So, now the Google Online Marketing Challenge (GOMC) is over, we learnt a lot from it.
Our client University of Arizona Press is a non profit publisher. What we failed to understand was that their market is niche and is very limited to scholars. So it is hard to find people who will buy books online. Also its really important to understand who our customers are, what will attract them. How are we different from any other Amazon.com or barnes and noble?
We also learned that it is difficult to stick to the budget. We had to vary our budget a lot and we should not get carried over and make drastic changes to budget.
We learned that sometimes its not possible to do all things. e.g. Our client was not able to set up conversions because it had outsourced the purchasing of books to Chicago. So we had to deal with it.
The ROI is very important. We thought that if we were able to sell books online, then the ROI for our campaign would have been great, but the client thought otherwise. They wanted more people to attend UofA press stall at Tucson Festival of Books and then see them as a potential customers. They only want those people to turn up who are really interested in what press is doing. Since their market is niche, even those 14 conversions we made could have a great impact!
I think sometimes Long Tail Keywords don't work because with us whenever we had a long tail keyword, we always got a message that cannot be displayed due to low traffic. So, if the keyword is very relevant to your campaign but no one is looking for it, then its a concern.
It is difficult to judge awareness, but i think the best way is that if the people click on your campaign.
That's some of the learnings from GOMC.
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