8th Week Google Ads Group Project
T E A M 3
B A L A N C I A F O O D
ABDURRAHIM AL JUNDI
JULIA INDAH PERTIWI
NUR ISNAENI
PEPY ARIF P
SANDY ALIF
YUSTIKA NINDY
WEDNESDAY
CAMPAIGN STRUCTURE
MONDAY
TUESDAY
PROFIT
$ 100,000
FRIDAY
THURSDAY
AD COPY
INSIGHTS AND RECOMMENDATIONS
About BalanciaFood
DAY TO DAY OPTIMIZATION
CAMPAIGN SUMMARY
Statistic
Another KPI and Metrics
DAY TO DAY OPTIMIZATION
Days
Monday
Thursday
Wednesday
Tuesday
Troubleshooting
We unexpectedly lost a lot of budgets just in an hour almost 40% of total budget, because of bidding strategy: automatic maximize conversions
1.The extension section "custom menu" has the status disapproved due to the associated 1 campaign 2 ad group extension.
1.The number of users from desktop and tablet are lower than Mobile users.�2.Only Women aged 18-34 shows good results (peak result is between that age, gender female)
3.There is a warning sign when we try to fix the tracking code, asking us to add a conversion linker
There is a keyword (menurunkan berat badan) that violates the privacy policy of "Health Care and Medicine"
Optimization
After knowing that the budget was spent a lot, we changed the bidding strategy to manual CPC and succeeded in getting conversions. (15.00 WIB) even with just a little amount of budget (from about Rp 120k we got 7 leads)
1. Create a new campaign with keyword optimization, new ad and extension
2. We solved Conversion Tracking Problem by adding Conversion Linker, and changed the URL destination with “contains”> “Thank you page” So we can start to collect fresh data to build our basic audience.
1. Maintain keywords that have potentials to appear on search
2. For the next campaign, we recommend to focus on mobile phone users, Demographics: women aged 18-54 and men aged 18-34
3. Potential ad-group is Jakarta. So we will use it later on the next day
5. Repair warning sign with Linker > create container > check box "Enable linking on all pageURL's" > and triggering Thankyou page
1. We removed the keyword (menurunkan berat badan). Due to that problem, we changed the manual CPC value.
2. We created campaign location using enhance CPC (Manual CPC)
Friday
We still have about Rp.100k to spent at 9PM. Our plan is to maximize outcome from the maximum budget given (Rp 550k include tax). But, we only have 3 hours left to spend as much as we can to reach it.
To maximize our outcome from 9 P.M we change the bidding strategy (Manual CPC) from Rp2k to Rp6k to get more audiences share, so we can reach our maximum ads potential.
Day 1 Performance Analysis (Monday)
Bidding Strategy : Manual CPC
Rp: 8,200.00
Why We Choose Manual CPC:
We chose "manual CPC" on bid strategy because this is the first time we run campaign, so we have to choose this option just because we dont have historical data yet.
Day 2 Performance Analysis (Tuesday)
Bidding Strategy : Manual CPC
Rp: 6,000.00
Why We Choose Manual CPC: Same reason as Day 1 but we decrease the CPC Bidding because from the previous day, 90% keywords only took of average CPC Rp. 2,500.00.
Day 3 Performance Analysis (Wednesday)
Bidding Strategy : Manual CPC
Rp. 5,100.00
Why We Choose Manual CPC:
We increase a little bit the bidding CPC with intension of we can grab more audiences share.
Day 4 Performance Analysis (Thursday)
Bidding Strategy : Maximize Conversions
> then we change it to Manual CPC:
Rp. 2,000.00
Why We Choose Maximize Conversions:
Because we think we have enough data to start automatic bidding, but in reality we lack of data because of the wrong tracking code. So, we assume the AI system keep draining the budget until we get conversion (It was almost draining like more than Rp. 100k in just 45 minutes). Luckily we realized it soon enough and changed it back to manual CPC again.
Day 5 Performance Analysis (Friday)
Bidding Strategy : Manual CPC
Rp: 2,000.00 > RP 6,000.00
Why We Choose Manual CPC:
Because we thought 2 days of running campaign is still not enough to build our basic data audiences to start automatic bidding strategy.
We started it with Rp. 2k CPC then we gradually raise it to Rp.6k because at 9PM we still have Rp 100k left to spent. We want to maximize outcome from the maximize budget given.
OVERALL PERFORMANCE
ANOTHER KPI AND METRICS
These are some of the client’s data that we get from e-mail and leadpages:
Thursday : we got 6 legit form for total 7 leads (quality leads score 85.71%)
Friday : we got 9 legit form for total 9 leads (quality leads score 100%)
Total Quality Leads Score : 93.75%
INSIGHTS
Keyword (menurunan berat badan) violates the policy of Google Ads after we run the 1st day of campaign. The keyword gives fakse promise so it is considered violate the rules
At the first day of the campaign the conversion rate is so high, more than 90%. It just too good to be true. It indicates that we need to check again the tracking code.
Manual CPC bidding strategy is the best strategy for new campaigns, because we can set the bid so we won’t get any over-budget in just an hour or less
RECOMMENDATIONS
For the next campaign we have to make sure that all of the keywords are eligible. So it will decrease the chance Ad account of getting suspended.
For the next campaign we can start immediately with bidding strategy manual CPC. Run it for 2 weeks, so the Google Ads AI will get enough audience data as a representation before we can use automated bidding
We need to make sure that the tracking code correctly installed before we run campaigns. Because it can makes the data is not valid enough to be measured (we assume that we got a lot of leads, but in fact those were just clicks). We can use recommendations from Google Ads such as Conversion Linker to fix it.
Using the “Promo” words and “Konsultasi Gratis Ahli Gizi” as a headlines, show a good result. If we want to attract more audience to visit our website and at the end become our leads
Most of all audiences came from mobile devices. The total impressions is 95.3% (1810 from 1899) Most of all audiences came from demographic Female (18-24). followed by Female (25-34), Male (18-24) and Male (25-34)
“Diet sehat” is the best-performing keyword. It gave us 55.66% of total impression (1057 from 1899) > with phrase match
The worst-performing keywords is (cara diet tanpa olahraga). Because we got 22 Impressions from this keyword, but none of them visit our website
We can keep use “Promo” and “Konsultasi Gratis Ahli Gizi” as Ad Copy for the next campaign. Because it show good results 50.07% impression (951 from total 1899 impressions)
We can use “Diet Sehat” as a SUPER KEYWORD because more than half of impressions came from this keyword as a phrase match
For the next campaign we can targeting mobile devices as our main target. Because more than 95% came from mobile devices. Also we can make audience persona to straight targeting the right audiences based on the insights that we’ve got.
We can directly make “cara diet tanpa olahraga” as a negative phrase match keyword. Because it generates 0 website visit.
Day by day Chart Visualization
CAMPAIGN SUMMARY
Total Impressions
1899
Average CTR
8.66 %
Total Clicks
153
Average CPC
Rp3,326.01
Leads
16
Average CPL
Rp. 31,804.94