Foro 2

AdWords Post-Campaign Report (Judged on a total of 70 points)
The AdWords Post-Campaign Report has five components:
1. Executive Summary (8 points)
2. Industry Component (28 points)
3. Learning Component (14 points)
4. Communication and Readability (10 points)
5. Relevant use of Tables, Figures and Charts (10 points)
1. Executive Summary (8 points, one page)
This stand-alone documentprovides your client with a project snapshot and highlights four key areas:
Campaign Overview - a basic review of the project by introducing the campaign goals and operational details.
Key Results - the overall campaign performance as well as each ad group’s performance. You should reference each group as well as the overall campaign. This section should provide a brief overview of key metrics.Conclusion - a clear synthesis of the report content and key items. This is your chance to tie together the entire package and focus the client's attention on important project aspects.
Future Online Marketing Recommendations - simple, actionable and well-justified advice on what your client’s future online marketing, particularly in relation to AdWords, the website and social media.
Develop theExecutive Summary after you generate all other content, as the Executive Summary summarizes and overlaps with your Industry Component content.
2. Industry Component (28 points, maximum five pages)
This is the team's chance to share the results with their client and expand upon the Executive Summary. As a rule, you should include most if not all of your Charts, Tables and Figures in your IndustryComponent and cover the following areas:
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.
Operational Details (campaign dates, money spent, ad groups used): Review the basic schedule and cost structure you followed, your methods formonitoring the account, etc.
Evolution of Your Campaign Strategy
What were the major changes you made during the campaign and what led to these changes?
How did these changes affect your campaign?
Key Results - summarize your results based on three weeks of data, such as:
Overall performance of the campaign and individual ad groups
Performance of the initial campaign and changes in performancefollowing your optimization efforts
Keyword combinations that were effective and ineffective.
Your success stories and quick, but clear references to your failures.
When discussing performance, refer to metrics such as impressions, clicks, click through rate, average cost per keyword, total campaign cost and relevant metrics provided by the client, such as conversions.
Conclusions
Synthesize theIndustry Component, tie together the entire package and focus your client's attention on the key project aspects. Take this opportunity to repackage information from the data section to display your practical lessons learned with the client. The goal is to develop a great transition that summarizes the critical results and starts to link these results to the future recommendations in the nextsection.
Future Recommendations
Provide simple, actionable and well-justified advice on your client’s future online marketing, particularly in relation to AdWords and the website.
3. Learning Component (14 points, maximum two pages)
The team's reflection on what they learned should cover four points:
Learning Objectives and Outcomes - what did the team hope to learn? How well did you as a team meetyour learning expectations and the Challenge learning objectives (listed in the FAQ)? What else did you learn? What key outcome as will the team remember? What were the expected and unexpected outcomes from participating in the Challenge?
Group Dynamics - what challenges did your team encounter and as importantly, how did you overcome these challenges? What were some expected and unexpected...