final 5-24 1_52pm --my edited version --thuan

1 Nieedit – Pos t-Campai gn Repo r t Executive Summary Campaign Overvi e w . Nieedit is an American arts and crafts business that sells its products through their website Nieedit.com. Originally, our goal was to increase Nieedit‟s sales by 10%. Although we did not meet the sales quota, we managed to conduc t a strong primary study for our business client. We split our Adwords strategy into three campaigns, each having different ad groups pertaining to their respective products. The primary locations that we wanted to geo-target were the city of Los Angeles and the entire United States. To improve our campaigns we used match types for negative keywords to improve the ROI (return on investment), the Keyword Tool, and AdWords Editor. Our budget distribution changed accordingly to maximize the effectiveness of each campaign. K ey Res u l ts. The table to the left shows the result of our campaigns. Out of the three campaigns, Search and Display Sewing was the most successful with the highest impression-to-click ratio, generating the majority of the conversions. The Geo- Targeting LA campaign has the best CTR and the lowest CPC, while the Display Sewing campaign was the weakest with a low CTR and a high CPC. Conclusion. Based on the results across the three campaigns w e ran, Search and Display was the best-performing campaign, well-surpassing the latter two campaigns across all metrics. Therefore, the importance of combining hand-picked display ads and paid ads on Google search results is indicative of our success in spreading out our client‟s brand awareness. Recommendations. Nieedit as a company should continue to use Google Adwords and Analytics in order to continue gaining traffic and sales to their online store. Furthermore, they should continue to focus on running the Search and Display Sewing campaign, if not running a similar campaign to it. The display ads combined with paid ads displayed on Google searches Metric Goals Results CTR 1.00% 0.39% Cost/Click $ 0.25 $ 0.30 Conversion Rate 2.00% 1.27%

final 5-24 1_52pm --my edited version --thuan

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