After three weeks of stress, debates, learning and trials and errors, the AdWords campaign is finally over. Our results, though resulting in over 1,000 clicks leave me with a sort of bitter taste in terms of our Click-Through-Rates (just 0.22%). The reason? Our graphs show we could have done better with our last week even having a CTR of 1.83%. Of course every end is a chance for reflection, so here it goes: What could we have done different? Probably many things that I will discuss in some future posts. Before I do that, let me introduce you to my team and our project.
2010 seems to be a year filled with many exciting projects for me. One of my first is being a team leader for the Google Online Marketing Challenge for my Account Management class. I have to say I was rather excited in the beginning as I know that online marketing & advertising have quite a bright future with an increasing number of companies seeing them as a cheap alternative to traditional campaigns.
Imagine this: you are a 20-something fashion addict studying marketing & being told the following: “For your final project, you need to pick a well-known brand you like and design a marketing campaign targeting a different market segment than its current one”.. what is your natural choice? After a brief brainstorming session with my team (Andreea [...]
Building brand communities on the Harley-Davidson Posse ride