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Gomcha Business Eye

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Salil Deshmukh
Salil Deshmukh

Designed and ran an effective online marketing campaign for a local business analyzing the various metrics based on the web analytics results.

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-Harish Kumar Kambam - Pulkit Chadha -Pavankanth Mukthi -Rahul Tekchandani -Salil Deshmukh Google Online Marketing Challenge
Agenda About SkyCenter Weekly Analysis Learnings Recommendations Campaign Overview Goals & Results Outcomes
Exceptional non profit science learning facility located at Steward Observatory Offers unique programs and workshops on weekly basis throughout the year Sky Nights Discovery Days Astronomer Nights Workshops About of Mt. Lemmon SkyCenter
Campaign Overview Avg. Price Avg. Tickets booked Conversion Value $48 2 $96
Targeted area Targeted Customer Segment Tourists University Students Local community with interest in astronomy People in late 40s Campaign Overview Southern Arizona
Goals & Results Results Goals Increase in Revenue Conversion Estimated Average CTR Average CPC $1500 15 1.25 % 45 cents Online Advertising $5209 Advertising Budget $200 ROI $2000 1000% $5209 38 1.16% 52 cents
Weekly Campaign Analysis
Changes in Max CPC No. Of Keywords - 160 No. AdGroups - 5 Week 1 - Learning
Paused low performing keywords Biosphere Tucson activities [Astronomy] No. Of Keywords - 160 No. AdGroups - 5 Week 1 - Learning
Paid Traffic Week 1 - Learning
No. Of Keywords - 210 No. AdGroups- 7 Zero Conversions on Weekends Very high Max CPC Week 2 - Experimenting
Paid Traffic Week 2 - Experimenting
Launch of Spring Break campaign No. Of Keywords - 210 No. AdGroups- 8 Week 3 - Optimization
Paid Traffic Week 3 - Optimization
Effective AdGroups Campaign Summary
Outcomes, Learning's and Recommendations
Expected Outcomes Increase in the number of new visitors Increase in the number of registrations Decrease in the number of pages/visit Unexpected Outcomes Increase in the bounce rate Decrease in the average time spent on site Increase in the bidding rate didnt result in increase in conversions Outcomes
Long tail Keywords and its importance in AdWords E.g. observatories in Arizona, Spring break in Tucson Importance of metrics and measures to revise strategy. Conversion Click Through Rate (CTR) Max. Cost Per Click (Max. CPC) Importance of content networks in advertising Segmented Customer Successful Strategies Use of Competitor keywords Timely launch of AdGroups Learnings
Continue Google ads for SkyNights events Use of long tail keywords AdWord campaigns are ineffective on the weekends Target customers and not specific programs Constant monitoring of campaigns Recommendations
Thank You
Links About SkyCenter Week 3 - Analysis Outcomes Campaign Overview Goals & Results Campaign Summary Learnings Week 1 - Analysis Recommendations Week 2 - Analysis
Overall Campaign Result
Sample Ad Text

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Gomcha Business Eye

  • 1. -Harish Kumar Kambam - Pulkit Chadha -Pavankanth Mukthi -Rahul Tekchandani -Salil Deshmukh Google Online Marketing Challenge
  • 2. Agenda About SkyCenter Weekly Analysis Learnings Recommendations Campaign Overview Goals & Results Outcomes
  • 3. Exceptional non profit science learning facility located at Steward Observatory Offers unique programs and workshops on weekly basis throughout the year Sky Nights Discovery Days Astronomer Nights Workshops About of Mt. Lemmon SkyCenter
  • 4. Campaign Overview Avg. Price Avg. Tickets booked Conversion Value $48 2 $96
  • 5. Targeted area Targeted Customer Segment Tourists University Students Local community with interest in astronomy People in late 40s Campaign Overview Southern Arizona
  • 6. Goals & Results Results Goals Increase in Revenue Conversion Estimated Average CTR Average CPC $1500 15 1.25 % 45 cents Online Advertising $5209 Advertising Budget $200 ROI $2000 1000% $5209 38 1.16% 52 cents
  • 8. Changes in Max CPC No. Of Keywords - 160 No. AdGroups - 5 Week 1 - Learning
  • 9. Paused low performing keywords Biosphere Tucson activities [Astronomy] No. Of Keywords - 160 No. AdGroups - 5 Week 1 - Learning
  • 10. Paid Traffic Week 1 - Learning
  • 11. No. Of Keywords - 210 No. AdGroups- 7 Zero Conversions on Weekends Very high Max CPC Week 2 - Experimenting
  • 12. Paid Traffic Week 2 - Experimenting
  • 13. Launch of Spring Break campaign No. Of Keywords - 210 No. AdGroups- 8 Week 3 - Optimization
  • 14. Paid Traffic Week 3 - Optimization
  • 16. Outcomes, Learning's and Recommendations
  • 17. Expected Outcomes Increase in the number of new visitors Increase in the number of registrations Decrease in the number of pages/visit Unexpected Outcomes Increase in the bounce rate Decrease in the average time spent on site Increase in the bidding rate didnt result in increase in conversions Outcomes
  • 18. Long tail Keywords and its importance in AdWords E.g. observatories in Arizona, Spring break in Tucson Importance of metrics and measures to revise strategy. Conversion Click Through Rate (CTR) Max. Cost Per Click (Max. CPC) Importance of content networks in advertising Segmented Customer Successful Strategies Use of Competitor keywords Timely launch of AdGroups Learnings
  • 19. Continue Google ads for SkyNights events Use of long tail keywords AdWord campaigns are ineffective on the weekends Target customers and not specific programs Constant monitoring of campaigns Recommendations
  • 21. Links About SkyCenter Week 3 - Analysis Outcomes Campaign Overview Goals & Results Campaign Summary Learnings Week 1 - Analysis Recommendations Week 2 - Analysis