- A Google AdWords campaign was run from March 30th to April 22nd with a $250 budget to increase awareness of Crime Stoppers of Mid Michigan's website, Facebook page, and fundraising page. - The fundraising page campaign performed best with the highest impressions and click-through rate, while the official website campaign had the highest CTR. In total over 3 weeks, there were 4,875 impressions and 171 clicks. - Recommendations include continuing the AdWords campaign, improving analytics tracking, optimizing keywords and landing pages, and promoting impact over just information to increase engagement.

1. Crime Stoppers of Mid Michigan
GOMC Post-Campaign Report
Xueyiting Li, Caroline Latona, Xinrui Gao, Huiying Zhang and Rae Xia
Campaign Overview
The AdWords campaign for Crime Stoppers of Mid Michigan (CSMM) ran from March.
30th to April 22nd (3 weeks in total) and cost $250. The major objectives were to
increase the public’s awareness of the activities of Crime Stoppers of Mid Michigan (on
their website and Facebook page) and also to raise awareness and drive traffic to the
donation page (gofundme). We created three ad campaigns to target: Crime Stoppers
of Mid Michigan’s official website, Crime Stoppers of Mid Michigan’s facebook fan page,
and Crime Stopper’s “go fund me” page. Raising awareness for the official website and
facebook fan page were the major objectives and 70% of the budget was allocated for
that ($175 out of $250). 30% ($75) was budgeted for the fundraising awareness
campaign. At the time of launch, we generated 171 keywords. Our objective was to take
full advantage of the $250 budget to achieve maximized impresson and clighkchought
for the client’s official website, facebook fan page and fundraising page. We focused
primarily on creating diverse and high-quality sets of keywords and ad copy, adjusting
the details as the campaigns was running to increase the visibility of our ad groups. As
the campaign ran, we paused or removed the ineffective and misleading keywords as
well as added new keywords. We monitored the quality scores over the three weeks for
each adgroup and made adjustments with regard to status and bids accordingly. SInce
the activities of CSMM were limited to five counties within the Mid Michigan area, we
limited our geo-targeting to these 5 counties (Ingham, Jackson, Shiawassee, Clinton
and Eaton Counties) to ensure that our ads were targeted to the accurate audience.
The planned budget allocation was adjusted as the campaign ran by favoring well
performing campaigns. Due to a limited budget, we could not ensure that every popular
keyword strictly had the first page bid, but we tried to seek a balance and maintain an
overall effective structure. Our average ad position was 1.4. The quality score was
increased when they were more relevant to the ads.
Campaign Network Date #Ad
Group
Budget function

2. Official
website
Search 3.30--4.22 1 Plan:$87.5
Execution:$93.17
Increase
awareness
Facebook
page
Search 4.9--4.22 1 Plan:$87.5
execution:$24.58
Increase
awareness
Go fund
me page
Search 4.9--4.22 1 Plan: $75
Execution:
$132.25
Increase
awareness
Evolution of campaign strategy
Pausing keywords. After the first week, we were able to see which keywords were
performing well and which ones were not. For some, we were receiving notifications of
“Low Search volume” or “ low Quality Score”. As a result of these keywords, our
average CTR and overall quality score of advertisement was being negatively affected.
As a corrective measure, we paused these negatively performing keywords and focused
on expanding on the positive performing keywords.
Reallocation of budget. After the first week, it was clear that the budget was not going
to work out as cleanly and evenly as we had planned. We were only able to start the
fundraising awareness campaign in the second week and we realized that the
fundraising campaign performance was surpassing the other two campaigns on almost
all performance metrics. We received a “limited by Budget” notification for the gofundme
campaign. Although, we were limited by our set budget, we decided to increase the
budget for the fundraising page.
Adjustment of ad copy. As part of our original plan, we created advertising copy that
tested different headline and different body copy (which contained different functions),
keeping at least one item constant to see what worked and what didn’t. After first week
and second week, we were able to see what ads were performing well, in addition to
what keywords were performing well. We elaborated on the headlines and body copy
that performed well and paused the ones that were not performing well. We saw that ad
copy, particularly headlines, that contained the exact keywords search earned a better
impression and stronger clickthrough rate. With that in mind, we adjusted ad copy to
feature our highest performing keywords in each campaign.
Crime stoppers of Mid Michigan official website campaign: We created 69 enabled
keywords for this ad groups with combinations of words user might search for when
they witness a crime and want to report to certain organization. We wanted to spend the

3. most on the best keywords we created, so we monitored the success of each the
keywords and paused those that did not perform to our standards. In turn, this
campaign was performing pretty well. We took the keywords that were performing the
best and turned them into various ads to draw in the audience. This campaign had the
second highest click (91) and the second highest impression (921).
Crime stoppers of Mid Michigan facebook fan page campaign: We designed more
than 20 keywords in total for search network that might be used by users to search for
wanted felons in mid Michigan. In order to obtain as many impressions and clicks as
possible during the campaign, we paid close attention to the performance of keywords
and ad groups. The keywords that had received only one or two impressions were
modified or paused. Only 5 enabled keywords were left at the end of the campaign. This
campaign performed lower than expected, gaining 5 clicks and 347 impressions.
Crime stoppers of Mid Michigan fundraising campaign: We created a gofundme
page for this campaign and created 91 enabled keywords for this ad group. This
campaign was our most effective campaign, with the highest impression(3,605) and
click through rate (2.64%).
Campaign overview
Key Results
Our goals to increase official website traffic and facebook engagement were met. By
April 22nd, we had 4,875 impressions, 171 clicks, an average 3.51% click through rate
(CTR) and an average $1.46 cost per click (CPC). The campaign that gained the
highest impression was the fundraising awareness campaign, with 3.605 impressions.
The official website’s awareness campaign garnered the highest click through
rate(CTR) at 7.71%. In addition, the fundraising page raised $110 for Crime Stoppers of
Mid Michigan.
Week 1

4. Week 2
Week 3
Learning Component
Most of our group members got New Media Driver's’ License, thus, are familiar with
Google Adwords. However, this is a good opportunity for us to apply what we have

5. learned in the industry. Our three week ad campaigns for Crime Stopper of Mid
Michigan made some progress for the client. The campaigns achieved high CTR and
high impressions and our GoFundMe page generated $110 in two weeks. However, the
lack of Google Analytics on the website made it difficult to tell how effective our adwords
were as we could not follow through with the clicks we received from the campaign.
Group Dynamics
We initially had some setback because the url for the Facebook page was generic and
too long to be accommodated in the adwords campaign. We did not have access to
Facebook Fan page in order to correct this and had to wait to meet with the client to
help out with this. After meeting with our client, we edited the Facebook fan page link
and started running the Facebook page Google Ad group. During the meeting, we also
helped the client sign up for a GoFundMe page. The most challenging thing for us is
some words we used to create ads were approved by Google, since they included
crime-related words for example, felony, rewards, criminals, drugs. Though everyone in
the team was able to log in to the Google Adwords and could work on the campaigns
independently, we ought to have communicated more within group, discussing and
brainstorming on ideas before going ahead to execute.
Client Dynamics
This is the first time our client using Google Adwords and they were not familiar with
how it works. In addition, our clients are older adults and require more patience to
understand and use the technology. It was difficult for them to appropriately determine
and articulate what goals they could achieve within three weeks.
Conclusion
Although, there were certain differences between the initial plans and the executed
plan, the overall campaign performance was very satisfying. In the first two weeks, we
explored the best keywords for our clients. Thus, we adjusted and removed the
keywords that were not performing well and edited the ad copy based on suggestions
during the whole process. We tailored each element and budget according to the
clients’ need and the search behavior of our audience, pausing non-performing aspects
and reallocating budget to well performing aspects.
Recommendation
Using an adwords campaign for Crime Stoppers of Mid MIchigan has been beneficial to
the website and organization. We saw a good number of clicks, which presumably
translates to an increased traffic on the official website and donations on the “go fund
me” page. We recommend that the website should be updated or redesigned to look

6. more user friendly, visually appealing and professional. Google Analytics should also be
incorporated into the website to enable proper traffic monitoring to know where visitor
leads are from and also understand the behavior of the website users. The website will
be helpful in generating donations if a “Donate” button is incorporated on the website
and publicized on other platforms (Facebook page).
We highly recommend adopting the usage of adwords for Crime Stoppers of Mid
Michigan to generate awareness for their activities. In our three-week campaign, the
fundraising campaign achieved a high CTR and impressions. Using a $250 budget to
reach 4,875 means that it cost just about 5 pennies to reach one person. This is very
affordable and less expensive than most other channels. We noticed that ad campaigns
for Crime Stoppers official website and Facebook website achieved the peak on
Wednesdays, which we link to the WLNS Channel 6 criminal news report for Crime
Stoppers on Wednesday night. This explains how important it is to be consistent on all
communication channels and employ a strategy that ensures that all communication
channels promote each other and are linked in the organization’s communication to the
public. For example, the news report on WLNS channel 6 can feature or mention that
the audience can get more information on the Facebook fan page, in order to drive
more traffic there and make people more aware of the organization’s activities.
With regards to Adwords strategy we suggest enhancing keywords and landing page
content coherency, expanding and optimizing keywords referred to Google Adwords
scores.
In communicating the activities of Crime Stoppers, we recommend that more focus and
emphasis be placed on the impact and effects of the organization’s activities rather than
simply dishing out information about wanted felons and similar activities. This should be
applied on a all channels, including the fundraising platform as well. In addition, since a
platform like Facebook is driven by engagement, users can be more engaged and
attracted to the page when they find information that is very useful to them. As such, we
recommend that the Facebook page should be used as a platform that serves as a
resource for the latest safety tips and ensures that Crime Stoppers serves as safety
gatekeepers in the community.
We also highly recommend that Crime Stoppers could contact and work more with other
non-profit and governmental organizations to have some local events to boost
awareness.