Week 7 - MBA 6601 - Ad Campaign Hiccups and Changes

When I first kicked off my ad campaign I had very little interaction in the first 24 hours. For my class the professor established that we must spend $50 on the ad campaign. I did not think anything of this price, until I only had one click in the first 24 hours that only amounted to under $2. This made me worry. So much so that I actually shot a message over to my professor to ask what I was supposed to do if my ad campaign did not reach $50. I mean in reality, I cannot make people click on my ad, right?! He was very understanding and offered help in altering my campaign.

After a few tweaks and a little time the clicks and impressions really started to pick up. With the addition of the negative keyword themes (I talked about this issue in a previous post) it really targeted my intended audience more and showed my ad to those that were truly looking for books and not for wine, which was helpful.

Another thing that I did was change my campaign destination. I originally had my campaign destination as the Sweet Mellow Red website and I changed my mind because it is, of course, less familiar to people. Instead, I made my target the Amazon page where the book was available. My thought in making the change was, 'I mean, who isn't familiar with Amazon at this point?' I am not sure if familiarity increases sales and that is definitely something I should research a little more, but it was subjective and made sense in my mind so I did it. 

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