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SEM CAMPAIGN REPORT

Developing Phase
Sept 2nd - 30th, 2020

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Agenda
REPORTING SCOPE

DEVELOPING PHASE PERFORMANCE

General results

Categories Performance

Ads Performance

Conversions performance

Campaign deployment

CONTINUATION MAX PERFORMANCE PHASE

NEXT STEPS
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REPORTING SCOPE

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© 2017, Findasense. All rights reserved

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Reporting Scope

• This report presents the results of the developing phase of the SEM campaign from
September 9th to 30th in comparison to the previous learning phase (from August 13th to
September 2nd).


• During this week, the optimization work that has been carried out has been on ads
rationalization, the negative KW list has increased in order to avoid wasting impressions
and an optimization in terms of KW consistency, extensions have been included in the ads
and people with below-average incomes have been excluded from targeting.

• Pachama’s team have successfully implement the conversión pixel and it let us mesure
the conversions coming from Adwords ads.
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LEARNING PHASE
PERFORMANCE

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© 2017, Findasense. All rights reserved

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General results
The campaign in general has worked as planned with a positive development in the main indicators

Conversion
-0.04 +0.47% dates 3
Conversions
CT 0.08%

Total
impressions
11, Sep 23, Sep 117,060
24, Sep

The total number of Clicks in the phase was higher than + 3.6K, which has exponentially increased the traffic that the pachama.com website received in an
organic way and in the past phase where the daily number of clics was 95 versus 166, a +75% more in this phase. Furthermore, its development has been
incremental.

The CPC has had an erratic trend and has been between less than 4 cent in comparison from the first phase.

The CTR has been almost 0.5% higher than in the first phase. This indicator has been reinforce thanks to the audience improvement.

The total cost invested in the Learning Phase would be approx + 3.131,42 USD (the platform takes a few days to settle the amount and could have a small
variation).

The impressions have had a massive coverage + 117k views among those users who made searches for terms related to the Pachama service.

The total of conversión has been 3. It takes up to 13 days after an impression for most of Pachama customers to convert. For more complete conversion data, we
need to come back to check this date range later on October 15th. The related conversion rate (CR) has been 0.08%, which indicates that it needs to be increased
for the next phase.
 The bulk of the campaign is supported by two large categories that
Categories Performance gather 84% of the investment: Climate change and Carbon removal.
Among both, the performance within Carbon Removal stands out
with a CTR almost 1.3 points higher than the total campaign (4.40% vs.
3.11%) and it obtained 1 conversión.

The Pachama brand category is searched by a minority amount of

Some categories start to get conversions
users, which indicates that we still don’t have enough awareness
among the audience but we do had a conversion and a great CTR
because the search is extremely related with the service. Besides, in
terms of brand we have the higher conversion rate: 0.5%. It’s still too
soon to lead the total campaign for the conversion but we can have
and idea what users can search before purchase.

CR Certification and projects categories don’t have still enough

awareness but his CTR is higher than the average and we found a
conversion there. Although the credit service is still very niche, the
users who search it can find the Pachama’s option. It obtained 1
conversion.
CR 0.09%

The role of the Institution & KOL & Media is precisely that, helping
with the awareness among our target. However, it’s complicate to builtd
awareness of a whole service category only using SEM campaign.

CR 0.17%
As for the competitors category, it’s not bringing traffic to our page.

We recommend to have at least 30 conversions for at least 30 days

CR 0.50%
to maximize conversions bidding strategy.

In the meanwhile and taking into account the new budget

restriction, we recommend to activate only the categories that
have conversions, and leave the rest.
Ads Performance

The final weight for each category of ads is due to

the presence to a greater or lesser extent of each ad
Preserve
in its category in the total period.
AI
forest

The ads rationalization in each category carried out

in different moments has helped increase the
Total Carbon average CTR of the campaign and the ads with the
clicks highest CTR received more weight in the distribution
negative

of clicks.
Net 3,643
zero Carbon neutral concentrates the 3 conversion of the
period.

Carbon We recommend to continue with the same ad

neutral
strategy and implement more ads.
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Sitelink extentions Performance

Active Sitelink extentions Extensions have increased the

visibility of the ads appearing almost
half of the time that the ads have
appeared.
The CTR is higher than the average.

Impresions Clicks % CTR

53,785 2,120 3.94%

 Conversions performance

Search term Search KW Category Clicks Impressions CTR Cost CR Conversions

Neutralize carbon Carbon credit Carbon Removal 2 73 2.74% $1.82 0.09% 1
footprint business
How to help with Climate change Project 37 729 5.08% $33.98 0.17% 1
climate change project

Pachamama Pachama Brand 202 1201 16.82% $118.01 0.5% 1

It is still too soon to lead the total campaign for the conversion but we can have and idea on what users can search
before purchasing and what KWs activate that search terms before to convert through the ad.

We recommend to have at least 30 conversions in the past 30 days to maximize conversions bidding strategy and
have a good conversion analysis.
Campaign deployment

Day & hour clicks Age & Gender clicks

Performance by device Network Locations click distribution

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Continuation Max Performance

proposal

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© 2017, Findasense. All rights reserved

Continuation Max Performance phase proposal
Initial proposal

New proposal

5 WEEKS

NEW MEDIA BUDGET*

5 weeks
Days 35
Daily budget 100
Total platform $ 3.500,00
15% fee $ 525,00
Total investment $ 4.025,00

*Findasense management for 5 more weeks is already included in our scope.

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NEXT STEPS

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© 2017, Findasense. All rights reserved

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Next steps

1 Continuation Max performance phase. Awaiting to receive the budget transfer.

Max performance SEM Campaign implementation adjusting to the new budget:

2 •
•
•
Focus on Carbon Removal + Project + Brand categories.
Continue KW optimization, same ads per category and segmentation.
Open possibility to add more ads and geographical improvements.

Other new proposals:

• Linkedin Lead Campaign (ready to start): Consolidate a potential clients database through LinkedIn.

3
• Display campaign (we can work on the proposal): Increase Pachama’s brand awareness through Google Network. 
• Social Media Content Strategy (we can work on the proposal): Increase Pachama’s brand awareness & engagement
using Social Media Channels).
• Digital & UX & SEO Consultancy (we can work on the proposal): Get new users to the website, improve the customer
experience of potential clients and increase Pachama’s awareness through SEO and blog post recommendations.
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THANK YOU

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