Post-Campaign Summary
Industry component
★A campaign overview
1. Client profile: Chosen Co,.LTD which located in Chan-hua, Taiwan. Chosen is a professional manufacturer of bicycle components with about 50 employees and has run this company about 3 years. And its website is http://www.chosen-hubs.com/.
2.Number of Ad Groups and the focus for each Ad Group.
Three Ad Groups:
a.Main products and main target products:BMX/MTB/bicycle disk brake/ bicycle hub/ bicycle components
Chosen Co., LTD
Professional choice for bike parts
busing, bearing, brake, and hubs
www.chosen-hubs.com/
b. Relevant products and bike model: bicycle/bicycle components/bicycle hubs/bicycle race
Chosen Co., LTD
Professional manufacturer of hubs
over 15 years experiences
www.chosen-hubs.com/
c.Target customers' interest or need : bikes/ bicycle parts/ mountain bike/ road bike/ bike accessories/ bicycle/ bicycle repair/ bicycle racing/ bicycle hubs/ bicycle components/ bicycle tour
Chosen Co., LTD
Professional manufacturer of Hubs
The best solution for your bikes
www.chosen-hubs.com/
3.Network(s) for their AdWords ads:We choose both Search and Content Network.
4.Budget: $8.00 / day 5. Geotargeting:America&Canada 6.Language:English
★Key results
1.Campaign Report
| Campaign | Impressions | Clicks | CTR | Avg CPC | Cost | Avg Position |
| Ad Group #1 | 35492 | 12 | 0.03% | $0.14 | $1.64 | 5.2 |
| Ad Group #2 | 68479 | 19 | 0.03% | $0.38 | $7.19 | 4.3 |
| Ad Group #3 | 64167 | 14 | 0.02% | $0.23 | $3.19 | 2.9 |
| Totals and Overall Averages: | 168138 | 45 | 0.03% | $0.27 | $12.02 | 3.95 |
→Our total cost is US$12.02,6.0% of $200.
→We have 168138 Impressions,and Ad group#2 has the most frequency which also has the most Clicks.
2.Demographic Report
| Age | frenquency |
| unspecified | 15 |
| 0-17 | 10 |
| 18-24 | 10 |
| 25-34 | 8 |
| 35-44 | 8 |
| 45-54 | 3 |
| 55-64 | 2 |
| 65+ | 3 |
| Male | 35 |
| Female | 20 |
| Unspecified | 4 |
| myspace.com | 37 |
| youtube.com | 14 |
| nexopia.com | 8 |
3.Placement Report
●Ad Variation: Text ●Contextually Targeted: Yes
| Domain | |||
| myspace.com | 12 | bikestats.com | 1 |
| youtube.com | 4 | socalbikeforums.com | 1 |
| pinkbike.com | 3 | ride-strong.com | 1 |
| gmail.com | 3 | picifix.com | 1 |
| mtbr.com | 3 | nexopia.com | 1 |
| bikeforums.net | 3 | motorbicycling.com | 1 |
| bicycling.com | 2 | fugly.com | 1 |
| ridebmx.com | 1 | emercedesbenz.com | 1 |
| wordpress.com | 1 | blogspot.com | 1 |
| clcconcepts.com | 1 | total | 42 |
| Ad Group | Domain | Impressions | Clicks | CTR | Avg CPC | Cost |
| Ad Group #1 | mtbr.com | 15 | 1 | 6.67% | $0.32 | $0.32 |
| Ad Group #1 | myspace.com | 13386 | 1 | 0.01% | $0.04 | $0.04 |
| Ad Group #2 | bikeforums.net | 9551 | 3 | 0.03% | $0.38 | $1.13 |
| Ad Group #2 | emercedesbenz.com | 2 | 1 | 50.00% | $0.49 | $0.49 |
| Ad Group #2 | motorbicycling.com | 2 | 1 | 50.00% | $0.37 | $0.37 |
| Ad Group #2 | myspace.com | 9790 | 1 | 0.01% | $0.22 | $0.22 |
| Ad Group #2 | picifix.com | 3 | 1 | 33.33% | $0.43 | $0.43 |
| Ad Group #2 | ride-strong.com | 4 | 1 | 25.00% | $0.41 | $0.41 |
| Ad Group #3 | ridebmx.com | 13 | 1 | 7.69% | $0.31 | $0.31 |
| Ad Group #3 | wordpress.com | 1 | 1 | 100.00% | $0.13 | $0.13 |
| Ad Group #3 | myspace.com | 5805 | 2 | 0.03% | $0.14 | $0.29 |
| Ad Group #3 | myspace.com | 5281 | 1 | 0.02% | $0.13 | $0.13 |
| Ad Group #3 | clcconcepts.com | 5 | 1 | 20.00% | $0.10 | $0.10 |
| Ad Group #3 | gmail.com | 7632 | 3 | 0.04% | $0.28 | $0.84 |
| Ad Group #3 | mtbr.com | 2 | 1 | 50.00% | $0.31 | $0.31 |
4.Account Report
| Ad Distribution | Impressions | Clicks | CTR | Avg CPC |
| Content Only | 139079 | 21 | 0.02% | $0.27 |
| Search Only | 29059 | 24 | 0.08% | $0.26 |
| Totals and Overall Averages: | 168138 | 45 | 0.03% | $0.27 |
| Ad Distribution | Impression Share (IS) | Exact Match IS | Cost | Avg Position |
| Content Only | N/A | Less than 10% | $5.75 | 3.3 |
| Search Only | Less than 10% | 17% | $6.27 | 7.2 |
| Totals and Overall Averages: | Less than 10% | 17% | $12.02 | 4 |
★Conclusions
We have inquired the company we worked with to see if our campaign had benefited their company. After a precise survey we concluded as follows:
| Item | Before | After |
| Inquiry times | Customers often use phone to contact to them to search for more information about their products. The probability of using e-mail through websites is comparable less. | After we help Chosen to use Adwords, the amount of potential customers using e-mail are slightly increasing at a ratio about 10%. |
| Sales | The sales volume is stable in recent years. | The growth rate of sales is increasing to 20% from the original 5% per month. |
| Brand name | Because Chosen is a young company and its target customers are bicycle players who will go to bicycle clubs to search for information about bicycle components, they doesn’t have the experiences to do the survey of brand awareness. | After the campaign was over, Chosen told us that they can’t tell if the brand name gets more famous or not. But they believe based on the rise of inquiry times and sales growth, they think we have elaborate their brand awareness. |
★Recommendations for your client’s future online marketing
Because Chosen Co., LTD is a manufacturer/supplier which provides bicycle components for professional players through bike club, individual consumers are not familiar enough with this brand if they didn’t join bike clubs or some racing or mountain activities. So we will suggest Chosen Co., LTD extend more channels with different clubs or retailers that can be foundations for their online marketing, which means they should get more exposure before the extension of online marketing events.
On the other hand, expect the Google AdWord, maybe Chosen can cooperate with some bicycle website or forum that provide platform for players to discuss their bikes and exchange experience about equipping bicycle components. To be a sponsor or advertiser, perhaps it can hold some events like drawing prizes or little games to attract more players.
Learning component
★Learning objectives and outcomes
In the beginning, when we chose Chosen Co., LTD to be our cooperative corporation, we, four girls, did hope this will be a special experience to co-work with a company and know more about an industry that we have been unfamiliar with. We must say that’s really an interesting campaign and experience, but we also found a lot of difficulties due to the unfamiliarity with bicycle industry. After the campaign, the most precious thing may be team-working together and learn from different individuals and get more skills and knowledge about online marketing, especially the Google AdWord. We thought that will be useful in the future no matter we’re going to work for companies or build up our own business through the internet.
★Group dynamics and client dynamics
During the process, due to the lack of common sense of bicycle and bike components, we collected different information from the internet and our friends who have been playing road bikes or mountain bikes and tried to enhanced our knowledge about bicycle. And then we tried different keywords to make the best performance but originally we failed many times. The main reason is the market we targeted is in North America, which is relative big around the world, so the bidding price of each keyword became much higher than our expectation. To overcome these problems, we started to cut some keywords and preserved some important ones to meet the budget. Through this problem, we’ve knew that market segmentation and targeting is really important for an advertiser, which need to meet the budget and performance both. And we learned a lot from it indeed.
