Round Decisions & Tasks for:
This is a complete list of each rounds decisions/tasks in Mimic Pro. Each
rounds tasks listed below have a summary of the description that
associates each task in the simulation.
In the Mimic simulation, you are competing against the computer. Your competitors are
simulated. On the scoreboard you will see how you and each of your peers did against the
computer. See how you stack up against your peers. Good marketers use this data to help
them determine what adjustments they need to make to their online marketing
3.1. Review scoreboard results from round 2
3.2: Review campaign performance from round 2
Here you will find more data that will help you make informed decisions on how to move forward into
the next round. Online marketing tools provide mounds of data. Smart marketers learn from the data
and use it to help them make data- driven decisions. Look for big issues and determine what to adjust
For example, do you have a campaign that saw little to no conversions? Ask yourself questions like, do
you have low CTRs on some keywords? Did you bid too low? Is your ad position worse than 5? Are the
keywords being used in the ads you wrote? Do you have low conversion rates? Use the answers of
these questions to determine some of changes you may need to make to your campaigns.
Product Selection & Review
Analyze Products and Pricing Data and Select 2 New Products to Sell
The boss wants to see if adding two more products to the site will increase sales and profits. Review the
products, pricing and margins and select which two additional products you think will sell well online.
Don't forget to also check the keyword data you have around those products you would like to begin
selling. Search volume usually correlates with demand for a product.
Landing Page Optimization & SEO
Create Landing Pages for the 2 New Products
While deciding upon which landing pages to create can be difficult, you might consider the following
questions: Which landing page layout will appeal the most to your audience? What content will your
market be most interested in? Is your target market on Facebook a lot? Will having social media
buttons higher up on the page make a difference? Will investing more in design and images improve
the conversion rate?
However, we want you to remember that you get to call all of the shots. Just remember, the content in
your landing pages should match the content in your ads. Every round provides you with a new
opportunity to adjust you landing pages. So you should be making data-driven decisions and
adjustments after each round.
Pay Per Click Advertising
You might be paying more than you need to for your clicks. You might not be paying enough. Review
your keyword data.
Low impressions? Maybe you need to add keywords with more monthly search volume. No
impressions? Maybe you need to bid more. It could be other things like an irrelevant ad associate with
the keyword. Low click volume? Maybe you need to boost your CTR. It could just be a keyword with low
search volume. Low CTR? It could be the ad content or relevance with the keyword. It could be a low
bid. It could be a poor ad position below 5. CTR diminishes for ads based on position. Usually Position 1
sees the highest CTR and 10 usually gets the lowest CTR.
Use the data and adjust accordingly.
Review and Adjust Ads
How did your ads do last round? Did you get high CTRs and high conversion rates? Go check. Even if it did, you
might consider writing another ad to see if your new ad can outperform the first ad you wrote. This is called A/B
testing. At the end of this round, you'll be able to see if the new ad (the B version) outperformed the old ad (the A
version). If the B version wins, you'll want to pause the A, and the B version will become the A and you can write a
new B ad to keep testing until you find an ad that wins over and over again.
Do Keyword Research
Are there more keywords you need to add to old campaigns? Which keywords should you be adding to
sell your new products. Review the keyword data.
*Consider the intent of the searcher as you consider the keywords you want to add to your ad groups. Is the
searcher displaying buyer intent for a GoPro Hero if they search for GoPro Accessories? What about if they search
for GoPro Hero 4 Discounts?
*Go get started on keyword research and put yourself in the shoes of different personas in your target market as
you do so.
Create at Least 2 New Ad Groups
Creating ad groups is smart for a few reasons. First, it allows you to assign keywords to ads so the
Mimic search engine knows when to display your ad. Second, it allows you to organize your keywords in
a way that makes it easy to know which keywords you should include in your ad copy. Third, it allows
you to set a default bid for all of the keywords in the ad group which saves you time setting bids on
Write at Least 1 Ad per Ad Group
At the end of each round of the simulation, you will be able to see how your ad performed? If you have
an ad with a low CTR, the market is telling you they don't like your ad, or it isn't convincing enough for
them to click, or it isn't relevant with the keywords they searched, or it is too low on the page and isn't
getting enough attention. Sometimes just changing a 1-3 words can drastically improve your CTR.
Round Decisions & Tasks for:
Round 4 – Start after Chapter 8
4.1. Review Scoreboard Results from Round 3
In the Mimic simulation, you are competing against the computer. Your competitors
are simulated. On the scoreboard you will see how you and each of your peers did against the computer. See how you stack up
against your peers. Good marketers use this data to help them determine what adjustments they need to make to their online
4.2. Review Campaign Performance from Round 3
Here you will find more data that will help you make informed decisions on how to move forward into the next round. Smart
marketers learn from the data and use it to help them make data-driven decisions.
Landing Page Optimization & SEO
4.3. Review Landing Page Optimization
Beyond the search engine optimization aspects of your landing page, consider if it would be worth testing different layouts and or
elements in your landing pages. Even something as small as a call to action being higher on the page could improve your
Pay Per Click Advertising
4.4. Make Minor changes to Ad Campaigns
Go and check quickly for any major errors in your PPC. These could be things like, ads not running, keywords with no
impressions and/or clicks, unprofitable ad groups and campaigns that are costing you significantly, but not generating
conversions. For this round, you only need to worry about adjusting to fix those major issues.
4.5. Mature your Ad Campaigns
Don't worry about spending tons of time making extensive changes to your PPC ad campaigns. Do be sure to go and fix anything
that is obviously wrong like ads not running and keywords that aren't getting any impressions. Beyond those major fixes, it is
good to let them mature. More time letting the ads run will allow you to have more data to make decisions based on statistically
4.6. Create your first email marketing campaign
If the first thing you think of when you think about email marketing is SPAM, think again. When you are on the market for a
product, and you care about the brand, and you have subscribed to their email list, it isn't spam email you are receiving. It is a
message you actually care about and might take time to read. And the best part for the email marketer is that it doesn't cost
more very much so the ROI is great and the conversion rates are higher than with PPC ads.
In this first email, your goal will be to write an email that will generate sales of your cameras. What content will your audience
care to read? What images do they want to see that will keep them engaged? What unique selling propositions should you
include? What call to action(s) should you use? Will any of that matter if the subject line isn't even appealing enough for them to
click through? You will get to select which list of email subscribers you want to send the email blast out to. The boss wants you to
get this email blast out the door before the end of this round when you run the simulation. Be sure to check your open rates,
click through rates and conversion rates first thing in the next round.
NOTE: Each teammate should be in charge of at least one email campaign each round
Email Campaign Gameplay Tips: Our email algorithm places a large emphasis on the subject line. Their email campaigns will not
perform well if their subject line appears “spammy” by having lots special characters like these, $,?,!,@, included in it. Also, If the
content of the actual email is short or has excessive amounts of grammar and spelling errors, then it will not perform very well. Vulgar
language will also negatively affect their results.
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