1. Post Campaign Report
Executive Summary/Campaign Overview:
Our campaign for the Google Online Marketing Challenge (GOMC) was with Brehon
Brewhouse, which is a relatively new and small brewery situated in Killanny, Co. Monaghan.
Our goal from the start was to increase the sales for the company and give their name and
product a strong presence in the market by using effective keyword combinations and
successful campaigns to try and get the word out through Google Adwords. Our strategy
from the start was to create five different campaigns with a number of ads in them so we
could target a wide range of customers. The five headings we gave our campaigns were the
Brand campaign, Process campaign, Origin campaign, Product campaign and New campaign.
In total our campaign cost us $247.97 and it lasted a total of 18 days (21​st​
March-8​th​
April).
Over the course of our campaign we had to overcome a couple of problems, for example; in
the beginning, some of our ads were not being accepted due to sitelink issues. So in order for
us to catch up on the days we had missed, we increased our budget on each campaign and
also our CPC budget.
Key Results:
All together our team received 11,300 impressions, 174 clicks, a CTR of 1.55% and an
average CPC of $1.43. Each campaign individually achieved different results, some being
more effective than the others; Our Origin campaign (Campaign #3) was our most successful
campaign out of them all with 4,200 impressions, 54 clicks, a CTR of 1.29% and an average
CPC of $1.26, while our Process Campaign (Campaign #2) was a close second; generating
2,290 impressions, 45 clicks, a CTR of 1.97% and an average CPC of %1.04. Our other three
campaigns, Product, Brand, and Name shared an average of 1,591 impressions, 25 clicks, a
CTR of 3.18%, and CPC of $1.79 between them.
Overall we learned that Adwords helps a business be more established in online marketing as
it helps advertise the company to more people in a different and easier way. We had a few
problems at the start of our campaign but we quickly responded and overcome the problem
successfully helping us understand that personal optimisation, monitoring current activities,

2. and reacting rapidly and efficiently to any problems are the keys to having a successful
Google Adwords campaign.
Future Online Marketing Recommendations:
If Brehon Brewhouse are looking to carry on and use Google Adwords as one of their online
marketing channels, we would recommend that they make sure that their campaigns are
operating correctly and if not have a solution to any obstacles that they may face. We also
recommend that they should be certain that their budget is realistic and if they can follow the
budget the whole way they should as it results more successfully. We strongly advise that, if
they are interested in continuing to use Google AdWords for their online marketing, Brehon
Brewhouse should try to monitor their campaigns as closely as possible and not be afraid to
make alterations in the ads. By making adjustments and changing aspects of their
advertisements, the company will learn what works best for them in the long run and they
will benefit even more from their online marketing channels. One last recommendation is that
the keywords should be carefully selected as some keywords were very inefficient and we
received few clicks, whereas the more efficient keywords generated greater clicks.

3. Industry Component:
2.1 Campaign Overview .
Review the major campaign goals (strategic goals as well as metrics: CTR, CPC
Impressions,etc.) set prior to the project and discuss your general strategies for approaching
each goal.
The essential goal of our campaign was to increase awareness and ensure that Brehon
Brewhouse was getting as much as media attention and web views as possible since Brehon
Brewhouse has only been recently established and it is not yet very known. We used different
strategies to ensure this was the case. Our first goal to ensure they garnered the right market
share was using effective keywords in our campaign .We made this our primary goal due to
the fact that potential customers and web viewers are drawn in by catchy words. In the table
below it is clear to see that we aimed to use a vast amount of keywords that convey the same
message but might draw in a different viewer. When choosing keywords our strategy was to
ensure that our words attracted the right age group also . This ensured that the clickers were
genuine possible customers. It was also important that we used negative keywords to deter
any possible under age visitors, ‘cheap beer’ will help in this area as generally visitors
underage will not have access to a lot of money. Other negative keywords we used related to
lifestyle choices could be ‘health’ and ‘fitness’ negative keywords, as users searching for
these terms are generally looking to reduce their alcohol intake and therefore won’t be
interested in the brand. Our secondary goal was to ensure that the Brehon Brewhouse Ltd
website got as many visitors as possible. We wanted potential customers to be more familiar
with the company’s background and what their aim is, how their artisan craft beers are made
and how they are trying to be more competitive.Our strategy was making sure the URL’s that
we created were simple , catchy and memorable. It was our goal to get as many people onto
their website as their site really shows off their character .

4. Brand The Process The Origin The
product
New
‘Brehon Brewhouse’ ‘Hand Crafted
Beer’
‘Irish Craft
Beer’
‘Beer’ ‘Modern Irish
Brewery’
‘Monaghan
Brewhouse’
‘Hand-made Irish
beer’
‘Brehon’ ‘Ale’ ‘New Beer’
‘Killany Brewery’ ‘Hopped Beer’ ‘Monaghan’ ‘Stout’ ‘New Brewery’
Operational details .
The three week campaign had some operational changes. In terms of campaign dates we
started late than we had initially forecasted. We wanted to be up and running on the 24​th
however due to our urls not working properly we had to push the date forward to the 29​th​
.
We had a slow start however this enabled to be more prepared for our campaign when it got
started. In terms of the money we spent , we used the budget we had set up in our pre
campaign report however we veered away from it and used a different budget strategy . This
in turn allowed our ads to be more visible which would earn Brehon brewhouse more
website views in the long run .Our team distributed the $250 budget evenly throughout the
three week campaign with the goal of maximisation of the budget in the client’s best interest.
This allowed the campaign to be more competitive by allowing for a higher spend on the top
performing keywords.For the ad groups used we only used “search network” . This allowed
us to be very familiar with it and our team monitored the account daily to see what progress
was being made.
Initial budget.

5. Week Percentage
Awarded
Brand
10%
Process
25%
Origin
10%
Product
30%
New
25%
Weekly
Total
Week
1
35% €8.75 €21.85 €8.75 €26.25 €21.85 €87.50
Week
2
20% €5.00 €12.50 €5.00 €15.00 €12.50 €50.00
Week
3
45% €11.25 €28.13 €11.25 €33.75 €28.13 €112.50
Total 100% €25.00 €62.48 €25.00 €75.00 €62.48 €250.00
Evolution of your campaign
The major changes we had to deal with were with was the budget changes. These affectd our
campaign because towards the end of our three week campaign our money for ads started to
run low. Also we had to change the bid and however this made our campaign more effective
as we were more familiar with the adwords system .
Key Results .
Our overall performance was not consistent , we started of with few clicks on our ads.
However as we progressed and used more keywords and other methods our performance
boosted. In terms of our campaigns our first campaign got 10 impression , then our second
campaign got 53 , then our third got 217 , then our fourth got 25 , then our fifth got 123 . The
only campaigns that actually got clicks were campaign 2,3, and 4 . Our impressions for our
campaigns were on a rise then fell at campaign 4 however picked back up in our fifth
campaign.
An important factor for us was what devices people were using when viewing the pages/ads.
In terms of impressions we found that 69.4% of our views were on high end mobiles , and
26.9% visitors were using desktops , and 3.7% of viewers were using tablets.
In terms of clicks , 75.9% of people used high end mobiles , 20.1% of people used desktops,
and finally 4% of people used tablets.
Furthermore our findings show that the majority of people clicked on the headline as opposed
to the sitelink. The day with the most activity is a Wednesday .
In terms of keywords that were effective . Our results show that “Monaghan” garnered the
most impressions .Also “brewery”, “beer”, “blonde”, “county monaghan ” irish craft beer”

6. were very effective . The keywords that seemed to be less effective included ; “home brewing
kits ” , “artisian beer ” , “brewhouse” , “ipa ” , “craft process. ”
CLICKS​ ​IMPRESSIONS

7. Conclusion: Overall, The AdWords campaign went well for us as a group. We had a
lot of discussions regarding updates on our progress. We adjusted our strategies to
improve results throughout. We knew from the beginning our campaign would not be
perfect. But we took it as a learning experience and did our best to create effective
campaigns. It was clear early on that the company we were advertising for was a
small company (Brehon Brewhouse) with a rather niche market so it was inevitable
that it was going to be a challenge, especially this time of year. In the summer months
there would most likely be more tourists around that would have a great interest in
visiting the Brewhouse as it has a lot to offer. We achieved 11.3K impressions and
174 clicks at an average CPC of $1.43 and a CTR of 1.55%. We possibly could have
improved this by monitoring our progress and keywords more regularly. The only
problem we had was the fact we got an email telling us that our budget had ran out
towards the very end. This came as a surprise to us as we didn’t realise we were so
low on money and therefore didn’t reduce our budget towards the end when we
should have. However, we look at it as something to learn from.
Future Recommendations: We strongly advise our client to maintain their AdWords
campaign as it’s a great way to expand their online presence and helps to gain interest

8. in their company. It’s a good place for clients to invest their money in because it’s
very effective in generating conversions, which is very important for business’s
nowadays. The Brehon Brewhouse Monaghan may not see themselves as a big
enough company to stress over online campaigns however by doing this project we
have just proven that people are interested in their business and they will no doubt see
improvements. If they invest more in the AdWords campaign they can even improve
the ads massively as we were somewhat restricted with a budget of $250. If I was
running a company and a group of students proved to me that people are interested in
my website I would highly consider investing more money into running these
campaigns, improve them and set up more ads to gain as much customers as possible.

9. Learning Component: ​By completing the Google Online Marketing Challenge we as a
group hoped to learn first hand and experience what it is to run a successful Online Marketing
Campaign. This campaign allowed us to discuss and plan relevant Online marketing
strategies, to boost our company's presence on its online platforms. This was a fantastic
opportunity as none of us had previously interacted with Google AdWords in such a hands on
manner. Areas within Digital marketing like clickthrough rates,campaign optimization and
ROI along with their importance, all became familiar through conducting this GOMC. This
really allowed us to apply textbook theories known to us in a real life business context.
Through trial and error at times we quickly as team learned how to alter and improve various
aspects of our campaign as mentioned previously. We also discovered first hand how
important social media platforms have become to the success of business in today's world.
From participating in the challenge an unexpected outcome was how emotionally involved
we all became in making our campaign succeed. This is something which isn't common in the
majority of University assignments. Personally I would lay this down to how interactive and
accessible the Google Adwords platform was to use. It was very user friendly and due to this
we all found ourselves interacting with or campaign very frequently.
In terms of the Group Dynamics we all worked and gelled quite quickly. Initially some
challenges encountered included trying to meet up to organise how we were going to go
about our campaign. This was in some ways daunting as were in a very big class and none of
us knew each other personally previous to the GOMC. Another challenge faced included
picking a Team Captain. This due to various personalities of each team member could have
proved to be a quite confrontational affair. However we discussed who would best fit the role
and voted democratically. How to communicate all our ideas as a group and through what
platforms was another obstacle we faced. This was swiftly dealt with through establishing a
facebook chat and google drive account. This got rid of any duplication within our pre/post
campaign reports and offered an easy to use platform to collaborate ideas. From working in a
group with initial strangers I feel as if we have all greatly enhanced our communication and
interpersonal skills.Through debating, brainstorming and developing our campaign all these
areas have been improved. Each team member brought a different dynamic to the table with
their unique skill sets and ideas and this I feel contributed to the success of our campaign.
Our client, a local brewery in County Monaghan, was very eager and engaging in assisting us
throughout our campaign. Initially we had to discuss what Google AdWords was and how
our campaign could become beneficial to our clients overall business strategy. The client who
a team-member knew personally was in the early stages of establishing the company's
presence online, and this campaign he felt was a great opportunity. He appreciated
immensely diverting more traffic and attention to his brewery and products from online
platforms. The commemoration of the 1916 Rising also allowed us a unique setting to
market and publicise their limited edition 1916 craft Beer . At times due the owner travelling
a lot around the country and not having a fixed office/staff it wasn't always easy to get a reply

10. to queries. We were patient however and thankfully got our information sent back to us in
time for deadlines.
If we were to do the campaign again we would recommend getting as familiar with Google
AdWords and the various KPI’S associated with Digital marketing. This can be easily done
through going onto the GOMC website, watching youtube tutorials and also viewing previous
winners. Other things would include bringing the whole team instead of just one person to the
actual brewery to meet the owner. By being there they could gain first hand experiences of
what are the key challenges and unique selling points of the brewery.