Rajo - Adwords Encounters of the Third Kind

Peak of Presentation

2009-05-21T05:32:00.000-07:00

’Guesstimations’ and celebrations later.

2009-05-19T23:40:00.001-07:00

Taking a first glance at the final results I believe I speak for everyone when I say that we are all very proud and happy. We feel that we have created a very good campaign and looking at the results confirms this.

Here is a comparison on the previous guesstimate and the final result:

According to my calculations our clicks would land at the final amount of 766. Not to far away, the total clicks landed at 770. Thus, a miscalculation of approximately 0.5%. Not to shabby!

Moving on to the Avg. CPC my guesstimate showed that it would land on $0.26 per click. Because of the close estimate of total amount of clicks, this result was even better. In fact exact if you use only 2 decimals.

Average position finally landed at 2 with starting as high as 4 to 6 in the beginning and ending around an average of approximately 1.5.

Lastly, the estimated CTR in previous guesstimate was 14.64% and although the final CTR landed on 13.94%, we are very happy with the results.

Here are some of our ads that ran extremely well:

Marc Jacobs Skor
Marc Jacobs, Lanvin m.m. Sveriges
Bäst Sorterade Utbud. Shoppa Nu!
www.GotToGet.se

Although not served more than 0.25% of the time this ad had a CTR of 50% with 7 clicks and 14 impressions. More interesting is the ad Miu Miu ’Bags’:

Miu Miu Väskor
Miu Miu, Marc Jacobs m.m. Sveriges
Bäst Sorterade Utbud. Handla Nu!
www.GotToGet.se

Served 1.32% of the time with 26 clicks, 73 impressions and a CTR of 35.62%.

Another great ad is Marc Jacobs ’Bags’.

Marc Jacobs Väskor
Vi Väljer Ut De Bästa Modellerna Av
Marc Jacobs Väskor. Shoppa Nu!
www.GotToGet.se

Served 0.90% of the time the ad had 17 clicks, 50 impressions and a CTR of 34.00%.

The ad that was served most times was the ad concerning Ray Ban ’Sunglasses’.

Ray Ban Solglasögon
Utvalda Vintage-Modeller. Sveriges
Mest Sorterade Utbud. Handla Nu!
www.GotToGet.se

Served 16.56% og the time the ad had 162 clicks, 915 impressions and a CTR of 17.70%.

I will not dig to deeply into our personal thoughts and strategies as this will be taken care of in our reflection reports and post-campaign strategy report.

Thank you from Team Rajo!

Rocket man guesstimates

2009-05-07T21:39:00.000-07:00

Day |Clicks |Impr. |Cost

6 May |55 |214 |$12.73

7 May |52 |186 |$11.93

107 / 400 = 0.2675 = CTR 26.8 %
(11.93 + 12.73) / 107 = 0.230 = CPC $0.23

Clicks
(200 – 125.62) / 0.23 = 323
Total clicks = 443 + 323 = 766
Estimated total clicks = 766

CPC
200 / 766 = 0.261
Estimated Avg. CPC = $0.26

CTR
Let’s say that CTR will continue to be close to the 25% mark.
766 / (3939 + 323 / 0.25) = 14.64 %

Estimated CTR = 14.64 %

Insights and outsights

2009-05-05T01:21:00.000-07:00

The last two days we have had 90 clicks and 453 impressions. This means a CTR of 19.87%. The total CTR of the campaign has now risen to 8.82%. This means that we should reach a total CTR of 10% within two days.

With an average CPC of $0.30, our final clicks should land at approximately 664 clicks. Hoping that our CTR continues to be close to the 20% mark our CTR will land at approximately:

12 days and 1783 impressions. (A total of 3322 impressions with search partners included)
Last 2 days with 453 impressions and 90 clicks. 9 days left = 4.5*453 = 2039. This should deliver an additional impressions of approximately 2000. With a CTR of 20% = 400 clicks. However, with an average CPC at $0.30 we can only deliver 371 clicks.

Expected Additional Impressions 371/0.20 = 1855
Total Impressions 1855 + 3322 = 5177
Final CTR 664 / 5177 = 0.1283 = 12.8%

21 days with 5177 impressions, 664 clicks and CTR at 12.8%.

The Crew

2009-05-02T22:11:00.000-07:00

Here we are, happy and excited about our campaign. CTR is climbing, we're getting relevant clicks, all is well.

Faux Pas

2009-04-30T23:25:00.000-07:00

Yesterday we noticed that the option 'search partners' were dragging our CTR down into an abyss of irrelevant impressions. On the other hand our Google Search stats showed remarkable numbers, a CTR over 10%. We have now kicked out the search partners and are focusing 100% on Google Search. This insight have put our previous CTR prophesy on its head, we are now aiming at a CTR of 10%.

To make sure that we spend our daily budget and get the clicks we want, we have created a new campaign consisting of products in relation to the keyword 'vintage'. Such as 'vintage shirts', 'vintage watches', 'vintage dresses'. We have seen clear trends of that 'vintage' is a buzz-word within our target group and hence we want to explore that area to a greater extent.

All The Best/ Team Rajo

Geo-targeting

2009-04-29T20:20:00.000-07:00

Things are going good!

After extending our geo-targeting the number of impressions started to increase rapidly, and just as we hoped, the CTR caught on. A result we are very pleased with.

In the meeting today we polished some ads, deleted some keywords which wasn't attracting enough impressions.

We're maintaining a dialogue with the client and have asked for some feedback on the clicks that our ads have attracted (click back rate etc.) to further evaluate the relevance of our ads.

So far everything is going really well, and we're especially pleased that the extended geo-targeting proved to be successful!

Tweak Twitter Tweak Twitter Tweak

2009-04-27T21:20:00.000-07:00

The campaigns are running and everything seems to go our way. We quickly realized that our campaign was to narrow so during the weekend we have been re-constructing it, making it broader, deleting irrelevant keywords and creating more precise adgroups. Because of the low numbers of impressions we have choosen to use a wider geo-targeting, namely Sweden in whole. Now we'll let it run on its own for a couple of days and then analyze what needs to be changed.

So far we are highly pleased with the campaigns. We have at the moment around 1000 impressions and 50 klicks, hence a CTR of 5%. This is exactly what we predicted in our pre-campaign strategy.

We wish you all a wonderful day/ Team Rajo

We are at peace with our campaign.....

Al is on the surface. And it's been a long way, but we're here

2009-04-23T23:05:00.000-07:00

Alright, the campaign has been launched and so far we've had two impressions and one click, hence a CTR of 50% (which is, from what we've read, quite good.) The next three weeks we will monitor, meditate, contemplate, tweak and perfect what we have created!

From now on we'll report on our progress every third day.

Cheers/ Team Rajo!

"Do you want fine writing? Or do you want to see the goddamned sales curve start moving?"

2009-04-06T03:38:00.000-07:00

Well, well, well Team RAJO got high distinction on the Pre-campaign strategy. A well deserved victory after having spent several hours in the library. Especially considering everything we have been forced to deal with in that library - People not getting the fact that level 4 is the quite one, not 3. Idiots who book the study-room for a whole week. Internet-connections which are constantly breaking up.

Well, we made it. Now we just need to make sure that the campaign follows our strategy. We cross our fingers..

/ Team RAJO

Oscar is enjoying a celebratory coffe-creation down at the river.

"We waste 95% of our budget, but we don't know which 95%"

2009-04-01T02:07:00.000-07:00

Wednesday and it has been an even more productive day than yesterday. The time is 17:09 and we have just finished the presentation for tomorrow and the pre-campaign-strategy is finished (but we've got to many pages, need to crop it down tomorrow).

Yesterdays correspondence with Christofer (CEO at Got to GET) confirmed that we are on the right track. We will continue to focus on "brands" and "Spring products".

Everyone in the team pulled their weight today and no major conflicts have occured (We did have some quarrels with other people at the library, they thought we were to loud).

All together it has been a good day for team RAJO!

A day of blood, sweat, tears and joy

2009-03-31T04:45:00.000-07:00

Today have been a productive day for the RAJO Com. team! We met after lunch to discuss our campaigns and ad-groups. The first hours everything was a mess, our client hadn't responded, we were unsure about which categories to go with and which adwords to choose. After a couple of hours and a dinner-break everything fell into place. We got an email from our client containing important info about demographics, most visited categories on website, their goals and visions regarding adwords etc. We realised that we were on the right track and a soothing feeling spread among the team-members. Following hours we narrowed down our campaigns and adgroups.

The client profile is done and we now have sufficient information to write the campaign strategy, which we will finish tomorrow.

A good day for the RAJO - team!