Alysa.Gonzalez MRK 2135 Campaign Journal

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Sinclair Community College *

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2135

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Marketing

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Feb 20, 2024

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Digital Marketing Simternship: Campaign Journal Simulation Introduction Notes What type of business is Buhi? What are some of their business goals?  Buhi is an e-commerce retail bag supplier. Like any other business, Buhi’s main goals are to increase outreach, build profit, and sell a durable, functional product at an affordable price. What types of products does Buhi sell? Which are the most popular with consumers?  Buhi sells backpacks, messenger bags, suitcases, duffel bags, purses, fanny packs, etc. The most popular product sold is backpacks. Who are the company’s best customers ? Describe their target market segments .  90% of the company’s customers are in the age category from 19-32. There are 7 segments:  Back-To-School Molly – 20% of the market. Ages 18-26, Female, Income b/t $12k-$20k  City Hopper Sue – 12% of market, ages 18-35, Female, Income b/t $28k-$40k  Up-and-Comer Raj – 16% of market, Ages 18-26, Male, Income b/t $30k-$45k  Energetic Jill – 10% of market, Ages 18-27, Female, Income b/t $13k-$23k  Seaside Sally – 8%, Ages 18-26, Female, Income b/t $20k-$30k  Day packer Tom – 29% of market, Ages 18-26, Male, Income b/t $22k-$28k  Hipster Mommy Kami – 5% of market, Ages 32-45, Female, Income b/t $35k- $70k. Round 1 Notes Which target market (s) did you select for the backpack? Why do you believe they were the best choice for the product?

 I focused on the Back-to-School Molly market because this made the most sense to me. My goal was to create 2 Ads for the Buhi Backpack. I made the Ad pertain to Molly’s market because it is the perfect school bag. How did you differentiate your two ads ? (for example, different markets, product attributes, uses, etc.)  I was lost in round 1, so I only made 1 ad and it was horrible. I’m not entirely sure what I even did to create the ad, but I know none of it was successful. If I redid Round 1, I would’ve created 1 ad to pertain to the Molly market, while I had another for the Day packer Tom market. The Tom market needs a backpack for travel so I would create the ad to show the features of the backpack that make it create for travel. What types of keywords did you search for and include in your two ad groups for the product?  Again, I was lost. I only used 14 keywords for my one ad. I probably searched backpack and picked the first 14 words it gave me. With a chance to redo, I would pick 20-35 keywords for each ad to have a better range. How many keywords did you select for each ad? (minimum of 10 required per ad)  14 (for one)  I didn’t create a 2 nd ad for this round. What selections did you make on the product landing page and why ? (meta description, CTA button, product description, benefits, features, etc.)  Backpacks : Affordable. Durable. Made to hold your essentials. Environmental friendly. Total Budget Allocated : $1,050 Total Budget Spent : $0 Total Revenue : $0 Total Profit : $0 Total Impressions : 0 Total Clicks : 0

Total Conversions : 0 Top Performing Keyword by Clickthrough Rate (CTR): None Top Performing Keyword by Conversion Rate : None Compare your performance metrics above to the objectives assigned by your boss for this round. Did you achieve your objectives?  Not even close. What changes do you need to make to your first campaign based on the green, yellow, and red icons provided on the Search Ads dashboard?  I need to do a full 360 and restart my search ads and campaigns. Round 2 Notes What changes did you make to your keyword bids to improve your bid quality ?  I increased the suggested Keyword bids by 20% for most keywords. I also completely researched my keywords and created 25+ keywords for search ad. What changes did you make to the headlines and descriptions in your ad copy to improve your ad relevance ?  I made sure the headlines and descriptions included keywords that I chose for each search ad. This helped my conversions and CTRs. What changes did you make to your landing page content to improve your page relevance ?  Again, I used more keywords in my descriptions, and made sure to connect my landing page content to the content I provided in the search ads I created. I also decided to keep the landing page simple, yet effective. Which target market (s) did you select for the messenger bag? Why do you believe they were the best choice for the product?  I focused on Up-and-Comer Raj.

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 This market was the best choice for the messenger bag. The Up-and-Comer Raj is 16% of the market. This segment is looking for a bag that is “professional and stylish for his laptops and documents”. I see the messenger bag as a cloth briefcase. It is the perfect storage for important documents and products. I knew that selling the messenger bag to this market would bring the most revenue for it. What types of keywords did you search for and include in your two ad groups for the product?  For the first ad group, I focused on key words that included “American Dream”. I focused this group on Messenger bags that are tied directly to the American Dream line. It mainly consisted of the available colors the messenger bag comes in.  For the second ad group, I searched the word “messenger” and included the keywords that were low/medium in competition and didn’t have too high of a bid rate. I made sure to pick keywords that described the exact product I was selling. How many keywords did you select for each ad? (minimum of 10 required per ad)  I selected between 20-40 keywords for each search ad. The smallest amount I chose was 11. This was for the ad group that strictly focused on the American Dream Line. What selections did you make on the new product landing page and why ? (meta description, CTA button, product description, benefits, features, etc.)  I used the resources tab to come up with the product description. I also made sure to include some of the same keywords I picked in it as well. I kept the CTA button simple with Buy Now. For the rest, I chose options that described the product based on the resources tab or the keywords I chose. Total Budget Allocated : $2,400 Total Budget Spent : $2,399.52 Total Revenue : $8,225 ● Backpack Campaign Revenue: $3,965 ● Messenger Bag Campaign Revenue: $4,260 Total Profit : $5,825.48 Total Impressions : 50,385

Total Clicks : 2,442 Total Conversions : 132 Top Performing Keyword by Clickthrough Rate (CTR): ● Backpack Campaign: Lightweight Travel Backpack (10.53%) ● Messenger Bag Campaign: Laptop Messenger bags for men (6.52%) Top Performing Keyword by Conversion Rate : ● Backpack Campaign: Travel Backpack (3) ● Messenger Bag Campaign: Forest Green Messenger (6) Compare your performance metrics above to the objectives assigned by your boss for this round. Did you achieve the objectives?  Yes Which of your search ads produced the highest number of clicks ? Which one produced the lowest number of clicks ?  My search ad for the Buhi Messenger Bag What changes do you need to make to your search campaigns based on the green, yellow, and red icons provided on the Search Ads dashboard?  Most of the yellow/red icons are in the Bid category. I need to go and adjust the Bid again to better reflect the suggested bid + 20%. Round 3 Notes What changes did you make to your keyword bids to improve your bid quality ?  I either raised the bid or lowered it. I factored in the original bid, conversion, CTR, and clicks. I noticed that a 20% difference between the suggested bid and the bid I set made a difference in the KPI results.

What changes did you make to the headlines and descriptions in your ad copy to improve your ad relevance ?  I made little tweaks here and there. I wanted the headlines and descriptions to be smooth and almost roll off the tongue. I made sure to include things like Free Shipping, Free Returns, Durable Fabric, etc. What changes did you make to your landing page content to improve your page relevance ?  I didn’t make any changes to my landing page content. I felt that it gave enough positive KPI results, so I left it as is. Which target market (s) did you select for the duffel bag and why do you believe they were the best choice for the product?  I selected Energetic Jill for the duffel bag. It was the best choice because the duffel bag is the perfect solution to what the market is looking for. Anyone who would like a bag for the gym, a sport, or even for travel would be inclined to look at the American Dream Duffel. Your new search campaign consists of two separate search ad groups for the same product . How did you differentiate your two ads? (for example, different markets, product attributes, uses, etc.)  I made one search ad group specifically for shoppers looking for a gym duffel bag. I used different keywords that include things such as gym, yoga, soccer, sports, etc. I made sure that the landing page descriptions included some of the same words as well.  For the second group, I structured the ad around the market looking for a travel duffel bag. Focusing on words that include garment, travel, luggage, etc. Describe your keyword strategy for your new search ad campaign - what types of terms did you search for and why?  Travel, garment, luggage, sports, yoga, soccer, comfort, duffel, color variations, workout, gym  These keywords gave me the best KPI results. I also tried to use the same strategy I used in the previous rounds, focusing on keywords that are pretty specific to the product I’m advertising. I didn’t waste time on keywords that won’t get a lot of clicks. How many keywords did you select for each ad? (minimum of 10 required per ad)

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 Between 25-30 What selections did you make on the new product landing page and why ? (meta description, CTA button, product description, benefits, features, etc.)  I followed the same strategy as before. Using the recourses tab to help create my product description. I chose the features/benefits that made the most sense to advertise, such as free shipping, sustainable materials, and comfort, padded/fleece lined pocket, size dimensions, etc. I used the Buy Now CTA and kept the meta description simple with American Dream Duffel Bag. Total Budget Allocated : $4,800 Total Budget Spent : $4,798.29 Total Revenue : $14,170 ● Backpack Campaign Revenue: $5,330 ● Messenger Bag Campaign Revenue: $6,120 ● Duffel Bag Campaign Revenue: $2,720 Total Profit : $9,371.71 Total Impressions : 94,417 Total Clicks : 4,671 Total Conversions : 252 Top Performing Keyword by Clickthrough Rate (CTR): ● Backpack Campaign: School Bag Red (9.30%) ● Messenger Bag Campaign: American Dream Messenger Slate Grey (8.94%) ● Duffel Bag Campaign: Women’s gym duffel bags (6.63%) Top Performing Keyword by Conversion Rate : ● Backpack Campaign: Best Travel Backpack Carry On (3) ● Messenger Bag Campaign: Crimson Red Messenger (8) ● Duffel Bag Campaign: Best Duffel Bags (5) Compare your performance metrics listed above to the objectives assigned by your boss for this round. Did you achieve the objectives?

 Yes, I successfully created a new Ad campaign and re-allocated the budget to gain more revenue on each ad. Which of your search ads produced the highest number of clicks ? Which one produced the lowest number of clicks ?  My search ad for the American Dream Messenger Bag produced the most clicks with 1,400.  One of my search ads for the American Dream Backpack had the lowest amount with 95 clicks. What changes do you need to make to your search campaigns based on the green, yellow, and red icons provided on the Search Ads dashboard?  There were very few yellow and red icons. They were on Ad relevance and Page relevance for the most part. I will probably get rid of these as a whole because they didn’t produce much for the other KPI’s. Round 4 Notes Changes to Backpack Search Campaign:  I didn’t make any crazy changes. I tweaked some of the words I used in the description and headlines to better cater to the product being sold. Changes to Messenger Bag Search Campaign:  Again, tweaked some words in the description and headlines for the campaign. I eliminated some keywords that weren’t given me results. Changes to Duffel Bag Search Campaign:  Description/Headline words  Eliminating low performance keywords Which product did you choose to promote?  I decided to promote the American Dream OG Tote. I also promoted the Switch Carry On Luggage.

What target audience did you select for this product and why?  I selected the Seaside Sally market for this. It made the most sense because this market is looking for an affordable, stylish tote bag to carry all their needs. From personal items to kids’ items, to clothing, the tote bag works perfectly. I selected the City Shopper Sue market for the Switch Carry On luggage. This market consists of travel-buffs looking for stylish, affordable, and durable luggage to travel internationally with. What type of campaign - search or display - did you create to promote the product?  I created a display ad to promote the OG Tote bag. I created a search ad to promote the Switch Carry On luggage. What is your daily budget for this campaign?  I chose to make the daily budget $60 to start. I used a $30 budget for the Switch Carry On campaign. Which target market (s) did you select for the display campaign and why?  City Shopper Sue (explained above). Up-and-Comer Raj, for the messenger bag display campaign I created. Back-To-School Molly, for the backpack display campaign. These markets are the most obvious for me to cater to because I think they will give me the best KPI results for my campaigns after running the simulation. What audience targeting options did you select and why ?  Shopping, Travel-Buffs, Young-Professionals. These made the most sense to me as each option is specific to the markets I was interested in reaching. How many headlines and descriptions did you write for the ad?  I used 5 headlines and descriptions for each ad. The more, the better because I noticed that the simulation would rotate through the best headline/description option for me when running the ad. What is your daily budget for this campaign?  $ 60 Total Budget Allocated : $7,500

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Total Budget Spent : $7,498.01 Total Revenue : $15,775 ● Search Ad Revenue: $15,590 ● Display Ad Revenue: $185 Total Conversions : 273 ● Search Ad Conversions: 270 ● Display Ad Conversions: 3 Total Profit : $8,276.99 Compare your performance metrics listed above to the objectives assigned by your boss for this round. Did you achieve the objectives?  Yes, I optimized my previous campaigns, created a display ad campaign, and supported another product line. Compare your profit margins between the search and display campaigns. What differences do you observe? Why do you think this is the case?  I made much more profit for the search campaigns than the display campaigns. I think this is mainly in part to the keywords I can choose for sorting with search campaigns. Display ads are broader so the audience isn’t as narrow as it may be with a search campaign. Round 5 Notes Changes to Backpack Search Campaign:  Increased Daily Budget Changes to Messenger Bag Search Campaign:  Increased Daily Budget Changes to Duffel Bag Search Campaign:  Increased Dail Budget

Changes to Backpack Display Campaign:  I changed the descriptions and some of the headlines I originally had for this display campaign. I also retargeted it. Which target market (s) did you select for the display campaign and why?  Back-To-School Molly, it made the most sense as I was already getting great results from the search campaign that was catered to this market. What retargeting settings did you select from the Site Visitor options and why ?  I select the option “visited American Dream product page”. What additional audience targeting options did you select and why ?  I chose the In Market option of “Shopping”, and the Affinity Group of “Travel Buffs”. This ad group focuses on the audience interested in a backpack used for travel purposes. What is your default CPC for this ad?  $2 What is your daily budget for this ad?  $60 Total Budget Allocated : $10,500 Total Budget Spent : $9,848.93 Total Revenue : $24,230 ● Search Ad Revenue: $24,105 ● Display Ad Revenue: $125 Total Profit : $14,381.07 Total Conversions from interest-based Display Ad : 3 Total Conversions from retargeting Display Ad : 2

Compare your performance metrics listed above to the objectives assigned by your boss for this round. Did you achieve the objectives?  Yes, I re-marketed the display campaigns. I also re-allocated some of the budget. Compare your metrics between the interest-based display ad and your new retargeting display ad. What differences do you observe? Why do you think this is the case?  My conversions went down, and so did the revenue after retargeting. I would have to retarget again in order to see an increase in conversion and profit, however, the interest-based display did not give me high results, so I was not worried about the ad. In the next round, I will try to retarget again and find out what audience focus is not working for the campaign. Which of your search campaigns is most profitable and why do you believe that is the case? What insights can you apply from this top-performing search campaign to your other search campaigns?  The most profitable search campaign I have is for messenger bags. I think this campaign is the most profitable because of the metrics I used in the Ad. My headlines are “Free Shipping on All Orders | Space for All Essentials”. My description is “Black and White striped fabric liner, Padded/Fleece lined 15” laptop sleeve”. I think this campaign performs well because it is clear and concise. I used this strategy on my other search ads, and they received higher clicks and revenue than in the previous rounds. Round 6 Notes What changes did you make to your keyword lists ?  I went through and eliminated keywords that were not performing. I also added some new keywords that I found in the process to see if they would affect my campaigns performance at all. What changes did you make to your keyword bids ?

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 I adjusted them based on performance and KPI results. I tried to make sure that my keyword bids either matched the suggested bid or was 20% higher than the suggested bid. What changes did you make to the product descriptions on each of your landing pages and why ?  I didn’t make any changes to the product descriptions on my landing pages because I had already done this in previous rounds and found the results to be good. I didn’t see a reason to adjust the landing pages anymore. What changes did you make to your search ad copy ?  I focused on the keywords selected for the search ad. I have been continuously filtering through the keywords, removing anything will lower KPI results. As well as changing the Bid on them where needed. What changes did you make to your display ad copy ?  I tried to retarget the display ad again, changing the audience options and trying to focus on a different market segment since some segments have similar interests and this ad could cater to them as well. I also changed some headlines to match the landing pages better. How did you adjust your budget across all of your campaigns and why ?  I decided to wait to adjust my budget across campaigns because I wanted to see the results of the other changes I made for the campaigns. I have seen good revenue so far, based on the budgets I have set across the board. If one campaign is doing worse, I made take that money and put it towards a campaign that has better performance results. Total Budget Allocated : $10,500 Total Budget Spent : $10,362.62 Total Revenue : $25,120 ● Search Ad Revenue: $24,935 ● Display Ad Revenue: $185 Total Conversions : ● Search Ad Conversions: 438

● Display Ad Conversions: 3 Total Profit : $14,757.38 Compare your performance metrics listed above to the objectives assigned by your boss for this round. Did you achieve the objectives?  Yes, I retargeted the display campaigns, double checking my landing pages to make sure they were still accurate, and I reviewed all of my keywords and bids for them. Which of your search campaigns is most profitable and why do you believe that is the case? Did it change from the previous round? What insights can you apply from this top-performing search campaign to your other search campaigns?  The most profitable campaign is the same as the previous round. The other KPI results also increased. I think this campaign has improved from the work I did with the keywords. The other top campaigns also had increased KPI metrics. I think doing this work across the board helped each campaign perform. Round 7 Notes What daily budget did you assign to this campaign?  $145 What default CPC did you enter for this campaign?  $2 What product group (s) did you include in the campaign and why?  I named this group American Dream Line + and selected the groups Backpack, Duffel Bag, and Messenger Bag. I chose these product groups because they all serve a similar purpose and, to an extent, have a similar target market. What negative keywords did you select for the campaign and why?

 I chose 300+ negative keywords for this campaign. I focused on keywords that include brand names, which was the majority of negative keywords chosen. Other than this, I chose words that didn’t describe the products I am selling in this campaign. For example, keywords that include wheels, makeup, leather, etc. If you created new ads in this round describe your strategy below. I f you did not create new ads , describe your optimization work below.  I didn’t create new ads. I adjusted the keywords, negative keywords, and bids of the previous ads I had. Total Budget Allocated : $14,850 Total Budget Spent : $14,805.3 Total Revenue : $32,455 ● Search Ad Revenue: $22,400 ● Display Ad Revenue: $185 ● Shopping Ad Revenue: $9,870 Total Conversions : 570 ● Search Ad Conversions: 399 ● Display Ad Conversions: 3 ● Shopping Ad Conversions:168 Total Profit : Compare your performance metrics listed above to the objectives assigned by your boss for this round. Did you achieve the objectives?  Yes, I successfully created a new Shopping Ad, as well as adjusting my previous campaigns for better performance. Compare your performance metrics for your new Shopping Campaign to your Search and Display Campaigns. What differences do you observe? Why do you think this is the case?  The shopping campaign produced a significant number of conversions compared to the display campaign. It also had a profit of $5,521.51. The Display campaigns are bringing in a negative profit. I think the display campaign is too broad, which is why it’s not performing well compared to the shopping and search campaigns.

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Round 8 Notes What changes did you make to your Search Campaigns and why ?  I changed the daily budget from $280 to $295. To continue increasing revenue and profit. What changes did you make to your Display Campaigns and why ?  I reduced the daily budget by half and re-allocated those funds into the other high performing campaigns. The display campaign wasn’t performing well so I didn’t want to continue wasting money on it. *In Round 9 I decided to pause this campaign because it was performing so poorly. I re-allocated the budget to the search and shopping campaigns. What changes did you make to your Shopping Campaigns and why ?  I changed the daily budget from $145 to $170. To continue increasing revenue and profit. Total Budget Allocated : $14,850 Total Budget Spent : $14,812.76 Total Revenue : $37,600 ● Search Ad Revenue: $26,740 ● Display Ad Revenue: $0 ● Shopping Ad Revenue: $10,860 Total Conversions : 661 ● Search Ad Conversions: 479 ● Display Ad Conversions: 0 ● Shopping Ad Conversions: 182 Total Profit : $22,787.24 Compare your performance metrics listed above to the objectives assigned by your boss for this round. Did you achieve the objectives?

 Yes, I had increased conversions, and I had a total revenue of $37,600. Simternship Overall Campaign Results Total Campaign Budget Spent (Cost) : $32,705.57 Total Campaign Revenue Generated : $83,165 ● * Total Search Revenue : $63,910 ● * Total Display Revenue : $0 ● * Total Display Revenue : $19,255 Total Campaign Profit Generated : $50,459.43 Total Return on Ad Spend (ROAS) : 2.54 *Total Return on Investment : 254.28 ● Calculation: (Total Revenue ÷ Total Cost) x 100 Total Impressions : 664,158 Total Clicks : 27,540 Total Conversions : 1,470 ● * Total Search Conversions: 1,153 ● * Total Display Conversions: 0 ● * Total Display Conversions: 317 Most Profitable Search Campaign: Buhi Messenger Bags Search Campaign with Highest Conversion Rate: Buhi Backpack (Work) Search Campaign with Highest Clickthrough Rate: Buhi Backpack (Work) Top 5 Keywords by Conversion Rate: Best Women’s Laptop Backpack for Work 16.7% Women’s Work Backpack Laptop 15.2%

Cute Backpacks for School 11.1% Best Travel Backpack Carry On 13.3% Men’s Backpacks for Work 10.5%

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Alysa.Gonzalez MRK 2135 Campaign Journal

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