PureFit

GOMCPost-Campaign Report

By:

Blake AndersonJessi McMasterRachael NugentKenny Smith

PureFit

Agenda

1. Industry Component

2. Evolution of Campaign Strategy

3. Key Results

4. Future Recommendations

5. Learning Component

PureFit

Industry Component

PureFit

Email Campaigns

Operational Details

• Majority of online sales during competition period came from email blasts

PureFit

Pre-Campaign Goals:• 15% CTR• Plan: Bid high and write relevant ad copy

• 30% conversion rate for Purchase Intent campaign

• Plan: Target searchers who are at the end of the purchase funnel

• Positive ROI

PureFit

Operational Details

3 Campaigns• Purchase Intent - $6.19/day• Flavor - $2.8/day• Nutrition - $2.8/day

Ads ran only between 6a and 12a

Monitored frequently

Total spend: $249.87

Campaign start: April 5, 2012 Campaign End: April 26, 2012

PureFit

Evolution of Campaign Strategy

PureFit

Evolution of Campaign Strategy

Network Clicks Imps Cost Avg CPCSearch 49 6,418 $49.92 $1.01Display 16 31,746 $33.29 $2.08

Major Change:We canceled Display Network because the Avg CPC was double that of the Search Network

PureFit

Avg CPC

w/ Display Network $1.54

w/out Display Network $1.05

PureFit

Weekly Summaries

PureFit – Client Overview

Week 1

• Our ads earned no conversions; we focused instead on Pages/Visit.

• Note that Pages/Visit for Apr 6 is higher than usual because of the low number of visitors that day

PureFit – Client Overview

Week 2

• Soy free protein bars and keywords including ‘gluten’ received higher than average pages per visit.

Keyword Pages/VisitWhat is gluten free food 1.24Gluten free food store 2.11Soy free protein bars 7

PureFit – Client Overview

Week 3

• Clicks smoothed out in week 3 as our optimization efforts gained effectiveness

PureFit – Client Overview

Key Results

PureFit – Client Overview

Campaign

• Nutrition campaign has the highest CTR. We believe this is because the gluten free, soy free features of PureFit’s bars are truly unique in the market

Campaign Impressions % of Total Imps

Clicks % of Total Clicks CTR Avg CPC Cost

Flavor 19,318 29% 77 24% 0.4% 0.58 $44.44

Nutrition 12,477 19% 166 52% 1.33% 0.27 $44.89

Purchase Intent

35,387 53% 74 23% 0.21% 2.18 $161.62

PureFit – Client Overview

Key Words

Keywords that included the word gluten were more productive

PureFit – Client Overview

Conclusion

1. Needed better data at start

2. Optimize ad landing pages

3. Focus on ‘gluten’

PureFit – Client Overview

Future Recommendations

1. Start small2. Purchase intent3. Optimize

PureFit – Client Overview

Learning Component

PureFit – Client Overview

Learning Objectives

We hoped to learn how to increase PureFit’s • Sales• Customers• Profits

PureFit – Client Overview

Learning Objectives

We actually learned:• Effectively monitoring and optimizing

AdWords campaigns is very time consuming

• How to talk about AdWords amongst other advertisers and to our client.

• That customers searching for gluten or soy-free products are very engaged in PureFit’s bars.

PureFit – Client Overview

Group Dynamics

• Limited availability of group members• Diverse skillset• Complex subject matter

Challenges

• Responsive and frequent emails• Delegating tasks

Solutions

PureFit – Client Overview

Client Dynamics

Our client was enthusiastic of our efforts and readily reachable by phone.

PureFit – Client Overview

Future Recommendations

1. More in-class, guided instruction with Google Analytics

2. A mid-campaign report for class discussion