Ad Campaigns
This page will explore Ad Campaigns and all it contains. Doing everything right will work towards optimization, which is what I'm aiming for.
Campaigns
When working on Ad Campaigns, I did not maximize my budget for the first few rounds, and only after Round 4 did I spend all of my budget. I found out that allocating more budget to better performing campaigns help stretch their potential.
Ad Groups
Ad Groups contain ads and keywords. I learned to create ad groups for products with the highest margin in the product catalog as these products tend to bring you the most profits.
Ads
In every ad, I tried to put a keyword into the description, header, and linked the URL to the product itself.
Keywords
When selecting keywords to bid for, I tried to put myself in the shoes of a beginner, a researcher, and the layman. What search terms would they look for? I decided that it is best to look for keywords with high number of impressions, and lower competition.
Ad Campaign
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I allocated more budget to campaigns that bring me higher profits. Over the rounds, I tried estimating how much budget each campaign needs. However, I underestimated my final round's Practice Campaign budget, and ended up limiting the campaign's potential.
Why?
My friend bid on every single keyword there was, regardless of the number of searches or level of competition, whereas I, only bid on selected few keywords. He had at least 20 keywords for each product, and I had a maximum of 6.
After that, I did end up taking some of my friend's advice, by selling products of the highest margin in the product catalog, and paused a few ad groups that had a ROAS of less than 500.0%.
Sharing the budget between my most profitable products had pushed each of their ROAS to at least a 700.0%, and resulting an increase in revenue.
Budget Allocation
In Round 6, I decided to experiment with allocating my budget ONLY to two products; the one with the highest profit margin, and my current best seller. According to my friend, it was supposed to pull up your revenue by ten thousands, as you were fully concentrating your budget on the most profitable. It caused my revenue to drop.
Ad Groups
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Linking it to the AIDA model
Applying the AIDA model to the search engine, Awareness would be gauged by the number of Impressions the ad got. Interest would be determined by the number of Clicks. A good Awareness and Impression will lead to Desire, which leads to the customer checking out the landing pages.
When optimization is reached, there will be higher Conversion rate.
I fully understood it when I was searching for "Nike Air Force 1s" on Google. The first Ad that popped up caught my eye (A). Seeing the sale made me click on it (I), and it directed me to their landing page (D). However, I only added it to my wishlist, and did not check out immediately. (A)
RAE'S PORTFOLIO
My experience with the Mimic Simulations