Google Pos-Campaign

Google Online Marketing Challenge

Post-Campaign Summary (70 points total, maximum eight pages submitted in English)

The Post-Campaign Summary has three components, an Executive Summary (6 points),
Industry Component (24 points) and Learning Component (20 points). The assessment also includes Communication and Readability (10 points), and relevant use of Tables, Figures and Charts (10 points).
Executive Summary (6 points, one page)

This stand alone document provides your client with a project snapshot and highlights four key factors:
1. Campaign Overview – a basic review of the project by introducing the campaign goals and operational details.
2. Key results – discuss the overall campaign performance as well as the performance of each ad group. Specifically, you will want to reference each group as well as the overall campaign. This section should provide a brief overview of the key metrics.
3. Conclusion – a clear synthesis of the content of the report and key items. This is your chance to tie together the entire package and focus the client’s attention on the most important project aspects.
4. Future Online Marketing Recommendations – simple, actionable and well-justified advice on what your client should do in the future with respect to online marketing.
Develop the Executive Summary after you generate all other content, as it summarizes and will overlap with your content in the Industry Component.
Industry Component (24 points, maximum four pages)
This is the team’s chance to share the results with their client and expand upon the Executive Summary. The ideal approach is to write the Industry Component first and then summarize this content for the Executive Summary. As a rule, you would include most if not all of your Charts, Tables and Figures in your Industry Component and cover the following areas:
1. Introduction – Overview the Industry Component section and introduce it’s core content.
2. Campaign overview:
• Review the major campaign goals (strategic goals as well as metrics: CTR, CPC, and Impressions, etc.) set prior to the project and discuss your general strategies for approaching each goal.
• Operational details (campaign dates, money spent, ad groups used). Review the basic schedule and cost structure you followed, your methods for monitoring the account, etc.
3. Evolution of Your Campaign Strategy:
• What were the major changes you made during the campaign and what led to these changes?
• How did these changes affect your campaign?
4. Key Results – Summarize your results based on three weeks of data, such as:
• Overall performance of the campaign and individual ad groups.
• Discussions of performance of the initial campaign and changes in performance following your optimization efforts.
• Discuss the keyword combinations that were effective and ineffective.
• Highlight your success stories and make quick, but clear references to the failures you experienced.
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Google Online Marketing Challenge
• When discussing performance, refer to the metrics such as:
- Impressions
- Clicks
- Click Through Rate
- Average Cost per Keyword
- Total Cost of Campaign
- Other metrics provided by the client, such as conversions
5. Conclusions – Synthesize the Industry Component, tie together the entire package and focus the client’s attention on the key project aspects. Take this opportunity to repackage all the information from the data section to display your practical lessons learned to the client. The goal here is to develop a great transition that summarizes the critical results and starts to link these results to the future recommendations in the next section.
6. Future Recommendations – Provide simple actionable and well-justified advice on what your client should do in the future with respect to online marketing.
Learning Component (20 points, maximum three pages)
The teams’ reflection on what they learned should cover four points:
1. Learning objectives and outcomes – what did the team hope to learn? How well did the
team meet their learning expectations? What else did they learn? What key outcomes will the team remember? What were the expected and unexpected outcomes from participating in the Challenge?
2. Group dynamics – what problems did the team encounter and more importantly, how did they overcome these problems? What were some of the expected and unexpected outcomes from working as a group?
3. Client dynamics – what problems did they encounter and as importantly, how did they overcome these problems? What were some of the expected and unexpected outcomes from working with the client?
4. Future recommendations – what would they do differently in the future to improve their campaign strategy, learning experience, group dynamics and client dynamics?
Communication and readability (10 points)
The Post-Campaign Summary should have a logical flow, be easy to follow, use proper English and avoid grammatical mistakes.
Charts, Tables and Figures (10 points)
Teams should intersperse relevant charts, tables, figures to illustrate their results. In addition, teams should label and refer to the charts, tables and figures in the body of the report.