Adwords Campaign

Using Google Adwords and Analytics

The task was to create and run a Google Adwords campaign for a real client. The client my group was assigned was Ned's Pretzels, a Made-In-Michigan pretzel bakery that has a small online presence but a very marketable product. Our campaign consisted of two ads trees: one focused on the chocolate pretzels, and the other on the general pretzels, we figured that these would be the most marketable and best products to promote via our ads and would yield the best results. We had a beginning goal of 500 clicks throughout the campaign.

Keyword Funnel

To begin the campaign, the plan was to add mass amounts of keywords to test how well their click through rate was and gauge the ones that don't work as well.  Then, in the second phase of the project (after week 2) we began to cull these keywords and test our theory. Below are the rates of impressions and clicks for our four week period and clearly displays the effect our change of keywords had on the clicks and how it worked towards our goal of a better click through rate. 

Clicks vs Impressions

Clearly displayed, the reduction of our excessive keywords not only greatly reduced our impressions and clicks, but also led to a better click through rate as shown below. We wanted to make sure that people who were actually likely to purchase the goods sold by Ned's Pretzels were the ones seeing the ads and that is those who click on the ads and visit the site itself. 

Final Results

From the above data we concluded that our strategy was effective with a total of 714 clicks and 113,774 impressions we greatly exceeded our expectations and goals. Pictured above is our best performing ad in the ad group focuses on marketing the chocolate cover pretzels that are a hot item for their business with a total of 237 clicks and 45,733 impressions.  Our click through rate rose drastically when we began to refine our keywords and clearly the effectiveness of the ad will continue to rise with a continued campaign. We would be able to improve the ads further with a longer campaign, if we had the chance to do it again we concluded we would start the cull of keywords earlier to see if they rise would continue or if other measures needed to be taken to further improve the click through rate.