google online marketing challenge
TRANSCRIPT
Google Online Marketing Challenge
Client : Old Pueblo Community Service
Team : Intelligence Commerce
Client Overview
• Old Pueblo Community Services (OPCS) is non profit organization established in 1996
• Mission – To create meaningful and self sustaining life of needy people
• Provides services like – abuse/recovery counselling , transitional housing and job skills training
Why Non-profit?
• Clients – 34% Veterans , 41% chronically homeless
• Majority age group of 45-60 years
• Opportunity to help and serve the community
Pre-Campaign Overview
Client Expectations:
1. Increase awareness online
2. Introduce Community Recovery Program
3. Volunteer Sign-up through advertisements
Pre-Campaign Overview
Target Audience:
» Veterans
» Addicts
» Parolee
» Students
» Family
» Volunteers
Pre-Campaign Overview
Competitive Analysis:
1. Hearth Foundation • Housing for Homeless Women and Children
2. Primavera Foundation • Rental housing, Foreclosure assistance, Job Training
3. The Heaven• Residential Rehabilitation Service, Medicaid Service, Behaviour Management
Pre-Campaign Overview
Campaign Structure
OPCS
Awareness• Awareness
Community Recovery Program• Alcohol Abuse
• Heroin Abuse
• Marijuana Abuse
Volunteer Mentoring• Volunteer
Pre-Campaign Overview
Awareness Community Recovery
Volunteer Mentoring
Ad Design:
Pre-Campaign Overview
• Community service tucson, community service tucson AZ, isolation assistance, need help tucson, veteran help tucson
Awareness
• Alcohol abuse, alcohol abuse centres, heroin addiction cure, heroin withdrawals, rehab for marijuana
Community Recovery
• Volunteer opportunities in tucson, volunteer in tucson, volunteer tucson
Volunteering
Keywords:
Campaign Strategy
20%
60%
20%
Budget Allocation
Awareness CRP Mentoring
Campaign StrategySchedule and Daily Budget Allocation
Campaign Strategy
Google Suggestions/Traffic
Estimator
Impressions
ClicksCTR < 2%
Drop the Keywords
End of Week 1- Performance
AW
AR
EN
ES
S
Wk1
VO
L M
EN
TO
RIN
G
Wk1
CR
P
Wk1
Clicks 18 3 4
Impressions 6142 124 1292
CTR 0.29 0.31 2.42
Average CPC 1.42 2.59 1.26
Avg. Pos. 2.7 3.6 4.3
Low CTR
End of Week 1- Changes
• New Keywords Added
– heroin addiction help, heroin treatment centers
• Two ads per AdGroup
End of Week 2- Performance
AW
AR
EN
ES
S
Wk2
VO
L M
EN
TO
RIN
G
Wk2
CR
P
Wk2
Clicks 17 11 1
Impressions 3937 1771 1215
CTR 0.43 0.62 0.08
Average CPC 1.4 1.6 6.91
Avg. Pos. 2.9 3.9 4.4
Low CTRIncrease in CTR
Changes: More keywords tried out
End of Week 3- Performance
Low CTR Increase in CTR Crossed 2% Benchmark
AW
AR
EN
ES
S
Wk3
VO
L M
EN
TO
RIN
G
Wk3
CR
P
Wk3
Clicks 26 33 11
Impressions 8366 663 2344
CTR 0.31 4.98 0.47
Average CPC 1.78 1.62 5.45
Avg. Pos. 2.7 2.7 4.8
Pre Campaign Goals Vs Post Campaign Results
2% CTR
3000 impressions
5 form fill ups
10% increase of New Visits (Currently 35 New clicks per day)
0.48% CTR
21019 impressions
0 form fill ups
20% increase of New Visits (42 New clicks per day)
Key Results
One
• Overall 125 clicks, 21019 impressions, Ad position of 3.7
Two
• Volunteer Campaign had highest CTR of 1.3%
Three
• CTR increased from 0.3(Week1) to 0.6(Week2)
Four
• High CTR keywords achieved for future recommendation
Success Story
•Continue using Google Adwords1• Increase target audience
geographically2• Substantial Investment for
better ad design3
Future Recommendations
Google Adwords
one
two
Google Keyword Estimator
Google Analytics
Associated Tools Used
Failures Encountered
• CRP campaign failure
• Inefficient usage of daily allocated budget to a campaign
• No conversions tracking recorded
Mitigation and Planning
• Hourly monitoring of CRP for budget
• Managing budget allocation
• Using Google Conversions tracker
Client and Team Dynamics
Client
-Enthusiastic and Supportive
-Helped in website revamp
Team
-Willingness to learn
-Proper task allocation
Summary
Increased web presence of client
Increased CTR and ad position
Certain ads need modification
Continue using Google Adwords