Group 2 Assignment 5

John The Builder Malecki

Group 2: Kristian Banks, Gina Davis, Alexis Garland, Kara Otto, Christian Gabarda

Deliverable Screenshots

Deliverable #1: A screenshot, an e-mail confirmation, or some other method that illustrates your report has been uploaded according to timeline set by the Competition rules, and a copy of the uploaded report (5 points)

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Deliverable #2: A screenshot illustrating that Analytics has been turned on for your client’s website (1 point), and a paragraph of discussion (3 points).

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Since having Google Analytics activated, we have had two page views and a 100% bounce rate. There

is currently no data on the demographic of our audience (age and gender). One of our page views was

from the United States and the second page view was from the United Kingdom. Both page views

were from users with English as their primary language. The duration of both page views was 0-10

seconds. Both of our page views were from a desktop computer, we have not had any mobile views so

far in our campaign.

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Deliverable #3: A screenshot illustrating that your AdWords campaign has begun (3 points)

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Campaign state Campaign Budget Status Campaign type Campaign subtypeClicks Impressions CTR Avg. CPC Cost Avg. positionenabled Campaign #1 5.95 eligible Search Network with Display Select Standard 22 8607 0.26% 0.43 9.38 1.3enabled Campaign #2 5.95 eligible Search Network with Display Select Standard 7 1481 0.47% 1.32 9.24 1.7Total - all but removed campaigns -- -- -- -- -- 29 10088 0.29% 0.64 18.62 1.4Total -- 11.9 -- -- -- 29 10088 0.29% 0.64 18.62 1.4

Campaign report (Mar 21, 2016-Mar 26, 2016)

Keyword state Keyword Status Max. CPC Clicks Impressions CTR Avg. CPC Cost Avg. positionenabled Reclaimed eligible auto: 1.53 0 18 0.00% 0 0 3enabled Fabricated Metal eligible auto: 1.53 0 0 0.00% 0 0 0enabled Offi ce eligible auto: 1.53 1 190 0.53% 0.79 0.79 3.3enabled Rustic eligible auto: 1.53 0 28 0.00% 0 0 2.6enabled Custom Wood eligible auto: 1.53 0 11 0.00% 0 0 2.9enabled Build Yourself eligible auto: 1.53 0 0 0.00% 0 0 0enabled Polished eligible auto: 1.53 0 26 0.00% 0 0 1.8enabled Industrial eligible auto: 1.53 0 35 0.00% 0 0 2.3enabled Football eligible auto: 1.53 2 1508 0.13% 0.72 0 2.1Total - filtered -- -- -- 3 1816 0.17% 0.74 2.23 2.2Total -- -- -- 22 8607 0.26% 0.43 9.38 1.3

Campaign: Adgroup Home (Mar 21, 2016-Mar 26, 2016)

Keyword state Keyword Status Max. CPC Clicks Impressions CTR Avg. CPC Cost Avg. positionenabled handcrafted wood furniture eligible auto: 1.83 2 39 5.13% 1.6 3.2 2.3enabled wood furniture projects eligible auto: 1.83 1 17 5.88% 1.79 1.79 1.8enabled wood furniture website eligible auto: 1.83 0 4 0.00% 0 0 3enabled Unique Work Space low search volumeauto: 1.83 0 0 0.00% 0 0 0enabled wood furniture company eligible auto: 1.83 0 6 0.00% 0 0 3enabled wood furniture makers eligible auto: 1.83 1 58 1.72% 1.09 1.09 2.5enabled Custom Offi ce Furniture eligible auto: 1.83 0 1 0.00% 0 0 4enabled wood furniture modern eligible auto: 1.83 2 631 0.32% 1.42 2.83 2.1enabled wood furniture maker eligible auto: 1.83 0 47 0.00% 0 0 2.2Total - filtered -- -- -- 6 803 0.75% 1.48 8.91 2.2Total -- -- -- 7 1483 0.47% 1.32 9.24 1.7

Campaign: Adgroup Commercial report (Mar 21, 2016-Mar 26, 2016)

Please note that your proposed improvement plan should try to preserve the integrity of your experiments. For example, you should modify only one variable at a time, and try to control other variables so you can be more confident when drawing causal conclusions. You should also try to have at least 15 cases of data in each of your experimental conditions before making changes.

Deliverable #4: Up to two pages, double-spaced, of discussion (18 points)

Discuss one thing you have learned about the Analytics tool. The topics could range from definitions (what is Analytics? How does it differ from conversion tracking?) to what you have learned about your client’s website using the Analytics tool.

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Google Analytics is a great tool that gather data for a company to assist in making intelligent

marketing and business decisions. Analytics is an important, valuable means of communicating patterns

of data, generally statistical, to measure the quantity of performance. One of the first things that it can do

is it can allow a business learn about the type of people who visit their company website. They can see a

specific demographic who’s visiting, they can see the route a visitor is taking to get to the website, and

they can see what type of device is being used to visit the site. For many companies having this capability

can be really helpful in making future services and products that will continue to attract these visitors.

Google analytics can also be used to track an event or an action when a user interacts with the content. An

example can be playing a video or downloading a PDF document from the site. Our client does a great job

on continuously updating new videos on the company website to continue interaction with visitors. Our

client has continued to grow his followers and visitors to his site and has created a conversion (a

completed activity that can deem important to business goals) by allowing new visitors to the company

website to sign up for newsletters and updates. A visitor can sign up on the welcome page or once in the

main page a pop up will ask a visitor to sign up. With continuous use of Google Analytics we believe that

our client will be able to utilize the tools within the software to make business decisions to improve click

rate and potential customers. Discussion on the Analytics tool.

Initial report and modification plan

1. Briefly discuss your campaign’s performance during the first two days on any four of the following topics that are relevant to your campaign: (4 points)- Impressions- Clicks- Click Through Rate- Average Cost per Keyword- Total Cost of Campaign- Other metrics provided by the client, such as conversions

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We have noticed some differences as far as the Home versus Commercial campaigns. We had a very

high number of Impressions. Our total number was over 10,000, the bulk of those being for the Home

campaign. What was interesting is that “Football” had more impressions than any other category, which

creates a thought: What are the clickers thinking about when they click on a keyword such as this? Also,

“wood furniture modern” for the Commercial campaign also had a high number of Impressions. For

clicks, we have an overall count of 29 clicks, with 22 of those being for Home and 7 of those being for

Commercial. The keyword with the most clicks is between “Football,” “Handcrafted Wood Furniture,”

and “Wood Furniture Modern.” On the other hand, the Commercial campaign has a higher Click Through

Rate of 0.47% than Home with 0.26%. In commercial, “handcrafted wooden furniture” had a 5.13%

CTR, which is the highest of all of the keywords in both campaign. Looking at the charts, the Total Cost

for each campaign was a little over $9.00. If you look at the data overall, you will see there is a higher

interest in the Home campaign than the Commercial so far.

2. Discuss one thing your team could change in order to improve the performance. Justify your proposal based on the performance discussion above, and at least one scholarly source. (14 points)

I am thinking our commercial campaign keywords need some modifications. We have received 7

clicks which is good number for our campaign only running for a few days. I think if we take out the

words wood, custom, and handcrafted and we stick to the words office furniture we may have better luck

and more clicks. I do not think offices are looking for handcrafted and custom. Research has concluded

that “World Wide Web advertisements outperform print advertisements for low involvement products”

(Dahlen, et al. 2004). We believe, as stated above that most of the office furniture industry would not be

interested in handcrafted “custom furniture”. Also, “product involvement specifically has been proven to

be a major determinant of consumer behavior and advertising response” (Dahlen, et al. 2004). With that

being said, we believe that print advertisement in your local newspapers or circulars’ which contain

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visuals of the product, would be a better fit for office furniture. We would focus on changing keywords in

our campaign that would eliminate the attraction to office furniture (commercial) being custom-made.

References

Dahlen, M., Murry, M., and Nordenstam, S.” An Empirical Study of perception of implicit meanings in

World Wide Web advertisements versus print advertisement. Journal of Marketing

Communications 10-35-47. March 2004.

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