1. Executive Summary
Campaign Overview
Ziferblat is located in the centre of Shoreditch, London. It is considered to be
the youngest Ziferblat ever started in December 12, 2013. Each Ziferblat
guest becomes a micro-tenant of the space, responsible for it and able to
influence its life. The major goal of the group in launching the Google
Adwords campaign is to promote brand awareness of Ziferblat London.
Secondary to the main objective is to attract more customers in order to
maximise the profit of the company. The campaign was run over 12 days
instead of the plan of 21 days because of budget constraint due to
experienced struggle in bidding with the keywords. With the cost of $259.90
the campaign was run from 28th May 2014 until 10th June 2014. Various
Google adwords marketing tools was utilized to create adjustments and the
account was monitored regularly and the decision was made in collaboration
with all of the members of the group.
Key Results
The Google Adwords online campaign of Ziferblat had a good performance
on the overall metrics set by the group. Based on the results, the group had
surpassed and exceeded the target metrics of the campaign. The campaign
garnered a total of 95 clicks, 78,732 impressions, 0.12% CTR with average
CPC of $2.74 in the 12 days period of the campaign and it was twice as the
target goals of the group which was 40 clicks, 9, 000 impressions, 0.05% CTR.
In terms of their facebook page, there is an influx of facebook likes and a
total of 0.07% during the time of campaign as seen in the picture below.

2. Conclusion
The campaign was consistently optimized and all the stages of the campaign
was vividly monitored and as a result of the team work and effectively
communicating with the Ziferblat staff, the Google Adwords Campaign of
Ziferblat was considered by the team to be successful. We remained to be
flexible and worked out for the adjustments in times that the campaign
needs it. The Google Online Marketing Challenge had helped us a lot by
providing all the necessary information that we need during the campaign.
Recommendations
The campaign showed that the small enterprise such as Ziferblat needs to
use the online marketing campaign such as Google adwords in order to
promote brand awareness and sales maximisation. Also, together with the
improvements of the campaign and following the adapted strategies, the
campaign management of the Ziferblat will be of great success.
Industry Component
Campaign Overview
The major goal of the group in launching the Google Adwords campaign is to
promote brand awareness of Ziferblat London. Secondary to the main
objective is to attract more customers in order to maximise the profit of the
company. The campaign was run over 12 days instead of the plan of 21 days
because of budget constraint due to experienced struggle in bidding with
the keywords. With the cost of $259.90 the campaign was run from 28th
May 2014 until 10th June 2014. The group created a total of 3 major
campaigns with 7 ad groups and which it is composed of Search network
with Display Select. Moreover, there are 6 ads created from the ad groups
that were formulated. The campaign aimed to increase the number of
impressions since the primary aim of the Adwords campaign is to maximise
brand awareness and in conjunction with increased CPC for sales. About 130
keywords was generated in the 12 days campaign in order to optimise the
Search Engine. In order to attain a high-quality Adwords campaign
performance, the group utilize the manual CPC strategy and adjusted the
location of the ad into 20.0 miles around the Old Street and the ad in
available to all the devices in which the current and potential customers can
view. Moreover, the group frequently updated the campaign results and
look for the opportunities and follow the suggestions. Also, the group was
updating the Ad preview and Diagnosis tool in order to keep informed about
the status of the campaign. Finally, the Keyword and Display Planner was
also frequently been checked for the latest updates of the good quality of
keywords that was used and what are the low quality keywords that needs
to be changed in order to compete with the toped rank website of the other
multinational company who has already have well established search engine
and multimedia platforms within the City of London.

3. Ad extensions
Evolution of the Campaign Strategy
Phase 1. Awareness and Online Introductory Stage- from 28th May 2014 to
31st May 2014
In this phase, the group was preparing for the launch of the Google Adwords
campaign and firstly monitor the trend of the website through the Google
Analytics reports. As well, the group creates the first campaign which was
Ziferblat#1 and the group thoroughly monitor how the ad gains the positive
metrics. The first four days of the campaign was purely geared towards
monitoring the trend of the campaign and exploring how and what were the
possible ways of improving the campaign. The phase 1 of the campaign
gained an average of 1-8 clicks with 21,567 impressions and average CPC of
$2.06-$2.98 per day.
Phase 2. Brand Awareness and Online Marketing Development Stage- from
1st June 2014 to 5th June 2014
On the first day of the campaign, the group decided to pause the ad since
there was confusion whether the group was overspent with the campaign
budget. However, with the aid of further research on how to improve the
performance of the Google Adwords campaign, the group realised that the
team needs to spend a higher CPC since the location of the business is in the
city of London where most of the multinational companies are located.
These companies have well established search engine platforms and paying
a higher bid for their website, thus, the group needs to compete and place a
higher price for the bids. Moreover, the group was communicating with the
Ziferblat staff in order to be updated with the trend of how many customers
are coming to the place. The team was informed that most of the customers
are coming during the weekend and few are visiting during weekdays. In this
stage, the group intensified the campaign during weekdays by means of
frequently monitoring the ads and improving the list of keywords that were
used. The ad keyword was also been checked and preview how the ad looks
like in the Google search page. As well, the location of the ad was also tested
in order to verify if the ad was visible to the target location which is 20.0
miles around the Old Street. The Keyword and Display Planner Tool was also
check in order to determine the list of traffic in the keywords.

4. Ad Preview
Phase 3 Final Push of the Campaign- from 6th June 2014 to 10th June
2014
The last stage of the campaign was merely improving the Adwords
campaign and adding more keywords as well as monitoring the
performance of the campaign. The group still continue to maximise the
Adword campaign and compete with the keyword bids during the
weekdays in order to increase the customers visit. Further, the team
also continues to communicate with the staff in Ziferblat and inquire
about the trend of the visitors coming to place. The staff of the Ziferblat
also reported that there were an increase number of visitors from an
average of 3-5 per day to 10-12 per day during weekdays. Finally, the
Campaign had a dramatic increased in clicks, impressions and CTR
during the final phase of the campaign.
Key Results
The Google Adwords online campaign of Ziferblat has a good
performance on the overall metrics set by the group. Based on the
results, the group has surpassed and exceeded the target metrics of the
campaign. The campaign garnered a total of 95 clicks, 78,732
impressions, 0.12% CTR with average CPC of $2.74 in the 12 days period
of the campaign and it was twice as the target goals of the group which
was 40 clicks, 9, 000 impressions, 0.05% CTR.
Key Results
Target Actual
Clicks 40 clicks 95 clicks
Impressions 9,000 imp 78,732 imp
Ave CPC $0.80 $2.74
CTR 0.05% CTR 0.12% CTR
70%
15%
15%
Allocated Budget
Google Search
Network
Google Display
Network Brand
Google Display
Network Images

5. The list of best performing ad group
Most number of the online visitors clicked movies keywords with 22 clicks
and 5, 857 impressions. In terms of the number of visitors coming in
Ziferblat, the company reported that there is a dramatic increase in the
number of customers. From approximately 5 per day was then flaunted to
10-15 per day on weekdays and tripled to 20-25 per day during weekends.
The staff of Ziferblat also asked the customers of where did they hear about
the company and the customers replied that it was in the internet ads.
Unlike before, when the group's first visit in Ziferblat, most of the customers
known Ziferblat from the newspaper, radio advertisement and from their
friends. Moreover, the staff of Ziferblat was happy to report that there were
more phone calls for inquiry that they received during the campaign period.
The best performing keyword.
70%
15%
15%
Actual Budget
Google Search
Network
Google Display
Network Brand
Google Display
Network Images

6. Conclusion
All the stages of the campaign were vividly monitored and as a result of the
team work and effectively communicating with the Ziferblat staff, the
Google Adwords Campaign of Ziferblat was considered by the team to be
successful. In fact, a company is known to be a small enterprise with about
50 capacity customers, but, the Google Adwords has help in promoting the
brand aware of the potential customers and gained an overall clicks of 95
and 78, 732. The campaign was monitored everyday and made some
adjustment in the bids in order to be competent in the search engine
ranking and the team was trying to bid a higher cost in order to be place in
the first page of the Google search since the team was competing with the
big companies that was located in the city of London. This factor affected
the allocation of the budget of the group.
Recommendations
In all the gathered information and the results of the Google Adwords
campaign, the following are highly recommended by the group to Ziferblat.
Firstly, the company will continue to take advantage of Google Adwords
since it can create an avenue in order to further promote the business and
to increase the profit of the company. Secondly, the adwords account
should be monitored from time to time and take advantage of the Google
Analytics in determining the trends of the campaign. Also, from the given
trends, the company can use the strategic tools such as keyword planner
and Adwords diagnosis in adjusting the keywords in order optimise the
company's website. Thirdly, the company will improve their website and
update it regularly since it can create a good impression to the customer and
it can provide interest for the customers to visit the place. Lastly, the
company must explore other digital marketing products such as Webmaster
Tools, YouTube, and improve their Google+ account.
Major Elements which Affects the Google
Adwords Campaign
Effective Communication
Teamwork
Continuous Daily Monitoring
Broad Knowledge and Research

7. Learning Component
Learning Objectives and Outcomes
The team believes that along with teamwork, a sound knowledge and a
great skills about the online marketing and spice with friendship will be a
great combination in order to be successful in the GOMC. Although we came
from educational background which has no knowledge about the Google
online marketing, we have strived hard in order to be competent and to be
successful in our campaign. The group have done a trial and error strategy
and equipped with a strong knowledge of the digital course help us in all the
phases of the campaign.
By means of the Google online marketing challenge, we have learned how to
be a good online marketers and how can we effectively communicate with
the business in order to create a good relationship and trust with them. We
also learned how to communicate with the business in the professional
manner and learned how to follow up in every step of the campaign process;
and we learned on how to pitch as sales person. As well, we have learned
that every business or an organization has its own style on how to run a
campaign and learn how to run a campaign in compete with the website of
multinational companies in London. Google Adwords helped us understand
how these facts can be worked out. Participating in this challenge definitely
taught us a lot of knowledge and skills about the power of digital marketing
specially in taking advantage of Google Adwords account in the future, a
proper time management, team work and how to meet the deadlines.
Overall, the challenge made us to be ready to step up into a marketing
career ladder as confident and knowledgeable professionals. And most
importantly, we have understood the true meaning of marketing and sharing
our knowledge to others and it is all because of Google Online Marketing
Challenge.
Group Dynamics
Our group was composed of different cultural background but we are tied
with friendship and teamwork. Each of the members of the team has its own
expertise and we used that skills on each of the task that we have done. The
team encountered several problems within the group but still we remained
intact and overcome those challenges. Firstly, one of the group member
decided to leave the group, thus leaving us with only three members. The
team recruit another member and we have a good teamwork throughout
the competition. Secondly, the campaign was also run during the time that
we are close to the submission of our undergraduate individual dissertation
and assignment, thus, each of us needs to have a good time management in
doing the assignment and as well as monitoring and making the reports
about the GOMC. Thirdly, our professor was in a conference in Turkey for a
week during the time of the campaign, but, we communicate using the
Google mail and Google + hangouts.

8. Lastly, the client are hesitant in cooperating with us at first, however, we
communicate with them constantly and building trust by means of regularly
reporting on what is going on with the campaign and emphasize how the
Google Online Marketing with the help of Google Adwords uplift the
business.
Client Dynamics
The experience of joining the competition was to develop our skills in
marketing and to win the competition, while for Ziferblat it will maximise
their profit. When we first met the client, we were so positive that we will
work with a helping hand for the success of the campaign. The team has
difficulties in persuading the client on how to trust the group and explaining
the marketing jargons such as CTC, impressions, and clicks. The group was
explaining the client in a manner that they can understand and giving
relevant examples and illustration to fully visualise how the campaign works.
Constant communication was also the most important factor in the
campaign and the group was transparent in updating the results to the
client. In fact, at the end of the campaign, Ziferblat was so thankful that the
team choose the company and considered to use the Google Adwords even
though the competition has finished.
Future Recommendations
Strategy
Firstly, the group need to take advantage of the entire marketing tool that is
present in the campaign. This will enable the group to fully optimise the
website and to have a good performance in the campaign. Secondly, the
group needs additional campaigns and grouped them accordingly in order to
organise and it is easy to visualise the results.
Learning Experience
1.) Always check for the previous challenges and learn from the challenges
that they have encountered and build a good resolution to the problems
encountered. Also, try to reference the successful campaigns.
2.) Look for the avenue of success by exploring the various means of
marketing campaign and use all the resources available.
Group and Client Dynamics
Trust with the team and create trust with the company. Also, a good
communication to everyone that was involved in the campaign is the
essential part of the campaign. A good time management and the campaign
need to be started earlier and meet all the deadlines. After all, the success of
the campaign lies in every hands of everyone.