Google AdWords Campaign

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

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Google AdWords Campaign

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

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