Worked example, not a client
A Digbeth coffee roaster's six Christmas market weeks, week by week
A coffee roaster with a cafe in Digbeth, ten minutes' walk from the market, runs a separate dated campaign for the six weeks the market is open: gift bags and subscriptions for the shoppers, a table for the people on foot. This is the campaign as a week-by-week table, the shape the report takes, with the figures chosen to be realistic for a business of this size. The roaster is a composite.
Written by Daniel Stoychev. The business and its figures are illustrative. The campaign structure is the one in the Christmas market guide linked below, and the table is the format the report takes for a dated campaign.
Worked example. The roaster, its cafe and every figure are invented to show a six-week campaign in order. The structure, the negatives and the January comparison are real practice.
Six weeks in one table
The dated campaign, read a week at a time
| Week | Spend | Clicks | Searches excluded | Orders and bookings | What the week taught |
|---|---|---|---|---|---|
| 1, market opens | £210 | 310 at £0.68 | 41: stalls, dates, parking, Frankfurt | 9 gift orders, 14 table bookings | Half the clicks were about the market itself; the negatives went on by Wednesday |
| 2 | £205 | 260 at £0.79 | 12 | 14 gift orders, 22 bookings | The near the market ad group took over; the radius was tightened to the square |
| 3 | £215 | 255 at £0.84 | 9 | 21 gift orders, 25 bookings | Subscriptions started selling to shoppers from outside the city |
| 4 | £220 | 240 at £0.92 | 6 | 26 gift orders, 24 bookings | The last posting date went into the ad; orders rose, questions fell |
| 5 | £225 | 250 at £0.90 | 4 | 31 gift orders, 29 bookings | The busiest weekend; the budget held because it was set per day |
| 6, to Christmas Eve | £180 | 190 at £0.95 | 3 | 19 gift orders, 18 bookings | Collection-only from the 21st; the campaign ended by its end date |
What the first week's negatives were
The list that made weeks two to six cheaper
- The market's name with stall, trader, apply, jobs, vacancies.
- Dates, opening times, map, parking, when does, is it open, which the council and the press answer.
- Frankfurt and Germany, the other market.
- Free, cheap, ideas and games with Christmas party, from planners rather than bookers.
The January read
What the separate campaign made possible
The everyday campaign ran underneath all six weeks on its own budget and was not touched. In the first full week of January its cost per order and per booking was read against the first week of October: within a few pence of each other, which is the result the separate campaign exists to produce. Had the market weeks run inside the everyday campaign, the bidding would have carried a December shape into January and the report would have shown a collapse that was not one. The guide beside this page explains the campaign structure; the hospitality page describes how we run it for cafes and restaurants in the city centre.
Where this leads
The pages that do this work
Send the account ID. Within 72 hours you know where last month's money went.
The free check needs your ten-digit Google Ads customer ID and nothing else. Daniel Stoychev reads the account himself and writes back within 72 hours. If you would rather talk first, the phone is answered in office hours by the same person.