Market Test

Campaign Result

Group I - Section Madrid

SLIDESMANIA.COM

Ruhamah Izzah Aufa

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Project Manager

Andi Irwansyah M.

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Performance

Our Team

Ruth Desinta Purnamasari

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Technical

Nicholas

Zia

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Performance

Luthfia Fauziah Tita

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Technical

SLIDESMANIA.COM

SLIDESMANIA.COM

deck contents

Table of Contents

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1. Company Profile
2. Campaign Summary
3. Campaign Structure
4. Optimization
5. Performance Analysis
6. Insights and Recommendations

SLIDESMANIA.COM

SLIDESMANIA.COM

Business Name : MASAKIN

Business Type : Online Personal Healthy Catering

Business USP : Customize your own healthy meal with free consultation from Nutritionists

Location : Surabaya

Company Profile

SLIDESMANIA.COM

SLIDESMANIA.COM

Campaign Date:

6 March 2023 -

10 March 2023

Budget Spent:

Rp502,596

Leads:

1

Impressions:

750

Clicks:

62

CVR:

1.61%

CTR:

8.27%

CPC:

Rp8,106

Campaign

Summary

CPL:�Rp502,596

SLIDESMANIA.COM

SLIDESMANIA.COM

Campaign Structure

SLIDESMANIA.COM

Campaign Structure

Campaign

Ad Group

Ads

Generic Campaign

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Bid Strategy: Manual CPC

Product Campaign

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Bid Strategy:

Manual CPC

Generic - Catering

Product

- Generic

Business Product

Product

- Business Product

Jumlah Orang

Product

- Business Product

Orang Khusus

Keyword & Negative Keyword

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Ad Copy & Ad Extension

Keyword

Ad Copy & Ad Extension

Keyword

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Ad Copy & Ad Extension

Keyword

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Ad Copy & Ad Extension

Competitor Campaign

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Bid Strategy:

Manual CPC

Competitor - Nama Competitor

Keyword

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Ad Copy & Ad Extension

SLIDESMANIA.COM

SLIDESMANIA.COM

harga makanan di yellow fit kitchen

harga catering diet yellowfit kitchen

catering makanan

"menu catering"

"harga catering"

"masakan catering"

paket yellow fit kitchen

harga catering yellow fit

"menu makanan catering"

catering menu

"catering untuk penderita diabetes"

"katering makanan penderita diabetes"

"catering keluarga"

makanan untuk diet

"jasa catering orang pribadi"

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"catering sehat couple"

"catering sehat berdua"

catering diet murah

"catering diet terdekat"

menu catering sehat harian

makan siang untuk diet

"catering personal"

"catering harian keluarga"

menu catering makanan sehat

"catering makanan"

mymealcatering

harga makanan yellow fit kitchen

mymeal catering

harga yellow fit kitchen catering

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Generic

Keywords

catering diet sehat

catering diet

katering makanan sehat

makanan sehat untuk diet

"catering sehat keluarga"

"makanan untuk diet"

catering sehat

catering sehat surabaya

catering diet terdekat

menu makanan sehat

catering sehat murah

menu catering sehat

makanan diet sehat

menu sarapan diet

catering makanan diet

"catering couple"

harga paket yellow fit

mink catering

menu katering

menu catering rumahan

harga catering

"katering makanan"

harga yellowfit kitchen

yellowfit surabaya

katering makanan

"katering makan"

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harga yellowfit

"menu masakan catering"

yellow fit kitchen sunter

"catering ibu hamil"

"catering lansia"

catering untuk ibu hamil

"catering untuk orang sakit"

"catering diabetes surabaya"

"catering untuk diabetes"

"catering untuk ibu hamil"

"catering untuk lansia"

catering diet surabaya

menu makanan diet

makanan malam untuk diet

"catering sehat pribadi"

makanan catering sehat

"catering sehat"

harga catering diet

menu diet sehat

"catering pribadi"

"catering sehat surabaya"

"catering harian"

"menu catering rumahan"

"catering terdekat dari lokasi saya"

buzet catering

catering harian

catering terdekat dari lokasi saya

"paket catering"

"catering sekitar sini"

Product

yellow fit kitchen harga

"menu katering"

harga catering yellow fit kitchen

"daftar menu catering"

"catering menu"

"catering terdekat"

rebela food

yellowfit catering

menu catering

paket catering

daftar menu catering

catering terdekat

"catering sehat untuk penderita kanker"

"catering sehat untuk orang tua"

"catering untuk penderita gagal ginjal"

"catering orang sakit"

"catering untuk penderita stroke"

catering ibu hamil

"catering ibu menyusui"

"catering untuk penderita kanker"

"catering khusus ibu hamil"

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Competitive

"akikah"

"nikahan"

"murah"

"prasmanan"

"Sunatan"

"buah"

"Gresik"

"asam lambung"

"sidoarjo"

"ibu hamil"

"ibu menyusui"

"Bangkalan"

"kue roti"

"solo"

"mcd"

"cara"

"bandung"

"15000"

"Mojokerto"

"malang"

"pernikahan"

"resep"

"aqiqah"

"desain"

"prasmanan"

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Negative

"nasi tumpeng"

"batak"

"gresik"

"lamongan"

"sonokembang"

"jakarta"

"dash"

"contoh"

"kudus"

SLIDESMANIA.COM

SLIDESMANIA.COM

Why we came up with these campaigns?

We created Generic Campaign, Product Campaign, and Competitive Campaign with these following reasons:

• Generic Campaign: To attract audiences who are not aware of their need to eat healthier, but are searching for general catering service, hence might be interested on our service.
• Product Campaign: To attract audiences who already have the intention to eat more healthy, aware of the solutions that are available (online healthy catering) and currently considering which one is the right option for them.
• Competitive Campaign: As a new business, we could benefit from attracting audiences who already have the intention to eat healthy and are considering our competitors, by positioning our brand better than the competitors.

Why we don’t create Brand Campaign?

As a new business that is still in market testing phase, we currently don’t have any audience that is aware of our brand and actively searching for it on Google, therefore the search volume for our brand keyword is 0 and hence we don’t need to create it.

SLIDESMANIA.COM

SLIDESMANIA.COM

Why we came up with these ad groups?

• Generic - Catering: Target keywords around general catering
• Product - Generic Business Product: Target keywords around “catering sehat” or “catering diet”
• Product - Business Product Jumlah Orang: Target keywords around “catering sehat” or “catering diet” with number of people to serve.
• Product - Business Product Orang Khusus: Target keywords around catering for special needs, since our catering is supervised with nutritionists.
• Competitor - Nama Competitor: Target keywords around top competitors on our specific location (Surabaya).

We grouped our Product Campaign into 3 different ad groups based on audience behavior and conditions that affect the way they search for our products on Google Search.

SLIDESMANIA.COM

SLIDESMANIA.COM

Why we came up with our keyword matching?

On the first day of campaign, we set our keyword matching all to phrase match with the intention to capture search terms as closely as possible to our targeted keywords, but it resulted in a very little number of impressions and clicks. This could due to little search volume of our target keywords and the fact that we’re not yet familiar with the keywords around our business.

Therefore, we switched our keyword match to Broad Match, in order to gain more impressions and clicks. On the other hand, we could capture more keywords and gain insights on what keywords our potential customers are actually searching through Search Term data. After that, we started to gain more impressions and clicks.

SLIDESMANIA.COM

SLIDESMANIA.COM

The bidding strategy we implement is the manual CPC, so at the beginning of the campaign we can save more budget because it gives us more control over our ad spend. Besides, campaigns also would face difficulties to get conversions at the start of the campaign so that Google can learn from historical data resulted from the manual CPC.

Then after a sufficient time about 2-3 days with manual CPC, we will switch our bidding strategy to maximize conversion.

Bidding Strategy

SLIDESMANIA.COM

SLIDESMANIA.COM

Competitor Research

Yellow Fit Kitchen

Site links

Product

Business Claim

Using the customer testimony in description to support headline business claim

SLIDESMANIA.COM

SLIDESMANIA.COM

Competitor Research

MyMeal Catering

Site links

Product

Value Proposition

Picture

Putting their business claim and VP in description

SLIDESMANIA.COM

SLIDESMANIA.COM

One of Our Ad Copy

Structured Snippets

Callout

Value Proposition

Product

VP and CTA on description

From competitor analysis, we try to gain insights and implement them to our ad copy, but customized to our business conditions.

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For example, we can’t claim that our business is the best or trusted yet, since we have no testimony to backup the claim, instead we focus on our VP and highlight it through clear messages.

SLIDESMANIA.COM

SLIDESMANIA.COM

Product - Generic Business Product

Other Ad Copies

Product - Business Product Jumlah Orang

Product - Business Product Kebutuhan Khusus

Competitor - Nama Competitor

SLIDESMANIA.COM

SLIDESMANIA.COM

Budget Allocation

SLIDESMANIA.COM

SLIDESMANIA.COM

Optimization �(Day to Day)

Day 1

Day 2

Day 3

Day 4

Day 5

SLIDESMANIA.COM

Day 1 - Monday, March 6th 2023

• Finalization of the campaign structure, media + budget plan, and the bidding strategy
• Keyword research based on the campaign theme
• Finalization of ad copies/assets
• Setup the campaigns on Google Ads Search

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SLIDESMANIA.COM

SLIDESMANIA.COM

Insights:

-All campaigns generate very little number of impressions and clicks.

-Many search terms are irrelevant to the keywords we targeted.

Optimization and Reasoning:

1. We set some keywords match to broad match to get more impressions and clicks.
2. Add irrelevant search terms to the negative keyword list for all campaign.
3. We changed keywords that are not eligible (low search volume) to better keywords.

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Total Budget Plan Daily:

Rp75.000

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Total Spent Daily :

46.241

Day 2 - Tuesday, March 7th 2023

Day 2 Results

Total clicks: 6

CTR: 9,09% �AVG CPC: Rp7,706

Leads: 0

SLIDESMANIA.COM

SLIDESMANIA.COM

Day 3 - Wednesday, March 8th 2023

-Impressions and clicks increased, but leads still 0.

-Competitor campaign generate 0 impression.

-Daily spending is quite low.

-There’s still many irrelevant search terms.

1.We changed the headlines on both Generic and Product Campaign. It aims to boost ad strength while also making our ads more relevant to the keywords we're targeting.

2. Turned off Competitor Campaign so that budget can be allocated to the campaigns that generate traffic.

3. Turned off 2 ad groups in the Product Campaign because they didn't generate traffic, were less relevant to LP, and had low search volume keywords.

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4. We paused low search keywords and added more relevant keywords to the Generic and Product Campaign.

5. Increasing daily budget in order to maximize traffic and to get leads.

6. Increasing the budget for Product Campaign because it generate more high-quality traffic. While decreasing the budget for Generic Campaigns because the traffic is less relevant.

7. Add irrelevant search terms to the negative keyword list.

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Optimization and Reasoning:

Insights:

SLIDESMANIA.COM

SLIDESMANIA.COM

Day 4 Results

Total clicks: 11 ( 56%)

CTR: 7,43% ( 29.54%)

AVG CPC: Rp7,249 ( 4.6%)

Leads: 0

Insights:

1. Traffic from product campaign went up 2 times because we double the budget
2. Search term become more relevant to our business which is Healthy Catering
3. Generic Campaign got alert by Google due to “Limited by Budget”
4. Still 0 Leads

Total Budget Plan Daily:

Rp100,000

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Total Budget Spent:

Rp79,700 ( 27,66%)�

Optimization and Reasoning :

1. Turn off generic campaigns because we no longer want to run for generic campaigns that give us broad and irrelevant traffic with 0 conversions, it's better to focus on budget, effort, and attention to product campaigns.
2. Only running a product campaign and increasing the daily budget from 100k to 125k because there is still a spare budget
3. Change the bid strategy from Manual CPC to Maximize Conversion because we feel we have enough data from incoming traffic and are now more focused on leads
4. Keyword testing by replacing some of the keywords "Catering Sehat/Diet" to keywords that are more B2C/Individual customers terms such as "Makanan sehat/Makanan untuk diet"
5. Add more (-) keywords that we observe and obtained from irrelevant search term insights.
6. Optimize the LP by changing the language style of the copy to make it more straight forward and clear, adding a countdown timer, and an alert banner for building an urgency.

Day 4 - Thursday, March 9th 2023

SLIDESMANIA.COM

SLIDESMANIA.COM

Day 5 Results

Total clicks: 31 ( 244%)

CTR: 6,94% ( 29.54%)

AVG CPC: Rp8,592 ( 19.67%)

Leads: 1 ( 100%)

Insights :

• Traffic from product went up 2 times because we double the budget
• Finally, got 1 Leads from the one and only product campaign we running

Total Budget Plan Daily:

Rp125,000

Total Budget Spent

Rp266,000 ( 234%)

Optimization and Reasoning :

• Increase the daily budget to 200k because we want to maximize the spent budget on the last day of the campaign and hoping get better leads

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Day 5 - Friday, March 10th 2023

SLIDESMANIA.COM

SLIDESMANIA.COM

Performance Analysis

SLIDESMANIA.COM

Performance Analysis Overview

Our audiences mostly saw our ads on mobile phone

Our audiences mostly

saw our ads at noon

Our audiences mostly are female, within 25-34 age range

SLIDESMANIA.COM

SLIDESMANIA.COM

Ad group - Generic Business Product from Product Campaign gives the best performance because the audiences that we got is the audience who already have the intention to our business, so it can generate conversion for our ads and also give a good results in other metrics

Performance Analysis + Insights

Best Performing Ad Group

SLIDESMANIA.COM

SLIDESMANIA.COM

Based on the data, our only lead came from keyword makanan untuk diet (meal for diet).

So we can say that the keyword is the most relevant and valuable for our ad campaign.

Best Performing Keyword

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Performance Analysis + Insights

8.51%

IDR26,161.00

SLIDESMANIA.COM

SLIDESMANIA.COM

As Generic Business Product is our best ad group, the result on Ad level showed the best performance in every metrics

Best Performing Ad

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Performance Analysis + Insights

SLIDESMANIA.COM

SLIDESMANIA.COM

Best Performing Ad Copy

These are our 2 best performing Ad Copy based on the impressions. It means the combination of headlines that highlight our VP (than offering promo) is strongly enough to grab audience attention and also has a relevant copy to our audience.

Performance Analysis + Insights

SLIDESMANIA.COM

SLIDESMANIA.COM

Overall Insights

Business

• We’re struggling to get leads because there is a possibility that healthy catering products don't really have product market fit in Surabaya, then our prices are quite pricey and are not adjusted to the buying power of Surabaya people

Bidding strategy (Manual CPC -> Maximize Conversion)

• Use the combination of Manual CPC strategy at the beginning to collect data and traffic, then changing it in the middle of the campaign to Maximize Conversion when we feel the data and traffic are sufficient enough to help us generate leads

Campaign

• If we have limited budget, it’s better to focus on setting 1-2 campaign, instead of running a lot campaign in hoping to expand the funnel, but in reality, the budget allocation is not effective

Ad Group

• Same thing with the campaign, we can start our ad-group with simpler structure if the budget is limited, such as choosing 1-2 potential ad group, after that we can consider to add the ad group if we already have a proper historical data

Keyword

• Adding negative keywords regularly can help us to control the relevancy and quality of our traffic and prevent our ads shows in irrelevant search keyword and also save our budget

Ad Copies/Assets

• Headline showed the VP has a better performance than offering/promo headline

Landing Page

• Landing Page that is less effective and irrelevant such as not straightforward, has a multiple interpretation, and use a bilingual language can lead to a lack of audience experience, so they are less likely to convert. It was proven by the last 24 hours when we were given permission to change the copy, that there is a user who converted into lead

SLIDESMANIA.COM

SLIDESMANIA.COM

Bid Strategy

• Keep running max conversion to get leads and new customers

Campaigns

• Run competitor campaign when the trust of our business is strong enough from our targeted audience perspective (ex: has lots of testimonials from customers)
• Run a brand campaign when our brand is well-known (when our brand terms have volumes in keyword planner)

Ad-group

• Conducting A/B tests by separating ad-groups between the term "Catering Sehat/Diet" and those that are more B2C/Individual such as the term "Makanan Sehat/Diet"

Keyword

• Do keyword optimization regularly by changing keywords that has low volume/performance to new potential keywords
• Check the search term list periodically to exclude irrelevant keyword terms by adding them to the negative keyword list

Ad Copies/Assets

• Add a sitelink when our LP has been upgraded to a proper website with lots of different pages and content in it

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Recommendation

SLIDESMANIA.COM

SLIDESMANIA.COM

Recommendation

Landing Page

• Since the term “healthy” is too broad, it is necessary to clarify the specific health purpose (for example for diet, weight loss, bulking, balanced diet, etc.)
• Avoid using ambiguous English or copy messages that can lead to multiple interpretations
• Add customer testimonials in LP when you have customers because healthy food and diet businesses rely heavily on social proof
• Alway prioritize to optimize LP for mobile users (good users experience on LP)

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SLIDESMANIA.COM

SLIDESMANIA.COM

Thank You

SLIDESMANIA.COM