Search Engine Marketing class final presentation for United Way of Greater Toledo. It covers analysis of their Google AdWords campaign with suggestions for keyword and website improvements and modifications.

1. EDUCATION | SCHOOLS AS COMMUNITY HUBS
United Way of Greater Toledo
Christine Brown, Michelle Merritt
Exercise 7

2. EDUCATION | SCHOOLS AS COMMUNITY HUBS
New Campaign & Ad Groups
IMC 616 Fall 2012 Campaign
• Ad Group 1: Support Toledo School
Programs – 15 keywords
• Ad Group 2: Out-of-school activities - 26
keywords

3. EDUCATION | SCHOOLS AS COMMUNITY HUBS
New Ad Group Assessment
• IMC 616 Fall 2012 Campaign:
• 1 click , 525 impressions, CTR .19%

4. EDUCATION | SCHOOLS AS COMMUNITY HUBS
Ad Group 1 Overview
Keyword Clicks Impressions CTR
• Ad group: Donate to Toledo educational services 0 0 0.00%
• All CTR, clicks, and impressions (sorted by impressions) Support Toledo educational programs 0 0 0.00%
Donate to school programs 0 0 0.00%
Give to support schools 0 0 0.00%
[Support Toledo educational service 0 0 0.00%
programs]
[Donate to Toledo educational programs] 0 0 0.00%
"Give to school programs" 0 0 0.00%
"Support schools" 0 0 0.00%
"Support school programs" 0 0 0.00%
"Donate to schools" 0 0 0.00%
"Help kids graduate" 0 0 0.00%
[Support educational programs] 0 0 0.00%
[Support Toledo educational services] 0 0 0.00%
[Donate to educational programs] 0 0 0.00%
"Donate to Toledo educational service 0 0 0.00%
programs"

5. EDUCATION | SCHOOLS AS COMMUNITY HUBS
Ad Group 1 Analysis
Ad group: Support Toledo School Programs
• Top 5 keywords (sorted by Good quality but low traffic keywords filter)
Keyword Status Max. CPC First page CPC Clicks Impressions CTR Avg. CPC Cost Avg. Position
[Donate to educational programs] Enabled $1.00 $0.06 0 0 0 0 0 0
Donate to schools Enabled $1.00 $0.65 0 0 0 0 0 0
[Donate to Toledo educational programs] Enabled $1.00 $0.01 0 0 0 0 0 0
Donate to Toledo educational service
Enabled $1.00 $0.01 0 0 0 0 0 0
programs
Give to school programs Enabled $1.00 $0.15 0 0 0 0 0 0
•Ads
(0 Clicks, 1 impression, 0% CTR)
Help Kids Graduate This ad group is targeting Chris, a single, Community Relations
Support Toledo educational programs
Manager that is caring and will search for a student-centered
Give to United Way Greater Toledo
program that helps kids succeed in school that his company will
www.unitedwaytoledo.org/
sponsor or support. The product offered is the Schools as
(0 Clicks, 19 impressions, 0% CTR) Community Hubs initiative, this program is to not only focus on the
Help school programs children at the school, but their parents and the remainder of the
Donate to Toledo school programs community as well – providing access and referral to a network of
Support United Way Greater Toledo services, provided - or facilitated by service agency or partners.
www.unitedwaytoledo.org/

6. EDUCATION | SCHOOLS AS COMMUNITY HUBS
Ad Group 1 Landing Page &
Analytics
This ad group received no clicks. The keywords were deemed
to be good quality but low-performing. Only three of the
keywords in this ad group were eligible and active. They were:
• "Support schools“
• “Donate to schools”
• Donate to school programs
These are among the keywords that were added to address
the issue once the problem was discovered.

7. EDUCATION | SCHOOLS AS COMMUNITY HUBS
Ad Group 1 Improvements
What changes were made to improve the campaign?
• The keywords were modified to not include the word Toledo to help them produce less specific results. This caused there to be three
key words that became eligible when they weren’t prior to this. If this campaign were to continue, it is predicted that with more time
and more modifications there could be improved performance for this ad group.
• The following keyword tools were also added:
Donate to school programs
[Donate to educational programs]
Donate to Toledo school programs
“Donate to Toledo educational programs”
[Donate to Toledo educational services]
“Donate to Toledo educational service programs”
Support school programs
[Support educational programs]
Support Toledo school programs
“Support Toledo educational programs”
[Support Toledo educational services]
[Support Toledo educational services]
"Support schools“
“Donate to schools”

8. EDUCATION | SCHOOLS AS COMMUNITY HUBS
Ad Group 1 Landing Page
Recommendations
As mentioned, this is a low-performing ad group. Other considerations will
have to be given to the overall online marketing plan and goals. It should be
determined how the complete process is to be coordinated. For instance, two
of the Hub schools have Facebook pages, and as of now, two do not. The SC
Hubs initiative is not listed in the UWGT 2-1-1 service directory. The program
is new and some of these things are under development. It is recommended
that these areas be addressed as well as surveying members of the donor
community, or using other data to determine exactly how this audience
seeks information concerning organizations to support. The normal
workplace campaign method may continue to be the best method for
collecting donations for the initiative.
It is recommended that the landing page include the following conversion
options:
•Contact information for supporting the program when a donor arrives on the
page
•A call to action such as an inquiry form
•A method of expressing interest in participating with this particular initiative
•Specific information such as the donation process for this initiative, if the
UWGT decides to allow this donation method

9. EDUCATION | SCHOOLS AS COMMUNITY HUBS
Ad Group 2 Overview
Keyword Clicks Impressions CTR
school activities 0 257 0%
• Ad group: Out-of-School Activities Child activities 0 81 0%
• All CTR, clicks, and impressions (sorted by impressions) Activities for children
Toledo activities for kids
1
0
73 1.37%
44 0%
After-school activities 0 25 0%
[after-school programs] 0 15 0%
Extracurricular activity 0 12 0%
child enrichment 0 9 0%
Out of school activities 0 4 0%
[out-of-school activities] 0 1 0%
after school program 0 0 0%
[children activities] 0 0 0%
extracurricular activities 0 0 0%
[student programs] 0 0 0%
children learning activities 0 0 0%
after school enrichment programs 0 0 0%
before and after school programs 0 0 0%
educational activities for kids 0 0 0%
[after school program activities] 0 0 0%
[after school activities for kids] 0 0 0%
[school activities for kids] 0 0 0%
[after school enrichment activities] 0 0 0%
Toledo school activities 0 0 0%
child activities in Toledo 0 0 0%
children activities in Toledo 0 0 0%
school activities after school 0 0 0%

10. EDUCATION | SCHOOLS AS COMMUNITY HUBS
Ad Group 2 Analysis
Ad group: Out-of-School Activities
• Top 5 keywords (sorted by Impressions)
Keyword Status Max. CPC First Page CPC Clicks Impressions CTR Avg CPC Cost Avg Position
school activities enabled $1.00 $0.80 0 257 0% $0 $0 5.18
Child activities enabled $1.00 $1.50 0 81 0% $0 $0 3.98
Activities for children enabled $1.00 $1.75 1 73 1.37% $0.90 $0.90 6.07
Toledo activities for kids enabled $1.00 $0.65 0 44 0% $0 $0 2.18
After-school activities enabled $1.00 $0.90 0 25 0% $0 $0 5.12
• Ad
(1 click, 412 impressions, .24% CTR):
Out-of-school activities
Child enrichment programs in Toledo This ad group is targeting Jessica, a single working mother that is impulsive and
Get your child involved now potentially interested in learning about financial stability, student learning, out-
http://www.unitedwaytoledo.org/education/hubs of-school activities, and job development. The product offered is the Schools as
Community Hubs initiative, this program is to not only focus on the children at
the school, but their parents and the remainder of the community as well –
(0 Clicks, 109 impressions, 0% CTR) providing access and referral to a network of services, provided - or facilitated by
After-school programs service agency or partners.
Activities for children in Toledo
Learn more about child enrichment
http://www.unitedwaytoledo.org/education/hubs

11. EDUCATION | SCHOOLS AS COMMUNITY HUBS
Ad Group 2 Landing Page &
Analytics
 Visitors viewed this one page. The fact that only one
page was viewed may indicate the visitor did not find
what they were looking for.
 Since only 1 page was viewed we cannot collect how
much time was spent on that said page.
 Bounce rate was at 100%. This is due to only one page
being viewed, however this does mean that the visitor
did leave quickly as they did not find what they were
looking for. The information did not meet their search
and they were not interested in the content provided. In
this case, this particular ad groups may not be using the
correct keywords to drive qualified traffic to the site and
the content on the site is not representative of what the
user was searching – this is not good news.

12. EDUCATION | SCHOOLS AS COMMUNITY HUBS
Ad Group 2 Improvements
What changes were made to improve the campaign?
• For the ‘Out-of-school activities’ ad group, keyword tools were used to try to improve effectiveness. The following
keywords were added to this group:
• "school activities after school"
• [school activities for kids]
• [after school program activities]
• "after school program"
• [after school activities for kids]
• "educational activities for kids"
• "children learning activities"
• "extracurricular activities"
• before and after school programs
• [after school enrichment activities]
• "after school enrichment programs"

13. EDUCATION | SCHOOLS AS COMMUNITY HUBS
Ad Group 2 Landing Page
Recommendations
The ad group is underperforming. ‘Out-of-school activities’ ad group
visitors are not clicking on sponsored ads, and when they do, the
visitors review very few pages and spend little time on the site.
Additionally Bounce Rate is extremely high. This indicates users are
not finding the content they were searching for and are exiting the site
upon immediately arriving. Here are recommendations for the landing
page:
• The page starts with information about the program, which is good, but
the next heading should call out how to get involved. Then a visitor can
select their school of choice and find out more about those services for that
particular location.
• For those interested about the program in general, there should be some
type of call to action that states: ‘If you’re interested in donating to this
program, click here.’ or ‘If you would like to learn more about the services
provided, click here.’ Then perhaps a questionnaire or search filters could
appear to aid in the search.
• After a visitor clicks through to a school, a list of services is shown. Those
should be active URLs that link to content about those services and how
one can gain access to them. This is shown in the image.