Transcript
Pre-Campaign Strategy – Parsippany’s Best Pizza
Client Overview
Client Profile: Parsippany’s Best Pizza is a family-owned and operated pizzeria and restaurant
focused on bringing high quality pizza, authentic Italian-style entrees, delicious pasta dishes, and
a wide range of sandwiches and appetizers to the Parsippany, New Jersey area as well as Lake
Hiawatha, Pine Brook, Montville, Whippany, Mountain Lakes, and Denville. The business
opened in January 2014 and is comprised of five owners, and currently has approximately fifteen
employees.
The business maintains an online presence through Facebook, Twitter, and their website
(www.parsippanypizza.com). As of September 2014, all online interaction and maintenance has
been done by Frank Massanova. These include posting pictures of product, status updates on
social media, interacting with users through posts and messages, and fixing and maintaining the
website using www.wix.com. As of now, all of the business’s sales have come through over-thephone or in-person ordering. The business has no plans to offer online menu ordering in the
foreseeable future. Besides occasional social media ads, the business does not advertise on the
internet and does not have plans to do so.
Market Analysis: Parsippany’s Best Pizza’s current customers include people through
Parsippany and the aforementioned towns above. These customers include residents living in the
area as well as travelers passing by from highways such as Route 80, Interstate 287, and Route
46. With a large percentage of customers coming from Parsippany and Lake Hiawatha, potential
customers include more people from surrounding areas. Current competitors include other
pizzerias in the area, most who have been there for a longer period of time. These include
Anthony & Franco’s Pizzeria, Baldwin Pizza, Anabella’s Pizza, Marco’s Pizzeria, and Domino’s
Pizza. All of these pizzerias offer similar products at a competitive price. Other potential
competitors could include newer pizzerias opening in the area.
The pizzeria industry in the Parsippany area is nothing out of the ordinary. According to
the customer base, not many pizzerias in the area do particularly better business than one
another. Although there is a high density of pizzerias in the area offering similar products and
services, Parsippany’s Best Pizza prides itself on its high quality ingredients and products,
decades of experience in the pizza industry, their service to customers, and attention to detail
when pitching themselves to customers. Thus far, the pizzeria’s owners have experienced an
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overwhelmingly high rate of customer satisfaction, quickly rising to the #1 Yelp-Rated pizzeria
in their area.
The pizzeria industry is one that is heavily influenced by seasonality. The owners have
come to expect a steady change in sales throughout the year. Starting in September, sales will
increase due to families settling into fall-routines, more professional sports games, and colder
weather. A slight dip occurs after the holidays as people tend to hold off on unnecessary
spending. However, once Lent begins in February, weekends (especially Fridays) see
extraordinary sales boost, as people of Christian and Catholic faith avoid meats and look towards
pizza or similar alternatives as their meal of choice. Then, as summer starts, a gradual decline
remains until September as families go away on vacation and spend less time at home. Also, the
hot temperature of pizza can be a turn-off for customers seeking a refreshing meal in the heat.
Current Marketing: Parsippany’s Best’s biggest source of marketing is their website, featuring
their history, a full menu, hours, and a photo gallery. The site also features a “Contact Us” tab
where customers can voice their opinions to the company and improve the business. Strengths of
the site comprise of a beautiful photo gallery with a descriptive menu including prices which
most restaurants do not include. Some potential weaknesses include lack of visits to the website
and poor presence on social media. The Google PageRank score that the website received was a
0, meaning that the website has very poor visibility.
Social media is another important aspect of increasing the visibility of Parsippany’s Best
Pizza website. The pizza restaurant currently has 521 likes and on Facebook, 8 followers on
Twitter, and 1208 views on Google+. This shows that although the company has a solid website
and product, it is lacking in customers’ attention. The Google Online Marketing Challenge will
allow Parsippany’s Best Pizza to become better known in the area and thus hopefully increasing
sales. Soon we hope to play TV advertisements in addition to the online marketing campaign and
create a broader target market by doing so.
Conclusion: Parsippany’s Best Pizza’s marketing goals are to: 1) show customers that the
company has the freshest, best tasting pizza in the area, 2) increase the website’s traffic and
social media presence, and 3) maintain a high level of customer appreciation that creates a buzz
and brings customers back through the company’s doors. As a local small business with a limited
marketing budget, Google AdWords will enable us to reach higher goals on a reasonable budget.
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Proposed AdWords Strategy
The goal of this AdWords campaign is to increase awareness and sales of Parsippany’s Best
Pizza. This proposed AdWords strategy will consist of three campaigns, with a total of twelve Ad
Groups. First, the Pizza Campaign will focus on all of the different types of pizza the company
offers. This will be broken down into popular pizza, specialty pizza, and chain pizza, allowing us
to focus on the different categories of pizza that exist. Next, the Kitchen Food Campaign will
be focused on all other food that the company offers. The AdGroups in this campaign include
cold sandwiches, hot sandwiches, paninis, chicken dinners, and pasta. Last, the
Delivery/Takeout Campaign will be used to target consumers that are interested in ordering out.
This campaign will be broken down into Ad Groups that target specific geographical locations.
We will be utilizing the Google Search Network for all three of these campaigns. The table
below demonstrates each of the three campaigns and the Ad Groups that they encompass.
Table 1 – Campaigns and AdGroups
Campaigns
Pizza
Popular pizza
Specialty pizza
Chain pizza
AdGroups
Geotargeting
Morris County, NJ
Kitchen Food
Cold sandwiches
Hot sandwiches
Paninis
Chicken dinners
Pasta
Morris County, NJ
Delivery/Takeout
Morris County
Parsippany
Lake Hiawatha
Morris County, NJ
The Google Keywords Tool was used to generate relevant keywords and to estimate the
CPC of the keywords. Broad, “Phrase”, [Exact], and negative keywords will be used for the ad
groups. The table below demonstrates example keywords and negative keywords for the Popular
Pizza Ad Group. We will manually bid on these keywords and we will adapt the keywords by
studying the CTR and effectiveness of the keywords that are used. Throughout the campaign,
negative keywords will be utilized to help regulate unwanted and irrelevant traffic to the website,
resulting in reduced costs and an improved CTR. In regards to keyword bidding, the campaign
will attempt to keep the average bid at $1.00. Since the campaign will be run in a short period,
we plan to use Enhanced Cost-Per-Click (eCPC). This will allow us to test ads in the early
stages of the campaign and maximize traffic throughout the campaign period. Furthermore, ad
extension will be used to help increase the CTR.
Table 2 – Sample Keywords
AdGroup
Popular pizza
Keywords
plain pizza, pepperoni pizza, sausage pizza, cheese pizza, best
pizza, good pizza, small pizza, medium pizza, large pizza
Negative keywords
-free, –recipe, -coupon
Below are three sample Ad copies. These three ads are from the chicken dinner, Morris
County, and popular pizza AdGroups, respectively. For each of our AdGroups, we will be
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rotating ads evenly. For each ad group, two slightly different ads will be created to test in the
market. If one of the two ads has a low CTR, the ad will be removed since this is a direct
indication of its appeal to potential customers. Also, we will optimize the ads as the campaign
progresses to help increase the CTR and Quality Score of our ads.
Geotargeting will be used to ensure that ads are not seen by irrelevant people. We will
restrict ads to targets in the Morris County area of New Jersey.
Table 3 – Sample Ads
Delicious Italian Entrees
http://tinyurl.com/ld3f6k8
Try Parsippany’s Best Pizza!
Plus Apps, Subs, Wraps and More!
Sample Ads
Delivery & Takeout Pizza
http://tinyurl.com/ld3f6k8
Try Parsippany’s Best Pizza!
Free Delivery-Fast, Friendly Service
BEST Pizza in Parsippany
www.parsippanypizza.com
#1 Yelp Rated in area.
Try our Specialty & Grandma Pies
In regards to budgeting, the Pizza Campaign is receiving 50% of the budget, the
Delivery/Takeout Campaign is receiving 30% of the budget, and the Kitchen Food Campaign
is receiving 20% of the budget. Furthermore, each week the percent of the budget for the entire
campaign will increase. Week over week we will be able to understand which ads and keywords
are working most effectively, which means that a larger percentage of the budget will be utilized
during the times we are most confident that our spending is going in the right places. For all
three campaigns, the search network will be used. The table below demonstrates the daily and
weekly monetary values that will be allocated to each campaign.
Table 4 – Campaign Budgets
Campaign
Total Budget
(% of Budget Allocated)
Week 1
Week 2
Week 3
25%
35%
40%
Day
Week
Day
Week
Day
Week
Pizza
$125 (50%)
$4.46
$31.25
$6.25
$43.75
$7.14
$50.00
Delivery/Takeout
$75 (30%)
$2.68
$18.75
$3.75
$26.25
$4.29
$30.00
Kitchen Food
$50 (20%)
$1.79
$12.50
$2.50
$17.50
$2.86
$20.00
$250 (100%)
$8.93
$62.50
$12.50
$87.50
$14.29
$100.00
Total
The goal of this AdWords campaign is to attain an average click-through-rate (CTR) of
2% with an average cost-per-click (CPC) of $1.00. For this to be successful, 12,500 impressions
and 250 clicks must be made. Google Analytics will be used to gauge whether the campaign is a
success. The number of website visits received before the campaign will be compared to those
received after the campaign reaches completion.
Post-Campaign Report – Parsippany’s
Best Pizza
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Executive Summary
Campaign Overview: This AdWords campaign had three main goals: 1) make customers aware
of the fresh, best tasting pizza the company offers, 2) increase website traffic, and 3) create buzz
between consumers to spread word of mouth and keep customers coming back. To accomplish
these goals, three campaigns were created: Pizza, Kitchen Food, and Delivery/Takeout
campaigns. Within these campaigns, there were a total of 18 ad groups, 69 ads, and 890
keywords. Lastly, we aimed to attain an average CTR of 2% with an average CPC of $1.00.
Along with this, we wanted to obtain 12,500 impressions with 250 clicks.
Key Results: The campaign reached 146 clicks at a CTR of 0.68%. Along with this, 21,578
impressions were reached with an average CPC of $1.71. In the end, the Kitchen Food
campaign ended up performing the best, with a CTR of .84%, 75 clicks, and an average CPC of
$1.02. The Pizza and Delivery/Takeout campaigns had clicks of 32 and 39 respectively. Also,
they had a CTR of .72% and .47%, along with an average CPC of $2.37 and $2.48 respectively.
Regarding ad groups, Pasta Dinner was by far the best performer, resulting in 63 clicks, a
1.27% CTR, and an average CPC of $1.05. The next two best performing ad groups were
Parsippany and Best Pizza, however neither came close to performing at the same level as
Pasta Dinner.
Conclusion: By the end of the campaign, we were able to better understand what worked and
did not work in regards to keywords, ad copy, and ad groups. As a result, the clicks we received
over the course of the campaign trended upwards, and would most likely continue to do so going
forward with more time to learn what works and with an increase in budget. Over time it was
clear that as we further optimized all aspects of the campaign, the results came fairly quickly.
Future Online Marketing Recommendations: Moving forward, we believe the AdWords
campaign can be successful for the company. By continuing to analyze all aspects of the
campaign and determining what works and what does not, Parsippany’s Best Pizza can continue
to improve upon the AdWords campaign. Furthermore, the company will need to increase their
budget to allow for more clicks per day, and to be able to compete with the bigger pizza
restaurants. Lastly, the company needs to improve upon their website to gain a better quality
score for their ads. This is very true for mobile as well, since many consumers use their phones
when searching for pizza restaurants.
Industry Component
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Campaign Overview: The goals of the AdWords campaign for Parsippany’s Best Pizza were to
1) inform customers that the business has the freshest, best tasting pizza in the area, 2) increase
the company website’s traffic and social media presence, and 3) create a buzz in order to
maintain a high level of customer appreciation and bring customers back through the business’
door. We aimed to accomplish this by attaining an average CTR of 2% with an average CPC of
$1.00. We sought to obtain 12,500 impressions and for 250 clicks to be made. The 13-day
campaign lasted from March 31, 2015 through April 12, 2015 and cost a total of $249.45. The
AdWords account consisted of 3 campaigns: Pizza, Kitchen Food, and Delivery/Takeout.
These campaigns were created by targeting the three main reasons why a customer would order
from the pizzeria. Each of these was broken down into multiple ad groups. For each ad group,
several ads and numerous keywords were included. The keywords for the Pizza and Kitchen
Food campaigns consisted mostly of items on the business’ menu as well as popular dishes
associated with the pizzeria and restaurant industry. The keywords for the Delivery/Takeout
campaign mostly consisted of enticing options for people searching for local food such as “free
delivery” and “fast delivery”. The Pizza campaign contained 3 ad groups, 12 ads and 80
keywords. The Kitchen Food campaign contained 8 ad groups, 32 ads and 639 keywords.
Lastly, the Delivery/Takeout campaign contained 7 ad groups, 25 ads and 171 keywords. Figure
1 details the Account Structure. In total, the account contained 3 campaigns, 18 ad groups, 69 ads
and 890 keywords.
Figure 1: Account Structure
We targeted each of these campaigns to towns in which the business delivers to. This
would provide a general area to reach a large amount of customers who would be likely to either
a) drive to the pizzeria to eat, b) get food delivered to their house, or c) pick up food at the
pizzeria and return to their homes.
These towns included Parsippany6
Troy Hills, Lake Hiawatha, Whippany, Mountain Lakes, Pinebrook and Montville. Overall, the
campaign’s location setting allowed us to potentially reach up to 280,000 people. The cost
structure of each campaign varied greatly. The Delivery/Takeout and Pizza campaigns required
a much higher a CPC and bid price as compare to the Kitchen Food campaign. Competitors
such as Pizza Hut, Dominos and Papa John’s had placed such high bids that some prices were
unrealistic for our AdWords account budget. We structured our budget to deal with these
inconveniences by increasing both our Max CPC’s for all ad groups as well as the daily budgets
for each campaign.
Evolution of Campaign Strategy: The campaign started roughly. For the first 3 days, our
budget settings for our campaigns, ads, and keywords were too low compared to that of our
competitors. This resulted in little to no activity on the account. On April 2nd we began to
increase the daily budgets for each of the 3 campaigns to better compete with the likes of the
chain pizzerias listed above. We increased the Pizza Campaign budget from $4.46 to $7.00, the
Kitchen Food budget from $1.79 to $4.00, and the Delivery/Takeout budget from $2.68 to
$5.00. These changes were all based on suggestions from the Campaign Budget Simulator tool.
However, from here until the campaign ended, we used our own discretion to make changes in
budget prices. On April 4th, we increased the Kitchen Food budget from $4.00 to $8.00. On
April 5th, we increased the Delivery/Takeout budget from $5.00 to $9.10. On April 6th, we
increased the Pizza budget from $7.00 to $8.38. On April 7th, we increased the Pizza campaign
budget from $8.38 to $9.38, the Kitchen Food budget from $8.00 to $9.00, and the
Delivery/Takeout budget from $9.10 to $10.10. After this time, we took a few days to see the
results of the changes. On the final day of the campaign we increased the Kitchen Food budget
from $9.00 to $18.00 and the Delivery/Takeout budget from $10.10 to 16.10. As for Max CPC
prices, we kept them the same until April 2nd. On April 2nd, we increased the CPC for all ad
groups from $1.00 to $2.50. On the 4th, we increased them again to $3.12. On the 6th, we
increased them to as high as $13.00 for some ad groups. However, we didn’t think the results
justified the price changes and on the 7th we decreased the Max CPC for all ad groups down to
either $4.74 or $4.44. In addition to our regular daily budget and Max CPC changes, keywords
and ads were regularly changed/updated every 1-2 days. We based our decisions of keyword
changes on the Keyword Planner and Opportunity tools provided by Google. In addition, we
also took current results and keyword
quality score into account. Keywords
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that were performing poorly were paused or replaced with something different to test the results.
The increased bid prices and updated keywords allowed us to see a moderate increase in both
clicks and impressions, culminating on April 11th and 12th, where we saw 56 combined clicks
between the two days. This data is represented below in Figure 2.
Figure 2: Performance Graph: Clicks vs Impression
Key Results: Overall we think the campaign turned out to be relatively successful even though
many of our goals were not satisfactorily met. Quickly after initiating the campaign, we learned
that the pizza industry was very competitive regarding AdWords, and that the goals we set were
going to be challenging to reach.
First of all, we sought out to reach 12,500 impressions, and by the end of the campaign
we resulted in 21,578 impressions. On the other hand, we expected 250 clicks at a CTR of 2%
and average CPC of $1.00. In reality, we obtained 146 clicks at a CTR of 0.68% and average
CPC of $1.71. We quickly learned that our CPC budget was far too low, and as a result had to
raise the budget for each campaign to ensure we were making it to the front page for our ads.
To combat the limited budget that we had, we stuck to a strategy that would allow us to slowly
improve the campaign over time by looking at what worked and did not work. This allowed us to
not waste money early on keywords and ad copy that was ineffective. Over the course of the
campaign, we steadily increased the budget of each campaign to ensure we were getting as much
value as possible out of our keywords. We also adjusted the budgets of some keywords
individually that were performing far above expectations. As a result of the budget adjustment,
the amount of clicks we received per day trended upwards as a whole. Last, for each ad group,
multiple ad copies were created. This allowed us to better understand what the consumers were
more likely to click on, and adjust our ads over time to be more in-sync with the consumers.
Overall, over the course of the campaign, the campaign with the largest increase in cost
was Pizza. The key words in this
campaign were the most
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competitive, which meant that we had to increase the budget greatly over the course of the
campaign to get a high AdWords position. The campaign with the greatest increase in clicks over
the course of the campaign was Kitchen Food. As opposed to the Pizza campaign, the keywords
in Kitchen Food were the least competitive, meaning we were able to gather a large amount of
clicks at a minimal cost. To go along with this, costs tended to increase fairly equally to the
number of clicks we were receiving:
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Table 1 – Campaign Statistics
Campaign
Total
Clicks
Impressions
CTR
Avg.
Cost
Avg.
Budget/Day
CPC
Position
Pizza
$9.38
32
4,445
.72%
$2.37 $75.96
1.1
Delivery/Takeout
$16.10
39
8,246
.47%
$2.48 $96.76
1.6
Kitchen Food
$18.00
75
8,887
.84%
$1.02 $76.73
1.1
Total
$43.48
146
21,578
.68%
$1.71 $249.45
1.3
The table 1 demonstrates results we had by the completion of the campaign. Kitchen
Food was by far out most efficient campaign, with an average CPC more than half of both Pizza
and Delivery/Takeout. As a result, this campaign brought us the most clicks and most
impressions because of the low cost along with a high percentage of the total budget we allocated
towards it per day. One of the other positive takeaways from this campaign was our average
position with each campaign. Overall, our average position was 1.3, meaning the majority of the
time our ads were displaying in the number one position. This gave our ads very good visibility
for consumers.
/
Our most efficient keywords were those that were directly targeted towards our exact
target market. For example, “pizza Parsippany nj” had a CTR of 16.67%. Even though the
impressions were small, the amount of clicks were great because it is clear that when someone
uses that search term or a similar one, our business is what they are looking for. Another example
is “Parsippany pizza”, which had a CTR of 2.86% on 105 impressions. On the other hand, we
had many keywords that did not perform very well at all. The keywords that performed poorly
tended to be food items that were not very popular, which resulted in a lack of searches for these
terms.
As a result, these types of keywords
relevant keywords were added.
were deleted or paused and more useful and
Regarding ad groups, our top
performers were as follows:
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Table 2 – Ad Group Statistics
Ad Group
Pasta Dinner
Parsippany
Best Pizza
Specialty Pizza
Clicks
63
18
13
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Impressions
4,976
1,508
2,408
1,716
CTR
1.27%
1.19%
.54%
.64%
Avg CPC
$1.05
$2.48
$2.27
$1.26
Cost
$66.03
$44.58
$29.54
$13.85
Avg Pos
1.1
1.3
1.2
1.0
As can be seen, the Pasta Dinner ad group was by far our best performer in every way.
This accounted for the vast majority of our clicks in general. Because of the low average CPC, it
is pretty clear that this ad group contained keywords that were not nearly as competitive as the
other ad groups. This allowed us to reach a large number of people at a fairly cheap price.
Conclusions: By the end of this campaign, we were able to much better understand what worked
and did not work in regards to keywords, ad copy, and ad groups. By looking at the results of the
campaign, it is clear that the campaign’s performance continued to improve from start to finish.
Going forward, we believe that AdWords can be beneficial in bringing more people to
Parsippany’s Best Pizza by both increasing the traffic to the website, and also increasing the
traffic to the physical restaurant as a result. While the campaign did not reach the statistical goals
set out for it, moving forward we believe that with great optimization, these goals can be both
met and exceeded. One of the main reasons it was difficult to reach our goals was due to the vast
amount of competition and limited budget. Moving forward, a larger budget would allow the
company to better compete against the bigger competitors in the industry, allowing them to bid
on better, more searched for keywords.
/Future Recommendations: For this company’s future marketing efforts, we would recommend
that they continue where we left off. With this foundational AdWords campaign that we have
created, we believe that the company can continue on with, refine, and become even more
successful with it. Moving forward, we believe the company should continue to track and update
keywords, ad copy, and ad groups. The company should monitor every ad and adjust them when
necessary. By testing out even more ad copies, the company can determine exactly what
consumers are enticed to click on, resulting in both a higher CTR and quality score moving
forward. Furthermore, a larger budget will be necessary when moving forward to increase the
amount of clicks per day. Also, the
company website improvements could be
made to boost the quality score
of the ads, resulting in better ad
placement and a higher chance of
consumers seeing the ads,
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increasing the CTR, and decreasing CPC. A website should be built specifically for mobile users
as well, since many consumers use their phone when searching for pizza restaurants.
Learning Component
Learning Objectives and Outcomes: When we decided to participate in the GOMC challenge,
we were very excited and eager to learn new things. We entered the competition having very
little knowledge about Google AdWords and how it worked. We viewed the challenge as an
opportunity to learn more about the use of e-marketing since it is a going trend globally. We also
hoped to find out how this new marketing communication medium can affect the marketing
strategies of today’s businesses particularly in the local restaurant where advertising budget is
limited.
/Having a limited knowledge of Google Adwords, we underwent training to prepare
ourselves for the challenge. We learned how to use the data that Google AdWords and Analytics
recorded to create a successful campaign. This served as a basis for the actions that were
undertaken by the group to improve the overall performance of the campaign. Using Google
AdWords, we learned that, through context-sensitive marketing, we could target unique customer
groups and make specialized campaigns for them. We could also exclude untargeted customers
with the help of negative keywords. By doing so, we gained the ability to advertise only to the
people who are more likely to buy. This helps in better utilization and allocation of the
advertising budget. We expected our campaign to get high impressions and clicks, but we did not
get conversion since we did not connect the conversion tracking to Google analytics due to the
nature of the business’ competitive environment. Many people are searching online for a great,
quick meal, and they are potential customers for online sites like ours. However, we never
anticipated that our cost per click would be so high.
Group Dynamics: We did not often meet as a group because of location barriers and schedule
conflicts. We did not have a common time to sit together and work, so we set up online meetings
or communicated through texting. Since our group members are well-acquainted with each other,
we knew how to interact and relate. We understood one another, and so whenever conflicts
happened we came up with a compromise that is amenable to everyone in the group. We
managed to surprise each other since this
challenge is something new to us. We
uncovered new abilities that we
were not aware of. This changed
the way we conventionally divide
our work.
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Client Dynamics: When we asked the client’s permission to join the Google Online Marketing
Challenge, the owners of Parsippany’s Best Pizza did not hesitate to give us their approval.
During the competition, communication was an easy task because one of our members is family
with the owner. E-mail was not our only means of communicating with them which made life for
us easier. Our clients were vaguely familiar with AdWords since they already had an experience
with it the past, without too much success. We had to explain to them many of the things that
they needed to know about the campaign, so that they can also give us their insights. We did not
expect they would be willing to learn from students like us, even though they are already
successful owners.
Future Recommendations
Client Dynamics: It is important to meet with your client regularly. They can help you to
improve your strategies since they know more about the industry. They can also give you
important pieces of advice on how to market the business more efficiently.
Group Dynamics: Apply job rotation when dividing tasks. This will allow members to learn
more, as well as give them the opportunity to experience each other’s tasks. This can help the
group to work better. In addition, problems cannot be avoided when working with others because
each member has an opinion on what strategies should be used in order for the campaign to
succeed. In these instances, open-mindedness and compromise are essential.
Strategy: Try everything during the first week of the campaign to test what the market wants and
does not want. Afterwards, start cleaning your campaigns until you know more about your
market. Furthermore, do not just market your products, market your appeal.
/Learning Experience: Ask advice from people who are currently managing or had managed an
AdWords account. They can give ideas on what strategies you can use for your own account.
They can also give you some tips on how to clean up you campaigns.
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