AdWords Business Post-Campaign Summary Report Yemsquare Trade Matrix

(P) Ltd.

Executive Summary

Campaign Overview: Yemsquare Trade Matrix (P) Ltd. is a Bangalore based trading company
in FMCG products. It is headquartered in London, UK under the name Yemsquare Trade
Matrix (P) Ltd. It holds trademark right of brand “Pinguino”.

The company is driven by two director’s Mr. Muralidhar Janjala and Mr. Mahadeva S. Both
enterprisers are running full-fledged advertising agency specialized in Design, Print Media,
Events and Exhibitions.

To achieve the organization’s goals of increasing adoptions, attracting more customers,

raising brand awareness, and promoting events in order to customize their logo and brands.
This AdWords campaign lasted 25 days (18-14th of April, 2017) and we managed to
successfully maximize the PPC budget while spending a total of $250.0 We created 9
campaigns supported by 17 ad groups, 22 ads and 327 keywords in order to achieve the
goals of Yemsquare Trade Matrix (P) Ltd. and to exceed our initial metrics. Here are the
initial metrics: 6K clicks, $31K impressions, 1.39% CTR, a CPC of $0.04. Initial goals, set to
serve as Key Performance Indicators (KPI), included a click-through rate (CTR) of 1.0% with
100 clicks at an average cost-per-click (CPC) of $0.9 with 10,000 impressions.

Key Results: Overall, the account far exceeded the established KPIs and held an average
position of 1.1. Campaigns have generated an impressive avg. CTR of 1.39% (39% more
than our goal), a total of 6K clicks (2900% more than target) for 431K impressions and an
avg. CPC of $0.9 (95.5 % improvement).The most successful campaign, the Campaign M2
received the most clicks at3.41K. The Campaign M1 included 2 Ad Groups also experienced
a high success rate with 1K clicks. We were also pleasantly surprised with the Campaign #1
with 484 clicks and 1.97% CTR by the campaign’s end. Of the $250 budget, whole budget
was spent.

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Conclusion: The key to our success during the 25-day campaign was that we understood the
need to make constant optimizations and to know everything about our market in order to
perform well with AdWords. The AdWords campaign was highly successful and the
accomplishments are attributed to the plethora of tools available within AdWords including
use of Opportunities, Reports, Tools, and the Keyword Planner, as well as constant account
monitoring, steadfast optimization, dedicated teamwork, and excellent communication with
the YBB.

Future Recommendations: The team highly encourages the YBB to create a mobile app and
install Google Analytics to effectively analyze site traffic. We recommend continued use of
AdWords and Google+ to promote their business. The M1 and M2 Campaigns showed
promise and with additional budget, success may be even greater.

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Industry Component

Table 1: Pre-set target metrics

Clicks 200
Impr. 10,000
CTR 1%
Avg. CPC $ 0.9

Campaign Overview: The primary goals of the three-week AdWords campaign were based
upon the Yemsquare Trade Matrix (P) Ltd. goals to drive traffic to their website in order to:
1) increase adoptions 2) attract more customers to support their initiatives, 3) improve
public perception by increasing brand awareness, and 4) To promote Customization of
Brands in water bottles. Proposed success metrics included achieving a CTR of 1% calculated
from 100 clicks at an average CPC of $0.9 at 10,000 impressions. In order to achieve these
goals, the campaign ran from March 18th through April 14th on the Google Search Network
& Display Network. Nine campaigns were created: Campaign #1, Campaign #2, Campaign
#5, Campaign #6, Campaign #9, Campaign M1, Campaign M2, Campaign M3 and YBB that
directed users to unique landing pages within the client’s website and included a combined
total of 17 Ad Groups, 22 ads and 324 keywords.

Although the team worked collectively, each campaign was assigned to a team member who
oversaw daily tasks related to their respective campaign. Tasks included: keyword addition
using the Keyword Planner, adding negative keywords based on the Search Terms Report,
manual keyword bid adjustments based on lost impression share by rank, and budget
adjustments based on lost impression share from budget. Additionally, one team member
was assigned to the position of campaign manager to regularly monitor the entire campaign
by analyzing all daily scheduled AdWords Reports, overall performance, and strategies for
further optimization.
A/B testing was consistently performed to improve CTR. Ad Extensions such as Callouts,
Site links, were also utilized to maximize the user experience while also increasing
relevance. The original $250 budget was scheduled to use 20% during week one, 35% in

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week two, and 45% in week three. However, minor deviations were made based on the
campaign evolution and actual spending across the account.

Key results: since Yemsquare Trade Matrix (P) Ltd. is in a new company with a limited
number of keyword searches, we focused on the relevance of our campaigns. With the
constant management of our campaigns, we managed to obtain 6K clicks for 631K
impressions with CTR of 1.39%, at Avg. CPC of $ 0.04.

Table 2: Overall Account's Metrics

Clicks 6K
Impr. 631K
CTR 1.39%
Avg. CPC $ 0.04

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 LEARNING COMPONENT

Learning Objectives and Outcomes: To us, the GOMC was a rich learning experience filled
with lessons and emotions. At the beginning of this adventure, we spent a lot of time on
reading books, articles and watching tutorial about Google AdWords in order to be able to
master the platform. However, most of the knowledge and skills we obtained were from the
AdWords study guides, covering the exam to be “AdWords-certified”. We were instantly
attracted to the idea and each of us decided to pass two of the AdWords exams to obtain
the AdWords Certification, which we all obtained successfully. Our objective with this
project was to learn as much as we could about online marketing, particularly in paid media.
Our team all want to work in this field and in the end, our efforts have paid off and we have
all obtained interesting opportunities for internships. During the campaign, we also learned
to use Google Analytics in order to help us master all the data that could be collected. Since
the beginning, we chose to invest ourselves 100% in the success of our Yemsquare Trade
Matrix (P) Ltd. campaign.

Group Dynamics: Because of our busy schedules and the distance separating us,
coordinating meetings and working as a team was a challenge. Our biggest asset was the
separation of our tasks according to our different strengths (English level, communication
skills and marketing) as well as the collaboration support on each of our tasks. Tools like
Google Drive, Calendar, Sheets, Docs, Hangouts and Gmail have been of great assistance to
maximize our organization and ensure the execution of our respective tasks. Google
Hangout was a very useful tool to communicate between us, since we lived far from one
another. Google Sheets allowed us to elaborate a strict budget and stick to it throughout the
campaign. We used Google Calendar to ensure that there would always be one of us
available to manage the AdWords account.

Learning experience: We could have taken the AdWords certification at least one month
before the start of our campaign and not during the three weeks of the campaign.

Group dynamics: We would need to make sure that everybody in the team had the same
availability and goals from the start.

Client dynamics: We would work with the developer in advance so the landing pages would
be tested and ready before the start of the campaign.

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