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Post campaign of Google Online Marketing Challenge
1.
起士公爵 Post-Campaign Report 第八組 工管三
陳盼如 徐若庭 邱宥琳 駱柏蓁 蔡宜辰
2.
回顧目標 關鍵字廣告指標 網站與銷售目標 總曝光 (Impression) 500,000 造訪人次成長
30% 總點擊(Clicks) 2000 三周人次 46000 點擊率(CTR) 0.4% 營業額 提升25%
3.
第一週 4/23~4/28 廣告群組: 宅配、起士公爵_網購群組_不分區 文案:
點擊率 母親節蛋糕宅配預購 《起士公爵》低脂無添加的蛋糕革 命 幸福指數破表 零負擔完美味蕾衝擊 www.cheeseduke.com.tw/ 2.64% 《起士公爵》人氣蛋糕宅配 低脂無添加的蛋糕革命 幸福指數破 表 零負擔完美味蕾衝擊! www.cheeseduke.com.tw/ 2.84% 《起士公爵》母親節蛋糕宅配 世界頂級Cream Cheese烘焙,入 口即化! 低脂無添加, 吃不胖零負擔純粹 風味 www.cheeseduke.com.tw/ 2.36%
4.
關鍵字: 「好吃蛋糕」、「母親節蛋糕」、 「蛋糕宅配」等 預算: 週間每日預算NT$100 周末約在NT$300~NT$350 共NT$1250 時段:
平日 7:30-9:30和21:00-24:00 第一週 4/23~4/28(continued)
5.
第二週 4/29~5/5 加入新廣告活動─實體店面
關鍵字: 刪除成效不彰關鍵字 「蛋糕推薦 台北」、「母親節蛋SOGO」 「高雄蛋糕推薦」、「台南蛋糕」 預算: 5/4當日預算為NT$1,000 =>6,416次曝光、點擊率為2.04% 5/5當日預算為NT$1,750 =>11,256次曝光、點擊率為2.51% 時段:平日 通勤時段 07:30 - 09:30、16:00-19:00 21:00 – 00:00 5/4 15:00~00:00,5/5全天候放送
6.
第二週 4/29~5/5 0 2000 4000 6000 8000 10000 12000 4/29(一) 4/30(二)
5/1(三) 5/2(四) 5/3(五) 5/4(六) 5/5(日) 曝光 費用
7.
第三週 5/6~5/11 • 廣告群組:
加入「實體店面-台南」 • 關鍵字: 嘗試新關鍵字 「母親節 外送」、「蛋糕 食記」 預算: 平日最高單次點擊出價在NT$8~10之間 預算NT$100/天 5/10(五)單日預算為NT$400=> 曝光3664次 5/11(六)單日預算為NT$700=> 曝光4008次
8.
結論 曝光 (Impression ) 點擊數 (Clicks ) 點擊率 (CTR ) 單次點 擊出價 (CPC) 刺激網 站造訪 刺激銷 售比例 原定目 標 500,000 2000 0.4% NT$3.77 ~4.61 130%
125% 成果 47,555 1129 2.37% NT$ 7.03 NA NA 目標達 成率 9.5 % 56% 593% 0% 初估刺激銷售額,以起司公爵提供之關鍵字搜尋訂單 (67筆)數據與平均客單價895元得出 預估值895元*67筆=55965元
9.
結論
10.
結論-群組 曝光 點擊數 點擊率
單次點擊出價 費用 宅配群組 33,527 935 2.79% NT$6.88 NT$6,437.47 實體店面 11,347 142 1.25% NT$9.85 NT$1,107.33 實體店面_台 南 2,681 52 1.94% NT$7.62 NT$396.23 效 果 取 捨 費用 點 擊 點閱率 曝光 單次點擊 出價 千次曝光出價 排名 宅 配 NT$4,080.4 3 592 2,78% 21,285 NT$6.89 NT$191.70 1.6 實 體 NT$657.97 53 1.56% 3,402 NT$12.41 NT$193.41 1.7 群組總成效
11.
結論&心得 關鍵字 預算 行動裝置 團隊合作 廠商
12.
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