Google online marketing challenge

1. Google online marketing challenge

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

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

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

5. Three Separate Websites • Company URL address http://www.hoganprint.com • Site for Memorial Cards www.seasonsmemorials.com • Site for Wedding Stationary: www.specialdays.ie

6. Pre-Campaign 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’

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

8. Post 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

9. 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

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

11. Analysis of Results 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

12. Analysis of Results Special Days • The most costly ad to run, finished at €106.92 • Lowest CTR-0.08% • 140 clicks overall • Average CPC is €0.76 • Highest number of impressions-181,332

13. 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

14. Campaign Conclusion • Our goal was to create brand awareness for Hogan Print • Hogan Print informed us that email 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

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

16. Recommendations • 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.

17. Conclusion • 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.

18. Any Questions?