2. • Post-Campaign Analysis
• Learnings
• Path Ahead
• Summary
• Shoe Revolt
• Objective
• Campaign Strategy
• Mid-Campaign Analysis
Agenda/Topics To Be Covered
Shoe Revolt

3. • Ateba Crocker – The Founder
Shoe Revolt
• Shoe Revolt was started by Ateba
Crocker’s own experience, a survivor
of sexual abuse and
prostitution herself, and a desire to
see others freed from and educated
about the trappings of the sex
industry.
Shoe Revolt

4. • Shoe Revolt is a registered 501 (c)(3) nonprofit, a hybrid start-up continuing to
shoe-raise but now with one focus, to raise funds to deploy Teen Revolt
Chapters throughout the United States to educate, engage, and empower teens to
take the lead in the fight against domestic minor sex trafficking (DMST).
Shoe Revolt

5. • Create Awareness
• Spread a word out about Shoe Revolt
• Create awareness about Human Trafficking
• Promote Volunteer opportunities
Campaign Objective
• Tools Used
• Google Keywords Tool
• Google Analytics
• Google Adwords
Shoe Revolt

6. Account Structure
&
Campaign Strategy
Shoe Revolt

7. Week 1:
• Observations:
• Low CTR
• Low Number of clicks
• It used $28.35 but we had budgeted $70
• The cause for LOW CTR is due to keywords that had Broad Match.
Most of our keywords were phrased Matched
Shoe Revolt

8. Our keywords were phrased match and we were getting decent CTR numbers
But we were not reaching as many people as we had hoped. So we decided to
try broad match for some of our keywords.
Lessons Learned From Week 1
CTRImpressions
Shoe Revolt

9. And we learned something else too:
Do NOT fully-capitalize words
in your Ad Copy
Shoe Revolt

10. • Improvements compared to Week 1
• Using the budget effectively
• We also managed to get our ad copy approved
• We were meeting our goal for CPC and CLICKS
• What’s still not working for us?
• Lower CTR
Week 2:
Shoe Revolt

11. • We can change match type for all keywords w/ one click:
We also learned about a Trick:
Shoe Revolt

12. • Automated Rules: Provide flexibility to make changes based on
settings & conditions.
• Rule 1 – Pause Ads when CTR < 1:00 % and Impressions >=1000
• Rule 2 – Enable Keywords when CTR > 0.7 %
• Opportunity Tab – Enabled One keyword from the list provided.
WEEK 3 -
Shoe Revolt

13. • Exploit the Features
• Efficient use of Automated rules improve the CTR.
• Use Marketing Acumen
• New Ad
• Higher CTR
• More Visitors
LESSONS LEARNED WEEK 3
Shoe Revolt

14. • A detailed analytical report to client
• Deep Insights
• Recommendations
• Major changes to the website
• Landing Pages
• Which keywords to use in Landing Pages
• Active Guidance
• A beginning to our new Project
• $10,000 Grant by Google
• Leverage our GOMC – project (Pilot Project)
Path Ahead
Shoe Revolt