2011 Google Online Marketing Competition - AdWords Campaign for TISM Summer Camp
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This document summarizes the results of an AdWords campaign run by Michigan State University's TISM Media Summer Camp to promote their summer camps. The initial goals of the campaign were to increase website views and clicks. After three weeks, the campaign exceeded its goals by generating over 8,900 impressions and 305 clicks at a lower average cost per click than targeted. Strategies like adjusting ad groups, keywords, and bid prices helped optimize the campaign's performance over time. The document concludes with recommendations to further improve conversions through search engine optimization, landing page updates, and refining the AdWords approach.
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2011 Google Online Marketing Competition - AdWords Campaign for TISM Summer Camp
- 1. 2011 TISM Summer Camp AdWords Campaign
- 3. Michigan State University TISM Media Summer Camp
- 4. GOALS & METRICS Last Year: <70% Registration This Year (Before) 120~150 Monthly View 12 Register Campers Campaign Goals: +100% Website Viewership 120 Visits -> 6 Clicks per day 2% CTR -> 300 Impressions $1.20~$1.50 CPC
- 6. OVERALL RESULTS 8,964 Impressions 305 Ad Clicks 3.40% CTR $0.64 Avg. CPC
- 7. GOALS vs. Results Goals Results Viewership +100% -> Completed but? Impressions 300*21=6300 -> 8964 (+42.3%) Total Visits 120 -> 305 (+154.2%) CTR 2% -> 3.4% (+70.0%) CPC $1.20~$1.50 -> $0.64 (-46.7%)
- 9. Initial Strategy 1 Campaign: Targeting five states, run from noon to midnight 10 Ad Groups: 6 for general, 4 for separate camps
- 10. When It Is Needed…
- 11. MAJOR CHANGES Campaign & Settings ADJUSTMENTS Ad Groups & Keywords M. A. M. O MONITORING Impr., CTR, CPC, Pos. OPTIMIZATION Ad Copies & Bid Prices
- 12. PERFORMANCE
- 13. Mar 14~Mar 23 Mar 24~Apr 2 122 Clicks 178 Clicks 4,429 Impr. 4,497 Impr. 2.75% CTR 3.96% CTR 0.79 Avg. CPC 0.54 Avg. CPC
- 14. Campaign 1 Campaign 2 Clicks 218 87 Impr. 3,651 5,313 CTR 5.97% 1.64% CPC $0.54 $0.88 Cost $117.64 $76.45 Avg. Pos 3.4 5.1
- 15. Ad Group 2 – MSU Keyword: “MSU Summer Camps” CTR: 15.86% CPC: $0.39 Avg. Pos: 1.6 Ad Group 3.1 – Film Camp Keyword: “Film camps” CTR: 2.01% CPC: $1.04 Avg. Pos: 5.2
- 17. CONVERSION?
- 18. RECOMMENDATIONS
- 19. Web Design To Get Improved… - SEO - Landing Page - Rich Content - # of Links AdWords - Timing - Keyword List - Ad Copies
- 20. Slides created by Lexie - Zi Liang
- 21. Image Courtesy Pg.1 Google Online Marketing Challenge Student Guide Pg.2 Matteo Angelino, “Summer” Pg.5 Siobhan Ambrose, hand-drawn Google icon Pg.6 Kevin Lawver, “The Surprised Face” Pg.8 MSU TISM, “Camera” Pg.10 Busy.pochi, “Change” Pg.12 Tony Long, “July 2, 1982: Up, Up and Away With 42 Balloons” Pg.13 Think Tank, “Do we need multi-faceted BOM compare?” Pg.16 Discovery Education, “Judge” Pg.17 MSU TISM, “Oh Life” Pg.18 Music Adventure Camp, “Celebration Performance” Pg.19 Baby Blue Online, “ACNA Grows: CANA Congregations now at 90” Pg.20 Jon Ashcroft, “Thank you Card”