What did we learn?
- Misplaced campaign Design:
At the beginning we put two popular events in one campaign as two different adgroups but one event which was more popular ate up the whole daily budget so another has no click for a days. Thus, we separated one event from another and made it a new campaign. Besides, under each campaign, we also created adgroups to target different segments of the ad audience for creating their set of Adwords.
Although originally we had set up some ad groups and target consumers, but it was not sufficient. After using the tools provided by Google Adwords like the traffic estimator tool and keyword tools, we were surprised that there are so many different consumer groups that we did not take into account.
At the first place, we ultimately set the ads to show impressions in “accelerated mode.” It is good to get impression, but it will cost you more to bid for the position. At last, we understood and lowered our max CPC and tried to drive our ads in “standard mode.” Fortunately, that helped us use less money and achieve more conversions, and the entire cost structure of campaign became healthier.
- Use of Network content display wisely:
Network could succeed but it could fail as well. We chose few related networks for our events, such as cnn.com, arizona.edu and kidscamp.com, and impressions and clicks were overwhelming when we started the campaign, but it lowered the CTR later on. However, we turned it on during the last week of our campaign to utilize our budget appropriately.
