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”
