Gia Carioti, Taylor Chlebina, Kaleigh Marr, Victoria Ryan
Background
Current Digital Marketing Strategies
Users: 1004
Users: 1194
Emails
Users: 8039
Project Timeline
Initial Client Meeting
Keyword & Campaign Planning
Ad Copy for Rereview
Ad Copy for Review
Campaign Launch
Campaign Results & Review
4/8
4/28
5/16
5/20
5/20
5/29
Anticipated Learnings
Focus Barre & Yoga
Our goal was to show our client how valuable paid search marketing can be.
Because we launched two different campaigns, we hoped to show which type of messaging was the most effective.
Campaign Plan
Platform: Google Ads
Campaign Type: Paid Search
Media Type: Paid
Paid Search Campaigns: Promotional and Competitive
KPIs: CTR and Impressions
Benefits: Targeting abilities, search behavior insights, competitive coverage on the SERP
Ad Creatives
Promotional Campaign
Competitive Campaign
Targeting
Geographic and Keyword Targeting
Promotional
Competitive
Budget
Daily Budgets
Campaign Type | Daily Budget | Anticipated Spend |
Promo | $5.00/day | $50.00 |
Competitive | $5.00/day | $50.00 |
Results & Learnings
5/20 - 5/29
Client Goals and Campaign KPIs
Overview: Client was looking to attract new customers using paid search
Campaign KPIs: Two different campaigns launched to capture the two different audiences.
KPIs include:
Overall Results: (May 20 - 29)
Device Segmentation
Results: Over two-thirds of traffic and engagement came from mobile traffic
Learning: Ensure that website is mobile optimized
Demographic Segmentation
Results: Highest engagement came from females in the 25-34 year old audience
Learnings: Target audience for studio is on par with search behavior
Promotional Overview
Top Promotional Keywords
Clicks CTR
Competitive Overview
Top Competitive Keywords
Clicks CTR
Max CPC & First Page Bid Strategy
Max CPC was set to $5.00 and continuously increased first page bids.
We hoped to capture more impressions this way as we were on the first page of the SERP.
Learnings: Our campaigns ran out of budget faster because they were on the first page, which meant people were more likely to search and click on them.
Campaign Comparisons
Competitive vs. Promo Clicks and Impressions
Results: Competitive campaign had higher search traffic than promotional campaigns, however promotional campaigns yielded more engagement
Learnings: Consumers are looking for specific studios more frequently.
Competitive vs. Promo CTR and Impressions
Results: Competitive campaign yielded more impressions than promotional, however the CTR was higher for Promotional campaigns.
Learnings: Consumers are more likely to engage with general yoga keywords, than competitive keywords. If a consumer is searching for a competitor, they are more likely to click on their ad.
Time of Day Analysis
Results: Search engagement was the highest across both campaigns in beginning of the day.
Learnings: Budget caps were set low, so ads were showing more frequently in the beginning of the day.
69.4% ROI
*assuming each click leads to a purchased class
**assuming 100% of any class sale is profit
Cost of Investment
$3.74/clicks x 75 clicks/month = $280.50
Gains from Investment
75 clicks x .0352 conversion/click (CTR) x $18/conversion = $475.20
Net profit
$472.20 - $280.50 = $194.70
ROI
$194.70/$280.50 = .694
Client Recommendations
Lessons Learned
Questions?