Essay on Google Adwords

AdWords Post-Campaign Report
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MIS712eBusiness Strategies
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Date: 10/05/2014

AdWords Post-Campaign Report
1. Industry Component
Campaign Overview
The client company Vestal Solutions is a retailer mainly selling kitchen hardware and designing kitchen accessories. Before this campaign, the primary marketing tool is Word of mouth and sign boards. The company also has an official website. This website has been launched for two years and was not that successful in attracting online customers. The homepage of this website presents a variety of information about this company and introduces a wide range of products sold by the company. Just as shown in the video advertisements on the homepage, fashionable and customized design is the most attractive feature for the company.

The company decided to run a Google AdWords campaign to promote the site and attract more potential customers. In this situation, Google AdWords will be utilized in this case. The Google AdWords campaign can lay a solid foundation for Vestal Solutions to attract more potential customers from the Internet. In the first place, setting up the Google AdWords campaign will help to increase the awareness of client’s website. In the second place, by executing the Google AdWords campaign, the company can increase their competitiveness as the AdWords has become the mainstream online marketing tool.

The company target area in Melbourne is Eastern suburb. The main purpose of this campaign is to enlarge the influence of Vestal Solutions in this area and also makes a good impression on potential online users. In term of CTR (Click through Rate), the goal is about 1 click per 15 clients. The percentage should be 6.6%. In addition, the timeframe of running the campaign is 4 weeks. The start date of the campaign is April the 7th. So week 1 will be 2014/04/07 to 2014/04/13.

Evolutions of Campaign Strategy
In this practice, all Google AdWords have been categorized into three different groups – Kitchen Renovation, Kitchen Hardware and Kitchen Expert. Kitchen Renovation and Kitchen Hardware are the main business areas of this company. In addition, Kitchen Expert aims to spread the brand and introduce the company to other customers in order to build the company’s business reputation.

Different groups will have different keywords. The purpose of this is to increase the chance of being searched by more Google users by using different competitive keywords. For example, in the group of kitchen renovation, which the most competition exists in, we can choose “Replacement” instead of “Renovation” to lower the bidding price. Keywords were chosen from the text of our website. Each group contains 10 keywords and already stetted with same negative keywords for 3 groups (Please check Table 1). Some examples for advertisements have been designed shown in below (Please check Table2).

Due to there is no difference exists in performance of website traffic in a week, the team decided to offer our ads in

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