Google AdWords Campaign
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Google AdWords Campaign

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Summary of Google AdWords campaign used to promote http://NoRubbers.tv which resulted in an increase of viewership by 100%.

Summary of Google AdWords campaign used to promote http://NoRubbers.tv which resulted in an increase of viewership by 100%.

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Google AdWords Campaign Google AdWords Campaign Presentation Transcript

  • GoogleAdwords:What a PPC Campaign Taught My Blog About SEM
    Strategic Search Engine Marketing Campaign Planning and Execution
    Andrew Kim
    May 26, 2011
  • 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.
  • A Peek At The Site
  • 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.
  • 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
  • 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.
  • 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
  • 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%
  • 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
  • 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
  • Campaign Trail
    Today's Nastiest Gossip
    Raw Entertainment for Your Pleasure
    Screw Life with No Rubbers
    NoRubbers.tv
    Redesigned Campaign 5/19-5/26
  • 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
  • Finding Your Identity
    • Refocusing the Brand
  • Conclusion
    ROI – Return On Investment
    ROI for a media site, such as NoRubbers.tv is obtuse, since there is no real tangible value, however ROI is an important value worth examining.
    It forced me to examine the site’s audience and content and how best to reach an audience by manipulating said content -- resulting in a much more consistent CTR.
    After three separate campaigns and a rededication to sharpening content focus, I was able to reach my initial goal of increasing hits/day by 100%.
    With NoRubbers.tv reaching the magical number of 200 hits/day, I would say that the campaign was a success.
    Possible Improvements
    Bigger budget
    Larger Sample Size (Longer, More dedicated campaigns)