Round 1 Strategies
I started round 1 of mimic pro simulation with zero knowledge of PPC Marketing and was very confused with terminologies such as CPC, CPA, ROI, and ROAS, etc. I tried to emulate what I imagine to be a typical advertisement online, using words such as Save Big, Limited Time Period Only, Get Yours Now, without relating to my keywords at all. Other than that, I am also not familiar with cameras hence I completed round 1 as a trial run to see how things work.
Round 1 Advertisement Campaign
Advertisement: Created only 1 Ad group with an Ad for GoPro Hero 7 Black. Used about 8 keywords for GoPro Hero 7 and highly competitive landscape with keywords regarding GoPro camera and 4k.
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Email: Targeted the list of an email addressed previously obtained from a digital camera blogger, promoting an Exclusive Flash Deals for GoPro Hero 7.
Keywords Relating to Ads
Keyword Relevance
Since I did not create a landing page for the advertisement, the keywords had bad page relevance which pulls down the overall position of the advertisement. Hence, creating a landing page is extremely crucial so that customers will be led to the website they expected from reading the ad.
Round 1 Evaluation
Advertisement
I only created an ad group for one product and did not fully utilize the 3 products and budget provided. I was unsure of how important keywords were, and hence I did not know that I have to include them in the advertisements. Therefore, the keywords chosen were irrelevant to the ad which resulted in low profit earned and bad average position of my advertisement.
Targeted the list of email addressed previously obtained from a digital camera blogger, promoting Exclusive Flash Deals for GoPro Hero 7. I did well in including a call to action. However, I did not include important keywords and more information into the email which resulted in low conversions.
My email subject contained a very vague message of "Exclusive GoPro Flash Deals" without specifying which GoPro Camera model or the time period of the flash sale. By doing so, my email subject did not spark an urgency or curiosity to open the email. Moving on to my email content, I started off with "Hey" in hopes to personalize with readers but it ended up sounding too informal and unprofessional. I did not include detailed information on the flash deal as well. The "Limited Time Period" ending date was not stated, which resulted in the low click-through rate as there was no urgency sent to the readers to open it. Keywords of GoPro Hero 7 were not included and the landing pages of the pictures were irrelevant because I chose the URL leading to the GoPro brand instead of promoting the GoPro Hero 7 Product.
Overall
Became aware of the importance of landing pages and keywords and should fully utilize the ad budget given and ad groups. Should have used 3 ad groups instead of 1 to maximize the chance for impressions and conversions. We should mention the keywords related to the GoPro Hero 7 camera in the email and ads to increase conversion rates.