2011 google online marketing competition - adwords campaign for tism summer camp
DESCRIPTION
This presentation is to summarize my experience and outcome in Google Online AdWords Competition.TRANSCRIPT
2011 TISM Summer Camp AdWords Campaign
CAMPAIGNOVERVIEW
Michigan State UniversityTISM Media Summer Camp
GOALS & METRICSLast Year: <70% RegistrationThis Year (Before)
120~150 Monthly View12 Register Campers
Campaign Goals:+100% Website Viewership120 Visits -> 6 Clicks per day2% CTR -> 300 Impressions$1.20~$1.50 CPC
Three weeks later…
OVERALL RESULTS8,964 Impressions305 Ad Clicks3.40% CTR$0.64 Avg. CPC
GOALS vs. ResultsViewershipImpressionsTotal VisitsCTRCPC
+100%300*21=63001202%$1.20~$1.50
Completed but?8964 (+42.3%)305 (+154.2%)3.4% (+70.0%)$0.64 (-46.7%)
->->->->->
Goals Results
STRATEGYEVOLUTION
Initial Strategy1 Campaign: Targeting five states, run from noon to midnight 10 Ad Groups: 6 for general, 4 for separate camps
When It Is Needed…
MAJOR CHANGESCampaign & Settings
ADJUSTMENTSAd Groups & Keywords
MONITORINGImpr., CTR, CPC, Pos.
OPTIMIZATIONAd Copies & Bid Prices
M. A. M. O
PERFORMANCE
122 Clicks4,429 Impr.2.75% CTR0.79 Avg. CPC
Mar 14~Mar 23178 Clicks4,497 Impr.3.96% CTR0.54 Avg. CPC
Mar 24~Apr 2
Campaign 1ClicksImpr.CTRCPCCostAvg. Pos
Campaign 22183,6515.97%$0.54$117.643.4
875,3131.64%$0.88$76.455.1
Ad Group 2 – MSUKeyword: “MSU Summer Camps”CTR: 15.86%CPC: $0.39Avg. Pos: 1.6
Ad Group 3.1 – Film CampKeyword: “Film camps”CTR: 2.01%CPC: $1.04Avg. Pos: 5.2
Best Performance Ads
CONVERSION?
RECOMMENDATIONS
Web Design- SEO- Landing Page- Rich Content- # of Links
AdWords- Timing- Keyword List- Ad Copies
To Get Improved…
Slides created by Lexie - Zi Liang
Image Courtesy
Pg.1 Google Online Marketing Challenge Student Guide
Pg.2 Matteo Angelino, “Summer”
Pg.5 Siobhan Ambrose, hand-drawn Google icon
Pg.6 Kevin Lawver, “The Surprised Face”
Pg.8 MSU TISM, “Camera”
Pg.10 Busy.pochi, “Change”
Pg.12 Tony Long, “July 2, 1982: Up, Up and Away With 42 Balloons”
Pg.13 Think Tank, “Do we need multi-faceted BOM compare?”
Pg.16 Discovery Education, “Judge”
Pg.17 MSU TISM, “Oh Life”
Pg.18 Music Adventure Camp, “Celebration Performance”
Pg.19 Baby Blue Online, “ACNA Grows: CANA Congregations now at 90”
Pg.20 Jon Ashcroft, “Thank you Card”