 27 (Presidential election days) and here is a graph to show the results of

those 2 days:

Clicks Impressions CTR Cost Avg. CPC Avg. Position

May 26 658 2802 23.48 % 14.45 $ 0.02 $ 1.1

May 27 1108 8385 13.21 % 16.74 $ 0.02 $ 1.2

Time: May 19 after two days from the beginning of the campaign we made few changes like:

1- We changed the type of the campaign: We changed the type from standard to all features.

Before The campaign was activated automatically in the start of everyday 12:00 am

(GMT +8).

After We activated the campaign manually every day in certain times.

Benefits We took over full control of the campaign by having the ability to run the

campaign anytime we want according to the expected traffic on the website.

1- Bid Strategy type: We also changed the bid strategy type.

Before The bid strategy was focused on clicks with AdWords setting the max Bid

automatically.

After We changed we manually set our bids for clicks.

Benefits The change made positive effect on CPC. And this table show the difference

made by this change:

Avg. CPC

From May 17 to May 18 0.08 $

From May 20 to June 6 0.03 $

*Note: We didn’t run the campaign on May 19 to take the time to enhance its

performance and do a market research before we can continue with it.

Time: Starting May 31 we started bidding more money on specific keywords just to enhance the

“Quality Score” of those keywords and to be more likely to win the auction. Those keywords

are part of the economic service that Almasryalyoum provides to its users to know the latest gold

prices and currency rates, those keywords are very competitive in Egypt and we needed to put

Almasryalyoum ahead in the competition. Here is a table show the difference made on those

keywords by this change: Before: represent the time period between May 17 and May 30 which

is total of 14 days. After: represent the time period between May 31 and June 6 which is total of

7 days. Total: represent the whole run time of the campaign.

Clicks Impressions CTR Avg. CPC Avg. Position اسعار الذھب

Before 82 1095 7.49 % 0.08 $ 2.2

After 171 1609 10.63 % 0.11 $ 1.5

Total 253 2704 9.36 % 0.11 $ 1.8

Clicks Impressions CTR Avg. CPC Avg. Position اسعار العمالت

Before 96 1664 7.49 % 0.12 $ 2.2

After 125 1472 8.49 % 0.25 $ 1.7

Total 221 3136 7.05 % 0.18 $ 2.0

Clicks Impressions CTR Avg. CPC Avg. Position سعر الدوالر

Before 16 152 10.53 % 0.10 $ 1.9

After 38 303 12.54 % 0.12 $ 1.2

Total 54 455 11.87 % 0.11 $ 1.5

From the table we can see the huge difference in metrics after the change as we can see the click

through rate and the avg. position for the keywords were higher than before which reflected on

the quality scores of the keywords. The first keyword for example achieved 9/10 quality score in

the campaign.

Key Results: The campaign met all its pre-defined targets in the pre-campaign report.

Target vs. Result.

Clicks Impressions CTR Avg. CPC

Target 1500 30000 5 % 0.17 $

Result 8493 78503 10.82 % 0.03 $

Success % 566.2% 261.67% 216.4% 17.64%

And the campaign also met its main target in restoring Almasryalyoum rank in Egypt again.

Before the campaign the website was ranked 1891 globally and 19 in Egypt. And here is the

website rank after the campaign:

And also we managed to put

Almasryalyoum back again in the middle

of the competition of the #1 news portal in

Egypt. And the graph below shows the

difference made by the campaign against

the competitors:

We can see that in May '14 Almasryalyoum

was the last one in ranking and after the campaign period it became #2 in Egypt with significant

progress ahead of many competitors. [Source: Alexa™].

We also achieved our goal of introducing Almasryalyoum to new segment of users as we

achieved 23% of new users of the website. [Source: Google

Analytics™].

Keywords combinations: The campaign proved that of the website

do care about the current events in Egypt especially in the political

section, it also proved that there was a great interest in the

presidential election in Egypt. But they didn’t really care a lot

about what happens outside Egypt and that’s proven by the results

of the worldwide ad group which was the weakest ad group in the

campaign.

A success story about this campaign that we added an ad which allow the user to know his

electoral commission in the election and that ad achieved about 1631 clicks, Avg. Position: 1.0

and CTR: 32.09 %.

Some keywords were paused in the middle of the campaign due to its irrelevance and poor

performance like: "حالوة روح"and "بشرة خیر". Those keywords achieved poor performance, low

quality scores so we knew it’s not the way to go with in our campaign.

Conclusion and Future Recommendations: From deep analysis and experience we found that

people are interested in the current events in Egypt the most. So we recommend Almasryalyoum

to focus on this topic. And it’s very important to keep tracking your campaign performance and

the website ranking from different sources (Google Analytics, Alexa, Third party apps, etc.). So

we also recommend the marketing personnel in Almasryalyoum to keep tracking the results

day by day to find the weak keywords, try to know what's wrong and what's right and try to

maximize the quality score of each keyword. And since the keyword is the basic unit of the

campaign and it’s really important to find effective combinations, we also recommend using the

keyword planner tool in AdWords to find relevant keywords and get estimates of each one

based on the location and the budget and your maximum bid. And finally to get the most of

success and the highest quality scores, so we recommend the developing team to make it faster to

load the website pages using optimization as it’s a very important factor of a better Landing

Page Experience.

Learning Objectives and Outcomes: We think that GOMC is a great opportunity to make an

online marketing campaign for products or services for any organizations to attract the users and

increase the user of these products before we start this campaign and compete in this competition

our team had a mission to learn how we can use the AdWords to make successful campaign, how

we can handle the budget of the campaign, how we can target our audience, account structure,

effective keywords and how we can select suitable combinations and to learn more about

conversions and leads this is our whole target, so we made a great effort to achieve it.

We believe we achieved most of the targets listed above as we helped Almasryalyoum to

increase the users and also increase their awareness of online marketing tools like AdWords,

through the campaign we did our best to select the most effective keywords to make a great

campaign, after finishing our campaign we did our target and we are now familiar with AdWords

tools (except the conversions metrics which was not applicable in our campaign) and we

increased the users of Almasryalyoum website.

Group dynamic: Our team did its best to make a successful campaign so we worked and

contributed equally, each member of the team has a unique skill which makes a great

combination to serve the campaign, we assigned a unique task for every member. One is

responsible of contacting the client, get their feedback, and keep them updated with our

progress. Another was responsible of keep tracking Almasryalyoum website to find what is

new and what is old and what should we add to our campaign to get the best landing page

experience we can get. And the last one was responsible of tracking and watching the

competition page on Google+ and see all the news about the challenge this year.

But as a team we held meetings every day to discuss the results of the campaign and the

account management trying to find mistakes and suggest improvements to get the better results

in the next days. One of the problems we encountered was that the campaign was activated

automatically but we overcame this problem as soon as possible by changing the campaign type

as we mentioned before.

Client dynamic: Before participating in GOMC we took a lot of time to choose the client which

we can work with this year. We came with the idea that we should work with a client that have a

problem and try to solve this problem with the client using AdWords and to show the client how

important it is. So we began our search and we contacted many clients until we reached an

agreement with Almasryalyoum website, their website contains good content and it’s updated all

the time (political, Sport, cultural, Art, etc.) but they defined the problem we mentioned earlier.

We started working with the marketing team of Almasryalyoum they are very helpful they give

us more materials related to Almasryalyoum website related to management of the website the

audience also the time of the traffic a lot of estimations which helped us to make a successful

marketing campaign. We expected a good communication between us and Almasryalyoum team

and this existed. The collaboration was on unexpectedly high level of professionalism with us,

also they follow the campaign results with us and very happy about the final results after

finishing the campaign. They allowed us to access full insight into Analytics data, which was a

strong evidence of our great success.

Future recommendations:

Strategy: In the future we will change campaign strategy into “All features” from the start of

the campaign, do our market research before setting the budget plan, concentrate more in setting

our goal metrics. And find more relevant keywords.

Learning Experience: We will apply all the successful practices from this year and from the

winners of last years, and try to avoid the practices that didn’t make a positive impact in the

campaign this year.

Group dynamic: More meeting before building the campaign, also creating a strong time plan to

manage the campaign, ensure the team members are able to learn and do their tasks

Client dynamic: Before staring the campaign we have to make more analysis to choose our

client and define all the options available which enable us to make the best decision in choosing

the client.

Also we have to ensure that the client will help us through the campaign and will provide

information or anything related to campaign.