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Similar a 2011 Google Online Marketing Competition - AdWords Campaign for TISM Summer Camp (20)
2011 Google Online Marketing Competition - AdWords Campaign for TISM 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
- 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%)
- 11. MAJOR CHANGES
Campaign & Settings
ADJUSTMENTS
Ad Groups & Keywords
M. A. M. O
MONITORING
Impr., CTR, CPC, Pos.
OPTIMIZATION
Ad Copies & Bid Prices
- 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
- 19. Web Design
To Get Improved…
- SEO
- Landing Page
- Rich Content
- # of Links
AdWords
- Timing
- Keyword List
- Ad Copies
- 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”