Portland State University: Mimic Pro Competition
Pay-Per-Click Management | Ads Optimization | Keywords bidding
Portland State University’s 2019 1st place winner
Software: Stukent Mimic Pro
Portland State University
November 2019
Stukent Mimic Pro is a simulation software used by SBA students in MKTG 448: Digital Media Analytics and universities across the globe. In this digital marketing simulation, we are asked to purchase keywords, create search ads, emails and corresponding landing pages in order to sell cameras and drive Kent’s Camera Castle profits. There are a total of 8 rounds in the simulation and 16 different teams competing against each other. However, in round 1, we were asked to do it individually (instead of as a group) and the person with the best results gets to represent the team in the first round.
Since Kent’s Camera Castle won’t get charged until someone click on one of the ads. Therefore, I knew keywords play a huge role in the 1st round. I purchased a total of 222 keywords for only 3 products (maximum number of products in the 1st round). “Put yourself in the customer’s shoes” I told myself. The keywords that I carefully selected has to be relevant to the products. For example, the Go Pro Hero 7 ads can also carry unique keywords like “spy camera” or “waterproof camera” beside all other Go Pro related keywords. Be creative!
Footnote: I ended up ranking #1 in the first round with 376,283 ad impressions. My team (Team 4) earned 1st place in 7/8 rounds with all-time highest scores.
In Mimic Pro, the results and data are your best friend. Spend quality time to analyze what went wrong and how you could improve in the next round. Is one Ad Group taking too much of your $5,000 budget without delivering astonishing results? Are you using all of your budget? What are your conversion rates? Could you improve your ads or landing pages?
