2. Understanding Company
• Louisiana Assistive Technology
Network- LATAN
• Non-profit organization dedicated to offering
services to enable special need’s
consumers to regain their independence
• Keynote assistive technology center of
Louisiana
• Provides services for special needs through
assistive technologies, device loans,
financial loans, and training seminars
• Current problem:
• Lack of awareness and involvement from
special needs consumers throughout
Louisiana.
3. Understanding
Customers
• Louisiana Special Needs Citizens
• Consumers with special needs both physical
and mental, their family members, and friends
• All Ages, both male and female
• Over 1.3 M disabled individuals in LA
~spend twice as much time on the internet as
consumers without disabilities
• Go online for: the same things everyone goes
online for
• To be better informed about the world
• Feel connected to the world
• Reach out to people with similar interests &
experiences
• Online Shopping Strategies
• Dominated by knowledge building, direct buying,
hedonic browsing, and search/deliberation
4. Not “Handicapped”
• Special needs individuals are often portrayed as
consumers unlike you and I.
• In reality, Special needs individuals :
• Have the same preferences, perceptions, attitudes, and
habits as consumers without special needs
• actively seek to associate with people, businesses, and
brands that share their values and beliefs
• Are largely influenced by their families, friends, and
caregivers
• use the Internet to find products and companies
5. Our Goal
Use Google Ad Word’s in order to drive
consumers awareness of LATAN and its services
in an effort to increase the number of financial
and device loans made to special needs
individuals .
6. Google AdWords
Strategy
I. 3 Ad Groups: “Disability
Assistance” “Device
Demonstrations” and “Loans”
II. Keywords catered to “disabilities”
III. Focus on impressions and click
through rates to measure
awareness
IV. Google Adwords’ automatic bidding
utilized to manage keywords bid
V. Cost per thousand impressions
(CPM) was used with an initial
budget of $7.50 per day for the first
week and increased there after.
VI. Measuring Success of Campaign
8. Measuring Success: Are
we raising awareness?
• Number of Impressions and CTR on AdWords
• How often are the ads being displayed and viewed?
• How often are the ads being clicked?
• Google Analytics
• “New Sessions” – metric revealing how many of your site visitors
are new and how many are recurring
• “Acquisition” – find out where web visitors are coming from
• Analyze total number of views for website, specifically on landing
pages linked from AdWords
• Evaluate Offline
• Have device loans or device presentations increased?
• Have an increased number of consumers called or
emailed inquiring about your services?
9. I. AdGroup: “Device
Demonstrations”
• Keywords:
• 10 keywords were initially used
• After a week this ad was
removed
• Ad Landing Page: LATAN
website “Device
Demonstrations” page
• Help to drive consumer
awareness of LATAN and
LATAN Device Demonstrations
• Initial Default Bid of: $7.50
increased to $8.50 after a week
disability aids, disability help.
disability technology, disability
device, disability assistive
technology, special needs aids,
special needs assistive technology,
device demonstration, learn about
disability aids, technology access
network
10. I. “Device Demonstrations”
Results
• Duration of Ad Group: March 6- March 16
• 7,649 impressions
• 21 clicks on ad
• .27% CTR
• Total Cost: $17.65
11. I. AdGroup: “Loans”
• Keywords:
• 10 keywords were initially used
• After a week keywords were
narrowed to the top five best
performing words
• Ad Landing Page: LATAN
website “Device Loans” page
• Help to drive consumer awareness
of LATAN and LATAN Device
Loans
• Initial Daily Budget of: $7.50
increased to $8.50 after a week
and
$15.00 the following week
assistance*, elderly*, Assistive
technology*, technology for
disability*, disability financial loans*,
elderly assistance, accessibility
assistance, device loans, financial
loans for assistive technology,
disability device loan
12. I. “Loans” Results
• Duration of Ad Group: March 6- March 21
• 15,129 impressions
• 52 clicks on ad
• .34% CTR
• Total Cost: $53.58
13. I. AdGroup: “Disability
Assistance”
• Keywords:
• 10 keywords were initially used
• After a week keywords were
narrowed to the top five best
performing words
• Ad Landing Page: LATAN
website “Devices by Category”
page
• Help to drive consumer
awareness of LATAN and
LATAN services
• Initial Default Bid of: $7.50
increased to $8.50 after a week
and $15.00 the following week.
disability*, special needs help*, help
for disability*, disability assistance*,
elderly disability*, disability
accessibility, need disability help,
disability resources, special needs
assistance, disability devices
14. I. “Disability
Assistance” Results
• Duration of Ad Group: March 6- March 21
• 23,734 impressions
• 89 clicks on ad
• .37% CTR
• Total Cost: $72.22
19. Mid Campaign Evaluation-
March 21, 2015
• After a week our campaign was simplified in hopes of
better campaign results
• Eliminated low performing keywords
• Eliminated the ad group that was performing least well
• Simplified each ad group to have only 5-6 keywords
Results:
• 132 clicks-helping to drive traffic to LATAN’s website 132
times
• 35,949 impressions total thus far
• Budget spent: $109.93 leaving a remaining budget of
$140.07
20. Mid-Campaign Changes
• Paused all current running ad groups and key
words
• Believed that we could make better ads with ad
wording more specific to our target customer
• Notable change: changed the wording of “disability” to
“special needs”
• Created two new ad groups: “hope” and “help” with new
key words specific to these ad groups
21. I. AdGroup: “Hope”
• Keywords:
• 10 keywords were initially used based
on the successful keywords from the
first group of ads
• Keywords were then narrowed to the
top five best performing words
• Ad Landing Page: LATAN
website “Programs and Services”
page
• Help to drive consumer awareness of
LATAN and LATAN services
• Initial Daily Budget of: $15.00
increased to $30.00 after a week and
disability*, assistance*, special
needs*, disability assistance*,
elderly disability*, disability
information, disability info, special
needs information, special needs
assistance, special needs info
22. II. “Hope” Results
• Duration of Ad Group: March 21 - April 4
• 10,713 impressions
• 47 clicks on ad
• .44% CTR
• Total Cost: $39.43
23. I. AdGroup: “Help”
• Keywords:
• 10 keywords were initially used
based on the successful keywords
from the first group of ads
• Keywords were then narrowed to
the top five best performing words
• Ad Landing Page: LATAN
website “Device Loans” page
• Help to drive consumer awareness
of LATAN and LATAN services
• Initial Daily Budget of: $15.00 the
first week and increased to $30.00
the following week
special needs help*, elderly*, help for
disability*, elderly assistance*,
disability help*, help for special
needs, assistive technology,
technology for disability, technology
for special needs, disability financial
loans
24. II. “Help” Results
• Duration of Ad Group: March 21 - April 4
• 28,505 impressions
• 169 clicks on ad
• .59% CTR
• Total Cost: $68.65
27. Keyword Results
• Effective:
“help”, “assistance”, “elderly”, “disability” –
direct and typical words used by people with
special needs
• Ineffective:
“information” – assumed when searching
“technology” – not commonly associated with
disability
28. Evolution of Campaign
Strategy: Results
• Changes made to Campaign Resulted in:
• Increased impressions
March 6 – March 21: 47415 impressions (~3161/day)
March 21 – March 27: 38315 impressions (~6386/day)
• Increased clicks
March 6 – March 21: 171 clicks (~11/day)
March 21 – March 27: 207 clicks (~35/day)
• Increased click through rate
March 6 – March 21: 0.36%
March 21 – March 27: 0.55%
33. Where’s LATAN Now?
•“For the month of March, our
website hits on new visitors
was over 900! I think the
most we've ever gotten in a
month was about 460” -
LATAN
35. Offline Measurement
• Potential Downfalls
• Lack tools to measure LATAN’s real world
success
• Unable to measure device loan applications due
to the fact that the campaign ran for such a short
amount of time.
• Since initial goal was to create awareness, only
time will tell if awareness will transform into
actual sales
• We recommend LATAN monitor the number of
device and financial loans, as well as their
presentation requests prior to the Ad Words
Campaign, and subsequent to it.
36. What’s Next for LATAN?
• Continue to use AdWords
• Obviously generates awareness
• Continue to improve website
• Make it mobile friendly
• Less words, more interaction
• Provide organization and levels to help improve
website ranking on Google results.
• Increase social media presence
• Adopted sponsored Ad’s on Facebook and
LinkedIn to help raise awareness
• Used to post to social media about twice a month
• Now they post multiple times per week, if not daily.
37. Our AdWords Future
• Continue to focus on understanding the
business environment (customers, competition,
and company)
• Communication is key between understanding
business environment and a companies needs
and how we develop our AdWords strategy.
• Be flexible with campaign
• Be brave to abandon ad groups that aren’t
working
• Be brave to create new ones on the fly
• Be conscientious of keywords and which ones
are and aren’t working
10 keyword were used initially (disability, special needs help, help for disability, disability assistance, elderly disability, disability accessibility, need disability help, disability resources, special needs assistance, disability di
