1 of 34

Kashmir.Viii

Campaign report

Group Members: Xinyi Li, Yishuang Xie, Yiwen Wang,

Disha Zhu, Yann-Tyng Kuo

2 of 34

Agenda

  1. Company Background
  2. Campaign Objective and Setup
  3. Ad Copies and Keywords
  4. Weekly report
  5. Overall Performance
  6. Learnings and Optimization

2

3 of 34

​

Pre-Campaign

Company Background

4 of 34

Company Background

KashmirViii.com was founded in 2015. The founder Kashmir created the brand to sell herself artwork through a large selection of items including bags, T-shirts, mugs, coasters, poster prints, and other household items.

​

She makes art based on movies, TV shows and black pop culture. We define the business as a black pop art.

5 of 34

Target Market & Currant Goal

Target:

Age: 20-40

Gender: Mainly african american women (and men but mostly women)

Education: College background

Interest: They are heavy into black culture and follow their favourite celebrities’ behavior. They enjoy art and music.

Currant Goal：

The company wants to finish out the year with the same revenue as it had last year. In 2017 the company grossed $211,000. Currently for 2018 it is at $181,000, currently down 14.6% from last year.

6 of 34

Marketing Strategy

Currently, Kashmir.Viii market strategy is solely on social media. People mostly know the brand from the internet and seeing some of their favorite celebrities wear KashmirViii stuff. Kashmir.Viii haven’t purchased much ad space this year, though the company have paid influencers to wear our products on instagram to generate more followers, thus generating more money.

7 of 34

Selling Performance

This year, KashmirViii.com’s gross profit is $181,000, currently down 14.6% from last year $211,000. It only sell online and occasionally at different events, festivals, etc. KashmirViii.com doesn’t have a brick and mortar store currently. Clutches are the top selling products.

8 of 34

Campaign Objectives

  1. Improve Brand Awareness
  2. Increase Impression
  3. Maximize Clicks
  4. Increase Sales

8

9 of 34

​

Campaign Set Up Details

10 of 34

  • Google Adwords campaign has been started on Nov. 27th 2018.
  • There are three ad groups in the campaign.

Prince (auto max cpc: $0.72)

Black Pop Art (auto max cpc: $0.60)

Girlfriends (auto max cpc: $0.60)

  • There are 27 keywords in total and 13 negative keywords.
  • We have opted for Automated Bid strategy to analyze.
  • Budget: $8.33/day
  • Bid Strategy: AdWords Automatic Maximum Clicks
  • Networks: Google Search & Search Partners

​

11 of 34

Ad Copies

12 of 34

13 of 34

Keywords

14 of 34

Prince

Black pop art

Girlfriends

15 of 34

Negative Keywords

Phrase match

Exact match

16 of 34

Weekly Report

17 of 34

Week 1 Performance

(Nov.27 - Dec.3)

Ad groups

Impression

Clicks

CTR

Avg CPC

Cost

Prince

12792

70

0.53%

$0.68

$46.32

Girlfriends

572

11

1.92%

$0.54

$5.93

Black pop art

1608

8

0.50%

$0.97

$7.78

Total

15K

89

0.59%

$0.68

$60.53

18 of 34

Week 1 Optimizations

​

​

​

  1. Nov. 29th have changed the keywords “Prince.”

​

  • Dec. 2nd added another ad group “Black pop art.”

​

  • Dec. 3rd paused the “Prince” keywords group.

​

​

​

18

19 of 34

Week 2 Performance

(Dec.4 - Dec.9)

Ad groups

Impression

Clicks

CTR

Avg CPC

Cost

Prince

6172

25

0.41%

$0.71

$17.80

Girlfriends

524

11

2.10%

$0.56

$6.21

Black pop art

2113

27

1.28%

$0.46

$12.44

Total

8.81K

63

0.72%

$0.58

$36.45

20 of 34

Week 2 Optimizations

  1. Dec. 4th added negative keywords to each ad group.

​

  • Dec. 6th added 2 keywords(kashmir and kashmirvii)

​

​

20

21 of 34

Overall Performance

Trend

22 of 34

Overall Performance

Ad groups

Impression

Clicks

CTR

Avg CPC

Cost

Prince

18964

93

0.49%

0.69

$64.11

Girlfriends

1097

22

2.01%

0.55

$12.14

Black pop art

3721

35

0.94%

0.58

$20.22

Total

23.8K

152

0.64%

0.64

$95.71

23 of 34

Trend

Nov.29th changed the keywords “prince”

Dec. 2nd added one ad group( black pop art)

​

Dec. 3rd paused Prince keyword group

​

​

Dec. 6th added 2 keywords( kashmir and kashmirvii)

​

24 of 34

Keyword Performance

25 of 34

User Analysis

26 of 34

84%

6.6%

9.4%

67.8%

8.4%

23.8%

83.8%

5.6%

10.6%

Device

27 of 34

Cost

18-24

25-34

35-44

45-54

55-64

65+

Male

28%

10%

7%

7%

2%

4%

Female

15%

12%

4%

5%

5%

1%

Demographics: Based on the 66% of your clicks with known gender and age.

CTR

18-24

25-34

35-44

45-54

55-64

65+

Male

9.00%

3.08%

3.30%

2.09%

0.79%

4.17%

Female

6.55%

6.15%

2.01%

1.75%

2.70%

1.04%

28 of 34

Networks

89.6%

10.4%

91%

9%

29 of 34

Day——click

Hour——click

30 of 34

Learnings

Optimization

31 of 34

  • Change keywords match type to reduce unnecessary cost

​

  • Use phrase or long tail keywords to improve search result

​

  • Add negative keywords

​

​

Keyword

Learnings

32 of 34

  • Add more ad groups

​

  • Add more ad copies to do test

​

  • Try more different types of ads (image ads)

​

Ad groups learnings

33 of 34

Optimizations

  • Add more valuable information like discount information in ad copies

​

  • Remove “Prince” ad group

​

  • Improve the quality of keywords, be more specific

​

  • Set up conversion tracking

​

34 of 34

ThANK YOU

​

Any Question?