-Harish Kumar Kambam-Pulkit Chadha-Pavankanth Mukthi-Rahul Tekchandani-Salil Deshmukh

Google Online Marketing Challenge

Agenda

About SkyCenter

Weekly Analysis

Learnings

Recommendations

Campaign Overview

Goals & Results

Outcomes

About of Mt. Lemmon SkyCenter

• Exceptional non profit science learning facility located at Steward Observatory

• Offers unique programs and workshops on weekly basis throughout the year

• Sky Nights• Discovery Days• Astronomer Nights • Workshops

Campaign Overview

Avg. Price Avg. Tickets booked

Conversion Value

$48 2 $96

Campaign Overview

Targeted area

Southern Arizona

Targeted Customer Segment•Tourists•University Students•Local community with interest in astronomy•People in late 40’s

Goals & Results

ResultsGoals

Increase in Revenue

Conversion

Estimated Average CTR

Average CPC

$1500

15

1.25 %

45 cents

Online Advertising

$5209

Advertising Budget

$200

ROI

$2000 1000%

$5209

38

1.16%

52 cents

Weekly Campaign Analysis

Week 1 - Learning

Changes in Max CPC

No. Of Keywords - 160 No. AdGroups- 5

Week 1 - Learning

Paused low performing keywords

• “Biosphere”• “Tucson activities”• [Astronomy]

No. Of Keywords - 160 No. AdGroups- 5

Week 1 - LearningPaid Traffic

Week 2 - Experimenting

No. Of Keywords - 210 No. AdGroups- 7 Zero Conversions on Weekends

Very high Max CPC

Week 2 - ExperimentingPaid Traffic

Week 3 - Optimization

Launch of Spring Break campaignNo. Of Keywords - 210 No. AdGroups- 8

Week 3 - OptimizationPaid Traffic

Campaign SummaryEffective AdGroups

Outcomes, Learning's and Recommendations

Outcomes

Expected Outcomes• Increase in the number of

new visitors• Increase in the number of

registrations• Decrease in the number of

pages/visit

Unexpected Outcomes• Increase in the bounce rate• Decrease in the average

time spent on site• Increase in the bidding rate

didn’t result in increase in conversions

Learnings

• Long tail Keywords and its importance in AdWords– E.g. observatories in Arizona, Spring break in Tucson

• Importance of metrics and measures to revise strategy.– Conversion – Click Through Rate (CTR)– Max. Cost Per Click (Max. CPC)

• Importance of content networks in advertising– Segmented Customer

• Successful Strategies – Use of Competitor keywords– Timely launch of AdGroups

Recommendations

• Continue Google ads for SkyNights events– Use of long tail keywords

– AdWord campaigns are ineffective on the weekends

– Target customers and not specific programs

– Constant monitoring of campaigns

Thank You

Links

About SkyCenter Week 3 - Analysis

OutcomesCampaign Overview

Goals & Results Campaign Summary

LearningsWeek 1 - Analysis

RecommendationsWeek 2 - Analysis

Overall Campaign Result

Sample Ad Text