2. 1
Client Profile: The Sandbanks Hotel is located on the Sandbanks peninsula in Poole, operating under
FJB Hotels. The Sandbanks hotel was founded in 1955. The hotel consists of between 40-70
employees depending on seasonality (a major issue).The hotel maintains a strong online presence
through social media. Their social media platforms consist of Facebook, Twitter and Google+. In
2015, the hotel invested £60,000 in upgrading their e-commerce through their website:
https://www.fjbhotels.co.uk/sandbanks-hotel/ working in conjunction with Shotgun Front.
Market Analysis: The current customer base is the 25-65+ market, the most popular age range is 45-
54, making up 22% of the market. The least influential market segment is 18-24 year olds, with 5% of
the market. Key competitors include Christchurch Harbour Hotel, a luxury hotel and Captain Club
Hotel who focus on a push strategy of last minute deals. Other competitors include Hotel Du Vin and
Langtree Manor. A new entrant in the long-term is the newly opened Hilton Hotel, located in the
Bournemouth town Centre.
The tourism economy in the UK has a GDP of 9%, receiving £125.2bn in revenue in 2014. The
average length of stay of visitors is 7.5 nights (Poole’s average length is 10 nights) in International
inbound tourism, the average visitor during this stay spends £624. In comparison, the domestic
tourism market has an average stay of 3.1 nights (Poole’s average length is 3.7 bed nights); with an
average spend of £198. . The hotel online sales by channel in Europe showed a year on year increase
for online travel agents from $18 billion in 2012 to the projected figure of $30 billion in 2017. When
scaling the overall figures down to Poole, the tourism sector in Poole contributes over £200 million to
the local economy, which welcomes 373,000 staying visitors per annum.
The client target the high end luxury 4* hotel market, specialising in: beachfront weddings, family
friendly package deals, activities and a range of gifts. The hotel has a beachfront restaurant which
provides a unique experience through its locally sourced ingredients, as well as offering a selection of
water sports in partnership with the water sports academy. Poole Harbour also provides a unique
selling point, due to the range of activities which are available. In terms of threats, seasonality is an
important factor for the client to consider. Threats are minimised by the client adjusting employee
numbers accordingly, whilst also customising the packages on offer.
Current Marketing: The first strength of the client is the use of time-lapse material and drone video
footage of Sandbanks, leading to a low bounce rate on their website. The website is presented in a
contemporary layout with a range of offers clearly presented in accordance with the group’s targeted
demographics.
A weakness of the hotels website is the engaging videos are unresponsive on mobile devices. In
addition to this, the difficulty in navigation on the website causes some problems for the older
generation who desire a simplistic website design. Sandbanks hotel appears on page one and rank one

3. 2
using the keywords ‘Sandbanks’ and Hotel’ in a Google search, using the keywords ‘Beach hotels
Poole’ the hotel is on page one rank four showing the strength of organic searches. The hotel offers
offline marketing in the form of posts in their own FJB magazine which are distributed locally.
Proposed AdWords strategy:
Our online marketing campaign consists of two key aims. The first aim is to increase traffic to the
client’s website, with the intention this will lead to high conversions and in turn, additional revenue
for the client. The second aim is to create a growth in awareness of the Sandbanks Hotel in both the
surrounding areas and throughout the UK. The first goal of the campaign is to position the client’s
business as a luxurious venue where customers can come for: rooms, weddings, family stays and
afternoon tea. All Ad Groups have their own extensive list of keywords and negative keywords. These
lists have been compiled using the internal keyword planner within the Ad words application and
Google Trends. The keywords are outlined Table 1. Through utilising Google Trends, search patterns
were identified on a geographic basis, providing an insight for setting the geo-targeting preferences
and which areas to allocate more budget. The negative keywords selected for each Ad Group have
been chosen based on each being unrelated to the client’s current products. The use of negative
keywords will ensure a low bounce rate from the site. Demographic targeting will not be suitable due
to our use of the search network only.
In reference to Table 1 below, a combination of broad modified and phrase match types will be used
throughout all three of our campaigns to increase the ease of finding the campaign ads, which
increases impressions. Our ad campaign will only focus on the search network, as the hotel booking
process is a search appropriate service. The consumer decision journey involves an active information
search stage during which our AdWords campaign will be most effective, with Ads that show through
the display network unlikely to fulfil the search requirements of our target market. In terms of the
search network and budget we will not include search partners, due to Google’s search engine being
easier to monitor in terms of clicks and traffic driven by Ads. The ads created for our three campaigns
involve the same design to optimise their appeal and encourage a high Click-Through-Rate. Features
of each ad will consist of calls to actions to encourage consumer engagement. Capital letters and
theuse of Ad extensions ensure a larger presence on the Google search results page. These Ad
Extensions will consist of location and Call Extensions, which will add credibility. Mobile strategy

4. 3
will run in line with all platforms by monitoring and optimizing performance throughout the
campaign
Table 1: AdWords Campaign Structure
Budget: The budget of week one is the lowest in order to gain an understanding of which campaigns
are preforming well in terms of CTR. Once ads have been analysed within the first week, the
campaign in the remaining two weeks will be reviewed. Due to limited time, budget and the primary
objective of driving traffic to our client’s website, an ad rotation will be set to the default of “Optimise
for Clicks”.
The approach risks driving down low quality traffic, however a high Quality Score of our Ads will be
maintained due to the specific geographic and demographic targeting, as well as the strategically
Google Search Network (GSN)
Campaigns Kids Go Free Weddings Afternoon Tea
Ad Groups Family Breaks In Sandbanks Wedding Venues Afternoon Tea
Beach and Seaside breaks Event Spaces Gift Offers Sandbanks
UK Holidays Beach Weddings
Geo
targeting
United Kingdom
(London + 10% Budget
Allocation)
United Kingdom
(London + 10% Budget
Allocation)
Sandbanks area (10 Mile
Radius)
Broad
Modified
‘+Kids+Deals+Bournemouth’
‘+Kids+Deals+Sandbanks’
‘+Families+Offer+Sandbanks’
‘+kids+Club+Hotel+Sandbanks’
‘+Family+Breaks+Sandbanks’
‘+Family+Breaks+Poole’
‘+wedding+Hotel+Sandban
ks’
‘+wedding+Hotel+Bourne
mouth’
‘+Wedding+Reception+San
dbanks’
Afternoon+Tea+Sandbank
s’
‘+Lunchtime+deals+Sandb
anks’
‘+Last+Minute+Offers+Lu
nch’
Phrase
Match
“Family Friendly Hotels In
Poole”
“Family Friendly Hotel in
Bournemouth”
“Hotels for kids Sandbanks”
“Family Friendly Hotels in
Sandbanks”
“Kids Go Free Holidays”
“UK Beach Holidays”
“Wedding Venues in Poole
Dorset”
“UK Beach Wedding
Venues”
“Weddings in the south
coast”
“Wedding receptions in
Sandbanks”
“Afternoon Tea In Poole
Dorset”
“Afternoon Tea in
Sandbanks”
“Last minute lunch deals
Sandbanks”
“Lunch offers in Poole”
“Beach Front dinning in
Poole”
Negative
Keywords
-Spain – All inclusive –
Romance – Blackpool –
Brighton – Torquay –
Weymouth – Cornwall –
Manchester – Liverpool –
Birmingham – Bristol – Stag –
Hen – Bucks – Student
- Singles – Student-
Divorce – City – Overseas.
Consumer
Purchase
Lifecycle
Awareness, Interest, Purchase,
Referral.
Consideration, Awareness,
Interest.
Awareness, Interest,
Purchase, Referral.

5. 4
chosen keywords. Table 2 below illustrates the proposed budget allocation plan during the duration of
the live campaign.
Table 2: Proposed Budget Allocation
Geo-targeting: Through utilizing the Google Trends and information from client’s Google Analytics,
we determined the geo-targeting preferences of the campaigns. The ‘Afternoon Tea’ campaign will be
established with the geo-targeting preference set at a 10mile radius around the Sandbanks area. On the
other hand, ‘Weddings’ and ‘Kids-Go-Free’ campaigns will be Southern England with a particular
focus on Oxford and London. These two areas will be allocated an additional 10% budget compared
to the rest of the UK. Organic search consisted of searching for keywords, which come up organically
to optimise effective use of the budget.
Forecasts are provided by Google using the keyword planner and although these projections can be
flexible, they will be used as the foundation for constructing our campaigns KPIs, which include;
impressions of 9000, a Click-Through-Rate (CTR) of 2.5%, an average costs per click (CPC) at £0.60.
Our Success Indicators of the campaign will be outlined through the fulfilment of these KPIs, as well
as the achievement of at least two conversions in terms of completed bookings. This will be
monitored and measured through the integration of a conversion tracking code that will be place in the
confirmation of booking page of the client’s website.
BudgetAllocation
Channel Campaign Budget
Allocation
Week1 Week2 Week3 Total
GoogleSearch
Network
KidsGoFree 40% $25 $35 $40 $100
Weddings 40% $25 $36 $39 $100
AfternoonTea 20% $15 $15 $20 $50
Total 100% $65 $89 $96 $250

6. 5
The Sandbanks Hotel Post- Campaign Report
Executive Summary - Campaign Overview: The first goal set for the 3-week Google Ad Word
Campaign, was to raise awareness of the Sandbanks Hotel in both the surrounding areas and
throughout the UK. The campaign was aimed to reach new customers and increase traffic to the
client’s website, with the leading intention of high conversions creating additional revenue. A
leading objective was to position the Sandbanks hotel as a luxurious venue where customers can come
for: rooms, weddings, family stays and afternoon tea. An additional objective set by the team, was to
achieve a Click Through Rate (CTR) of 2.5% and create 9,000 impressions. The team developed 3
campaigns, Afternoon Tea campaign, Kids go free and a Wedding campaign. The 3 campaigns
consisted of 7 ad groups and 14 ads we presented 50 Keywords and 18 Negative Keywords that
were amended throughout the campaign to ensure maximum optimization.
Key Results: The Sandbanks Hotel Campaign met all of the set aims and objectives to achieve the
desired goal. The key results were firstly a high number of impression with 9000 acheived,
additionally, the hotel saw an increased amount of traffic to the website and the team achieved a CTR
of 2.56%. The team regards this as a very successful set of results, considering the nature of hotel
bookings and the time of year the campaign was run. The Afternoon Tea campaign was the most
successful campaign, receiving 169 clicks, with a high CTR of 3.21% (.65% higher than the overall
average) the average cost- per-click recorded was $0.69 and the lowest average cost of the three
campaigns was also the Afternoon Tea campaign with $0.47. Weddings achieved the second highest
number of clicks, with 115 clicks, however the CTR was the weakest at 2%. KidsGoFree had a
similar performance level to weddings, however the Ad group achieved the lowest number of clicks
with 87 clicks.
Conclusion: The AdWords campaign proved to be successful in fulfilling the goals set by the team.
As confirmed by the client, the campaign increased traffic to the Sandbanks Hotel landing pages and
despite being unable to implement the Google conversion tracking codes, resulted in additional direct
bookings with the client. This combined with the fact that the expected overall impressions and CTR
were exceeded further reflects the success of structured AdWords campaign.
Future Online Marketing Recommendations: The implementation of the AdWords campaign was
effective in terms of measurable specific products such as Afternoon Tea. While, more generic
products such as hotel nights or Weddings, which generally include high return products, require a
larger AdWords budget in order to effectively compete in the industry, thus increasing budget on
more measurable and specific products would be more beneficial to the client. The campaign would
also benefit from continual monitoring and optimizing the AdWords account and a regular update of
the keywords to utilise growth. Further recommendations include monitoring earned media websites
and social media to address any negativity or dissatisfaction guests experiences also; increased
AdWords budget could increase the return of investment (ROI).

7. 6
Industry Component
Table 1. Operational Details
Campaign Overview: The target of the campaign was to increase consumer awareness to the
Sandbanks Hotel and the services and products they offer. The campaign was aimed to reach new
customers and increase traffic to the hotels website, with the leading intention of high conversions
for additional revenue. A principal objective was to position the Sandbanks hotel as a luxurious
venue where customers can come for: rooms, weddings, family stays and afternoon tea. In order to
ensure that we achieved the goals, as a group we designed and implemented an Afternoon Tea
campaign, Kids go free campaign and a Wedding campaign. We wanted to target the right searches
on the search network, opposed to just any random searches. By using the Google key word planner
we were able to determine what key words would be most applicable to our campaigns, we also drove
away non-associated traffic from the website by introducing negative key words into the campaign.
(Something that was suggested by our client to introduce, due to a non-successful AdWords campaign
they had 12 months previous). The CTR that we set out to achieve was 2.5%, and the overall
impressions we wanted to generate as a result of the campaign was set at 9,000 which was
successfully achieved during the campaign. The overall campaign ran for three weeks commencing on
the 29th
February to the 20th March with a budget of $250.
Operational Details
Campaign Dates 29th
February – 20th March
Week Number One Two Three
Campaign Kids Go Free
Budgeted Cost $25 $35 $40
Actual Cost $23.88 $26.01 $22.09
Difference Between Budgeted & Actual ($1.12) ($8.99) ($17.91)
Campaign Afternoon Tea
Budgeted Cost $15 $15 $20
Actual Cost $14.97 $24.78 $40.74
Difference Between Budgeted & Actual ($0.03) $9.78 $20.74
Campaign Weddings
Budgeted Cost $25 $36 $39
Actual Cost $25.98 $36.57 $38.04
Difference Between Budgeted & Actual $0.98 $0.57 $0.96
Weekly Budget for 3 Campaigns $65 $89 $96
Weekly Spend for 3 Campaigns $64.83 $87.36 $100.87
Difference Between Budgeted & Actual ($0.17) ($1.64) $4.87
Account Monitoring
Daily Basis Account Monitored by Group
Weekly Basis Account Monitoring and Adjustments based upon the weekly
performance
Client Communication Weekly Communicated with the Sandbanks hotel regarding performance

8. 7
Evolution of the Campaign Strategy: Changes were made to the AdWords campaign throughout the
three weeks in an attempt to optimise and enhance the effectiveness of all three campaigns. The
changes that resulted in the most notable impacts to the campaign are included in the table below:
Table 2. Weekly Adjustments
Week Modifications Impact
Week One  Budget allocations were adjusted
based upon the results generated from
week 1.
Impressions: 5,036
Clicks: 95
CTR: 1.89%
Week Two  Low performing keywords had their
status changed from active to paused
after accumulating data with the
intention of increasing overall CTR
for the individual campaigns.
Impressions: 4,282
Clicks: 126
CTR: 2.94%
Week Three  Review Extensions were added to
each campaign to boost the number of
clicks and CTR by increasing ad
presence on the Google Search
results.
Impressions: 5,002
Clicks: 145
CTR: 2.90%
Table 3 represents the number of keywords paused and the resulting impact on the CTR. Although
this was influenced by the increase in overall campaign budget that occurred on the same day, it is
shown that after optimising the keywords for Afternoon Tea and Weddings campaigns, the CTR
increased. The Kids-Go-Free campaign experienced a decrease in CTR following the keyword pauses.
Table 3. CTR Results
Key Results of the Campaign:
The overall performance of the AdWords campaign was separated into the separate ad groups (Table
4). Firstly, the Weddings campaign had the greatest number of impressions in comparison to the other
two campaigns, with total impressions reaching 5,749. In contrast, the group expected before the
campaign that Kids-Go-Free and Weddings would have a higher number of clicks in comparison to
Afternoon Tea, this expectation was contrasted with the results the group recorded. Afternoon Tea
had the greatest number of clicks in comparison to the other campaigns, with 47% more clicks than
Campaign Number of
Paused
Keywords
CTR on
Sunday 13th
CTR on Monday
14th
(After being
paused
CTR increase/decrease
Afternoon Tea 14 3.23% 5.67% +75.52%
Weddings 36 2.83% 3.95% +39.58%
Kids-Go-Free 31 7.41% 3.82% -48.45%

9. 8
weddings, and 100% more than the Kids-Go-Free campaign, with 169 clicks achieved. The success
of the clicks achieved by Afternoon Tea also translated to the impressive CTR achieved, with 3.27%.
Kids-Go-free achieved a .41% greater CTR than Weddings. The average CPC achieved for Afternoon
Tea was a further accomplishment for the group, with a significantly lower CPC in comparison to the
two other campaigns, standing at $0.47. A similar trend was recorded for the average position, with
Afternoon Tea standing at 2.4. The group overall spent the most on the Weddings campaign, due to
the more expensive key words used to achieve clicks, and the greatest number of impressions of the
campaigns.
Table 4. Overall Results
Campaign Impressions Clicks CTR
(%)
Average cost
per click
Cost Average pos.
Kids-Go-Free 3407 82 2.41% $0.88 $71.98 4.5
Weddings 5749 115 2.00% $0.87 $100.59 2.9
Afternoon 5164 169 3.27% $0.47 $79.95 2.4
Total 14320 336 2.56% $0.69 $252.52 3.1
Figure 1. Campaign Clicks
From the client’s perspective, the overall
key findings showed the potential for
further utilising the afternoon tea market.
The increased budget allocated over the
course of the campaign to afternoon tea
showed to be a success with a strong CTR,
and the client identifying a significant
increase in Afternoon Tea bookings
increasing weekly.
The performance of Kids-Go-Free was initially the highest prioritised from the client and the group,
and from the perspective of the client, the performance was still strong, with a raised awareness of the
deals, which was further noticed by the client.
Weddings, due to the more expensive keywords as discussed above, have the greatest financial
injection to the business.
Therefore, the group viewed the results as a success. The website page on the Sandbanks hotel
received an increase of page views compared to the wedding pages online on the websites of the other
hotels in the FJB group with the Sandbanks hotel receiving 746 views as a comparison to the number
of views on the other hotels in the group such as 369 views for haven hotel and the Cine receive 213
82
115
169
336
0
50
100
150
200
250
300
350
400
Kids-Go-Free Weddings Afternoon Total
Breakdown of
Clicks

10. 9
views. All of the campaigns overall exceeded our initial expectations producing a click through rate of
2.56% with 14,320 impressions. As illustrated in table 3, the click through rate achieved 2.11% after
week 1, which was below our initial objective established at the start of the campaign. Therefore, the
group made considerable changes by pausing certain keywords such as +beach +weddings and
‘beach holidays’. As a result, this decreased the overall impressions from week 1 compared to week
2 from 5,405 to 4,314. Due to improving the quality of impressions and increasing the budget the
click through rate increased significantly to 2.94%. Week 2 consisted of considerable changes due to
establishing the key areas of growth, which allowed us to make significant changes to the budget. A
total of $8.99 was allocated to afternoon tea due to low level of performance rate achieved for Kids
go free, whereas the overall budget for Weddings remained relatively the same. The changes
developed an increase in CTR of 0.41% for afternoon tea and 0.19% regarding weddings. The
campaign’s best performing keyword strings in terms of Clicks and CTR included: “+Afternoon
+tea”, “wedding package” and “+South +Coast +Hotels”. However, each campaign also included a
selection of keyword strings that were not as effective in terms of CTR but provided enough Clicks
not to be paused within the optimisation of the campaign. These included “+Lunch +Poole”, “+beach
+wedding +packages” and “Beach Holidays”. The most successful ad with 11.76% CTR was the
weddings in Sandbanks ad. The Afternoon Tea ad received 46 clicks making it the highest number of
clicks in one single ad within the campaign.
Table 5. Overall Campaign Performance
Campaign Week Clicks Impressions CTR
(%)
Average
cost per
click
Cost Average
pos
Afternoon Tea 1 35 1199 2.29% $ 0.43 $ 14.97 2.5
2 53 1516 3.50% $ 0.46 $ 24.24 2.4
3 81 2449 3.31% $ 0.50 $ 40.74 2.4
Campaign Average/Total 169 5164 3.03% $ 0.46 $ 79.95 2.43
Weddings 1 32 1900 1.68% $ 0.81 $ 25.98 2.4
2 43 1993 2.16% $ 0.85 $ 36.57 2.6
3 40 1856 2.16% $ 0.95 $ 38.04 3.9
Campaign Average/Total 115 5749 2.00% $ 0.87 $ 100.59 2.97
Kids Go Free 1 28 1937 1.45% $ 0.85 $ 23.88 4.5
2 30 773 3.88% $ 0.87 $ 26.01 4.4
3 24 697 3.44% $ 0.92 $ 22.09 4.4
Campaign Average/Total 82 3407 2.92% $ 0.88 $ 71.98 4.43
Average/Total for three campaigns 366 14320 2.53% $ 0.83 252.52 3.56
Figure 2. The Most Successful Ads

11. 10
According to the client the campaign had a distinct impact that can be seen in Google Analytics
results for both the wedding and afternoon tea. The hotel saw a significant increase in traffic to their
website and the afternoon tea page attributed from the campaign. While the CSR Manager of the
sandbanks hotel confirmed that they have observed a significant increase in inquires related to
Afternoon Tea Campaign.
Table 6. Hotel Website Results
Conclusion:
According to the information provided within the client’s Google Analytics data, the 3 AdWords
campaigns did fulfil the original aim of increasing traffic to the Sandbanks Hotel website. The
campaigns were optimised throughout the three weeks by pausing low performing keywords and
adding call and site link ad extensions to further contribute to the success of this AdWords challenge.
This combined with the allocated budget that increased week on week resulted in the campaign’s
clicks, impression and CTR exceeding the forecasted figures outlined in the pre-campaign report.
Therefore this industry component section can inform future recommendations for the client to take
advantage of this AdWords campaign to construct their own CPC advertising strategy.
Future recommendations:
The Sandbanks hotel as a result of findings from this campaign, should consider running an ad
campaign with a larger budget consisting of more than the $250 that was initially allocated for all
three campaigns in order to increase overall performance. Consequently, if the overall budget for
afternoon tea was increased by $40, this would generate an additional 4 clicks per day and generate
2582 impressions. Additionally, based on the effectiveness of achieving high click rates, this will
allow the client to utilise broad and phrase match strings, which will in turn lead to a greater number
of bookings across the Ad groups focused within this challenge.
Learning Component
Learning Objectives & Outcomes: Our team participated in the GOMC with little understanding of
Google AdWords and wanted to expand knowledge on digital marketing. We endeavoured to develop
further skills and understanding on Google AdWords and collectively wanted to gain strong
knowledge on Google search and display network components. Objectively we wanted to discover
how these tools could benefit local businesses. We knew that the Google AdWords can be very
successful, however we did not anticipate such a high CTR of 2.56 over 21 days, with only an
allocated budget of $250. Prior to participating in the Google Online Marketing the team discussed in
Page views Unique page
views
Average time
on page
Entrances Bounce rate
Weddings 746 562 00:02:58 259 52.90%
Afternoon Tea 258 216 00:02:03 174 46.55%

12. 11
meetings with the client, the aims which would be achieved during the campaign, while maintaining a
professional relationship with the client. Targeting the campaigns to a selected audience played a big
role in meeting these aims that were set, and was an essential tool to maximise ROI. It allowed new
consumers to discover the sandbanks area and helped assist the consumers who were aware of the
area to acknowledge the Sandbanks Hotel and the offers that hotel presented through awareness from
the campaigns. Throughout the 3 weeks of the campaign being live, the team learnt extensively how
to increase the return on investment through campaign optimization. This was explored through a
variety of tools, Google AdWords provided ways to analyse the performance. The team monitored the
CTR to measure the success of each key word and how the ads were performing. Relevant key words
were used to attract the right customers to the Sandbanks Hotel and the budget was increased on the
key words that presented a profit and the team decreased the budges for the less profitable key words.
Mobile friendly sites were also included in the campaign to improve landing page experience.
During this challenge we learnt an immense amount about Google AdWords that exceeded our
expectations. Our team discovered how to effectively maintain professional interactions with all group
members throughout the campaign and uphold a professional relationship with the client from the
Sandbanks Hotel. GOMC have provided us a clear understanding on how to increase awareness and
visitors to the Sandbanks hotel and was successful for an experience in designing and managing a
digital campaign
Group Dynamics: The team consisted of 6 members for the GOMC. With each member of the group
presenting an array of skills and a strong interest in digital marketing. The team was effective in
partaking regular meetings, allowing the group to successfully collaborate with each other in
delegating tasks to inform and ensure the sharing of each campaign. The meetings would keep all
team members up to date with the progress of the campaign. During the meetings the team monitored
the Sandbanks hotel ad groups by discussing and executing changes in the budget allocation,
monitoring and adjusting the ad groups and modifications of the positive and negative key words. The
team chose one leader as the point of contact to the client and initially prior to the campaign going
live the team divided up the monitoring of the different campaigns individually. However during the
campaign being live the team discovered it was more beneficial to work all together on the campaigns
to generate further ideas and opinions that allowed for further flexibility. This also benefited when
solving problems that occurred, as various opinions from all members were discussed to implement
strategies and solutions that were most logical to suit the campaign and overcome the problems.
The team preferred to make adjustments when all members were present. An unexpected team
challenge was the time management of all members schedule. Due to the size of the group it was
found difficult to arrange meetings that suited everyone both internally with the team and with the
client. However the group developed strong trust to overcome this and allowed for each other to make

13. 12
decisions upon changes that occurred based upon the majority of the group. Google documents and
Google drive benefited the team to overcome the obstacles that occurred when the team was not in the
same vicinity. It allowed all members to virtually collaborate with each other enabling the best
contribution from the whole team.
Client Dynamics: Communicating the benefits of AdWords to the client was easy since the client had
previous experience using the service. However, the experience was rather negative, as client did not
achieve success previously, although we convinced the client that there are substantial benefits that
can emerge from the campaign. The first objection was in regards to adding codes to the system, the
client was unable to implement the conversion codes into their website, which caused significant
issues in terms of enquiry and booking conversion tracking. However, we overcame this by requesting
the client to provide Google Analytics data and internal booking information. We utilised the data
given by providing a location breakdown of previous bookings, which we implemented to the geo-
targeting.
Firstly, this gave insight into the success of the campaign in driving traffic to the website, therefore
increasing bookings once the campaign started. Secondly, the client did not provide the log in details
for Google Analytics, which made it difficult to measure some of the campaigns Key Performance
Indicators (KPIs). However, the client provided the necessary screen shots derived from the Google
Analytics tool for us to further understand the impacts of the campaign on the client’s website.
Thirdly, the client rejected our request to provide “My Google Business” logins, which prevented the
group from being able to include Location Ad Extensions within the Ad Groups as stated in the Pre-
campaign report. As a result we had to overcome the unexpected situation by providing the inclusion
of other ad extensions such as Call and Review extensions to maintain a large ad presence. Finally,
the relationship with the client was good and consistent throughout in organising meetings, which
allowed everyone to be kept updated through Google Documents to understand the desired outcomes
of the client.
Future Recommendations:
The client can make
improvements to their
products mentioned
within the earned
media such as
TripAdvisor reviews to
avoid the negative
impacts of Review Ad
Extentions.
As an SME limited by
budget, the client
could focus solely on
specific products such
as Afternoon Tea
rather than generic
products such as bed
nights and family
breaks of which the top
search positions would
be dominated by larger
hotel chains
Google's Conversion
Tracking codes could
be implemented to
more efficiently
measure the success of
the AdWords campaign
ads rather than solely
relying on Google
Analytics.
Allocating a larger
AdWords budget can
allow for notable
patterns to emerge in
searches based
Geography, which will
help inform more
detailed demographic
profiles and future
AdWord geo-targeting.