Kent's Camera Castle

Real-time digital Marketing Campaign Simulation

Skills used: PPC advertising, onsite SEO, keyword research, landing page optimization

Background: Kent's Camera Castle is a camera retailer that has dominated local market for cameras but has a struggling online presence. They need to revitalize their digital marketing strategy to increase sales for their online business.

Challenge: Set up, create and execute a full digital campaign for Kent's Camera Castle by creating landing pages, ads, keywords, email campaigns, etc. to optimize revenue, profit, and CTR. Utilize a $50,000 budget over 10 rounds for pay-per-click advertising.

Round 1 Budget Spent: $63.75 | Revenue: $ 1199.97| Profit: $134.49

Strategies: Use 3 - 4 keywords for each product based on initial market demand & competitive landscape for keywords relating to the GoPro Hero 4, Panasonic DMC-GF6, Canon Rebel t6i*

Round 1 Evaluation:
• ad campaign budget not actualized
• use more keywords
• review cameras with more profitability

*round 1 limits those three cameras for the first ad campaign

Round 2 Budget Spent: $2,789.75 | Revenue: $85,401.56 | Profit: $11,131.96

Strategies:

• create new ad campaigns featuring NIKON D5300, GoPro Hero 4

• bid keywords at approximately 20% higher than suggested CPC.

• choose more keywords with high search volume, mid-low competition, mid-high CPC

Round 2 Evaluation:
• add more ad campaigns for specific types of cameras that sell well
• try more new keywords and pause keywords with low performance

• create more landing pages

Round 3 Budget Spent: $3,377.57 | Revenue: $130,393.62 | Profit: $14,914.71

Strategies:

• create new ad campaigns featuring Go Pro Hero 5, FUJI FILM X10

• pause keywords with high click volumes but low conversions (costly)

• lower bids to 3% higher than suggested CPC

Round 3 Evaluation:
• the keyword "GoPro hero 5 sessions" was overbid

• create more ad groups for other camera brands and experiment with new keywords
• Add more descriptions in the snippet

Round 10 Budget Spent: $4,067.36 | Revenue: $163,730.19 | Profit: $18,573.73

Strategies: lower bids to 5~10% higher than suggested CPC

Round 10 (Final round) Evaluation:
• low CTR is due to lack of call to action and detailed descriptions in ad snippet
• cost per action remains expensive
• the CVR of Fuji Film Series is low due to lack of keywords mentioned in the ad texts

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