Topic Option #3: PPC Simulation Highlights
Throughout the two round simulation marketing exercise, I was able to learn Pay per click ad optimization and what it took to develop a proper marketing campaign.
Some things that I learned:
Optimizing landing Page:
I found that taking the time to have the three key elements to a landing page. The three are Call to action, unique value proposition, and key details regarding the product. I found that my ad groups regarding the Canon rebel t7i did well on converting (78% of all conversions) because it followed those key principles.
What I learned from success and failures:
In round one I did not score very well in regards to impressions. I was only able to manage to get 14,000 impressions. This was because I did not use many keywords and the ones I used were not broad enough. Instead specific keywords to drive up buyer intent and increase conversions. However this resulted in low impression. Learning from this I bid on more broad keywords regardless of level of competition. This ultimately resulted in over 70,000 impressions for round two.
Future Rounds:
If I had the opportunity to complete further rounds, I would definitely look to try and do some A/B testing. A classmate of mines Marcus found A/B testing helped him recognize what keywords did well and what variations of landing pages generated higher conversions. I personally did not know about the A/B testing feature for the simulation which could have given me great insight regarding which keywords to bid on.
Second thing I would try is to solely focus on ad campaigns and not invest in an email campaign. I feel the email campaign was ineffective for the money I spent on it. Only generating 5.7% of profits in round two. I feel I could use the extra money to allocate more resources in bidding for keywords. In turn making my ad more relevant and greater chance of having impressions, leading to a larger pool of potential customers.
What I learned from success and failures:
In round one I did not score very well in regards to impressions. I was only able to manage to get 14,000 impressions. This was because I did not use many keywords and the ones I used were not broad enough. Instead specific keywords to drive up buyer intent and increase conversions. However this resulted in low impression. Learning from this I bid on more broad keywords regardless of level of competition. This ultimately resulted in over 70,000 impressions for round two.
Future Rounds:
If I had the opportunity to complete further rounds, I would definitely look to try and do some A/B testing. A classmate of mines Marcus found A/B testing helped him recognize what keywords did well and what variations of landing pages generated higher conversions. I personally did not know about the A/B testing feature for the simulation which could have given me great insight regarding which keywords to bid on.
Second thing I would try is to solely focus on ad campaigns and not invest in an email campaign. I feel the email campaign was ineffective for the money I spent on it. Only generating 5.7% of profits in round two. I feel I could use the extra money to allocate more resources in bidding for keywords. In turn making my ad more relevant and greater chance of having impressions, leading to a larger pool of potential customers.
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