Executive Summary

Campaign Overview: Further Food is a non-profit digital health startup company

providing an online community of crowd-sourced natural health solutions. The current

objectives are to enhance brand awareness, reach out to potential audience and to increase

user sign-ups. Accordingly, 3 campaigns were created: Brand, Health Solution and

Champion. Our goals were to reach a conversion rate of 2% Email subscribers, 1% for

sign-ups and an average CTR of 2% at an average CPC of $0.50.

Key Results: We have achieved most of our established goals except for Email

subscriptions and sign-ups. For our allocated $250 budget, $250.58 was spent to achieve

an average CTR of 2.01% and 0.34% conversion rate by obtaining 28,959 impressions

and 583 clicks at an average CPC of $0.43. We first created Brand and Health Solution

campaigns. After testing, we selected the best-performed Ad groups with the most

effective keywords and moved those into our champion campaign, including Diabetes,

Lupus, Healthy Recipes, and PCOS. Among the 11 Ad Groups, Lupus achieved the

highest CTR of 5.10% and Diabetes reached the highest conversion rate of 0.6%.

According to Google Analytics reports, the AdWords campaign did increase the company

website’s page views and sessions. Other than AdWords, most of the visitors come from

social media (42.6%), direct search (23.4%), organic search (17.1%) and referral (15.7%).

Conclusion: The 19-day AdWords campaign was overall a success. We did the

AdWords optimization following the steps of: building campaigns and Ad groups,

creating ad copies, keywords building through Keyword Planner tool, daily keyword bid

adjustment, budget reallocation based on Ad testing, report analysis, and the pausing of

underperforming keywords and Ad Groups. Considering the relatively small portion of

sessions driven by paid search and also that the channel was not profitable, AdWords was

not as effective as social media, Referral and organic search for cost-effectiveness reason.

Future Online Marketing Recommendations: The effectiveness of AdWords can be

measured mainly by traffic sources proportion (0.7%) and conversion rate proportion

(2.53%). Thus, we recommended Further Food to put their effort on expanding its online

presence through social media that are more cost effective to reach their potential

customers and create more relevant contents and keywords according to Google

Analytics analysis for better organic search results.

Industry Component

Campaign Overview: During the 19-day AdWords campaign, we aimed to achieve

Further Food company’s main digital marketing objectives of: 1) enhance brand

awareness of the Further Food website, 2) reach more potential audience online, and 3)

increase newsletter subscribers and users sign-ups. Three campaigns were created which

all linked to company website’s unique relevant landing

pages: Brand Campaign, Health Solution Campaign, and

Companions Campaign. Through the campaign, we also

created 12 Ad groups, 83 ads, and 1,849 keywords in total.

In order to lead our campaigns to a more effective result,

we developed the final campaign structure with three steps:

1) we kept testing and adding new Ad Groups and

keywords from April 11 to April 19; 2) from April 20 to

April 24, we started to move the most successful Ad

Groups into Champion campaign and switched budget to

support those more effective groups; 3) from April 25 to

April 29, we focused on the best performing ad groups in

Champion campaign, and paused underperforming ad

groups. The performance of each campaign is listed in the table below.

Compared with the previous goals set up in the pre-campaign report of driving more

traffic and achieving a conversion rate of 1% for sign-ups, the actual campaign only

reached a conversion rate of 0.34%. Besides, we designed to allocate budget for three

weeks at 25%, 35% and 40% respectively. However, the actual budget amount we spent

were adjusted according to clicks, CTR and CPC metrics daily, and each team member

was assigned to monitor two ad groups and made the adjustments to the bidding price.

We also generated customized reports by date range, campaign, ad groups, keywords,

search terms and KPIs for further review and optimization.

Campaign Evolution: In order to improve the performance and be more cost-effective,

we conducted several adjustments during the whole campaigns based on different stages,

which can be tracked in the graph below.

We focused mainly on search as strategic network with huge potential. Our original goals

were to gain more Clicks with high CTR and minimize CPC. After the first testing stage,

we gradually switched our budget to the most effective ad groups by moving them to a

newly created campaign called “Champion” in order to better boost their performances.

Key Results/Campaign Performance:

In general, we achieved our previous objectives: 1) Enhance brand awareness 2) Drive

qualified traffic to the websites 3) Reach a conversion rate of 2% for Email subscribers,

and 1% for users sign ups. The results are measured by various metrics showed as below.

The table below shows the summary of each stage and campaign.

Stages: By switching the budget to the most effective Ad groups in the second stage, we

were able to improve CTR from 1.79% in Stage 1 to 2.31% at the end also with a lower

CPC of $0.35. As the website does not have a confirmation page for us to track Email

subscribers, we were only able to track the number of users sign-ups. However we

assume that we contributed to overall Email subscribers as daily Subscribers improved by

13% compared to previous periods. One user-signup conversion was generated from

PCOS Ad group in health solution campaign and triggered by keyword of “natural

cures for pcos”. The other one was generated from the Diabetes Ad group and triggered

by the keyword “diabetes diet”. Both of those keywords are broad match type.

Ad Groups: The table below illustrates details of Ad group (HS stands for Health

Solution). Referring to Search Query Reports, we only chose the most relative Ad Copies

and well performed keywords for those switched groups in the Champion. Thus, Lupus,

Diabetes and PCOS groups were improved after switching, indicated by higher CTR and

lower CPC.

Keywords: Evaluated mainly by clicks and CTR, among 1849 keywords, the most well

performed keywords were listed in the following tables. These top five keywords are all

long-tail keywords. It should also be noticed that the higher quality score of a keyword,

the higher CTR and Avg session duration it may achieve, and also potentially have a

lower CPC.

Ad Copies: Higher performing ads were from our Champion campaign. More

importantly, except for relevant contents and qualified landing page. The ads with

sitelinks are more likely to have higher clicks and CTR. For example, the Top1 Ad Copy

“Superfoods for diabetes” was designed with the sitelinks of Diabetes Health tips,

Diabetes Recipes and Relevant articles, which may facilitate the effectiveness.

Furthermore, According Google Analytics, although we generated 583 clicks in total

through AdWords campaign, it only takes up 1.1% of traffic sessions, which is small

amount compared with other acquisition channels. However, AdWords generated more

unique visits with higher quality sessions with higher pages, higher session duration,

higher conversions rate and lower bounce rate, showed as below in detail.

Conclusion: In conclusion, we were successful in this AdWords Campaign. 1) Better

performance was enhanced for those ad groups with more specific focus and sufficient

budget support. 2) By focusing those effective groups and eliminating poor groups it

helped improve overall performance with higher CTR and lower CPC. 3) Although paid

search drove relatively higher quality traffic, it only accounts for a small part of the

sessions. Thus it may not be the best channel recommended considering the non-profit

fact and cost effectiveness reason.

Future Recommendations: According to our campaign result and analysis, Google

AdWords may not be the most cost-effective tool for Further Food. Since it is still a non-

profitable company so far, social media and organic search should still be the main

acquisition channels for Further Food to achieve higher engagement with potential

customers. Moreover, since Lupus and Diabetes Ad Groups are the best-performed ones,

Further Food can create more qualified contents and landing pages related to those two

topics, and include the top keywords in order to improve social media and organic search

channels.

• Create more ads for ad groups with high search volume but low bidding competition (lower CPC)

• Focus on two or three ad groups without splitting budget • Add some negative keywords (healthy food, on diet etc. ) • Use Google Analytics to examine organic search query

data which may be added as relevant keywords • Create campaigns for female, mainly target desktop users.

Adwords Campaign

Website • Emphasize the value of signing up as a user • The majority of our customers come from mobile, however,

few of them converted. A more mobile friendly page should be modified.