Almost four days have passed since the campaign officially kicked off and some prominent points are already surfacing in regards to potential markets for the Radiator product line.
What’s been keeping us busy?
Day One
The first 24 hours were surprisingly quiet ones. We quickly discovered how much we over estimated what we had expected would happen. Immediately, we knew we had to change our ways. Impressions were exceedingly low.
- Exact match > Phrase match would increase impressions which may lead to a correlation in clicks
- Optimal page position is 3 so we needed to increase CPC of a carefully selected group of keywords to improve visibility of our ads
Day Two
Clicks had doubled and impressions were stimulated slightly for Australia, however, all results were so small that they were insignificant. California was still not showing any sign of interest with little to no impressions.
- Adopt a ‘wait and see’ approach for Australia for the next 24 hours
- Drop the long-tail approach and add new suggested widely searched keywords for California
Day Three
Impressions and clicks further increased; however, we became aware that something drastic had to be implemented to significantly improve numbers. California was now taking small nibbles to the bait.
- Phrase > Broad match would further increase impressions which will correlate to more clicks to the website.
- Carefully selected a wider group of keywords across the board of both campaigns to raise the CPC and improve visibility of ad copy as page position is still too low, yet impressions exist.
Making the move to Broad match was a tough decision as we were aware it would certainly increase impressions tenfold. The information stemmed from the impressions will be invaluable – CTR? Where? What? When?… The answers to our questions will begin to form; however, it will be our job to filter the ‘gold’ from the bounce rates etc.
WHAT WE’VE DISCOVERED SO FAR…
- THE CALIFORNIAN MARKET IS RESPONDING ALMOST ENTIRELY TO THE DIVE AD GROUP
- BRANDING IS AN OUTSTANDING PERFORMER IN THE AUSTRALIAN MARKET, ILLUSTRATING THAT THERE IS ALREADY AN AWARENESS OF THE RADIATOR BRAND
radiatoronlinemarketingchallenge
Elliot Mist
Kathryn Neale
Susanti
bob78666
