Google online marketing challenge

Hogan Print Michelle McKeever Hannah Ward Lizzie Buckley Sarah Ridge David Toner Gillian McGinn

Brief Overview - Sarah Ridge Conclusions - Hannah Ward Recommendations - Gillian McGinn Speakers

 Small family run business based in Co. Wexford  Provide a range of printing services such as graphic design, digital print and lithographic printing  Also specialise in memorial cards and wedding stationary Brief Overview

 Company URL address  Site for Memorial Cards  Site for Wedding Stationary: Three Separate Websites

Campaign Goals  Increase brand awareness not only in Wexford but all over Ireland.  Draw attention to the websites and improve the companies ‘Click Through Rate’ Pre-Campaign

Campaign Structure  Work continuously over the 21 days, March 27 th until April 17 th  3 ad campaigns, one for each website  6 ad groups, two for each ad campaign Pre-Campaign

Mistakes made  Incorrect allocation of Budget, Concentrated too much on clicks instead of CTR  Took to long to credit account  Selected Euro Currency instead of US Dollars Post Campaign

Changes made  Increased Seasons Memorial and Special Days budget  Began increasing Hogan Print budget due to it having the highest CTR  Removed keywords that were not attracting viewers Post Campaign

Overall Results  Received 359 clicks  Received 257,353 impressions  Average ad position 1.5  Average CTR 0.14% Post Campaign

Hogan Print  This campaign came out on top, with highest CTR-0.43%  Included the 3 most expensive keywords  Lowest budget, overall cost only €68.20  Yielded the least amount of clicks – 54  Lowest average ad position at 3  Average cost per click was €1.26  Least amount of impressions- 12,586 Analysis of Results

Special Days  The most costly ad to run, finished at €  Lowest CTR-0.08%  140 clicks overall  Average CPC is €0.76  Highest number of impressions-181,332 Analysis of Results

Season Memorial Campaign  Highest number of clicks at 165  Contained two of the least expensive keywords  Lowest average CPC at € 0.60  63,435 impressions Analysis of Results

 Our goal was to create brand awareness for Hogan Print  Hogan Print informed us that enquiries and website hits had increased in recent weeks which they are attributing to our campaigns  They also requested us to drive traffic to their 3 websites  Judging by our successful CTR (overall average 0.14%) of many of our featured keywords we feel that we have satisfied this request.  Successfully ran 3 ad campaigns on behalf of Hogan Print Campaign Conclusion

 Gained experience in online marketing and media planning.  Learnt about working in a professional setting. Key Learning Points

 Ensure we are fully familiar with the ad words application.  Eliminate mistakes made  Use a more proactive approach.  Credit the account as early as possible to avoid delays. Recommendations

 The campaigns were a great success in our opinion as we achieved our client ‘Hogan Prints’ objectives.  Brand Awareness  Customer knowledge of Products and services on offer. Conclusion

Any Questions?