The AdWords campaign for Edison Grainery achieved mixed results. It generated 164 clicks but had a lower than targeted CTR of 0.24%. The Beans and Superfoods campaigns performed best, receiving the most clicks and impressions. While some goals were partially met, like increased website traffic and social media presence, others like sales increases were not fully achieved. The campaign increased knowledge of effective keyword selection and budget allocation strategies. Future campaigns should continue top performing campaigns with increased budgets over longer periods.

1. Executive Summary | Campaign Overview: Edison Grainery is a family owned wholesaler of
organic ingredients at affordable prices. Edison Grainery offers a diverse product portfolio,
consisting of 35 grains, four flours, seven pastas, eight superfoods, 11 seeds, 13 beans, and four
sweets. Edison Grainery’s main goals for entering the AdWords competition was to become a
recognized source of organic ingredients for children and adults with autism and allergies,
increase online sales by 20%, and increase social media likes and followers by 25%. To achieve
these goals, Google AdWords was used to drive traffic to the Edison Grainery website. Seven
campaigns were originally created, including Beans, Grains, Pastas, Brand, Superfoods,
Cereals, and Primitive Grains. The AdWords campaigns achieved a Click Through Rate (CTR)
of 0.24% and maintained an Average Position of 2.2.
Key Results: The overall campaign goals were partially achieved. Our client’s social media
presence increased throughout the campaign in addition to online sales, although not by the
original goal set at the start of the campaign.
Conclusion: The AdWords campaign increased traffic to Edison Grainery’s website, primarily
from new visitors tracked via Google Analytics. The campaign ran for a total of nine days,
limiting the amount of time to access and make adjustments to AdWords. The success generated
from our campaign was driven by accurate keywords and consistent checking of the Google
AdWords campaign account. A total of $245.23 was spent out of the total AdWords budget of
$250.00.
Future Online Marketing Directions: Based upon a decreasing bounce rate, increased web
traffic to the Edison Grainery website, and increased social media presence, our team suggests
that Edison Grainery continues to use Google AdWords to more satisfactorily meet their online
marketing goals. Out of all campaigns, the Beans and Superfoods campaigns generated the most
clicks and impressions and therefore we suggest that Edison Grainery continues to run similar
campaigns after the competition. The Cereals campaign generated the third most clicks and may
prove to be a successful campaign if continued on a new AdWords account after the Google
Online Marketing Challenge.
Industry Component | Campaign Overview: The overall goal of the Google AdWords
campaign for Edison Grainery was to increase traffic in order to reach 7,000 - 9,000 impressions

2. on the Google Search Network with a CTR of 4.5% (avg. 360 clicks), achieve an average CPC of
$0.694, create brand awareness by increasing the amount of likes and followers by 25% on all
social media platforms, and increase overall online sales by 20%. Our main focus to reach these
goals was to create very accurate keywords that generate a high CTR by making our Ads
relevant to the intentions of customer searches.
Operational Details: Our team’s Google AdWords account was activated on Saturday, May 16,
2015 and ran until Sunday, May 24, 2015. During those nine days, our campaigns were live 24
hours a day every day. The budget was adjusted according to which campaigns were most
successful. We based success off of most clicks, impressions, and highest CTR among
campaigns. We increased the budget for Beans, Brand, Grains, and Pastas based off which
campaign received the most traffic. The Beans campaign became the most successful and
therefore we allocated it the highest budget per day among campaigns. The budgets of the
remaining campaigns, including Cereals, Primitive Grains and Superfoods were adjusted
similarly, providing the largest budget to the best performing campaign based on CTR and
impressions; out of these three low budget campaigns, Superfoods received the largest budget.
Our team carefully monitored every campaign and their Ad Groups throughout each day
they were active in order to ensure their success. Our monitoring process involved evaluating
each keyword for all the campaigns and updating or eliminating them according to their success
or failure. We paused the Primitive Grains and Brand campaigns because they were
underperforming and reallocated their budget in order to maximize the success of the remaining
live Google AdWords campaigns.
Evaluation of Campaign Strategy: The Beans campaign was our strongest campaign
throughout the competition. Due to a small campaign window all budgets were changed from the
initial goals and adjusted according to individual campaign and Ad Group performance. Initially
we had all campaign budgets set to be the same at $3.69, but by the fourth day we had hit our
max daily budget for the Beans campaign, so we chose to increase it to $10, and then up to $12
two days later. This not only exceeded our goals of maxing-out the Beans campaign budget
within the first week, but it also surpassed the total budget originally allocated for that specific
campaign. A similar strategy was adopted with the remaining campaigns. Within the first week,
the Beans campaign had the highest number of clicks at 16 clicks, almost four times the second
highest number of clicks, which was associated with the Superfoods campaign. Surprisingly

3. with such a high number of clicks, the Average Position was only at 2.2, meaning there was
moderate visibility for the Beans campaign ads.
Despite the neutral Average Position, the Beans campaign continued to exceed our
expectations with 1,340 impressions and three clicks its first day of opening. By the ninth day of
the campaign, the impressions increased nearly 15 times its first day to 20,494 impressions, as
well as a dramatic increase of clicks from 3 to 54; this all led to a jump in our Average Position
from 2.2 up to a 1.8.
The second major initial change we made was to eliminate our Primitive Grains
campaign due to its lack of clicks and impressions. The Superfoods campaign was not expected
to be as successful as it was; as a result, we chose to allocate our budget from the Primitive
Grains campaign to the Superfoods campaign to keep the momentum going. Despite the
Superfoods campaign having an individual Average Position of 2.2, it still had an impressive
number of impressions (1,921) (for a campaign that was originally underrated by team) on the
fourth day of the campaign. Much like the Superfoods campaign, our Cereals campaign took us
by surprise and surpassed our Grains campaign, something we certainly did not anticipate
happening during the competition. Because of low performance, we chose to pause the Grains
and Brand campaigns and focus on the Cereals campaign. Despite its low Average Position of
2.8, the Cereals campaign had a rapid increase of impressions and clicks over the course of the
campaign.
At the start of the campaign all ads were geo-targeted at the cities of San Francisco,
Portland, and Seattle; however, we noticed right away that we were not getting the traffic we had
anticipated. As a group, we chose to target our campaign to the United States as a whole. This
led to a significant increase in traffic from major cities all across the country. An additional
observation we noted was that Edison Grainery has recently started printing their labels in
Canadian French, and with the Beans campaign’s major success, we thought it would be wise to
also target that specific campaign to the U.S. as well as Canada. We anticipated this would
expand their target market to consumers in both countries. This provided web traffic from a
significant number of Canadian cities over the course of the campaign, including Ontario (21
sessions), British Columbia (18 sessions) and Alberta (11 sessions) provided via Google
Analytics.

4. Two ads that were the most successful based on clicks are shown below in Figure 1. Both
of these ads were used for the Beans campaign.
Figure 1: Most Successful Ads – Beans Campaign
Key Results: While we did not meet our initial CTR goal, we exceeded our goal of 9,000
impressions by reaching 68,642 impressions with 164 clicks. We were disappointed that we were
not able to increase the number of Edison Grainery followers on social media by 25% but it was
understandable considering our ads were catered more towards driving traffic to the actual
Edison Grainery website rather than any of their social media pages. In addition, the campaign
was adjusted to run for a total of nine days, rather than the original planned 21 day campaign.
According to Google AdWords, the website received a total of 164 clicks during the campaign
which led to an increase in site traffic. (Google Analytics web traffic will be compared with
Prestashop web traffic to see if a significant increase in web traffic occurred during the campaign
compared to previous months.) The overall CTR of 0.24% did not meet our goal of 4.5%;
however, the clicks provided during the campaign provided valuable insight for improvement on
future AdWords campaigns.
Table 1: Overall Campaign Performance
During the campaign, a strategy that turned out successful was continually increasing the
budget of the Pastas campaign. This allowed the amount of impressions for this campaign to
improve from 179 during the first half of the project to 3,456 during the second half. However,
the increased amount of impressions did come with a decrease in CTR, dropping from 1.68% to
Campaign Clicks Impressions CTR Avg. CPC Cost Avg. Pos.
Beans 54 20,494 0.26% $1.60 $86.13 1.8
Superfoods 43 24,598 0.17% $1.12 $47.95 2.2
Cereals 25 17,274 0.14% $1.29 $32.32 2.8
Pastas 20 3,456 0.58% $1.82 $36.31 2.5
Grains 12 1,390 0.86% $2.24 $26.89 1.4
Primitive Grains 5 699 0.72% $0.92 $4.58 2.1
Brand 5 731 0.68% $2.21 $11.05 2.9
Total 164 68,642 0.24% $1.60 $245.23 2.2

5. 0.58%. In order to combat this drop in CTR, we implemented A/B split testing by changing our
ads to be more focused towards the gluten-free and allergy-free aspects of the quinoa pasta
products. All three of the new ads that were implemented showed an increase in CTR, including
one ad showing an increase of over 100%. Site link extensions were also tested; however, no
significant performance increases were observed from their incorporation. Of the campaigns
enabled during the entire span of the AdWords campaign, the Pastas campaign was one of the
most successful in terms of CTR by showing 0.58%. Figure 2 illustrates the breakdown of total
clicks for each campaign.
Figure 2: Clicks By Campaign
A challenge with the Pastas campaign was the fact that it initially received a low amount
of impressions. Overall, it received nearly 15,000 less impressions than the next highest
campaign. In an attempt to fix this problem, we experimented with adding new keywords that
were more relevant to the organic pasta products offered by Edison Grainery. Examples of
successful, new keywords applied include “gluten free spaghetti” and “gluten free elbow pasta”.
Another unexpectedly successful campaign was the Cereals campaign which received
the third-highest amount of impressions at 17,274. Due to a narrow focus and low competition,
this campaign had a relatively low Average CPC at $1.29, which means it used a small
percentage of our overall budget. One problem with the campaign was the low amount of clicks
it was receiving. Similar to the Pastas campaign, we tried to improve this by adding more
specific keywords and changing our ad strategy to highlight the allergy-free characteristics of
Edison Grainery products. Unfortunately, this produced a negative result as we saw the amount
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6. of daily average clicks drop from six to four for this campaign toward the end of the nine days
that all campaigns were run. Table 2 below shows the overall performance of the Ad Groups at
the end of the campaign.
Table 2: Ad Group Performance
Conclusion: Edison Grainery’s AdWord campaign was successful in that it generated 164
clicks; however we only produced a 0.24% CTR and an Average CPC of $1.50. The high
amount of clicks was achieved by creating very specific Ad Groups and monitoring our
successful campaigns by rewarding them with more allocation of the overall budget. Our
experimentation with A/B split testing on ads and monitoring the implementation of additional
product-specific keywords also contributed to our success, increasing the CTR and the total
number of impressions for most campaigns. Our initial goals for the campaign could have been
met better with a longer campaign time window and better allocation of the budget, which would
be possible with the information learned throughout this campaign.
Future Recommendations: Our team recommends that Edison Grainery continue to advertise
online through Google AdWords based on the success of this project, in addition to promoting
through its social media platforms. Edison Grainery’s goal of reaching more gluten and allergy-
sensitive, as well as autistic customers could be met with the extensive network that these ads
Campaign Impressions CTR Cost Avg. Position
Beans 20,494 0.26% $86.13 1.8
Beans 20,494 0.26% $86.13 1.8
Brand 731 0.68% $11.05 2.9
Edison Grainery 102 0.00% $0.00 3.5
Gluten-free 629 0.79% $11.05 2.9
Cereals 17,274 0.14% $32.32 2.8
Organic Rice 0 0 0 0
Organic Canahua 0 0 0 0
Organic Quinoa 17,274 0.14% $32.32 2.8
Pastas 3,456 0.58% $36.31 2.5
Organic Quinoa Pasta 3,456 0.58% $36.31 2.5
Primitive Grains 699 0.72% $4.58 2.1
Organic Einkorn 234 0.43% $0.25 1.9
Organic Emmer Farro 465 0.86% $4.33 2.2
Superfoods 24,598 0.17% $47.95 2.2
Golden Berries 376 0.00% $0.00 3
Organic Cacao Beans 544 0.18% $1.55 2.3
Organic Maca Powder 1,859 0.38% $9.34 2.3
Organic Cacao Nibs 1,911 0.10% $2.56 2.1
Himalayan Pink Salt 9,344 0.24% $23.63 2.1
Organic Cacao Powder 10,564 0.10% $10.87 2.3

7. reached. Additional information could also be added to the Edison Grainery website homepage
highlighting the allergy-free qualities of product ingredients in addition to benefits offered to
children and adults with autism. Online advertising creates a wonderful opportunity to reach
these potential new customers and provide a ROI that leads to a significant increase in company
sales.
We recommend that Edison Grainery keep the Beans campaign, Superfoods campaign,
and Cereals campaign based on the amount of clicks they received, which could be improved
with an increased budget. Additionally, it is important to run these campaigns in both the U.S.
and Canada; according to Google Analytics, the total users from Canada that visited Edison
Grainery’s website increased from 2% to 4% over the course of the campaign. In conclusion,
Edison Grainery has a great opportunity to improve its customer network and sales via Google
AdWords and to capitalize on the goal of reaching gluten-sensitive and autistic customers.
Learning Component | Learning Objectives and Outcomes: The learning objectives of our
Google Marketing Team were to better understand AdWords and how to choose effective
keywords in order to gain more impressions, increase brand awareness, and generate site traffic
for the Edison Grainery website. In the process of choosing keywords, we learned that we could
better reach the target market by adjusting and deleting keywords within campaigns. We tried to
use +match, broad match modifier, and [exact] match and found that there was no significant
difference in website traffic or impressions from those keywords. Specifically, the broad match
keywords did not generate any additional traffic when compared to more specific matching, such
as [exact] match. Although successful in providing exposure, the broad match keywords often
lead to low click through rates and would have exceeded our budgets if we were to add funds to
campaigns with only broad match keywords. We also gained additional knowledge about geo-
targeting and observed the results of initially targeting our most popular campaigns to San
Francisco, Portland and Seattle. While we now have a much better understanding of geo-
targeting, we found that our campaigns did better nationally, and when the best performing
campaigns were geo-targeted to countries outside of the U.S. We also learned about budgeting
and how to avoid underspending with certain campaigns like the Beans campaign and the
Superfoods campaign. The Beans campaign and the Superfoods campaign were our most
successful campaigns. We added additional key words to the Superfoods campaign when we
discovered that the campaign was performing well. The Ad Group Himalayan Pink Salt was

8. added halfway through the campaign and it happened to also be the keyword in the Superfoods
category that generated the highest number of clicks and impressions in comparison to the
campaigns which we originally started. We spent a total of $86.13 on the Beans campaign and a
total of $47.95 on the Superfoods campaign. Throughout this process, our team learned the
strengths and challenges of using Google Adwords. Over the campaign, while growing our
understanding of Google AdWords, in addition to Google Analytics, we were able to provide
additional website traffic for Edison Grainery. Group Dynamics: Our team was extremely
enthusiastic throughout the entire campaign. We were able to work together, strategize and had
an excellent group dynamic between the five of us. The team held meetings at least once a week
and group members who were not present were updated by other group members once the
meeting was adjourned through shared documents on Google Drive. The only time we did
encounter communication problems was when a group member was out of town without access
to a cell phone or a computer. Every member attended most meetings where tasks were assigned.
Follow up emails were sent out weekly to make sure deadlines were being met and additional
tasks were being accomplished.
Client Dynamics: Prior to our campaign, our client, Edison Grainery, did not use any Google
Analytics statistics regarding their website data. The client provided invaluable company
information before the AdWords campaign was started which helped the team tremendously in
creating the pre-campaign report, in addition to helping set up a Google Analytics account. We
set goals early on with our client and followed up on the progress that was being made to achieve
them. While the client has a small number of employees, they were a significant source of
support regarding the progress that we made throughout the weeks. Edison Grainery was excited
to learn about the additional website impressions and traffic they gained from Google Adwords
and our team loved working with them as a client. Google Analytics also helped us determine the
amount of traffic that was generated from the campaigns.
Future Recommendations: After our campaign finished, we felt that the knowledge our team
gained was extremely beneficial and could be applied towards any business. Our team would
highly recommend continuing the use of campaigns with Google AdWords for Edison Grainery.
We would highly encourage other students within our university and across the U.S. to
participate in the Google Online Marketing Challenge.