Industry Component

Campaign Overview: Our 18 days campaign was focused both on getting sales and
increasing the brand awareness. We faced competition from big players like Lenskart.com,
Flipkart.com and Amazon.com. The campaign led to increase in the visibility of the website
saw a peak of 1103 session in a week. 79.7% of the total session were new visitors. The
bounce rate improved and reached 35.4% from 78.26 %. The average session duration saw an
increase from 1 minutes to 5 minutes.

Figure 1: Weekly sessions during the campaign

The pre campaign KPIs were in terms of CTR, we expected to achieve 1% CTR whereas the
industry average for E-commerce is 1.66%. We wanted to measure awareness also through
the lenses of returning visitor because usually sale on any ecommerce website does not
happen in one go and the customer revisits the site.
The website team of optically was busy during our campaign because the website recently
went live and due to resource constraints we could not run the PLA ads. Instead of PLA ads
we ran the search network campaign.
Campai
gn
Free
Frames
Buy
eyewea
r
Brand
Awaren
ess
Quality
Eyewea
r

Campa
ign
Type
Search

Clicks

CTR

342

1.66%

Avg.
positio
n
1.54

Avg.
CPC

Planne
d Cost

$0.23

Execut
ed
Cost
$79.37

Search

256

1.37%

2.19

$0.38

$98.11

$87.42

Search

204

1.01%

2.53

$0.35

$71.18

$62.43

Search

1.31%

1.96

$0.20

$1.57

$25

$75

Table 1: All Campaigns, Campaign Metrics, Planned and Executed Cost

The campaign had 4 Ad campaigns with 6 Ad groups and a total of 59 keywords. The
campaigns were monitored daily and based on the performance keywords were removed or

added. We kept the bids for Brand Awareness Campaign high to compete with other
prominent players.

Phase 1 (Apr 26 Apr 30): Originally the plan was to start all the campaign at one go but
we our team decided not to and instead we decided on launching the brand awareness
campaign for first few days. The strategy also helped us in better understanding the nuances
of AdWords planning. The initial pickup was slow and the keywords were generic like
Eyeglasses. The bids per keyword were high compared to our bidding and thus we had to
push our bids high enough. The initial click through rates were around 1.6% but it started
decreasing afterwards and hovered around 0.5%.
During this phase our daily budget was getting depleted quickly after few hours of campaign
which forced us to lower our bids to pace out the ads throughout the day. We used phrase
match in case of Buy Eyewear campaign to reach to the audience who were exactly looking
for that phrase with slight variations. The ad focussed on the important fact that the frames
are free compared to all other online sellers and the wide variety available.
Sitelinks extensions were added to help the audience see the various sections available. Men
and Women eyewear were the most clicked sitelinks. Sitelinks had a CTR of 3.39%. Phone
number of the customer care was provided in the sitelink.
Phase 2 (May1 May14): After initial soft kick off, we launched all the campaigns.