Trócaire-MA-Project

Claire Ann Ahern - C11336411 - C11336411@mydit.ie
Siobhán Chaney - C12541163 - C12541163@mydit.ie
Jayne Gavin - C12333746 - C12333746@mydit.ie
Conor Glennon - C11369001 - C11369001@mydit.ie
Conor MacCrosáin- C11360891 - C11360891@mydit.ie
DT341 Marketing Analysis
Final
Year
Digital
Marketing
Project
SJC
Company Contact:
Philippe Magry
Digital Marketing Officer
Philippe.Magry@trocaire.org

1 | P a g e
TABLE OF CONTENTS
Industry Overview..............................................................................................................................................................................................2
Ireland' Charities Sector At a Glance: .......................................................................................................................................................2
Role of Digital in the sector .........................................................................................................................................................................3
Digital Marketing Challenges ......................................................................................................................................................................4
Issues.................................................................................................................................................................................................................4
Competitors .....................................................................................................................................................................................................5
Contextual Marketing....................................................................................................................................................................................6
Website Traffic................................................................................................................................................................................................6
Organisation Profile ...........................................................................................................................................................................................7
Organisation History .....................................................................................................................................................................................7
Digital Profile...................................................................................................................................................................................................8
Website – Trócaire.org .................................................................................................................................................................................8
Digital Strategy ................................................................................................................................................................................................. 11
Goals and Key Performance Indicators. (KPI’s) .................................................................................................................................. 11
SOSTAC .......................................................................................................................................................................................................... 12
Google Grants ............................................................................................................................................................................................... 19
Digital Tools.................................................................................................................................................................................................. 21
Digital Analysis................................................................................................................................................................................................. 27
Tasks Assigned............................................................................................................................................................................................. 27
Detailed Analysis......................................................................................................................................................................................... 37
Issue .................................................................................................................................................................................................................... 61
Recommendations:.......................................................................................................................................................................................... 62
Appendix............................................................................................................................................................................................................ 63
Social media scheduling calendar example.......................................................................................................................................... 63
Tone of voice Guide .................................................................................................................................................................................... 64
Quality Score Guide .................................................................................................................................................................................... 65
Custom Dashboard...................................................................................................................................................................................... 66
LEARNING LOG ............................................................................................................................................................................................ 68

2 | P a g e
INDUSTRY OVERVIEW
Ireland' Charities Sector At a Glance:
• Employees: 100,000
• Volunteers: 560,000
• Registered charities: 8,000
The general definition of a charity is an organisation that is independent of both government
and business, provides assistance for a wider public benefit and is non-profit making. There are
voluntary organisations dealing with every imaginable section of society.
Non-profit organisations, otherwise known as NGO’s play a key role in the social and economic
life of Ireland. The charity industry is one of the most diverse industries with many organisations of all
sizes operating both domestically and internationally. Domestically the organisation within the
industry can vary between small community groups such as retirement associations and sports clubs
to large national organisations working in areas such as health care, climate change and poverty relief.
The middle has more small-and medium-sized groups which are deemed to be more radical and
conservative in their nature. The thing that all of these groups regardless of size have in common is that
they all exist to change the lives of the public. The organisations within the industry are often referred
to as a community, a voluntary sector, or the non-profit sector. The voluntary sector is also commonly
referred to as the not-for-profit sector. Internationally voluntary sector organisations may be known as
non-governmental organisations (NGOs).

3 | P a g e
ROLE OF DIGITAL IN THE SECTOR
● In recent years the NGO sector has seen a boom in digital footprints in recent years. Some of the
sector's biggest names are now using digital technologies and techniques in a bid to increase
brand awareness and to increase donations.
● Digital marketing is one of the most cost effective ways for any business especially an NGO to
reach the largest audience possible. When done correctly, using techniques such as search
engine optimisation (SEO), paid search advertising (PPC) and social media allows a charities to
converse with a large number of people
● Digital marketing allows charities to shine a light on the causes they are involved in. Search
engine optimisation is a really strong place to associate your charity with its cause, by ensuring
your charity appears when people search for relevant terms. “Digital is not a cost, it's an
opportunity”
● A well populated website is very important to all organisations as it is the online shop window.
For charities a website is where they can showcase its values, highlight its cause and most
importantly encourage people to donate.
● A strong social media footprint is an important element to any digital marketing strategy.
Platforms such as Facebook and twitter are an opportunity for charities in particular to spread
a chosen message and engage with potential fundraisers.
● Mobile marketing is nowfar froma developingformof technology.Today all charities must have
optimised mobile websites and charities should be looking at to keep their users constantly
engaged. Mobile apps are allow charities such as Trócaire to engage with large audiences.

4 | P a g e
DIGITAL MARKETING CHALLENGES
ISSUES
CODE OF CONDUCT
All charities operating in Ireland sign a code of conduct which has restrictions on the content that they
can share online and offline. Some organisations operate in the grey area of the code of conduct and
share more distressing images in a bid to generate more revenue.
This “Governance Code” is “for board members, managers, staff and volunteers of community,
voluntary and charitable organisations and will be an invaluable tool to help your organisation
perform to the highest standards possible and give confidence to you and all of your
stakeholders”.
The Governance Code is based on five main principles:
1. Leading the organisation
2. Exercising control over the organisation
3. being transparent and accountable
4. Working effectively
5. Behaving with integrity
AdWords Bidding
Google Ranking
Content Promotion
Budget Restrictions: Unlike many organisations Trócaire do not have the budget to continually promote
content none organically online and must utilize other cheaper kinds of promotion.

5 | P a g e
COMPETITORS
Although the not for profit sector differs in its nature compared to most business situations the
marketplace remains saturated and highly competitive. Trócaire face competition both domestically and
internationally from organisations such as Médecins Sans Frontières, Goal and concern to name a few.
Although all organisations share the same goals to help people around the world they differ in their
approach to tackle the issues.
(MSF) MÉDECINS SANS FRONTIÈRES
Médecins Sans Frontières (MSF) is an international, independent, medical humanitarian organisation
that delivers emergency aid to people affected by armed conflict, epidemics, natural disasters and
exclusion from healthcare. MSF offers assistance to people based on need, irrespective of race, religion,
gender or political affiliation. MSF currently works in almost 70 countries around the world, providing
emergency medical care where the need is greatest.
Facebook: 2,892 Followers
Twitter: 52,700 Followers
GOAL
The mission statement of Goal outlines that the organisation “Work towards ensuring that the poorest
and most vulnerable in our world and those affected by humanitarian crises have access to the
fundamental rights of life, including but not limited to adequate shelter, food, water and sanitation,
healthcare and education"
CONCERN WORLDWIDE
Concern are an international humanitarian organisation dedicated to tackling poverty and suffering in
the world’s poorest countries. They work in partnership with the very poorest people in these
countries, directly enabling them to improve their lives, as well as using our knowledge and
experience to influence decisions made at a local, national and international level that can
significantly reduce extreme poverty.

6 | P a g e
CONTEXTUAL MARKETING
The term “Contextual Marketing” in used when referring to online and mobile marketing that provides
targeted advertising based upon user information. The primary goal of contextual marketing is to
present customers with advertisements representing charitable causes. For example, a customer
performs an Internet search for charitable causes and donations. Subsequently, they check their daily
news website—and the ads which show up alongside the news are for hybrid cars. The customer,
already thinking about donating to a charitable cause, clicks on the ad to donate to a cause they feel
deserves their donation.
WEBSITE TRAFFIC
Using similarweb.com we were able to see the sources of traffic on the Trócaire website and compare
the results to other organisations in their sector. As seen below 56.9% of traffic on the Trócaire
website comes from the use of search engines or google advertisements.
The average monthly visits on the Trócaire website over the last six months was 15,000 with a peak of
20,000 in September. This figure is very low compared to one of their main competitors Concern who
have an average monthly figure of 50,000.

7 | P a g e
ORGANISATION PROFILE
ORGANISATION HISTORY
Trócaire was established in 1973 by the bishops of Ireland as a way for Ireland to donate to
emergency relief and development overseas.
Trócaire was set up with a duel mandate.
o Support the most vulnerable people in the developing world.
o Raise awareness of this developing world at home in Ireland.
Since its foundation Trócaire has carried out work across the globe, helping the developing world and
aiding those in need.

8 | P a g e
DIGITAL PROFILE
WEBSITE – TRÓCAIRE.ORG
Trócaire developed a new website in the prior to our involvement to
increase the aesthetics and the efficiency of the site. The old website
required excessive navigation to locate content in which was relevant. The
look was beginning to look old fashioned and did not feature continuous
scrolling.
The new website features a sight map that allows for a wider and more
effective reach from the home page to web pages. All web pages and
content are available from the home page using drop down menus.
The Donate button and drop down menus are available on every page to
increase efficiency and conversion.
The improved continuous scrolling allows for more content on the
homepage including Headlines, blog links, donation window, social feeds
and links to social platforms.

9 | P a g e
FACEBOOK
Facebook is by far the most popular social platform for Trócaire, with 20,533 likes it engages
with followers through a variety of content posted. Posts include videos, articles, pictures and blog
posts relating to the work of the organisation work and values. Engagement is relatively low but is
targeted at shareable content in an attempt to broaden post reaches. Posts are generally scheduled for
one a day. A social media calendar is produced, planning months in advance and was made available
to us. (Appendix 1)
TWITTER
Twitter is the second most popular platform for Trócaire with
7,918 followers. There is largely the same type of content on twitter as
Facebook but in addition there is a lot more conversation with other
organisations and the public. Posts are short and concise but engaging
and informative. Generally posts are more frequent than Facebook.
There is also a Donate button to enable followers to easily donate.

10 | P a g e
YOUTUBE
Trócaire’s YouTube channel has only 383 subscribers however as a platform it is not rated on
subscribers alone but also views. There is a great spread of viewership on the collection of videos
ranging from 8 views on minimal engagement content to 38,000 views for very shareable content.
Once the videos are posted on YouTube they are easily transferred to other social platforms. Vimeo is
also used to share content but is far less effective than YouTube.
FLICKR
Flickr is an image hosting and video hosting website that Trócaire uses to publish photos and
videos of their work across the world. It contains a large database of content but does not attract a
large following.
INSTAGRAM
Instagram is an online mobile photo-sharing, video-sharing, and social networking service that
enables its users to take pictures and videos. Trócaire have been using
the platform to for over a year and have established an engaging
following of 824 people.

11 | P a g e
DIGITAL STRATEGY
GOALS AND KEY PERFORMANCE INDICATORS. (KPI’S)
Goals defined by Trócaire
Improve PPC campaign
• ConversionRate, Cost per Click, Click throughRate, Impressions,Quality
Score
Improve speed impressions
• Speed tests
Improve KeyWord Quality Score
• Higherad positions,lowercost per click, HigherimpressionShare,
Lower cost per Conversion
Improve Click through rate
• Clicks, Impressions
Improve Conversion Rate (ROI)
• Impressions,Clicks, AdWords
Additional Goals
Exact match search
• Clicks, Impressions

12 | P a g e
SOSTAC
SITUATION ANALYSIS - WHERE ARE WE NOW?
Sell:
Traditional - Print Marketing (Leaflets, Newspapers), Fundraising, Radio and Television
Non-traditional - Social Media, Email Marketing, Search Engine Optimisation and Mobile Applications
Brand Perception: The organisations brand perception stems from the emotionally charged subjects
talked about through the images used in their advertising. An effective campaign which is deemed to
highlight issues and in turn raise awareness for the cause will see the organisation ranked higher in
the mind of a donor. For following advertisements a donor's opinion is highly influenced based on
their opinion of previous advertisements by the organisation misrepresenting sensitive subjects.

13 | P a g e
Serve:
The customer retention targets were accomplished using the following:
Website: Trócaire launched a new website at the end of 2015 in a bid to improve efficiency and
access to information to optimise donations
Improved Financial Transparency
Statements such as “91 cent out of every €1.00 donated by our supporters is spent on the
organisation's charitable expenditure”
Sizzle:
The newly implemented website aims to shorten the customers click through rate so that levels of
donations increase
Speak:
The engagement of customers on the website fluctuates in relation to the nature of campaign i.e.
natural disaster will increase traffic and donations
Save
Improve the level of website traffic
o Further increase website traffic
o Exact match keywords Improve AdWords quality score
Customer Insight is defined as “the intersection between the interests of the consumer and features
of an organisation”. Its main purpose is to comprehend why a donor or benefactor cares forthe
organisation as well as trying to uncover the underlying mindsets, moods, motivation, desires,
aspirations, and most importantly the motivations which trigger them to donate and fundraise.
Trócaire utilises analytical software to help define the insights of its donor. Applications such as
google analytics and the landing page monitor hotjar, allowing the organisation to track the
customer's journey throughout the website which in turn helps them to build personas based off
insights.

14 | P a g e
E-COMMERCE SWOT
Resources
Tangible
• Offices located Globally
• Educationalresources
• Formal /Informal educationsectors
• School Workshops
• Parish Communities
Intangible
• FinancialResources
• Policies and Programs
Strengths
•Reputable
•User Friendly
•AestheticallyPleasing
•Audience Focused Campaigns
Weaknesses
•Difficult Subject Matter
•Securityand Fraud ConcernsShowrooming (i.e. Using
the website to gather information on a subject and
then donatingto another organisation)
•The difficultiesof gettingpeople to donate
Opportunities
•More Awareness
•Increased connectivityusing social media platforms
Threats
•Competitors(Goal, Concern and MSF)
•Legal/RegulatoryChanges
•Online Hacking
SWOT

15 | P a g e
OBJECTIVES - WHERE DO WE WANT TO BE?
· Improve email marketing campaign
· Increase online donations
Sell:
Traditional
o Improve Effectiveness Print Marketing (Leaflets, Newspapers)
o Increase Levels of Fundraising, Radio and Television.
o Improve overall tone of voice in a bid to maximize financial donations
Non-traditional –
o Create more engaging Social Media content,
o Increase Database for Email Marketing,
o Improve Overall Search Engine Optimisation
o Create Updates for Mobile Applications to increase speed
Serve:
Improve the level of website traffic
o Further increase website traffic
o Exact match keywords Improve AdWords quality score
Sizzle
Further decrease click through rate in order to maintain donor satisfaction
Save
Use of Google Analytics to research ways to increase efficiency for donors both online and offline
Speak
Further Improve relevance of website content
Increase level of engaged customers

16 | P a g e
STRATEGY
SEGMENTATION: When segmenting the market Trócaire develop personas based off insights generated by
analytical software. They segment the market into four core groups in order to target donors.
TARGETING: TRÓCAIRE’S FOUR CORE GROUPS ARE AS FOLLOWS:
● Group 1: Consumers who donate to a small group of charities regularly
● Group 2: Consumers who do not usually donate to charities
● Group 3: Wealthy individuals or corporations who regularly contribute using standing orders
● Group 4: Consumers who need consistent reminder of issues to be persuaded to donate
POSITIONING:
OVP (Online Value Proposition)
Trócaire’s online value proposition is that 92 cents from every euro goes to the charitable causes.
Overall the organisation prides itself on financial transparency.
Sequence (Credibility before visibility)
Visibility + Credibility = Profitability, in terms of a charity the visibility of advertisements must
support the credibility of the organisation so that Trócaire can receive the support of donors who can
help the charitable causes they are fighting for.
Integration (OVP and data base)
The use of marketing software Marketo allows for intelligent and automated A/B testing on ongoing
email campaigns thus getting the most out of every campaign.
Tools (CMS, email-marketing, measurement systems)
o HotJar
o Tableau
o Woo Rank
o Similar Web
o Alexa.com
o Google Trends
o Google Webmaster
o Facebook insights
o Mailchimp
Additional Resources provided by Trócaire
• Tone of Voice Guide (Provided by Organisation)(Appendix 2)
• Quality Score guide(appendix 3)

17 | P a g e
TACTICS
How do we get there?
Paid:
o Sponsored advertisements on all social media platforms
o Google AdWords and Ranking (Although this is subsidised by Google due to the Google Grant
Scheme)
Owned:
o Website
Earned:
o Facebook
o Twitter
o Instagram
o Flickr
DONOR LIFE CYCLE
Every donor has a different life cycle due to the fact that there are four different types of donors

18 | P a g e
ACTION
Trócaire’s team
o Digital marketing officer: Creates all digital marketing campaigns, organic and non-organic
AdWords and Analytics
o Digital communication coordinator: Oversees all digital marketing campaigns
o Digital communications producer: Creates content and monitors performance of all social
media platforms
o Legal team: Oversee tone of voice
o Eternal agency: Third party agency employed at peak times to increase digital reach i.e.
Christmas
Internal Resources and Skills:
o Knowledge of Sector
o Creativity
CONTROL:
o Google Analytics
o Customer satisfaction surveys
o Site visitor profiling
o Daily reporting
o Detailed analytics of all revenue streams

19 | P a g e
GOOGLE GRANTS
The Google Grants Ad Program gives nonprofits the opportunity to advertise on Google AdWords
without any cost. The grants program gives nonprofit organizations $10,000 per month budget to
spend on AdWords to promote their missions and goals on Google.com. To qualify for the grand
companies go through an application process, and to keep the grants they must follow the program
outlines.
To be eligible for Google Grants an organization must:
● Hold current and valid charity status
● Agree to the Google Grants required certifications regarding how to receive and use donations
obtained from the grant.
● Have a website that is both functional and provides information and awareness on the
nonprofit.

20 | P a g e
GRANT OUTLINE
Nonprofit organizations that are eligible for a Google Grants receive free AdWords advertising whilst
still maintaining their own accounts so that companies have control over the use of their grant.
The Google Grants has restrictions:
● Daily budget is $329 ($10,000 per month) and keywords with a Max CPC over $2.00 can only
be used.
● Ads only appear on Google.com – other Search Partners cannot be used.
● If a company struggles to spend the $10,000 per month, the grant may be taken off them.
To keep a Google Grants a company must:
● All ads must be linked to the nonprofit URL that was approved in the application process.
● Companies must log into their AdWords account once a month to keep the account active.
● The company's ads must reflect the mission of the nonprofit organization. Companies can
advertise products when 100% of the proceeds go towards the program.
● The ads created cannot send users to pages that are used to primarily send visitors to other
websites.
● Ads cannot offer financial products, such as mortgages or credit cards or donations in the form
of large goods such as cars, boats or property donations. Keywords related to this activity are
also not allowed and will be rejected.
● Ads from Google AdSense or other affiliate advertising links cannot be present on the
company's website while participating in Google Grants.

21 | P a g e
DIGITAL TOOLS
GOOGLE ANALYTICS DASHBOARD
We developed a custom Google Analytics Dashboard in order to keep trackof the progress on our goals using a
combination of our KPI’s. (Appendix 4)
GOOGLE ADWORDS CAMPAIGN
Google AdWords is an advertising services provided by Google where companies can pay to display their ads.
Advantages of using AdWords find
● AdWords is easy to measure so businesses can see what's workingand what's not
● AdWords is cost effectivei.e. the business only pay when someone clickson their ad, this determines
the amount a business pays. If used efficiently the cost per clickwill gradually decline overtime.
● Accurate results as the exact words people have searched can be measured.
● Reaches the right people at the right time because of use a keywordsrelated to their search
● AdWords helps target your preferred market in certain countries, regions or cities
● Faster than SEO- SEOmay take a few months to see results howeveronce an AdWords campaign goes
live results can be seen. Receiving results efficiently helps a business decided whether their keywords
are successful or not.
Trócaire are eligible for a Google Grants as they are a nonprofit charity organisation. This grant helps Trócaire
pursue an AdWords campaign for free. Below we will outline what exactly a Google grant is and how nonprofit
organisations like Trócaireuse it.
KEYWORD MATCHING
A keyword is a word or phrase that is significant to a campaign. A searcher will use a keyword to find
information on a topic or campaign that they are interested in.
Businesses can content around relevant topics or campaigns which helps direct the searcher to their
ad as it ranked high in the search engine results due to its reliance. Businesses can also create
negative keywords, that are words or phrases that won’t show your ad if they are searched for. This
tool helps companies reduce costs making sure their ad only appears when relevant.
Keywords are the foundation of website content. The content of every page should be linked directly
back to a keyword or keyword phrase that is relevant to the content in order to direct the user to the
information they are looking for.
Keywords explain to searchers and potential customers the purpose of your page. Searchers will scan
the page for keywords in order to quickly find the information they searched for. The better the
keywords, the less time a user needs to find relevant information making it user friendly website.

22 | P a g e
KEYWORD BIDDING
Once a business decides on what keywords they want to attach to their ad, they will also have to
decide how much they want to pay each time a customer clicks your ad. This is referred to as CPC or
cost per click. Choosing relevant keywords can improve the performance of your ads and help you
maintain low CPCs. A system runs these keywords every time a customer searches them, which
determines which ads show for this search and in what order. This system evaluates the keyword for
each search and calculates the quality of the ad.
The Quality Score is calculated based on the recent performance of the keyword and your ad, the
relevance to the search term, and other factors such as consistency. The higher the quality score, the
lower the bid for keyword will be. Popular keywords will be pricier in comparison to keywords that
are specific to the business. For example, Trócaire have a keyword bidding budget of $2 as they have a
Google Grants ,words such as ‘charity’ are more expensive meaning Trócaire’s ad will not appear first
on the search results when charity is the keyword chosen. However if Trócaire use consistent
keywords that are of high quality their ad will begin to appear higher.
TYPES OF KEYWORD MATCHING
BROAD MATCH
Broad matches are keywords allow a company’s ad to reach a wide audience. It is the default match
that keywords are assigned in a company’s AdWords account. Searches that include any relevant
information to the company’s ad including related searches and even misspellings.
PHRASEMATCH
Phrase match has a higher level of control in comparison to broad match. A businesses ad will only
appear when the keywords are searched in the exact order in which the phrase was entered into
AdWords. The phrase can contain other words both before and after the phrase match and the ad will
still appear such as misspellings, singular and plural forms and abbreviations. This means the ad is
open to a wider audience than exact match keywords/phrases, which will in turn attract more traffic
than necessary increasing costs.
The below example of Phrase match keyword is taken from google AdWords support:

23 | P a g e
Phrase match is helpful for a business as they can view the search terms customers were using when
they clicked on their ad. After a business finds these search terms they add the words and phrases to
the keyword list, and use exact phrases in the new ads to reach customers that are interested in the
information provided on the web page.
Phrase match increases the chances of a searcher clicking on the ad because the ad shows when it
matches the searcher's phrase. It also helps decrease unwanted impressions as searchers who are not
looking for this information are less likely to click on the ad.
Whenever a keyword matches the businesses phrase match it will appear bold, drawing attention to
the searcher that your content is relevant to their search and in turn increasing click through rate.
EXACT MATCH
Exact match is a match type that shows a company’s ad when a person types the exact word or phrase
the company uses in their AdWords’ account. For example a charity may input [donation] as one of
their keywords on their AdWords account, this in turn assures that their ad will appear when anyone
searches the word ‘donation’. However, if a person was to search ‘make a donation’ and the charity
did not have that exact phrase in that exact order in their AdWords account, then the charity’s ad
would not appear in the search results.
Exact matches are not focused on gaining excessive impressions on a company’s ad, but they help to
maximize targeted clicks i.e. they are more precise and thus useful for leading a user to your ad
according to how relevant it is to their search.
The importance of exact matches are vital. Unlike broad match or phrase match keywords, exact
match keywords protect a company’s ad from appearing when it is not exactly relevant to what the
searcher is looking for. This is efficient as it lowers the company’s CPC by lessening the chances of
searchers clicking into their ad to find it is not relevant.

24 | P a g e
TASK WE UNDERTOOK
We were assigned the task of finding Trócaire’s exact matches within selected campaigns. These
included ‘donation terms’ and ‘fundraising terms’.
Step 1: We selected the campaign and created exact match groups for the existing ad groups within
the campaign.

25 | P a g e
Step 2: We then went into each existing ad group and went to the search terms within the ad group.
This is where we found the exact matches for each particular ad group. For example, as seen below, in
the ad group ‘Awareness-Give’; the word ‘give’ is an exact match.

26 | P a g e
Step 3: Illustrated in the image below, the red underlined groups are all the exact ad groups we
created within the campaign. Each of these groups consisted of the exact matches we found from their
existing ad group search terms.

27 | P a g e
DIGITAL AN ALYSIS
TASKS ASSIGNED
Upon meeting Trócaire, they assigned us work to be completed on AdWords. Philippe and Claire explained how they
needed help with running their AdWords account as they have a small digital marketing team and only ever checked the
account once a month.
Trócaire viewed Google AdWords and their Google Grant as a huge opportunity in which they did not have time to carry
out. Over the period in which we worked with Trócaire we were assigned to different campaigns within their AdWords
account. We were instructed to create broad and phrase keywords and related ad copy. Once these broad and phrase
matches were completed we then moved on to finding exact match keywords in order to cut down cost per click and use
the grant provided efficiently.
Exact Match Keywords: Donation
KEYWORDS
IMPRESSIONS
Above are the exact keywords we found for the ad group ‘Charity Give’. We have only analyzed this group as no other
group within the donation campaign had any exact match keywords.
As seen above, the exact keyword [give’s] generated the highest level of impressions at 27. Although we found ‘give’s’ to be
an exact match, the impressions figure is considerably low, due to fact exact matches narrows the audience that the ad
may reach. However, it improves CPC.

28 | P a g e
CLICK THROUGH RATE (CTR)
The CTR for this ad group is 0%. This shows that exact match is not always effective as it is sometimes slightly less
relevant to the searchers query.
QUALITY
In order to find the quality of this ad group within its campaign, we chose to narrow our search to keywords using a filter
that was provided in a dropdown bar by AdWords. The filter showed the keywords that were a high quality however
generated low traffic. The keywords were of good quality as they were relevant to the content of the ad however due to the
nature of the google grant we could not meet the bid amount for these popular keywords resulting in low traffic.
Conversion rate was nonexistent due to the fact we were unable to bid for these keywords and rank highly within the
search results.

29 | P a g e
ADS
Below are the ads we created for the ad group within the donation campaign that resulted in their CTR. These ads helped
direct traffic to the relevant conent on Trócaire’s website. We chose engaging words and call of actions that were relevant
to the campaign in order to attract searchers and create ads with high quality whilst being mindful of Trócaire’s tone of
voice.
This above ad was the ad that led to the highest level of impressions and CTR. It proved to be most popular ad in this group
as the % served was 23.97% which was the highest in the campaign.

30 | P a g e
Exact Match Keywords: Fundraising
KEYWORDS
IMPRESSIONS
Above are the exact keywords we found for the ad group ‘Fundraising ideas’. We have only analyzed this group as no other
group within the donation campaign extremely low levels of relevant content to analyse in terms of their exact match
keywords.
As seen above, the exact keyword [fundraising ideas] generated the highest level of impressions at 138, showing that
implementing this as one of our keywords was successful in generating impressions. However, as illustrated above, this
keyword is below first page bid due to Trócaire’s maximum bid allowance of $2. In turn, this may have negatively affected
CTR as it is at 0%.
The CTR for this ad group is 0%. This shows that exact match is not always effective as it is sometimes slightly less
relevant to the searchers query.

31 | P a g e
QUALITY
The keywords that were a high quality however generated low traffic. The keywords were of good quality as they were
relevant to the content of the ad however due to the nature of the google grant we could not meet the bid amount for these
popular keywords resulting in low traffic.
Conversion rate was non-existent due to the nature of the campaign, I.e. it is an awareness campaign as opposed to a
donation campaign.

32 | P a g e
ADS
Above are the ads we created for the particular ad group mentioned previously for the fundraising’ campaign.
Below was the most successful of these ads with the highest impressions of 120, however the CTR is 0% which idicates
that the ad was not relavant to search quiries.

33 | P a g e
CAMPAIGN CREATION: JOBS
One of our tasks assigned was to create a ‘Jobs’ campaign in AdWords. As seen above, we have made a considerable
impression in terms of the clicks achieved in the short space of time (January to February). This shows that the keywords
that we thought relevant were successful in engaging with the searcher.
The bounce rate was 7.14% lower than Trócaire’s benchmark bounce rate of 50%. This indicates that the searcher was
finding relevant content in direct response to the keywords attached to this campaign. As Trócaire did not have this
campaign running previous to this, we cannot compare it to previous figures.

34 | P a g e
The screenshot above illustrates the Ad group within the job campaign that generated the most traffic. The keywords
‘jobs’ and ‘Trócaire’ were searched most frequently resulting in 216 clicks of the 261 clicks generated overall by the
campaign.
The bounce rate was again lower than Trócaire’s benchmark bounce rate of 50% at 38.16% proving the content attached
to these keywords was of high quality and relevance to the searcher.

35 | P a g e
ADS
Above are the ads we created for Trócaire’s ‘Jobs’ campaigns. As this campaign has only been running since January,
impressions of the ad are considerably high. This indicates that the terminology used in the ads were relevant to searchers
queries.
Above is the most successful ad in terms of impressions with an impressive figure of 9090. The CTR is 0.57% which is the
second highest CTR present. The CTR for ‘Trócaire Grad Program can be seen at 0.72% with impressions of 414 due to the
high relevant it had to the searchers query.

36 | P a g e
KEYWORDS COUNTRIES
Our first task assigned to us from Trócaire was to create ad groups and the relevant keywords/ad copy for each country in
which Trócaire work in. These countries can be found under the title ‘What we do’ and then the page ‘Where we work’ on
their newly designed website. There had been no previous keywords or ad copy for these ad groups as they were not
present on the old version of the website, so our team started from scratch.
We divided up the countries between team members and each team member created many different keywords that were
associated with the country. The keyword content was taken from the content on the relevant country pages found on the
Trócaire website. We wanted to make the information associated to these keywords as accessible as possible so that the
searcher did not have to spend much time on browsing.
Philippe briefed us on the type of terms we should use for example ‘victim’ is not a word that Trócaire would use and ‘help’
was to be used as little as possible. Philippe always explained that most of the countries will only be awareness ads as they
are not currently campaigning for these regions. The refugee Crisis was the only crisis in which we would use donation call
of actions as it was the main campaign at the time.
We inputted these keywords and ad copy into AdWords Editor. We could not analysis the results of these keywords as
Trócaire have not inputted them into the liveversion of AdWords yet. Currently Trócaire are concentrating on climate
change and these are the only ad groups present in their ‘What We Do’ campaign on Google AdWords. The image below is
a screenshot taken from Trócaire’s ‘Where We Work’ page, displaying some of the countries that we carried out AdWords
for.

37 | P a g e
DETAILED ANALYSIS
GENERAL ANALYSIS
GOOGLE ANALYTICS KEY WORD BIDDING
The image outlines the categories of keywords which Trócaire currently bid on. Within these
categories there are subcategories containing multiple keywords. Above we compared new and old
data from November 1st to January 31st 2016.
We compared the following categories under:
o Clicks (Number of times user click on Trócaire ads)
 Over the 3 month period clicks went up 25.75% from €13,707 to €17,237. This
shows us that the keywords were very effective.
o Cost (The total amount Trócaire pays for ads)
 Over the 3 month period cost went up 56.52% from €15,351 to 24,027. This
shows us that more keywords were created therefore increasing the overall
spend. This may seem like it is an issue but Trócaire google grant covers the cost.
o Cost Per Click (CPC)
 Over the 3 month period cost per click went down 24.46% from €1.39 to €1.12.
This shows that more people are clicking on the keyword.

38 | P a g e
○ Sessions (The period of time that a user is actively engaged with Trócaire’s website)
■ Over the 3 month period sessions went up 13.66% from 15.028 to 17.081. This
shows that more users have actively engaged with the website.
■ Ireland: Went up 6% from 53,000 to 56,000
■ United Kingdom: Went down 1% from 16,000 to just under 16,000
■ United States: Went up 28% from 3600 to 4600
■ Kenya: Went up 20% from 2200 to 2700
■ India: Went down 2% from 1600 to 1500
○ Bounce Rate (Visits in which a person left Trócaire’s website without interacting with
the page)
■ Over the 3 month period the bounce rate went down 16.40% from 54.91% to
47.17%. This shows that less people left the page without interacting.
○ Pages/Session (The average number of pages viewed during a session)
■ Over the 3 month period the page/session went down 8.43% from 3.11 to 2.85.
This shows us that the average numbers of pages viewed during a session went
down. Which shows that the revamped website shortened the customer journey
to the donation options.
○ Ecommerce Conversion Rate (The percentage rate that resulted in an e-commerce
transaction)
■ Over the 3 month period the ecommerce conversion rate went up 43.76% from
4.54% to 6.53%. This showed that there was an increase in the percentage of
visits that resulted in an ecommerce transaction.
■ This is very good statistics for any organisation, especially for any charity such as
Trócaire who are heavily dependent on e commerce.
○ Transactions (Is the total number of completed purchases on Trócaire’s website)
■ Over the 3 month period transactions went up 63.40% from 683 to 1116. This
shows that there was an overall increase in the total number of completed
purchases on the Trócaire website.
■ This means that Trócaire had more completed purchases than the same period of
the previous year.
○ Revenue (The total revenue from web e commerce or in-app transactions)
■ Over the 3 month period revenue went up 64.20% from €75,180 to €123,448.
This shows that Trócaire increased its revenue from ecommerce and in-app
transactions.
■ This means that Trócaire raised €48,268 more than the same period of the
previous year.

39 | P a g e
AD COPY
Illustrated below are examples of ad copy when Trócaire is entered into the search engine. Trócaire
aim to attract the searcher into clicking their ads by using appropriate tone of voice and enticing calls
of actions relevant to the ad.

40 | P a g e
LANDING PAGE - HOTJAR
As we can see from the image above, the
most clicked area on the landing page
was the gift section, the second most
clicked area is the ‘search’ button, thirdly
and arguably most important is the
‘please donate’ button. Finally people
seem to be interested in the photos that
Trócaire update to their main page of
their website.
The image above shows
us that the most popular
clicks on the page are
‘contact us’ and ‘current
vacancies’. This shows
that people are
interested contacting
Trócaire about their
services and also have a
keen interest in job
vacancies.
Underneath Donate Today we can see that there is an interest coming from other countries due
to the fact activity on the currency converter. This would suggest that people from outside
Ireland are donating.

41 | P a g e
PPC (PAY PER CLICK) CAMPAIGN SPEND REACH (IMPRESSIONS)
Pay per click can be defined as a cost model. It is implemented by both websites and search engines to
charge advertiser every time a specific link is clicked. When the link is clicked it is registered in a
system and an assessed prearrange charge occurs. One of the most popular PPC programs is Google
AdWords. This PPC program is utilized by Trócaire.
● Over the 3 month period overall PPC impression decreased by 25,005 clicks compared to the
same period in the previous year. This mean that less people are engaging with Trócaire’s PPC.
This may look bad however, Trócaire’s AdWords campaigns dramatically differ from year to
year and therefore this data is not very applicable to the 3 campaigns we were tasked with.
This is an issue that Trócaire should address in the near future. Issues
CTR (CLICK THROUGH RATE)
The amount of pages that Donors have to click through in order to get to the pages that they want.
Having a high click through rate does not directly correlate to a good conversion rate. Advertisements
which are geared towards ‘curiosity clicks’ usually lead to fewer donations in comparison to
advertisements geared towards ‘qualified clicks.
CTR = Clicks/Impressions
Example: If an ad receives 5 clicks and 1000 impressions, then its CTR is 0.5% as seen in the
image below.

42 | P a g e
● Over the 3 month period there was an overall
change of 17.32%. This shows that the Ad Copy and
keywords used were more effective than the previous
year.
TRÓCAIRE CHANNELS
TOP CHANNELS
● Acquisition: Overall new users went up 5.96%. The top 3 performing channels which saw
increases in new user were direct, paid search and organic search.
○ New Users:
■ Direct: Over the 3 month period direct went up 34.51% from 12,716 to 17,104.
This shows that there was 34.51% more new users than the previous year but
this does not mean that they all donated.
■ Paid Search: Over the 3 month period paid search went up 13.66% from 9,908 to
11,261. More new users engaged with Trócaire’s page search keywords.
■ Organic Search: Over the 3 month period organic search went up 3.40% from
21,279 to 22,002. This means more people searched Trócaire without being
prompted to do so.
● Behavior: Overall the average session duration went down 1.12%. The top 2 performing
channels which saw increases in average session duration were social and referral.
○ Average Session Duration:
■ Social: Over the 3 month period the average session duration on Trócaire social
went up 23.13% from 1 minute 51 seconds to 2 minutes 17 seconds. Although
the donors session was longer this would suggest that they were more engaged
with the content than in the previous year.
■ Referral: Over the 3 month period the average session duration on Trócaire’s
referrals from other websites went up 20.94% from 1 minute 56 seconds to 2
minutes 20 seconds. This means that more users are being redirected to
Trócaire’s websites from other websites from the previous year.
● Conversions:
○ Revenue:
■ Referral: Over the 3 month period referral went up 91.54% from €27,600 to
€52,865. This means that Trócaire raised an additional €25,265 through
referrals from other websites.

43 | P a g e
■ Social: Over the 3 month period social went up 84.82% from €420.49 to
€777.15. This means Trócaire raised an additional €356.66 through social media
platforms.
■ Direct: Over the 3 month period direct went up 85.82% from €40,896 to
€75,991. This means Trócaire raised €35,095 more than the previous through
direct conversions.
WOORANK
We used this tool to gain further insight into and to identify any problems within Trócaire’s website.
SEO
KEYWORD CONSISTENCY
In terms of keyword consistency, it is advised for a company to include keywords into all of, if
possible, the title page, page content, URL, title tag, header tags.
The above illustration indicates that Trócaire are, a lot of the time, failing with such consistency. We
can see three cases where a keyword not only lacks consistency, but is not at all present in title,
description or heading.
Trócaire need to monitor this in order to improve their ranking in search results.

44 | P a g e
MOBILE OPTIMISATION
In terms of mobile optimisation, Trócaire succeed in many areas of this including, mobile friendliness,
mobile compatibility, font size legibility, and mobile viewpoint.
However, they need to improve on some areas. Touchscreen readiness is a slight issue. This means
that Trócaire’s tap targets may not be large enough for users to press easily. This is something that
Trócaire may want to consider going forward as it could be something that frustrates certain users.

45 | P a g e
Trócaire’s main problem in this area is their mobile speed. At the moment, their website speed is slow.
This enables users to being interaction as soon as possible. Again, users may get frustrated at this and
in turn, it may deter them.
ADWORDS ANALYSIS
The graph above shows how much Trócaire spent on keywords using the google grant scheme. Noticeably the keyword
Trócaire.org was the most expensive keyword.
The graph above shows which keyword campaigns experienced the highest conversions. These campaigns were Brand
Terms, Trócaire Gifts and Emergency Appeals.

46 | P a g e
This graph
shows the
breakdown of
the most
expensive to
the cheapest
keyword
campaigns.
This graph shows the
average cost per click
price per month. The
cost per click figure
was at its highest at
$1.20 during
December.
This graph shows a
weekly and monthly
breakdown of
conversions. The total
amount of conversion
increased as the weeks
go on. This shows that
Donors are more likely to
donate around Christmas
time.

47 | P a g e
weekly breakdown
from October to
January of Trócaire’s
cost and conversions.
average financial
conversion per country.
We found it very
interesting that more
donations are coming
from The United Kingdom
compared to Ireland. The
level of donation from
The United States is less
than expected.
The graph above is showing the weeks that
Trócaire experienced the highest conversion rate
out of the time we were working with the
organisation.
This graph shows the impressions per week. We found it
interesting that during December there were lower
impression but higher revenues. Due to our creation of the
‘jobs campaign’ there is a noticeable peak in impressions
during the last week in January. We were asked to create the
category to promote upcoming jobs within Trócaire but the
choice of keywords was decided by the group and not the in-
house Trócaire marketing team.

48 | P a g e
click through rate per
week over the time we
were working with
Trócaire. The CTR
levels peaked at just
under 4.50% in the
final week of
November, this would
suggest that people
were searching for
information before the
Christmas period.
The graph above shows the overall cost spend per month to obtain conversion during the time we were working with
Trócaire.

49 | P a g e
ADWORDS CARRIED OUT BY TRÓCAIRE:
We choose to analyse The Emergency Appeal campaign created by Trócaire. We did not have any
involvement in the keywords or ads used in these campaigns however thought it was very interested
to analysis a campaign which holds such importance.
The most relevant ad group within Trócaire’s Emergency Appeal campaign at the time of this project
was The Refugee Crisis.
The Refugee Crisis
Trócaire divide their ad groups up into ‘Awareness’ groups and ‘Donate’ groups. These are divided up
as the ads and keywords associated with these groups have different call to actions for example; the
awareness groups are merely directly searchers to pages that hold relevant content to the campaign.
The donate ad groups however, have a call to action to ask people to contribute to the campaign.
REFUGEE CRISIS: AWARENESS AD GROUP
The image above is a screenshot captured from the Refugee awareness ad group created by Trócaire.
As you can see above the keywords ‘victim + Syria’ is paused as victim is not the correct
terminological used by Trócaire and the organisation also created a separate ad group for Syria.

50 | P a g e
IMPRESSIONS:
The screenshot above shows that this ad group generated high impressions. The keywords most
effective in this ad group are ‘help’ and ‘refugee’ as it resulted in 2,703 impressions.
Although the keywords ‘help’ and ‘refugee’ amounted to the most impressions, it did not result in the
searcher clicking the ad. The highest click through rate in this ad group is generated from the
keywords ‘Trócaire’ and ‘Refugee’. These keywords had a low impression level of 10 as it was a very
specific search related to the organisation however the CTR was 30.00% showing that the content was
extremely relevant to whoever clicked on the ad. The CTR of ‘Help’ and ‘refugee’ is low as Trócaire
were unable to meet the bid due to the nature of Google Grant meaning they did not feature on the top
ranking ads on the search engine.
QUALITY SCORE
The quality score for these keywords is not illustrated in the screenshot above however you can
assume that the quality of ‘help + refugee’ was high as it had a high level impression due to the
relevance it had to the search. From the image above you can see that ‘assist + refugee’ are of low
quality as AdWords notes this is why it has been rarely seen.
We searched for the quality of the keywords by choosing the filter provided by AdWords ‘Good quality
but low traffic’. This refined search found that the key words Trócaire + refugee were of good quality
however resulted in low traffic due to not meeting the bid allowance.

51 | P a g e
ADS FOR REFUGEE CRISIS AWARENESS AD GROUP
The Image below lists the ads that were created for the Refugee Crisis Awareness ad group. All ads
were approved as they used the correct tone of voice and call to action.
The ad above created the most impact as it was directly related to the content of the campaign. The
percentage served is 70.09% which shows how often one ad was showed instead of others created.
This shows that this ad was shown the most compared to others ads. This ad resulted in 22 clicks and
2.212 impressions which equaled a CTR of 0.99%, the highest in this ad group.

52 | P a g e
REFUGEE CRISIS: DONATION AD GROUP
The image above details the keywords used within the Refugee Crisis Donate ad group. These
keywords use a call to action which results in a searcher contributing to the campaign.
IMPRESSIONS:
From analysing the image above we can conclude that the keywords generated impressions between
500-800. The keywords ‘donate + refugee’ generated the highest impression level as it is the most
relevant to the searches.
CLICK THROUGH RATE (CTR):
The keywords ‘donate + refugee’ generated the highest impressions and click through rates at 2.25%
as it was the most relevant to the search inquiries.

53 | P a g e
QUALITY SCORE
We searched for the quality of the keywords by choosing the filter provided by AdWords ‘Good quality
but low traffic’ illustrated in the image below. This refined search found that the key words used in
this campaign were of good quality however resulted in low traffic due to not meeting the bid
allowance.

54 | P a g e
ADS FOR REFUGEE CRISIS DONATIONS AD GROUP
The Image below lists the ads that were created for the Refugee Crisis Donation ad group. All ads were
approved as they used the correct tone of voice and call to action.
The ad presented above created the biggest impact resulting in 69.25% serving rate meaning it was
show more than any other ad created for this group due to its relevance. This ad resulted in one
conversion at a cost of $38.05.
After carrying out a thorough analyzes of Trócaire we have concluded that in order to meet their goals
efficient time and a large amount of focus must be contributed to Adwords. Google grant has its
limitations however it is a great incentive and should be utilized to get the best results. Focusing on
improving quality score in order to rank higher and stay competitive is essential as the google grant
limits bids to $2.

55 | P a g e
GOOGLE ANAYLTICS
The following images are a small selection of graphs from the dashboard we created on google
analytics. We added the following graphs to our google analytical dashboard as the topics were given
to us as KPIs and goals from the marketing team at Trócaire.
Impressions for November to January (2015-16 & 2014-15)
Impressions for the duration of the 3 months were lower compared to the previous year, except for a
spike in late January where the ‘jobs campaign’ lead to dramatic increase in overall impressions.
Cost per goal conversion from November to January (2015-16 & 2014-15)
The cost per goal conversion remained the same as the year before except for an unexpected spike in
January.

56 | P a g e
Revenue by landing page from November to January (2015-16 & 2014-15)
The most profitable landing page on the Trócaire website is the first page that a donor sees.
www.trocaire.org/ as seen above.
Cost Per Click from November to January (2015-16 & 2014-15)
Cost per click was on average more expensive than the previous year. This is something we feel
Trócaire need to look at going forward, although the costs are subsidised by the Google Grants
scheme.

57 | P a g e
Ecommerce Conversion Rate from November to January (2015-16 & 2014-15)
The conversion rate was higher in 2015/2016 compared the previous year. Showing that there was a
rise of 0.70%. This means more people donated than the previous year.
Bounce Rate by Source/Medium from November to January (2015-16 & 2014-15)
The graph above shows what sites people are leaving the Trócaire website for.

58 | P a g e
Click Through Rate by Campaign from November to January (2015-16 & 2014-15)
The above graph compares the click through rate from November to January for the duration we were
working with Trócaire and the previous year. There were minor fluctuations, most noticeably with
brand terms decreasing by 10% from 2014/2015 to 2015/2016.
Revenue and Cost per Conversion from November to January (2015-16 & 2014-15)
The graph shows us that Trócaire raised more money per conversion than the previous year.

59 | P a g e
Revenue by Gender from November to January (2015-16 & 2014-15)
From the image above we can see that females donated just over €21,000 more than males in the
duration of the 3 months we were working with Trócaire.
Average Session Duration and Revenue from November to January (2015-16 & 2014-15)
As we can see from the graph above people are now spending more time on the website before
donating compared to the previous year. This shows that although the click through rate is lower
people are spending more time on pages researching before they donate.

60 | P a g e
% New Sessions by Age from November to January (2015-16 & 2014-15)
The graph above show that younger people are more liking to be new users of the website.

61 | P a g e
ISSUE
ISSUE WITH DIGITAL STRATEGY
GOOGLE GRANT:
• Google AdWords maximum bid: Due to the structure of the google grants scheme the maximum
bid allowed per keyword is $2. With the cost of some effective keywords costing up to $6 it is
impossible for Trócaire to compete with organisations who have bigger budgets in this area
such as Concern. Throughout our time with Trócaire we were tasked with working and
improving 3 campaigns. We frequently encountered this problem with being unable to match
the successful bids.
• Google AdWords quality score: A good quality score is optimized using the following formula:
Landing page + keywords = Quality of your ad
A good quality score comes from googles system thinking that the landing page and advertisement are
useful and relevant for someone who is currently looking at your ad. Trócaire’s quality score is
affected due to the above algorithm. As mentioned previously the google grants maximum bid means
that quality score is also affected.
• Tone of voice: All major charities in Ireland elected to sign a code of governance which outlines
the best form of practice for a charity in regard to online and offline content. Some charities
adhere to this code of governance more strictly than others. A charity who does not adhere to
the code is Concern Worldwide who frequently promote content prohibited by the code. The
prohibited content does lead to more awareness but involves using more sensitive subject
matter which other charities feels is too risky to promote and can sometimes effect individual’s
emotions.
GENERAL ISSUES
 Taxes: Trócaire enjoy multiply tax reliefs for the current government but with the possibility of
a government coming soon, the status of charities tax may be subject to change. Currently
Trócaire need 8cent from every €1 to fund the company and if they are subjected to higher tax
rates or lose some of their current tax reliefs this may lead to the cost of running Trócaire
increasing. This would be disastrous for Trócaire as it would mean less money would go

62 | P a g e
towards charitable causes which could lead to a loss of public support. A loss of public support
could lead to a decrease in overall revenue.
 Budget Restrictions: Budgets are of big concern to any
organisation but especially charitable organisations. As
Trócaire is a charity they do not have a large budget for
any particular department, this means that they cannot
promote awareness of causes as easily as charities with
bigger revenue. It is unusual for Trócaire to undertake
large marketing campaigns outside of social media as it is
not feasible due to the lack of financial resources. As seen
in the image below, on a rare occasion Trócaire spend
some of their budget on outdoor awareness campaigns.
This poster placed on a building in Dublin gained large
attraction from media outlets, both domestically and
internationally. This shows us that events such as this are
a fantastic way for Trócaire to advertise however, they
have budget restrictions.
RECOMMENDATIONS:
1. Focusing on improving quality score will allow Trócaire to bid for keywords that are above the
maximum bid price of $2. The better the quality of the AdWords the more impressions it will receive
creating traffic.
2. Use google grant budget of $10,000 a month more effectively by inputting keyword exact keyword
matching types for each campaign to reach the appropriate audience.
3. Every keyword that is being used within an ad group should be tested for effectiveness to make
sure the budget is being spent efficiently.
4. Continue employing a third party agency to carry out Christmas campaigns in order to reach
audiences at peek time.

63 | P a g e
APPENDIX
1)
SOCIAL MEDIA SCHEDULING CALENDAR EXAMPLE.

64 | P a g e
2)
TONE OF VOICE GUIDE

65 | P a g e
3)
QUALITY SCORE GUIDE

66 | P a g e
4)
CUSTOM DASHBOARD

68 | P a g e
5)
LEARNING LOG
Student name and number:
ClaireAnn Ahern - C11336411
Siobhan Chaney - C12541163
Conor Mac Crosain – C11360891
Jayne Gavin - C12333746
Conor Glennon -C11369001
Group: SJC Marketing
Firm details: Trócaire, Charity, Chosen from list of briefs supplied.
Firm contacts: Philippe Magry, Digital Marketing Officer at Trócaire.
First date of contact: 24th of September
September 2015
10th of September
We chose Trócaire because we felt it would be a huge learning experience. Working with a charity
is very different to working with any other type of company so we felt this would be a great
opportunity and insight into this industry. We approached our point of contact by email. Our point
of contact is Philippe Magry. He organised a meeting for the following week to go through the
brief.
General activities undertaken: choose Company, emailed Philippe.
Skills learned/undertaken: Philippe gave us access to both Trócaire’s AdWords Account and
Analytics Account. We as a group went through both accounts to familiarise ourselves with how
the information in presented.
Specific task undertaken: Researched Trócaire. Became familiar with their website and where
they have campaigns.

69 | P a g e
24th of September
General activities undertaken: Philippe issued us with viewing access to Trócaire’s Google
Analytics and AdWords to gain an insight into Trócaire’s analytic history. Whilst we were visiting
Trócaire for our first meeting they had an internal event happening. Trócaire run a campaign called
trad Trócaire which entails communities putting together trad sessions to raise money for Trócaire
at a local level. A group of young children performed for the staff of Trócaire and Philippe asked us
to come along.
After Philippe brought us back to the office where the meeting was being held. He asked us each
personally our experience in the digital marketing area. He also asked us how comfortable we are
working as a team. We explained how the team we are working in is the team we work in for
everything. This gave Philippe confidence in our ability to work together. Claire and Philippe gave
us a history of their experience and what their jobs entail.
They explained AdWords and how they have a google grant. Philippe ran through the grant
process. He showed us tools such as Hot Jar that allows them to view where exactly a person
goes on their website.
Claire explained how Trócaire were launching a new website soon that she has been working on.
She explained how the new website will be easier to navigate and also easier for donations to
happen.
They explained how they would like us to spend time on their AdWords campaign as they rarely
get time to look at it and they felt they weren’t using the full resources that were made available to
them.
Claire and Philippe also discussed important times of the year for them. Christmas is an extremely
busy time for charities and AdWords keywords go up in price so google grant will not be as
effective at this time. Claire and Philippe explained how at this time they will hire a third party
agency to run the AdWords campaign for them but that they will give us access to what that
agency is doing so that we can learn from their campaign. We think this will be hugely beneficial
for us.
Philippe and Claire sent us away with the task to look over their analytics, become familiar with
their website even though it would be updated soon and come up with a timeline/ strategy on how
we would go about reaching our goals.
Skills learned/undertaken: Analyzing of google analytics and AdWords. Becoming familiar with
how AdWords work. Briefly analyzed hot jar

70 | P a g e
October 2015
1st October
General activities undertaken: Today we got access to Hotjar, an all-in-one analytics and
feedback tool that gives us unlimited insights in one central interface. We signed in and had a look
to become familiar with the system. Hotjar sent us emails of a step to step guide for how to use the
tools for identifying the best opportunities for growth.
This week Donnacha gave us feedback on how we were getting on. He said we were progressing
well and to keep up the good work.
Skills learned/undertaken: Familiarised ourselves with the use of Hotjar and how we can use it
to our advantage for our tasks given by Trócaire.
Specific task undertaken: To use Hotjar to get insights of the activity that happens on the
Trócaire website.
15th October
General activities undertaken: This week we travelled to Trócaire in Maynooth to meet and
discuss with Philippe and Clare what we have done and what is the plan for future tasks. Philippe
kindly invited us to a google breakfast that was taking place in the google headquarters, hosting
an event on mobile advertising.
Today we discussed about doing AdWords and ad copy. They gave us the task of making ad copy
for different sections of the website. Our task for this week was to do ad copy for different
countries that Trócaire work with. On their website there is a tab with links to a section on each
country. In each section they have details about what is happening in each country and a link to
blogs on that specific country. As a group, we split up the countries so we could equally have an
opportunity to learn and develop our skills on completing ad copy.
Skills learned/undertaken: Ability to figure out what AdWords and ad copy would be successful
for Trócaire.

71 | P a g e
Specific task undertaken: Reviewing Trócaire’s website and linking countries to ad copy and
AdWords so that it would be easier for a researcher to be navigated to the webpage they are
looking for.
22nd October
General activities undertaken:
After meeting with Trócaire last week and asking Philippe what was expected for us we felt
confident in our ability to succeed. After we analyzed their AdWords and campaigns we were
struggling to figure out how we could make their AdWords better however they explained to us that
some new parts of their website has no AdWords at all and that we would be taking over different
sections. The first section Claire gave us was the ‘Where we Work’ tab on the website. We divided
up the different countries and made plans for everyone to go home and write in a word doc
AdWords for their countries which will be inputted at a later date.
Before we did that as a group we went to a lab and set up the AdWords tool that Philippe had
provided access to. We only have access to the tool on laptop so it is time consuming as each
AdWords for each campaign has to be inputted individually. Ask a team we did the first two
countries on the ‘Where we Work’ page on the new Trócaire website so that we could get used to
the technology and method.
Skills learned/undertaken: The use of AdWords. Learning how to input AdWords and becoming
familiar with the new Trócaire website
Specific task undertaken: This week our task was to begin the AdWords for all countries in
which Trócaire work. Inputting began and we also looked at their hotjar and analyzed what were
people searching.
November 2015
12th November
We divided up the remaining countries up between the groups. Each member of the group got 5-6
countries and had an understanding of AdWords. With each country, the member of the team
carried out research about the country and what exactly Trócaire did in this country to make sure
AdWords were relevant to content on Trócaire’s website creating traffic. This was time consuming
as Trócaire work in many different countries whom have many different issues within these
countries. Tone of voice was essential while adding the AdWords and Ad Copy.
Skills learned/undertaken: Research countries that Trócaire work with,

72 | P a g e
Specific task undertaken:
23rd November
General activities undertaken: Completion of Ad Copy and AdWords on the AdWords editor for
the ‘Where we work’ page of Trócaire's website.
Skills learned/undertaken: How to use AdWords editor.
Specific task undertaken: We organised a conference call for the following week for a run
through of the work we sent onto Philippe.
27thNovember
General activities undertaken: We had a Conference call with Philippe from Trócaire at 12
O’Clock to discuss the work that we had completed and sent to Philippe to review. Philippe
assigned us with our next task. Philippe asked the team to find exact matches/phrase matches for
Trócaire’s fundraising and donation terms within their AdWords campaigns.
Skills learned/undertaken: Appropriate tone of voice: Philippe outlined the keywords that we
used that were not appropriate for Trócaire’s tone of voice. i.e.) Victims and help.
Specific task undertaken: Liz Evers, Trócaire’s digital communication coordinator passed us on
the AdWords changes to be implemented by us before the conference call took place. Liz Evers
addressed tone of voice, the importance of distancing Trócaire’s work from the work of
governments in this countries.
4th December
After many attempts to figure out how to find the exact matches, we still weren’t aware of what
these terms meant or how to find them. We decided to contact Philippe so he could explain what
he wanted us to do so that we could complete it efficiently. Philippe sent us an email back with
screenshots of how to find exact matches in AdWords. He explained that these matches are the
terms/ words that a browser searched. Our job was to find words that browsers had searched and
incorporate them into our keywords so that we could direct traffic to Trócaire’s new website.
Skills learned/undertaken: Educating ourselves on exact matches/ Phrases.
Specific task undertaken: Contacting Philippe to find out how we can carry out the task assigned
to us.

73 | P a g e
10th December
General activities undertaken: Sent Philippe our work on exact keywords for donation and
fundraising terms and we decided to break for Christmas.
***Over the Christmas period, we met to discuss what additional work we could ask Philippe to
assign us in other digital areas. We decided that email marketing and social were areas that we
would like to explore. ***
18th January
During the Christmas period Trócaire employee an external marketing agency to run a Google
AdWords campaign. They employee this external agency due to the limitations Google Grant
imposes. During the Christmas period the keywords Trócaire want to use are out of budget and so
they can not bid for them unless they employ an external agency.
We contacted Philippe after this period to pick up on their Google grant AdWords campaign. We
emailed Philippe and asked him for any further work as we have finished the tasks assigned to us.
Philippe replied with further work for us. He asked us to create a job campaign for Trócaire as they
did not have one already. He outlined that we should use high in demand keywords.
Philippe also mentioned in the email that we had previously asked for tasks in other regions. He
suggested that on our next meeting he would show us other aspects of digital marketing however
will not assign more tasks as it would be too time consuming.
Skills learned/undertaken: emailing Philippe and Carrying out further AdWords
Specific task undertaken:

74 | P a g e
25th January
While we were creating the jobs campaign we were a bit unsure of what exactly Philippe meant as
there was no obvious tab on the website relating to jobs.
We emailed him asking and he clarified it is ‘Work with Trócaire’ so we continued on the work.
Again, similar to other campaigns we read the information that Trócaire have on the related web
pages and made the keywords and ad copy relatable. Trócaire had a current vacancies, volunteer,
graduate programme so we included relevant keywords and ad copy.
28th January
General activities undertaken: We sent Philippe our created ‘jobs’ campaign and we arranged
the date for our next and final meeting with him.
1st February
We travelled to Maynooth to meet Philippe for the final time. Like previous meeting Philippe was
so welcoming and excited about working with us. We discussed the jobs campaigns we had
previously sent him and how we had improved on our AdWords copy since the beginning.
During the meeting we discussed the other aspects of the strategy we would look to gain insight
into. Philippe showed us email marketing and how they use it. He explained how emails can be
directed to people who had not donated in some time in ordered to remind them of Trócaire’s
work.
Philippe also showed us Woo rank and how Trócaire use it. The only uses within Woo rank related
to Trócaire was the use of AdWords, this was down to the fact that Trócaire have not enough
resources to have someone solely concentrating on AdWords.
Philippe was very complimentary and also told us not to hesitate to email in future if we needed
any help with anything digital marketing related as he had no problem helping us.
Skills learned/undertaken: How to use Woo rank and insights into email marketing

Trócaire-MA-Project

Recommended

Recommended

More Related Content

What's hot

What's hot (20)

Similar to Trócaire-MA-Project

Similar to Trócaire-MA-Project (20)

Trócaire-MA-Project