The First Days
Each member of our team was pleasantly surprised when the Google Analytics project was announced. We had never heard about any project like that though many of us had used adwords in our personal blogs. We performed a basic research on the project and it involved many acronyms like CTR and CPC and our team tried to figure out the meaning of each of these terms and how they would be used for our project.
Our Client – Arizona Commons
The processing of finding a suitable client for our project was much harder than we thought. We decided to create a list of all small and middle level business establishments near the University of Arizona and ranked them in the order in which they would need a Google analytics to be installed on their website and how much it would be useful for them. We finally zeroed in on Arizona Commons which is a very famous establishment providing rental space for the customers. Our team was pleasantly surprised to know that our client already used Google analytics to monitor traffic to their website. Our client provided individual leases and also provided free utilities and parking spaces for its customers.
Start of Campaign
Our team analyzed the client market and decided to create two campaigns for our project.
Summer Campaign – Focus on students from other states of US.
Year Long Campaign – Focus on students from Mexico, China, India and other states of US.
Once the campaigns were decided, our team proceeded to create advertisements which would be displayed whenever the user would search for rental apartment in Tucson and also when the customer searches for a host of keywords in Google search page.
Real Campaign Expirience
The campaign did not live up to the team’s expectations and team soon learnt to use ‘broad keywords’ and ‘content network’ to increase the traffic to the client’s website. This change worked wonders as the traffic became increasingly huge with 800,000 clicks over the entire campaign and the entire $200 budget was effectively utilized by the end of the Google analytics campaign.
The project has been a huge learning curve for the entire team and we have certainly learnt the importance of online advertisement which holds the key to an effective marketing strategy for each and every company.
