Google AdWords Campaign Report

centralpark.com

Team members

Dawid StielowHenrik Gebbing

Meryem BenmoussaPiyanuch

KangwankijwanichPurvi Shenoy

Step 1: Pre-Launch• Creating 18 campaigns with 38 corresponding AdGroups • Geotargeting New York City• Budgeting each campaign equally

Step 2: Launching• Changing the budget based on the campaign performances

–Tours were not performing well, so the team included tours in ad extensions. As a result, the campaign had a better performance, but not a conversion.

• Testing the campaigns based on events and weather

Evolution of the campaign

Step 2: Launching• Experiencing failed campaigns

–Since Dinner and Restaurants fields had high competition, the team decided to pause them.

• Selecting good performance keywords. –High monthly searched volume keywords didn’t

convert clicks as much as our expectation; therefore, the team selected keywords based on high CTR history.

• Continually launching ads for mobile –Mobile has greater success than Desktop.

Evolution of the campaign

Key Results

AdWords Campaign

Target KPI’s Results

Impressions 50,000 24,366Clicks 500 1,027CTR 1% 4.21%CPC $0.35 $0.24

Clicks vs. Impressions

CTR vs. avg. CPC

Week 1

Week 2 Week 3 Total

Clicks 300 362 365 1,027Impressions

19,248 3,063 2,055 24,366

CTR 1.56% 11.82% 17.76% 4,21%CPC $0.38 $0.21 $0.17 $0.24Budget $113.0

6$74.29 $62.55 $249.90

Top Campaigns

Campaign CTR Clicks

CPC Top Keywords

Concerts 18.56%

180 $0.19 +Summerstage+Central Park Summerstage+Central Park Summer Concert

Events Calendar

17.22%

282 $0.16 +Events Central Park+2014 Events Central Park+Events Today Central Park

Ice Skating

12.52%

167 $0.28 +Ice Skating Central Park+Central Park Rink+NYC Ice Skating

Top Sitelinks

Campaign Clicks CTR CPC5% Off Walking Tours 454 12.26% $0.17

Cherry Blossoms 390 19.36% $0.17

Alice in Wonderland 291 18.20% $0.20

Keyword Dynamics

News NYC marathon 2014 announced

for sign-ups saw an upward search

trend for marathon and runner’s club

Weather• Deep correlation exists

between weather and consumer search behavior.

• On bright sunny days,keywords such as concerts and events performed very well

Conversion• Expensive keywords

Keyword Dynamics

Horse and Carriage Campaign

Horse and carriage central park

Min Bid: $ 2.90

Bike Rental CampaignBike rental in New yorkMin bid : $ 3.50

Recommendations

• Add site links for landing pages that have keywords with high bids instead of running them as expensive campaigns

• Improve keyword quality score to save budget• Run A/B testing ads and select the best performance ads• Launch ads during daytime as it has higher CTR than at night• Is Wollman Rink a potential partner?

Conversion

Conversion