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Google Online Marketing Challenge:  South Carolina Digital Library             J787 SPRING 2011                Grace Barth...
South CarolinaDigital Library(SCDL)www.scmemory.orgDirector:Kate Boyd, DigitalCollections LibrarianAssistant Directors:Emi...
Campaign Overview                        CTR All time Clicks 784 Impressions 32,162 CTR 2.44% Avg. CPC $0.25        CP...
Campaigns• Lesson Plans  • Total Clicks - 194  • Total Spent - $67.55• Metadata  • Total Clicks - 87  • Total Spent - $17....
Daily Campaign Clicks
Daily Campaign Budgets
Daily Campaign CPC
Daily Campaign CTR
Lesson PlansTop Ads:History Lesson Plans{keyword:Free Lesson Plan Formats}Activities, Primary Sources, + MoreSCDL South Ca...
MetadataTop Ad:Digital Libraries{keyword:SC Digital Library}Browse Online Primary Resources byTimeline, Topic, Media Type ...
Photo/CollectionsTop Ads:Charleston EarthquakePhotos{keyword:SC Earthquake}Free Photos of What HappenedIn the Charleston Q...
Photo/CollectionsTop Ads:Earth Day{keyword:Natural History Images}Library Natural History CollectionsSee Birds, Plants + T...
SC HistoryTop Ads:History of Greenville SCHistory of Greenville SCView Pictures of Historical SitesSee Significant People ...
Traffic Source ComparisonPre-Campaign, March 14-27   GOMC, March 28-April 10
Visits During GOMC Total visitors from ads: 784 Compared to previous 3 weeks:
Post Challenge Visitors
Future Recommendations                           SCDL & AdWords• Campaigns & Ad Groups  • Focus on affordable    keywords ...
Future Recommendations        SCDL & Search Engine Optimization (SEO)• Changes to Site  • Diverse Landing pages  • Clarify...
Future Recommendations:SCDL & Networking• Sharing  •   Facebook  •   Twitter• YouTube• Flickr• iPhone/MobileApps
Conclusion
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Gomc2011 presentation

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Gomc2011 presentation

  1. 1. Google Online Marketing Challenge: South Carolina Digital Library J787 SPRING 2011 Grace Barth Michelle Cloer Michael Lawing Christiana Scott Anna Zacherl
  2. 2. South CarolinaDigital Library(SCDL)www.scmemory.orgDirector:Kate Boyd, DigitalCollections LibrarianAssistant Directors:Emily GoreLisa HartmanJohn WhiteProject Consultant:Christopher VinsonWeb Developer:Tyler Mobley
  3. 3. Campaign Overview CTR All time Clicks 784 Impressions 32,162 CTR 2.44% Avg. CPC $0.25 CPC Avg. CPM $6.21 Total Cost $199.57
  4. 4. Campaigns• Lesson Plans • Total Clicks - 194 • Total Spent - $67.55• Metadata • Total Clicks - 87 • Total Spent - $17.22• Photo/Collections • Total Clicks - 496 • Total Spent - $111.33• SC History • Total Clicks - 7 • Total Spent - $3.47
  5. 5. Daily Campaign Clicks
  6. 6. Daily Campaign Budgets
  7. 7. Daily Campaign CPC
  8. 8. Daily Campaign CTR
  9. 9. Lesson PlansTop Ads:History Lesson Plans{keyword:Free Lesson Plan Formats}Activities, Primary Sources, + MoreSCDL South Carolina Digital Libraryscmemory.org/educationClicks: 92Impressions: 1,730Avg CTR: 5.32%Avg CPC: $0.26Poetry Lesson Plans{keyword:Free Poetry Lesson Plan}Activities, Primary Sources, + MoreFor High School English Classesscmemory.org/educationClicks: 14Impressions: 217Avg CTR: 6.45%Avg CPC: $0.25
  10. 10. MetadataTop Ad:Digital Libraries{keyword:SC Digital Library}Browse Online Primary Resources byTimeline, Topic, Media Type or Name www.scmemory.org/digitallibraryClicks: 62Impressions: 1,022Avg CTR: 6.07%Avg CPC: $0.19
  11. 11. Photo/CollectionsTop Ads:Charleston EarthquakePhotos{keyword:SC Earthquake}Free Photos of What HappenedIn the Charleston Quake of 1886!www.scmemory.org/EarthquakeClicks: 14Impressions: 471Avg CTR: 2.97%Avg CPC: $0.22Civil War{keyword:Civil War Information}Unique Images, Letters, Maps, Etc.Free Downloads for Your Projectwww.scmemory.org/CivilWarClicks: 42Impressions: 456Avg CTR: 9.21%Avg CPC: $0.18
  12. 12. Photo/CollectionsTop Ads:Earth Day{keyword:Natural History Images}Library Natural History CollectionsSee Birds, Plants + Trees Herewww.scmemory.org/NaturalHistoryClicks: 30Impressions: 427Avg CTR: 7.03%Avg CPC: $0.22Railroads{keyword:Old Railroad Photos}Historical Railroad CollectionDownload Free Imageswww.scmemory.org/RailroadClicks: 30Impressions: 427Avg CTR: 7.03%Avg CPC: $0.22
  13. 13. SC HistoryTop Ads:History of Greenville SCHistory of Greenville SCView Pictures of Historical SitesSee Significant People and Placeswww.scmemory.org/Clicks: 1Impressions: 28Avg CTR: 3.57%Avg CPC: $0.12Gamecocks*Ad Group deleted due to high CPC & lowCTRGamecocks Fan? 1923-2011See How It All Started!Browse Football Program Covers Freewww.scmemory.org/GamecocksClicks: 5Impressions: 981Avg CTR: .51%Avg CPC: $0.59
  14. 14. Traffic Source ComparisonPre-Campaign, March 14-27 GOMC, March 28-April 10
  15. 15. Visits During GOMC Total visitors from ads: 784 Compared to previous 3 weeks:
  16. 16. Post Challenge Visitors
  17. 17. Future Recommendations SCDL & AdWords• Campaigns & Ad Groups • Focus on affordable keywords • Develop more specific campaigns and Ad Groups• Seasonal Collection Promotion • Black History Month http://www.leadformix.com/martoons/?cat=3&paged=2 • Women’s History Month • Significant Anniversaries
  18. 18. Future Recommendations SCDL & Search Engine Optimization (SEO)• Changes to Site • Diverse Landing pages • Clarify Page Headings • HTML Metadata tags• Incoming Links • K-12 Schools, Libraries, Universities • Historical Societies • Blogs
  19. 19. Future Recommendations:SCDL & Networking• Sharing • Facebook • Twitter• YouTube• Flickr• iPhone/MobileApps
  20. 20. Conclusion

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