Google AdWords Campaign:TR Design

Nick CastellanoVienne CheungLauren FlemingBrian LaFlammeIngrid Wallace

May 1, 2008

TR Design Background• Andover, MA• Marketing firm:– Direct mailing/direct response– Event promotion design– Print collateral– Advertising– Branding

• Industry focus:– High-tech– Bio-tech– Pharma/Medical device

Campaign Objectives & Goals

• Objectives:– Generate conversions for TR Design – Brand company to increase name recognition– Promote traffic to website through search

• Initial Goals Set:– 300 Clicks– 5 Conversions (fill out “request info” form)

Website Review & Findings• Frames – switch to a better structure• Header Title – create a relevant one for each page• Images – create descriptive image names• Site Map – develop one and link to other pages• Links – adjust site so that some words are not deceived as links and make

links to other pages more prevalent• Meta Tags – improve based on keywords and consider using former

company name as Meta Tag • Keywords – update based on current business descriptors and strategies• Network – link this page to other pages• Logo – link to home page• Blog – remove unless planning on updating regularly• Enable Google Analytics so that any changes made to the website and e-

Marketing campaign may be tracked

Pre-Campaign Changes to Website• Frames – switch to a better structure• Header Title – create a relevant one for each page• Images – create descriptive image names• Site Map – develop one and link to other pages• Links – adjust site so that some words are not deceived as links and make

links to other pages more prevalent• Meta Tags – improve based on keywords and consider using former

company name as Meta Tag • Keywords – update based on current business descriptors and strategies• Network – link this page to other pages• Logo – link to home page• Blog – remove unless planning on updating regularly• Enable Google Analytics so that any changes made to the website and e-

Marketing campaign may be tracked

Initial Strategy: Pre-Campaign• Geo-targeting in New England area• 8 AdGroups:– 5 Service-based

• Direct mailing/direct response• Event promotion design• Print collateral• Advertising• Branding

– 3 Industry-based• High-tech• Life Sciences / Bio-tech• Pharmaceutical / Medical Devices

Strategy Revision: Pre-Campaign

• Geo-targeting in New England area• Decided 8 AdGroups was too many and would

compete against each other• Focus on 5 service-based AdGroups only• Bid $0.25/keyword• Budget $10/day

Results: After Week 1

• 22,258 impressions• 12 clicks• 0 conversions

Strategy Revision: After Week 1

• Increase bids to $1.00 initially, but didn’t see enough results

• Changed AdGroup strategy– 3 AdGroups: industry focus– More targeted advertising descriptions

• Increase bids to $5.00/keyword– Attain higher ad positioning– Spend more of budget for learning purposes

• Increase budget to $30/day

Results: After Week 2

• 22,258 impressions• 12 clicks• 0 conversions

Strategy Revision: After Week 2

• Decreased number of keywords to make impressions & clicks more relevant to client

• Increased spending on relevant keywords to better compete for positioning– $10/keyword for those positioned above 3 or not

positioned at all– $45/day budget

Results: After Week 3

• 22,258 impressions• 12 clicks• 0 conversions

Summary of Total Campaign Results

• 147,517 impressions• 37 clicks• 47% bounce rate• 13 conversions • Average position rank of 2.4

Key Campaign Learnings

• Relevancy is key to a cost effective campaign:– Industry-focused AdGroups– Narrow, relevant keywords– Geo-targeting

• Lots of competition, so high bids are essential to achieve positioning

• Our defined conversion wasn’t translating to a real customer conversion

Key SEM Learnings

• Hard to compete as marketing firm– Industry relies heavily on recommendations– Saturated market, so heavy keyword spending is

essential to be able to make an impact

• Strong website enhances SEM strategy• Strong conversion definition allows you to

better measure campaign effectiveness

Recommendations for TR Design• Continue to improve website, including:– Add more robust examples of past work– Update the testimonial section of the site– Add a site map– Enhance look & feel

• Focus on organic search• Do not resume SEM campaign until above has

been completed– Very costly– Not producing solid leads

Thank You.

Questions?