Google online marketing challenge
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Transcript of Google online marketing challenge
![Page 1: Google online marketing challenge](https://reader034.fdocuments.net/reader034/viewer/2022042522/55a5c8f31a28abeb308b4684/html5/thumbnails/1.jpg)
Google Online Marketing Challenge
Client : Old Pueblo Community Service
Team : Intelligence Commerce
![Page 2: Google online marketing challenge](https://reader034.fdocuments.net/reader034/viewer/2022042522/55a5c8f31a28abeb308b4684/html5/thumbnails/2.jpg)
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
![Page 3: Google online marketing challenge](https://reader034.fdocuments.net/reader034/viewer/2022042522/55a5c8f31a28abeb308b4684/html5/thumbnails/3.jpg)
Why Non-profit?
• Clients – 34% Veterans , 41% chronically homeless
• Majority age group of 45-60 years
• Opportunity to help and serve the community
![Page 4: Google online marketing challenge](https://reader034.fdocuments.net/reader034/viewer/2022042522/55a5c8f31a28abeb308b4684/html5/thumbnails/4.jpg)
Pre-Campaign Overview
Client Expectations:
1. Increase awareness online
2. Introduce Community Recovery Program
3. Volunteer Sign-up through advertisements
![Page 5: Google online marketing challenge](https://reader034.fdocuments.net/reader034/viewer/2022042522/55a5c8f31a28abeb308b4684/html5/thumbnails/5.jpg)
Pre-Campaign Overview
Target Audience:
» Veterans
» Addicts
» Parolee
» Students
» Family
» Volunteers
![Page 6: Google online marketing challenge](https://reader034.fdocuments.net/reader034/viewer/2022042522/55a5c8f31a28abeb308b4684/html5/thumbnails/6.jpg)
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
![Page 7: Google online marketing challenge](https://reader034.fdocuments.net/reader034/viewer/2022042522/55a5c8f31a28abeb308b4684/html5/thumbnails/7.jpg)
Pre-Campaign Overview
Campaign Structure
OPCS
Awareness• Awareness
Community Recovery Program• Alcohol Abuse
• Heroin Abuse
• Marijuana Abuse
Volunteer Mentoring• Volunteer
![Page 8: Google online marketing challenge](https://reader034.fdocuments.net/reader034/viewer/2022042522/55a5c8f31a28abeb308b4684/html5/thumbnails/8.jpg)
Pre-Campaign Overview
Awareness Community Recovery
Volunteer Mentoring
Ad Design:
![Page 9: Google online marketing challenge](https://reader034.fdocuments.net/reader034/viewer/2022042522/55a5c8f31a28abeb308b4684/html5/thumbnails/9.jpg)
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:
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Campaign Strategy
20%
60%
20%
Budget Allocation
Awareness CRP Mentoring
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Campaign StrategySchedule and Daily Budget Allocation
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Campaign Strategy
Google Suggestions/Traffic
Estimator
Impressions
ClicksCTR < 2%
Drop the Keywords
![Page 13: Google online marketing challenge](https://reader034.fdocuments.net/reader034/viewer/2022042522/55a5c8f31a28abeb308b4684/html5/thumbnails/13.jpg)
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
![Page 14: Google online marketing challenge](https://reader034.fdocuments.net/reader034/viewer/2022042522/55a5c8f31a28abeb308b4684/html5/thumbnails/14.jpg)
End of Week 1- Changes
• New Keywords Added
– heroin addiction help, heroin treatment centers
• Two ads per AdGroup
![Page 15: Google online marketing challenge](https://reader034.fdocuments.net/reader034/viewer/2022042522/55a5c8f31a28abeb308b4684/html5/thumbnails/15.jpg)
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
![Page 16: Google online marketing challenge](https://reader034.fdocuments.net/reader034/viewer/2022042522/55a5c8f31a28abeb308b4684/html5/thumbnails/16.jpg)
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
![Page 17: Google online marketing challenge](https://reader034.fdocuments.net/reader034/viewer/2022042522/55a5c8f31a28abeb308b4684/html5/thumbnails/17.jpg)
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
![Page 18: Google online marketing challenge](https://reader034.fdocuments.net/reader034/viewer/2022042522/55a5c8f31a28abeb308b4684/html5/thumbnails/18.jpg)
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
![Page 19: Google online marketing challenge](https://reader034.fdocuments.net/reader034/viewer/2022042522/55a5c8f31a28abeb308b4684/html5/thumbnails/19.jpg)
•Continue using Google Adwords1• Increase target audience
geographically2• Substantial Investment for
better ad design3
Future Recommendations
![Page 20: Google online marketing challenge](https://reader034.fdocuments.net/reader034/viewer/2022042522/55a5c8f31a28abeb308b4684/html5/thumbnails/20.jpg)
Google Adwords
one
two
Google Keyword Estimator
Google Analytics
Associated Tools Used
![Page 21: Google online marketing challenge](https://reader034.fdocuments.net/reader034/viewer/2022042522/55a5c8f31a28abeb308b4684/html5/thumbnails/21.jpg)
Failures Encountered
• CRP campaign failure
• Inefficient usage of daily allocated budget to a campaign
• No conversions tracking recorded
![Page 22: Google online marketing challenge](https://reader034.fdocuments.net/reader034/viewer/2022042522/55a5c8f31a28abeb308b4684/html5/thumbnails/22.jpg)
Mitigation and Planning
• Hourly monitoring of CRP for budget
• Managing budget allocation
• Using Google Conversions tracker
![Page 23: Google online marketing challenge](https://reader034.fdocuments.net/reader034/viewer/2022042522/55a5c8f31a28abeb308b4684/html5/thumbnails/23.jpg)
Client and Team Dynamics
Client
-Enthusiastic and Supportive
-Helped in website revamp
Team
-Willingness to learn
-Proper task allocation
![Page 24: Google online marketing challenge](https://reader034.fdocuments.net/reader034/viewer/2022042522/55a5c8f31a28abeb308b4684/html5/thumbnails/24.jpg)
Summary
Increased web presence of client
Increased CTR and ad position
Certain ads need modification
Continue using Google Adwords