Love Donuts' aim is to increase sales of its new range of pink heart-shaped donuts in time for Valentine's Day. Valentine's Day isn't just for partners - it's a day where many celebrate their loved ones and friendships. Love Donut's need to expand its target audience to men and women between the ages of 18 and 35. (Schlossberg, 2016) states that “40% of men aged between 18 and 34 would ideally buy everything online”. This statement shows that some men would prefer to have their products delivered to their home. As for females, the ideal would be to be between 18 and 35 years old because many of them would probably have donuts delivered to their sisters, parents or friends' houses. Say no to plagiarism. Get a tailor-made essay on "Why Violent Video Games Shouldn't Be Banned"? Get an Original Essay To get a measurable result for the campaign, Love Donut should use the following Google Analytics metrics: Brand awareness metrics can help Love Donut track its performance across social media. This will allow the company to see the number of people who have searched for their brand to get an insight into whether their brand has any notoriety. This can then help you know which areas of social media they should focus on. The second metric that should be used is the online conversion metric which will allow the business to see if it is turning any of the audience into paying customers. It also shows the number of people who show intent to purchase, if the customer doesn't make a purchase the company can re-enter it on their social feed with a discount barcode so the customer can return to purchase the item. They should also use the keyword ranking performance, this will help them determine if it is driving organic search traffic to the website. If those keywords are not driving traffic to the website, you can show which words are driving traffic to the site and these can be added to the list. Keyword lists should always be revisited and updated as search trends are constantly changing. Love Donuts has a high bounce rate and low click-through rate on display ads according to Google Analytics and Google AdWords. This might be because the content doesn't match the URL. The URL has a heart-shaped box as a path field, which doesn't match what they're trying to sell, which is a pink heart-shaped donut. This means giving the customer the wrong product, which will lead to people who want a heart-shaped box leaving the website because they didn't find what they were looking for. Another reason why the webpage has a high bounce rate is because it is a single page site. Users cannot navigate past the landing page, which means that after viewing that page they leave. The website needs to be optimized with a better layout to engage users. The low click-through rate is due to display ads appearing on beauty and fashion related websites that are completely irrelevant to food. This means that the keywords need to be revisited to add more relevant keywords and add negative keywords like beauty and fashion so that the ads do not appear on those websites. This should help improve the CTR, the quality and save money by avoiding paying for unnecessary clicks. With the data provided, Love Donuts received 300 impressions from the display ad, meaning it paid.