eyeAds Team on Google Marketing Challenge

After our 3 weeks with Adwords, It’s the moment to evaluate the results and  obtain conclusions about our campaign.

This information will be in a summary that, when the campaign is done, we will send to Google and score our marketing strategy. We will comment the beginning of the campaing, the problems found and how we solved it. 

It’s the moment Google judge us!

To realize our ads more efficient must achieve two things:

• Calling the attention of our customers to click our searches and get a good CTR.
• Increasing the quality score to get a low cost.
• Avoid curious people.

Here there are some tips to make the ads effectively and get good results in our campaigns:

1. Include targeted keywords in the ad: Include keywords in the header goal or in the description for Google highlight in bold.
2. Sold Benefits: Explain one or more benefits in the ad such as “More features”, “a substitute for your Word,” etc.
3. Unique Sales Proposition: In our case is to obtain a free substitute from the market by following the Open-Source philosophy and totally online without installing anything.
4. Use words that provoke enthusiasm: Use words or phrases powerful call for action such as “Free”, “Try it now!” And so on.

Conclusion: Always track your ads. We must never stop trying out different keywords and ads to improve!

As we keep on advancing on our campaign we have become aware of the importance of the moment of the day or night when a user makes a click to our advertisings.

There are many factor that will determine the time lapse when our advertisings are going to be more effective, and the only way of improving is to know our costumers.

In our case, we’ve got two big and well differentiated campaigns, both exclusively focused on Spain:

-Office application campaign:

This campaign contains groups related to Word, contact manager (PIM), Excel and Power Point applications. Our objective is that the user registers so he can use the on line application.

On those groups we can observe quite similar behaviors:

• During Office hours they give us a high CTR (4%) though a low conversion ratio (18%).
• As much as it’s true that as the afternoon arrives our CTR gets worse, maybe because it’s the rush hour, our conversion ratio doubles (33%).

It’s been really hard to delimit a concrete timetable because the morning clickers have time to become conversions.

So in this case we’ve decided to show our advertisings during the whole day.

-Games campaign:

On this one we’ve got groups for Sonic, Prince of Persia, classic games and some old ones that no longer have a search warranty. We could say that the destination public to the advertisings already know what they want if they have arrived here.

It’s obvious that for playing one is supposed to be enjoying his free time, so it’s logical to think that the best hours will be from 14-15h. At the beginning we had no programmed groups so we could check out how until 15h that though they were printed they collected no clicks. Eventhough, we’ve accomplished some great results showing them on an accelerated way during a few hours at noon/tonight.

Link:  Desmarkt

Once our campaign has been launched it’s time for us to check if we’re accomplishing the objectives we created at the beginning. For this, it’s essential that we periodically watch the campaign and correct anything that could be not working.

Before anything else, we must have a strategy that shows us which direction we should follow, in our case we could resume it in one sentence:

To approach EyeOS to as many people as possible.

This sentence indicates us more that what it looks like at first sight, like, for example:

• Our objective is to maximize the clicks on our advertisements.
• The lower the CPC, the better.
• The advertisements must be imprinted only to potential clients (CTR around 5%).

This is a contest, so we must keep a good global statistics, which means we cannot allow an excessively low CTR.
With all these things already clear we can take our decisions, always in a coherent way and aligned with our campaign strategy.

Let’s see one of the problems that have been appearing and how we’ve fixed them:

1. Too many impressions (a poor CTR) on the EyeDoc group.

The problem:

This group contained the three most famous office applications: text processor, calculation sheet and presentations.
We found ourselves putting some keywords with a wide concordance that were producing 10000 daily impressions but very little clicks and, of course, even less conversions.

Not only we had together keywords for different applications, we also couldn’t guarantee that the advertisement shown was the correct one.

Solution:

We’ve split the group in three, one for each application. We have also amplified amplified our list of keywords for each group but only with keywords of concordance of sentence or exact. Naturally now we can know for sure that the advertisements are shown for the exact application.

These measures have allowed us to find out that the most interesting group is the one related with calculation sheet and that the text processor is the least lucrative.

And so, and following our strategy, we can double our strength in our more efficient groups.

Today’s advice: the key are the keywords, my friend

Following I give you a couple of points about how you can create a more efficient keyword list and what we should know:

1. Think about what terms does a client use to describe your products and services.
2. When you get a good keyword, you have to extend the list with variants of this keyword.
3. Adding ortographic errors, plurals and synonyms.
4. You must correct keywords too much generic or irrelevants.
5. Add descriptive terms and specifics about our product to obtain good results.
6. Use concordance options:

• When you put a phrase into [] the ad only appears when there is EXACT match with the search term.
• When you put a phrase into ” ” the ad appears when there is a phrase match with the search term.
• When you put a phrase without [] neither ” ” the ad appears when there is BROAD match with the search term.

Here is a video explaining how to find poor perform keywords with Google Analytics. It’s all about tracking and comparing the bounce rate.

Here’s one of the most important decisions of our campaign: To define which products we’re advertising and to whom why’re directed.

For each product we’ve defined a different group to manage well the advertisement and keywords for each of them. This way we will segment our marketing campaign according to whom are our products directed to.

The chosen groups are:

• EyeFiles: To the files management that allows to share files among different users.
• EyeDoc: As an online office automation pack.
• EyePIM: Personal information manager such as agenda and calendar.

There are two different groups that not only offer EyeOS applications to satisfy the needs of our users, but also offer to install the whole EyeOS system in your equipment. This two groups have been segmented according to the needs for which the installation of the cloud system is needed:

• Cloud Computing: Generally so the companies can use the EyeOS system using it’s own infrastructure so all the data stays in the company’s equipment.
• Eye4Schools: Fors schools and their pupils so they can enjoy the EyeOS applications.

Once the campaign has been launched, we observe which segments respond better to our advertisements, even as we deduce some results as we have commented during our pre-report.

We have chosen the company, we have met them and we’ve analyzed it. Now we have to get down to work and plan our strategy. Now is when we are really going to compete.

As a start we have made a previous report about eyeOS and our future strategy. In it the results of our investigation until now were to be reflected and analyzed in a brief though thorough way the following pints:

- Define the company. The typical “who we are”: our services, general objectives of the company, the mission, the vision, the values, the structure, the infrastructures…

- What is our market. In which field wee are working on and what market share do we present. For a better we can segment it according to the different products efficiency or services we offer and give according to who consumes them.

- Taret users. Who our clients or potential clients are; their profiles and motives for buying or acquiring the service.

- The competitors. Which other companies are their users? What profiles do they have?

- DAFO model. Weaknesses, threats, strengths and opportunities we face on the current market as well as against our competitors.

- Marketing and real communication strategies. What objectives has EyeOS and what actions are they currently taking to get them.

- Objectives of the strategy of the Adwords campaign. In what way our strategy adapts into the global EyeOS campaign. What specific goals do we want to accomplish with it? what part of our busines are we going to potenciate with this campaign?

- Choose the target users of our Adwords campaign. Why do we choose this users? What goals are we setting to use? What keywords are we going to use? what stand are we going to make?

- The institution of keywords and possible advertisements. Once decided the objectives and target users of our campaigns, we have to decide in which terms and with which keys word we are going to direct at them. Use creative texts that catch the users attention.

- Concludings. Lastly, we have to explain what made us take those decisions and what do we consider as a success. In other words: If, for instance, the goal to obtain is a company contract, we could consider a success that a company would fill in application form or that they would send us an e-mail through one of our advertisements from Google Adwords.

We have already begun the elaboration of our pre-report. We are in the middle of a brainstorm and making decisions, so in a few days we will be able to explain what objectives we want to accomplish with our campaign and what plan we’ve designed to get them. We’ll keep you informed.

Once the company was chosen it was the moment to meet with our client. We went to Cornella’s Citilab to meet Pau Garcia-Mila, the founder of EyeOS.

We had to explain to them what GOMCha was, what it consisted of, the deadlines.

As for them, que had to give us a preview of their company, and they had to explain to us what exactly EyeOS was.

Once the presentations were over, it was time to start working because we needed information to start shaping up our pre-report.

Pau told us that among their marketing activities they had conferences about Cloud Computing, free software, WebOS… around the world. Just the day before he had arrived from the Brazilian Campus Party.

Lastly, he outlined for us the kind of customers they had, just what our starting point on this GOMCha should be.

On this basis, we started our pre-report.