This is the final presentation for my Search Engine Marketing class, in which I am looking to not only increase exposure, but also gain entries into our giveaway contest. The campaign was run on a budget of $100

1. 1
SEM- Campaign Presentation
Clubbers Guide New York
Jarobin Guerra Gilbert
DMMK1-C.9508
Search Engine Marketing- Jon Banner

2. Overview 2
 The client
 Clubbers Guide New
York (CGNY) is an
electronic music blog
that is serving city
dwellers and visitors
with the latest news
about what’s going on in
Electronic Music in and
around New York City,
with a particular focus
on Techno, Tech-House
& Deep House while
also expanding into
Electro, House and
Trance.

3. Overview 3
 What do they do?
 As a blog CGNY’s mission is two fold:
First to expose both new as well as up-
and -coming artists in respective
scenes.
 Second: keep fans up to date with
parties both big and small in certain
genres around the city for every day of
the week.
 How?
To do this, its methods of
communication, aside from the
Webpage itself, are through Facebook
and some Twitter activity by
recommending where people should
go on any given night. Most of the
parties they recommend appeal to the
more underground crowd around the
city

4. Overview 4
 Who’s the competition?
 Since the explosion of Electronic Music in
2010, blogs like CGNY face challenges
from other blogs that seek to provide not
just artist information, interviews and party
info, but also sites that regularly give away
free downloads, hold more contest
giveaways and also post on social media
on a much more regular basis. Some of
these include , Dancing Astronaut,
EDMNYC, The Beatmill, EDM Insider and
Paradise Beats.
 Staffers of these blogs are namely lots of
College Aged Kids or 20-somethings with a
lot more contributors and a lot more time to
dedicate to developing content and
distribution.
 These competitors tend to cater to a more
mainstream/younger crowd where as
CGNY focuses on a more underground/
older crowd.

5. Promotional Tools
5
 What CGNY is promoting
 CGNY is promoted as an informational
source on the underground electronic
music scene while also keeping in
touch with what’s mainstream (and may
be directed at a younger crowd)
 With Ferry Corsten having his End of
the Year Radio Broadcast at SIRIUS
XM Studios here in New York , CGNY
thought it would be a good time to
launch an SEO campaign that might
drive more traffic to the website. It
might give people another chance to
see and meet one of the world’s best
DJs for free in an exclusive session
which will be broadcast worldwide right
before the New Year.

6. Campaign Goals
6
 What CGNY trying to accomplish
 Drive traffic to website and increase readership
 Get people to leave comments on Gig Reviews and Articles
 Get people to enter the promotional Ferry Corsten Contest, which
would giveaway free entry to its winners to be in the studio with
Ferry himself for an 8 hour end of the year countdown broadcast,
occurring on the 29th of December
 Build Loyal Follower base

7. Tactics and Launch
7
 Stage 1
 A. Create Three Ad Groups for the campaign
 1. Ferry Corsten Contest
 2. Event Alerts
 3. Gig and Music Reviews/ Connect with other fans

8. Tactics and Launch 8
 Stage 1 (cont.)
 B. Driving traffic on ad copy and timing of contest
 1. Centering on the “it’s here today gone tomorrow” the “now” aspect
 2. Using words such as “win”, “meet”, “Live” and of course “Ferry”, “Corsten” and “Ferry Corsten” all
of which are low cost initially
 C. Keeping cost on keywords all below $0.85 to not go over budget then in the 2nd
week not over $1 to see if we can stay within assigned budget guideline
 D. Selected between 10-20 keywords per ad group for initial launch
 E. Initially ads are geotargeted for Manhattan, Brooklyn and Detroit* only in order
to keep in line with initial budget projections.
* The idea behind that was, since advertising Detroit Techno as a musical
subgenre, why not try it as a location?

9. Initial results 9
1st day after initial launch. Ferry Corsten Ad Group receives 10 clicks within
24 hours. This ad group then continually averages between 7-10 clicks until 9
December for a total of 93 clicks on the contest alone
 Note: Before the SEO campaign launch, the amount of traffic being driven to the site for the
Ferry Corsten contest had completely dropped off after the initial 2 days of its launch on the
website, Facebook and Twitter
CGNY Ad Group One (Parties) gets 8 clicks. Remains immediately static
directly after.
CGNY ad group two gets 0 Clicks, despite the fact that this ad group is
keyword rich and has one of the more popular keywords in it “EDM”
Despite a .21% CTR there still are not any more entries into the contest, nor
are there any people subscribing

10. Initial Results 10
 CGNY Adgroup 1 Ads- Party lists– November 29th – December 9th
Total Clicks 8
Total impressions 3,995 (3,868 Search/127 Display)
CTR .20% (0.21%Search/ 0.0 display)
Avg CPC $0.32
Cost $2.53
Avg Pos 3.2
Avg CPM $0.63

11. Initial Results
 CGNY Adgroup 2 November 29th- December 9th 11
Total Clicks: 0
Total Impressions: 2
CTR: 0%
Avg CPC $0.00
Cost $0.00
Avg Pos 0
Avg CPM $0.00

12. Initial Results 12
 CGNY Ferry Corsten Sirius XM Contest November 29th- December 9th
Total clicks 93 (85 Search/ 8 Display Network)
Total impressions 43,171 (31,309 Search/ 11,862 Display)
CTR .22% (,27%/ .07 display)
Avg CPC $0.57
Cost $52.85 ( $49.18/ $3.67)
Avg Pos 3.4
Avg CPM $1.22

13. Initial Results 13
Keyword activity- Ferry Corsten Contest 29 November- 9 December

14. Initial Results 14
 CGNY Webpage Stats– Ferry Corsten Contest
Date Number of Page Hits Percentage of webpage hits
30 November 37 hits 2.4%
2012
1 December 17 hits 1.5%
2012
2 December 15 hits 1.6%
3 December 27 hits 2.5%
4 December 10 hits 0.9%
5 December 26 hits 2.2%
6 December 18 hits 1.5%
7 December 20 hits 1.6%
8 December 11 hits 1.3%
9 December 15 hits 1.4%

15. Optimization for 2nd phase 15
 Stage 2
 A. Increase the bids on all keywords. Focusing specifically on the words that have
received the most clicks.
 This is done more than once to make sure that ads appear.
 B. Increase overall daily budget from $5.00 to $10.00-$12.00 per day.
 C. Due to timing of the contest, “2012” and “NYE” are the most successful of
these. In addition, continue to bid high on the DJ’s name and name of his radio
show to ensure a first page showing.

16. Optimization for 2nd phase 16
 Stage 2 (Cont.)
 D. Shift focus onto the Ferry Corsten Contest to drive traffic to the website
using it as a catalyst by shifting monetary resources. Still keep other
campaigns running.
 E. Change where the Contest ad is placed on the landing page to also make it
more visible should people be referred to the site via other ads.
 F. Write more ad copy based using Dynamic Keyword Insertion.
 G. Increase area coverage for geotargeting. Expanded from Manhattan,
Brooklyn and Detroit to All 5 boroughs, 2 Westchester cities, New Jersey and
Connecticut to expand reach for the metropolitan area.

17. Optimization for 2nd phase 17
 Ferry Corsten Contest- Ad Copy 2nd round additions using new
technique, Dynamic Keyword Insertion.

18. Results after Optimization 18
 After daily budget is changed to $10.00- $12.00 limit, average
number of clicks almost doubles going from between 7-10 to 14
clicks or per day
 CGNY received 5 entries to the Ferry Corsten contest with the
help of Google Ads
 Site traffic increased and 1-7% of the site’s daily traffic can be
attributed to the Ferry Corsten Contest
 Increase in the number of impressions and overall clicks for the
contest giving it some exposure and also driving traffic to the
webpage itself

19. Results after Optimization 19
 Ads that incorporate dynamic keyword insertion receive
highest number of clicks and impression exposure
 Ad group 1 sees less traffic while Adgroup 2 gets a slight
increase in clicks and impression exposure.

20. Results after Optimization 20
 CGNY Webpage Data– Ferry Corsten Contest
Date Number of Page Hits Percentage of webpage hits
10 December 19 hits 2%
2012
11 December 20 hits 2.1%
12 December 38 hits 3.1%
13 December 49 hits 5.2%
14 December 79 hits 6.8%
15 December 35 hits 2.8%
16 December 43 hits 5.5%

21. Results after Optimization 21
 CGNY Adgroup 1: December 10th– December 16th
Total clicks (1 Search/ 0 Display )
Total impressions ( 1,326 Search/ 10 Display)
CTR .07% ( 0.08 %Search/ 0.00% Display)
avg CPC $0.08 ( $0.08/ $0.00 Display)
Cost ( $0.08 Search / $0.00 Display)
Avg Pos. 3.8 (3.8 Search / 2.7 Display)
Avg CPM $0.06 ($0.06 Search/ $0.00 Display)

22. Results after Optimization
22
 CGNY Adgroup 2 Ads: December 10th– December 16th
Total clicks: 13 (13 Search/ 0 Display )
Total impressions: 3,329 ( 2,977 Search/ 352 Display)
CTR: 0.39% ( 0.44% %Search/ 0.00% Display)
Avg CPC: $0.71 ($0.71 / $0.00 Display)
Cost: $9.24 ($9.24Search / $0.00 Display)
Avg Pos.: 3 (3.1 Search / 2.9 display)
Avg CPM: $2.78 ($ 3.10 Search/ $Display $0.00 )

23. Results after optimization
23
 CGNY Ferry Corsten Contest: December 10th- December 16th
Total clicks 215 ( 214 Search/ 1 Display )
Total impressions 45,129 (43,220 Search/ 1,909 Display)
CTR 0.48%(0.50% Search/ 0.05%% Display)
Avg CPC $ $0.33 ($$0.33 / $ 0.21 Display)
Cost $70.73 ( $70.51 Search / $0.21 Display)
Avg Pos. 3.9 (3.9 Search / 2.5 display)
Avg CPM $1.57 ($ 1.63Search/ $0.11 )

24. Results after Optimization 24
CTR December 10th-December 16th
CPM December 10th- December 16th

25. Results after Optimization 25
CPC December 10th- December16th
Cost per Day December 10th- December 16th

26. Results after Optimization 26
Keyword activity Ferry Corsten Contest December 10th -December 16th

27. Campaign End Results 27
 As of December 17th , 2012
Total clicks: 340 (331 Search/ 9 Display )
Total impressions: 99,439 (84,633 Search/ 14,806 Display)
CTR: 0.35% (0.40% Search/ 0.06% Display)
Avg CPC: $0.40 ($0.40 Search / $0.43 Display)
Cost: $138.42 ($134.54 Search / $3.88 Display)
Avg Pos.: 3.6 ( 3.8 Search / 2.2 Display)
Avg CPM: $1.39 ( $1.59Search/ $0.26Display )
Total Contest Entries: 7

28. Challenges 28
 Without the original programmer for the site, CGNY was not
able to implement the Google Analytics tracking code
without jeopardizing the webpage structure.
 CGNY was dependent heavily on Google Adwords statistics
as well as Joomlah engine statistics in order to track results.
 Only minimal changes could be made to the site itself to
optimize it. In the future, CGNY will need a new programmer
to handle webpage optimization.

29. Conclusions 29
 CGNY Page must be optimized further for SEO in order to make ads more relevant and drive traffic
to selected pages on the site.
 While CGNY was able to gain 7 entries into the contest, a greater number of entries would have
yielded a much greater ROI.
 In this case, the promotion of the contest helped to drive more traffic to the site than other ads
pertaining to other portions of the site.
 Contest Instructions must be easier for participants understand and gain more entries in the future.
 Dynamic Keyword Insertion is a particularly useful tool for niche keywords on a low budget
campaign
 It was clear from running this campaign for CGNY that the initial $5/ day budget limit was only
sufficient for a certain period of time. To continue building upon its initial success, my budget
needed to be doubled to $10/day and then shortly thereafter needed yet another increase to yield
the results that I was able to garner. In this particular instance it meant a budget increase of at least
150%.
 While it may seem that simply paying more money will guarantee more clicks, there must be
adequate strategy in keyword selection to yield the best possible exposure and potential clicks for
SEO ads.