CASE STUDY INFORMATION
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CONTENTS
1. INTRODUCTION ………………………………………………………………………………………………3
2. INTRODUCTION TO ONLY DOGS …………………………………………………………………………4
3. INFORMATION FOR TASK B ……………………………………………………………………………….5
4. INFORMATION FOR TASK C ……………………………………………………………………………….9
5. INFORMATION FOR TASK D……………………………………………………………………………..14
6. APPENDIX…………………………………………………………………………………………………….16
6A. ROLE PLAY BRIEFING INSTRUCTIONS FOR QUESTION B5……………………………………….16
6B. ROLE PLAY BRIEFING INSTRUCTIONS FOR QUESTION C5……………………………………….17
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1. INTRODUCTION
1A. USING THIS CASE STUDY
For the purpose of completing your assessment for unit DGMSEM001 Create and manage
paid search campaigns, you are to refer to the case study provided below on Fire
Communications and Only Dogs.

1B. YOUR ROLE
Fire Communications is a marketing agency located in Sydney. It provides digital marketing
and communication services to a number of clients.
You are a Paid Search Marketer at Fire Communications. You are responsible for directing
and overseeing paid search campaigns for your clients. One of your leading and most
important clients is Only Dogs.
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2. INTRODUCTION TO ONLY
DOGS
2A. ABOUT ONLY DOGS
Only Dogs is a supplier of pet food, beds, leashes and toys specifically for dogs. A key
differentiator of Only Dogs is that, unlike its competitors who provide pet supplies for a
wide range of animals, Only Dogs focuses entirely on supplies for dogs.
Only Dogs started by selling high quality, organic dog food. It has since expanded to also sell
leashes, toys and recently, dog beds.
The company prides itself as a premium provider of products for dogs. Its motto, which it
proudly shares with customers, is “By dog lovers, for dog lovers”. The brand’s marketing
also likes to remind dog owners that their “dogs deserve the best”.
2B. ONLY DOGS’ SEM CAMPAIGNS
Only Dogs has “always on” SEM campaigns that promote its core products, including dog
food, beds, leashes and toys. This campaign has a set annual budget for the current financial
year.
Only Dogs released a new range of dog vests, coats and clothing recently. Fire
Communications ran a paid search campaign to promote these new products. The Head of
Search at Fire Communications has asked you to review and analyse the performance of the
campaign. Then report on its performance to both your team at Fire Communications and
key client contacts at Only Dogs.
Only Dogs also just started selling dog kennels last week. The client would like you to plan
and prepare a new SEM campaign to be used to promote the kennels.
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3. INFORMATION FOR TASK B
3A. INTRODUCTION TO ONLY DOGS’ VESTS, COATS AND
CLOTHING
Only Dogs ran an SEM campaign to promote its new dog vests, coats and clothing last
month. The Marketing Manager at Only Dogs would like an update as to how the campaign
performed so they can feed this information to others at Only Dogs. In particular, they are
interested in knowing:
• How the campaign performed against its KPIs
• How well the budget was used
• What successes the campaign had
• Learning from the campaigns, that is what elements of the campaign can be
improved.
This campaign promoted Only Dogs’ new line of dog’s clothing. Only Dogs only started
selling dogs clothing just over a month ago, and this campaign was the company’s first time
promoting the clothing.
As you have only just started at Fire Communications, this campaign was planned and run
by other people in your team. As Only Dogs is now your client, you are responsible for
communicating the results of the campaign to the Marketing Manager at Only Dogs.
3B. ONLY DOGS CLOTHING CAMPAIGN OVERVIEW
To familiarise yourself with the campaign, you have discussed its set-up with a Search
Coordinator in your team. They explained the campaign’s set up in Google Ads to you. You
took the following notes on your discussion:
• The clothing campaign was set up using two Google Ad campaigns:
o One targeted Sydney postcodes and offered an option for free pick-up of
online orders
o The other targeted the rest of Australia. The campaign was identical except
for not offering free pick-up of online orders, as it was expected people
outside of Sydney would only want delivery.
• The campaign promoted six new dog clothing items by Only Dogs:
o One style of a hooded jumper
o Two styles of coats
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o One style of jacket
o Two styles of vests
• Each clothing item comes in different sizes making them suitable for small to large
dogs
• Within each campaign, there were 7 ad groups:
o One promoted dog clothing in general and directed people to the clothing
category page on the Only Dogs website
o The other 6 ad groups each promoted a different product and directed
people to the appropriate page for that product on the Only Dogs’ website.
• Within each ad group, two variations of ads were used. These did not change
throughout the campaign. Each ad group used the same style of ad text, with the
appropriate product name(s) inserted for each ad. These looked like the examples
shown below:
Ad variation 1:
Ad variation 2:
• The campaigns made use of callout ad extensions. The text for these extensions was
as below:
o Top-rated seller
o Created by dog lovers
o Spoil your dog
o Quality, durable products
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• The campaign also used sitelink extensions. These included sitelinks to:
o A page explaining Only Dogs’ dedication to dogs and creating the best
products for them
o A page explaining why premium dog clothing is a “must” for all dogs. This
page featured links to relevant Only Dogs’ products.
o A page explaining Only Dogs’ convenient online ordering process, including
options for delivery and pick up
o A page featuring testimonials by Only Dogs’ customers
3C. NOTES ON PERFORMANCE
The Search Coordinator in your team has pulled together data on the results of the
campaign. You have both analysed the campaign together. You took the following notes of
your discussion:
• The campaign ran for 2 months
• The campaign’s primary KPI was sales. This KPI was to achieve 20 sales across the
Only Dogs’ clothing range. The campaign achieved 38.
• The campaign’s secondary KPI was focused on generating clicks. The KPI was to
achieve 2,700 clicks from the campaign. The campaign achieved 2,288 clicks.
• The campaign spent $1,853 out of a budget of $1,800.
• Conversion tracking was set up for all products in the campaign.
• The bidding strategy used was “maximise clicks”.
• Two ad extensions were used for the campaign, which was sitelink extensions and
call-out extensions. You noticed that Only Dogs could also use call extensions
• You’ve been looking at the Only Dogs website and noticed the clothing pages seem
particularly slow to load on mobile devices, taking up to 5 seconds per page to load
key pieces of information. You discussed this with the SEO team at Fire
Communications. An initial analysis by an SEO specialist revealed the website
performed well on desktops in regard to speed, but poorly on mobile devices. The
SEO specialist will put together a short list of technical improvements that could
done to improve the speed of Only Dogs’ mobile website and provide them to you
within the next two weeks. In the meantime, they have told you that you can
mention to the Only Dogs’ marketing team that some technical improvements could
be made to their website to make it load faster on mobiles, therefore increasing
conversion rates. If the client is interested, you can explain that the SEO team at Fire
Communication is happy to discuss this further with them in another meeting.
• 32 sales (84% of all sales) were made on desktop devices, rather than on mobiles and
tablets.
• The campaign used a list of 10 negative keywords. The Search Coordinator has
generated a search terms report and suggested that over 30 new negative keywords
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could be added to the list. They recommend the client reviews the keywords as they
have more product knowledge. Negative keywords for exclusion include variations of
dog vests that Only Dogs doesn’t seem to sell, such as swimming vests and denim
jackets.
• The Search Coordinator has also highlighted that there are a number of keywords in
the Search Terms report that look like they may be relevant but are not currently in
the campaign. This includes keywords like “dog warmies” and “dog hoodies”
• The average quality score across the campaign was 4.3
• Over 74% of sales came from coats and jackets
• Google Shopping Ads didn’t run for this campaign, however, Only Dogs is in the
process of setting up their Google Merchant account and Shopping Ads will be
possible in the near future.
• The budget was split between the two campaigns with 40% going to the Sydney
campaign and 60% to the campaign targeting the rest of Australia. This split was
based on the sales data for other Only Dogs products. However, the Sydney
campaign generated 21% of the total sales, with 79% of sales coming from the
campaign targeting the rest of Australia.
• The Search Coordinator has suggested that new keywords and ad groups be added
to the campaign so that its budget can be spent more effectively.
• The Search Coordinator explained to you that the sitelink extensions performed
particularly well, with the page explaining why premium dog clothing is a “must” for
all dogs generating over 450 clicks. This page also contributed to over 14 sales.
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4. INFORMATION FOR TASK C
4A. ONLY DOGS’ NEW KENNEL RANGE CAMPAIGN
You have received the advertising brief below for an SEM campaign promoting Only Dogs’
new kennel range. This brief has been prepared by the Marketing Manager at Only Dogs.

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The Marketing Manager at Only Dogs has stressed to you that the campaign must drive at
least 3 kennel sales and demonstrate Return on Investment (ROI) to satisfy the Head of
Marketing at Only Dogs.
They have also mentioned to you that for the first two weeks of the campaign the four ecotimber dog kennels can be sold. During the start of the third week of the campaign, the EcoSoft Premium Dog Kennel will be also available to promote online. The delay in promoting
this product is due to delays in receiving the first shipment of this product.
Your manager at Fire Communications has explained that ensuring conversion tracking is set
up for this campaign is very important. They have told you that to James, an analytics team
manager at Fire Communications, is the best person to instruct on setting this up. As James’
team is currently setting up Google Analytics and other analytics tracking for the new kennel
products, they are well positioned to set up the SEM conversion tracking at the same time.
When it comes to setting up the campaign’s conversion tracking, your manager has
recommended:
• Outlining to James which platform(s) you will be using for the SEM campaign
• Clarifying in which platform(s) you wish to be able to see the conversion data, such
as in both Google Ads and Google Analytics
• Explaining that you can give James’ team access to the Only Dogs’ paid search
advertising account as needed
• Offering to answer any questions James has and give more specific information on
the SEM campaign’s set up as needed
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5. INFORMATION FOR TASK D
5A. ONLY DOGS KENNELS CAMPAIGN INTERIM RESULTS
It’s now been 3 weeks since the Only Dogs kennels SEM campaign started. A Search
Marketing Coordinator in your team has reviewed the campaign’s performance in Google
Ads and discussed the results with you. You have taken the following notes on the
campaign’s performance at the end of its third week:
• The campaign has spent $1,429
• The campaign has led to the sale of 2 Eco-Soft Premium Dog Kennels, 1 Eco-Timber
Insulated Dog Kennels and 2 Eco-Timber Single Dog Kennels
• The campaign has generated 840 clicks
• The campaign has achieved the following average Click Through Rates:
o 4.5% to the Eco-Soft Premium Dog Kennels product page
o 3.3% to the Eco-Timber Insulated Dog Kennel product page
o 3.1% to the Eco-Timber Single Dog Kennel product page
o 1.1% to the Eco-Timber Double Dog Kennel product page
• The Coordinator has collated and analysed average quality scores for different
keyword types for each product:
o Eco-Soft Premium Dog Kennel:
▪ Brand keywords: 9
▪ High-intent keywords: 8
▪ Low-intent keywords: 4
o Eco-Timber Insulated Dog Kennel:
▪ Brand keywords: 8
▪ High-intent keywords: 7
▪ Low-intent keywords: 3
o Eco-Timber Single Dog Kennel:
▪ Brand keywords: 8
▪ High-intent keywords: 6
▪ Low-intent keywords: 3
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o Eco-Timber Double Dog Kennel:
▪ Brand keywords: 6
▪ High-intent keywords: 3
▪ Low-intent keywords: 1
• The Search Coordinator looked at the product page for the Eco-Timber Double Dog
kennel and noticed it had some spelling mistakes and broken images. The page
seemed slower to load than the rest of the website, however, the coordinator wasn’t
sure why that would be and suggested a technical SEO specialist takes a look at it.
The product also had no reviews, while the other dog kennels did.
• One version of the ads promoting the Eco-Soft Premium Dog Kennel product
achieved a 26% higher CTR than it’s the other ads for the same keywords.
• No new negative keywords have been added to the campaign since it started. The
coordinator has identified 35 keywords that they feel are irrelevant, however, they
would like the client to review and confirm these negative keywords.
• The coordinator noted that no new keywords had been added to the account since
the campaign launched. They have identified 12 new high-intent keywords that may
be relevant.
• Three customers who purchased a kennel after seeing one of the campaign’s ads had
visited the “why you should give your dog a premium kennel” landing page
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6. APPENDIX
6A. ROLE PLAY BRIEFING INSTRUCTIONS FOR QUESTION B5
Introduction
In Task B, Question B5 of your assessment, you are required to present slides that
summarise SEM performance. This slide deck is to be presented to the Marketing Manager
at Only Dogs and the Head of Search at Fire Communications. These positions can be role
played by friends, fellow students, family members or work colleagues. Provide the
instructions below to the people involved in the role plays so they can understand what is
required.
Briefing instructions – Marketing Manager, Only Dogs
You are to role play being a Marketing Manager at a company called Only Dogs. Only Dogs is
a supplier of pet food, beds, leashes, and toys specifically for dogs. A key differentiator of
Only Dogs is that, unlike its competitors who provide pet supplies for a wide range of
animals, Only Dogs focuses entirely on supplies for dogs. Only Dogs prides itself on selling
high-quality products for dog lovers.
You are meeting with a Paid Search Marketer at Fire Communications (as role played by
your friend/family member/acquaintance). The purpose of this meeting is to hear a
summary of the performance of a recent SEM campaign. The campaign promoted a new
range of dog vests, coats and clothing.
You would like an update as to how the campaign performed so you can share this
information with others at your company. You are especially interested in knowing:
• How the campaign performed against its Key Performance Indicators (KPIs)
• How well the budget was used
• What successes the campaign had
• Learning from the campaigns, that is what elements of the campaign can be
improved.
During the meeting, you must provide the Paid Search Marketer with feedback and engage
in discussion.
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Briefing instructions – Head of Search, Fire Communications
You are to role play being the Head of Search at an agency called Fire Communications. The
agency recently ran an SEM campaign for a company called Only Dogs. Only Dogs is a
supplier of pet food, beds, leashes, and toys specifically for dogs. A key differentiator of
Only Dogs is that, unlike its competitors who provide pet supplies for a wide range of
animals, Only Dogs focuses entirely on supplies for dogs. Only Dogs prides itself on selling
high-quality products for dog lovers.
You are meeting with a Paid Search Marketer at Fire Communications (as role played by
your friend/family member/acquaintance). The purpose of this meeting is to hear a
summary of the performance of a recent SEM campaign. The campaign promoted a new
range of dog vests, coats, and clothing.
You are particularly interested in knowing what the successes of the campaign were.
During the meeting, you must engage the Paid Search Marketer in discussion.
6B. ROLE PLAY BRIEFING INSTRUCTIONS FOR QUESTION C5
Introduction
In Task C, Question C5 of your assessment, you are required to present a plan for an SEM
campaign. This plan is to be presented to the Marketing Manager at Only Dogs and the
Head of Marketing at Only Dogs. These positions can be role played by friends, fellow
students, family members or work colleagues. Provide the instructions below to the people
involved in the role plays so they can understand what is required.
Briefing instructions – Marketing Manager, Only Dogs
You are to role play being a Marketing Manager at a company called Only Dogs. Only Dogs is
a supplier of pet food, beds, leashes, and toys specifically for dogs. A key differentiator of
Only Dogs is that, unlike its competitors who provide pet supplies for a wide range of
animals, Only Dogs focuses entirely on supplies for dogs. Only Dogs prides itself on selling
high-quality products for dog lovers.
You are meeting with a Paid Search Marketer at Fire Communications (as role played by
your friend/family member/acquaintance). The purpose of this meeting is to hear a plan for
a new SEM campaign. The campaign is to promote a new range of dog kennels to be sold by
Only Dogs.
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You would like to understand how the campaign will run and how it will help sell the new
kennels. In particular, you would like to understand the structure and ads the campaign will
use.
During the meeting, you must provide the Paid Search Marketer with feedback and engage
in discussion. You must also provide approval for the campaign if the Paid Search Marketer
(as role played by your friend/family member/acquaintance) requests this from you.
Briefing instructions – Head of Marketing, Only Dogs
You are to role play being the Head of Marketing at a company called Only Dogs. Only Dogs
is a supplier of pet food, beds, leashes, and toys specifically for dogs. A key differentiator of
Only Dogs is that, unlike its competitors who provide pet supplies for a wide range of
animals, Only Dogs focuses entirely on supplies for dogs. Only Dogs prides itself on selling
high-quality products for dog lovers.
You are meeting with a Paid Search Marketer at Fire Communications (as role played by
your friend/family member/acquaintance). The purpose of this meeting is to hear a plan for
a new SEM campaign. The campaign is to promote a new range of dog kennels to be sold by
Only Dogs.
You would like to understand the goals, objectives and KPIs set for the campaign. You would
also like to clarify what budget will be used for the campaign.
During the meeting, you must provide the Paid Search Marketer with feedback and engage
in discussion. You must also provide approval for the campaign if the Paid Search Marketer
(as role played by your friend/family member/acquaintance) requests this from you.