The AMU team, which reached the final Europe Top 5 of the Google Online Marketing Challenge 2017, was consisted of six people: Dawid Śliwiński (Captain), Mateusz Halicki (Vice), Iwona Piastanowicz, Anna Zadroga, Anna Topczewska and Tomasz Sikorski; the team supervisor: dr. Wojciech Czart.
The Team took part in GOMC 2017 as part of the internet marketing course given by by Wojciech Czart at the Adam Mickiewicz University in Poznań. Students planned and conducted a three-week AdWords Campaign for the HF Centrum Dystrybucyjne www.hfcd.pl online store.
Campaign Overview
HF Distribution Center (HFCD) is a Wholesaler, which has been present in the market since 2015. The company’s online store offers products from six main categories: Occupational Health and Safety, Pneumatics, Welding, Power Tools, Tools and Paints. The online store supplies retail clients, wholesalers and executive companies. It also offers Training and Consulting services in the field of Health and Safety. HFCD wholesaler differentiates itself from the competition, due to Competitive Prices, Professional Consulting on assortment selection and broad variety of offered products.
Campaign Goals
Sales promotion, brand awareness and encouraging customers to get acquainted with a wide range of products have been targeted. The AdWords campaign lasted from April 28th to May 16th and cost $249.91.
Key Results: The overall results (Tab.1) obtained by our Team are as follows: 223 114 views and 1 214 clicks. 397 conversions were generated at various stages of the shopping path. The average CPC for a campaign was $0.22, and average conversion costs $0.63 and average CTR 0.54%.
The adopted campaign model was to use many different types of campaigns to identify effective methods and develop the optimal structure of an AdWords account for an industry in the context of an integrated marketing plan. Continuous monitoring, extending and optimization have resulted in a continuous improvement in the effectiveness of the campaign, along with improved KPIs.
Campaign Outline: During the Google’s Challenge, multiple advertising campaigns were created, for varying purposes such as: Sales, Awareness and Remarketing, targeting Search, Display, Shopping, and Video Networks. During the Challenge, total of 14 campaigns were made. Almost all available ad types and formats were used: Responsive and Enhanced Text Ads, Image, Lightbox, Products and Video with almost all available ad extensions (examples: Figures 1 and 2).
During the Challenge, goals measuring micro- and macroconversions were set in Google Analytics with enhanced e-commerce module and imported into an AdWords Account.
Remarketing lists have been created with Google Analytics and Google AdWords and added to the AdWords Account.
Based on an analysis of the Search Terms Report for all of the campaigns, negative keyword lists were added to the Shared Library. Daily reports were configured with the Reports tab in the AdWords Interface.
Educational component:
Goals and achievements: All members of the team have earned the status of “Google Partner” by passing certification exams.
Participating in a competition and working for a real client with a real budget has enabled the Team to gain valuable experience that is fundamental to the future work.
Group Dynamics: Because of the fact, that team members are studying different specializations at different faculties, tools such as: Google Hangouts, Google Drive, Google Docs, Google Sheets were used for reporting and sharing data processed during the competition. These tools were chosen due to their ability allowing multiple team members to concurrently edit the same documents without running into merge conflicts.
Earned Experience:
- Earned statistics and experience provide a good basis for further analysis and optimization of the AdWords Account for hfcd.pl.
- As part of the competition campaign, the team has conducted market research, by assessing efficiency, with which different ad formats, targeting methods, and target network types can be utilized in order to promote store offerings. Therefore, customer can make use of statistical data collected during the competition, in order to continue promoting their products and services in Google AdWords, in a cost-effective manner.
