1. Google AdWords Campaign Report
centralpark.com

2. Team members
Dawid Stielow
Henrik Gebbing
Meryem Benmoussa
Piyanuch Kangwankijwanich
Purvi Shenoy

3. Step 1: Pre-Launch
• Creating 18 campaigns with 38 corresponding AdGroups
• Geotargeting New York City
• Budgeting each campaign equally
Step 2: Launching
• Changing the budget based on the campaign performances
– Tours were not performing well, so the team included tours in
ad extensions. As a result, the campaign had a better
performance, but not a conversion.
• Testing the campaigns based on events and weather
Evolution of the campaign

4. Step 2: Launching
• Experiencing failed campaigns
– Since Dinner and Restaurants fields had high
competition, the team decided to pause them.
• Selecting good performance keywords.
– High monthly searched volume keywords didn’t convert
clicks as much as our expectation; therefore, the team selected
keywords based on high CTR history.
• Continually launching ads for mobile
– Mobile has greater success than Desktop.
Evolution of the campaign

5. Key Results

6. AdWords Campaign Target KPI’s Results
Impressions 50,000 24,366
Clicks 500 1,027
CTR 1% 4.21%
CPC $0.35 $0.24

8. Week 1 Week 2 Week 3 Total
Clicks 300 362 365 1,027
Impressions 19,248 3,063 2,055 24,366
CTR 1.56% 11.82% 17.76% 4,21%
CPC $0.38 $0.21 $0.17 $0.24
Budget $113.06 $74.29 $62.55 $249.90

9. Top Campaigns
Campaign CTR Clicks CPC Top Keywords
Concerts 18.56% 180 $0.19 +Summerstage
+Central Park Summerstage
+Central Park Summer Concert
Events
Calendar
17.22% 282 $0.16 +Events Central Park
+2014 Events Central Park
+Events Today Central Park
Ice Skating 12.52% 167 $0.28 +Ice Skating Central Park
+Central Park Rink
+NYC Ice Skating

10. Top Sitelinks
Campaign Clicks CTR CPC
5% Off Walking Tours 454 12.26% $0.17
Cherry Blossoms 390 19.36% $0.17
Alice in Wonderland 291 18.20% $0.20

11. Keyword Dynamics
News
NYC marathon 2014 announced for
sign-ups saw an upward search trend
for marathon and runner’s club
Weather
• Deep correlation exists between
weather and consumer search
behavior.
• On bright sunny days,keywords
such as concerts and events
performed very well
Conversion
• Expensive keywords

12. Keyword Dynamics
Horse and Carriage Campaign
Horse and carriage central park
Min Bid: $ 2.90
Bike Rental Campaign
Bike rental in New york
Min bid : $ 3.50

13. Recommendations
• Add site links for landing pages that have keywords with high bids
instead of running them as expensive campaigns
• Improve keyword quality score to save budget
• Run A/B testing ads and select the best performance ads
• Launch ads during daytime as it has higher CTR than at night
• Is Wollman Rink a potential partner?

14. Conversion

15. Conversion