2011 google online marketing competition - adwords campaign for tism summer camp

2011 TISM Summer Camp AdWords Campaign

CAMPAIGNOVERVIEW

Michigan State UniversityTISM Media Summer Camp

GOALS & METRICSLast Year: <70% RegistrationThis Year (Before)

120~150 Monthly View12 Register Campers

Campaign Goals:+100% Website Viewership120 Visits -> 6 Clicks per day2% CTR -> 300 Impressions$1.20~$1.50 CPC

Three weeks later…

OVERALL RESULTS8,964 Impressions305 Ad Clicks3.40% CTR$0.64 Avg. CPC

GOALS vs. ResultsViewershipImpressionsTotal VisitsCTRCPC

+100%300*21=63001202%$1.20~$1.50

Completed but?8964 (+42.3%)305 (+154.2%)3.4% (+70.0%)$0.64 (-46.7%)

->->->->->

Goals Results

STRATEGYEVOLUTION

Initial Strategy1 Campaign: Targeting five states, run from noon to midnight 10 Ad Groups: 6 for general, 4 for separate camps

When It Is Needed…

MAJOR CHANGESCampaign & Settings

ADJUSTMENTSAd Groups & Keywords

MONITORINGImpr., CTR, CPC, Pos.

OPTIMIZATIONAd Copies & Bid Prices

M. A. M. O

PERFORMANCE

122 Clicks4,429 Impr.2.75% CTR0.79 Avg. CPC

Mar 14~Mar 23178 Clicks4,497 Impr.3.96% CTR0.54 Avg. CPC

Mar 24~Apr 2

Campaign 1ClicksImpr.CTRCPCCostAvg. Pos

Campaign 22183,6515.97%$0.54$117.643.4

875,3131.64%$0.88$76.455.1

Ad Group 2 – MSUKeyword: “MSU Summer Camps”CTR: 15.86%CPC: $0.39Avg. Pos: 1.6

Ad Group 3.1 – Film CampKeyword: “Film camps”CTR: 2.01%CPC: $1.04Avg. Pos: 5.2

Best Performance Ads

CONVERSION?

RECOMMENDATIONS

Web Design- SEO- Landing Page- Rich Content- # of Links

AdWords- Timing- Keyword List- Ad Copies

To Get Improved…

Slides created by Lexie - Zi Liang

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”