Mktg 769 - Simulation Paper

Amir Zamani

Marketing 769

Simba

May 8th, 2018S

Simulation Paper

Round 2.

1. The main factors I decided upon when selecting a landing page, was what I would like to see if I went to a website landing page. I did not consider the purchase funnel when deciding upon the landing page.
2. Yes, I had a few keywords that had low CTR. I removed or paused any keywords that did not produce results that I wanted. I added many new keywords across many ad groups to see what would help.
3. Yes, my profits increased significantly this round. I learned that I need to incorporate more keywords to test which ones worked the best for my profits.

Round 3.

1. I created a landing page for the Panasonic brand. I also created a page for the GH4. I wanted to bring a new product and brand to my website. That is why I picked these two pages.
2. I did not adjust keywords based off CTR in this round. I did adjust keywords, strictly off how much profit the keyword brought in. I selected new keywords for the new Panasonic ads.
3. My most successful campaign was the practice campaign. I believe that campaign was more successful because of the choice of keywords for this campaign was stronger then my other ad campaign.
4. My least successful campaign was the campaign. It was my least successful campaign because it did not have as strong of keywords as my other campaign. I adjusted the keywords, and I adjust bid amounts every round if needed.
5. Yes, my profits increased slightly this round. I attribute this to the adjustment of certain keywords and replacing inefficient keywords with new more relevant keywords.

Round 4.

1. I used the value proposition that attracted customers to the quality of my products. I used words such as buy now to signify a call to action.
2. I choose the segment with the most emails in the list. I choose this list because it had the most emails in the group. I wanted to see how many customers I could attract with a larger email list.
3. Practice Campaign was still my most successful campaign. I attribute this to the more desirable products and landing pages being inside of this campaign. I also must have luckily picked keywords that performed stronger then my other campaigns.
4. The campaign was the lowest performing campaign of my two according to the profit metric. It performed similarly in all other aspects. I believe this is due to my adjustment of keywords and attempting to make sure each campaign performed to similar standards as the other.
5. Yes, my profits increased slightly in this round. I learned that I need to bring more products to market by creating new landing pages and creating ad groups for those pages.

Round 5.

1. I created more landing pages for many canon products. I choose these products because I believed they would have a higher profit and the SEO on them was easier.
2. My email campaign did not do well this round. I attribute this to the mailing list I choose. Instead of the list from the camera blogger, I choose the list from the subscribers on my website.
3. My ads did not do very good last round. I did not optimize the ads enough or add enough products/ads in that round. My CTR and conversion rates were about average compared to the other rounds. I changed the ads and optimized the keywords much more in round 5.
4. My email campaign did much better this round. I attribute this to the email list I picked. I used the larger list from the blogger.
5. My profits this round significantly increased over last round. It was roughly 2x-3x increase. I learned that I need to constantly remove keywords that are not performing. I also need to bring more products to market through new ad campaigns to try to diversify my revenue stream.

Round 6.

1. My Canon landing pages and Sony landing pages were outperforming my other pages. This is due to the larger abundance of stronger keywords for these groups.
2. My ads did well last round, around what I was expecting. My CTR’s and conversion rates were higher then I expected. I do not plan on improving these ads much, besides adjusting non-performing keywords and replacing them with new keywords for testing.
3. My email campaign did quite well in round 5. It performed better then in round 4. I changed the keywords and call to action in that email campaign.
4. Yes, my profits significantly increased this round. I learned that I need to optimize my bids much higher then the estimated bid to use up my entire advertising budget, and to generate the highest profit possible.

Round 7.

1. I added two products to my selection. I selected these products because they had the highest profits in the list of products that I did not have landing pages for.
2. My profits decreased this round. I learned that I need to actively remove keywords more then I usually was, so I can redirect them to different ad campaigns that would produce better results.

Round 8.

1. I did not add any products this round.
2. Yes, my profits slightly increased from the last round.

Round 9.

1. I changed underperforming keywords, adjusted bids, and added more ads for many new products that I brought to market.

Round 10.        

1. I learned from this simulation the way to run a simple marketing SEO campaign. The main takeaway that I learned would be to select many relevant keywords, and see which ones brought in the most clicks. There are so many keywords, and new ones pop up everyday. You have to stay on your toes to succeed in online marketing.
2. The simulation could be improved by allowing more in depth modifications to the landing pages and email campaigns. I felt like it was quite limited.