1. GoogleAdwords:What a PPC Campaign Taught My Blog About SEM Strategic Search Engine Marketing Campaign Planning and Execution Andrew Kim May 26, 2011
2. Executive Summary NoRubbers.tv is a Wordpress-powered blog featuring original content, random news, and gossip presented in a distinct and unique voice. “An online magazine delivering irreverent celebrity news, rants, and original content written in a specific locker-room toilet bowl humor tone.”(Week 1 analysis) Primary competitors include: What Would Tyler Durden Do, BroBible, The Smoking Jacket, College Humor, COED Magazine… Audience is mostly college-educated males, ages ranging 18-30, with an interest in sports, women, and media consumption Launched in May 2010, Domain change in December 2010. The site is still very in active development. Averaging 100 hits/day at the outset of the Google Adwords campaign.
4. Executive Summary Site Overview & Explanation As a “new media” outlet, it is still developing its business model but has a strong brand identity. NoRubbers.tv is crass, vulgar, perverse, and raw. Its content continues to be the site’s main selling point. There is currently no advertising on the site = No$$$ Currently hosted on Wordpress.com servers, a potential move to an independent server has been contemplated. A move to an independent server would mean a possible revenue stream from on-site advertising. Limited viewership has been the biggest obstacle in determining the potential move.
5. Executive Summary Goals With viewership being the biggest factor in deciding whether to move or not, an increase in viewership would certainly help. GOAL: Increase hits/day by 100% Attainable: Current Average is 100 hits/day Measurable: 100% Increase = 200 hits/day An increase in viewership would raise the confidence level in the site and help motivate a move towards monetizing
6. Campaign Trail Live Life with No Rubbers Uncompromising look at today's news Raw. Crass. Perverse. Depraved. NoRubbers.tv Initial Campaign Initiated campaign using heavy use of keywords and site description within the ad copy. 20 keywords used. Results Campaign Run: 4/19-4/21 Daily Budget: $4.00 / Average CPC: $0.10 Impressions: 31 / Clicks: 0 Abandoned Lack of movement. Re-examined campaign – Needed more keywords.
7. Campaign Trail Live Life with No Rubbers Uncompromising look at today's news Raw. Crass. Perverse. Depraved. NoRubbers.tv Initial Campaign 4/19-4/21
8. Campaign Trail Live Life with No Rubbers An unsettling look at today's news. Raw. Crass. Perverse. Depraved. NoRubbers.tv Revised Initial Campaign Edited Ad Copy. Changed to Auto Bidding Option 4/24. Returned to Manual Bidding due to budget constraints. Added 78 keywords daily 4/25-4/30. Results Campaign Run: 4/22-4/24-4/30 Daily Budget: $4.00-10.84(Auto) / Average CPC: $0.10-0.15 Impressions: 355,023 / Clicks: 334 / CTR: .09% Initial Success Saw a satisfactory increase ~40-60%
9. Campaign Trail Live Life with No Rubbers An unsettling look at today's news. Raw. Crass. Perverse. Depraved. NoRubbers.tv Revised Initial Campaign 4/22-4/30
10. Campaign Trail Today's Nastiest Gossip Raw Entertainment for Your Pleasure Screw Life with No Rubbers NoRubbers.tv Redesigned Campaign New Ad Copy. Manual Bidding. Added 115 keywords. Narrower focus with keywords. Played with Budget & CPC numbers. Refocused content. Results Campaign Run: 5/19-5/26 Daily Budget: $4.00 / Average CPC: $0.10-1.50-.012 Impressions: 36,773 / Clicks: 313 / CTR: .85% Success Reached goal of ~100% increase in daily viewership 5/22-5/26
11. Campaign Trail Today's Nastiest Gossip Raw Entertainment for Your Pleasure Screw Life with No Rubbers NoRubbers.tv Redesigned Campaign 5/19-5/26
12. Finding Your Identity Lesson Learned In order to maximize the CTR, I found that a narrower focus on my keywords (read: gossip, sex, headline news) brought in a much higher CTR. NoRubbers.tv re-established its content My analytics dictated that my content needed to reflect that sharper focus on sex, gossip, headline news Content is still KING
