build hope international project

8/13/2019 Build Hope International Project

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Build Hope International: Post-Campaign Summary

Executive Summary

Campaign Overview

Build Hope international is a non-profit organization based in Alameda, California whose mission

is to bring hope to the young children in third world countries where human trafficking is part of the

unspoken normalcy of everyday life. The goal of the Build Hope International AdWords campaign was to

increase targeted visitor traffic to the organizations websiteat www.buildhopeinternational.org. In

order to achieve this goal, we decided on two campaigns, one that specifically targeted those who want

to end modern-day slavery through volunteer opportunities and the other targeted those that had a

heart for orphans and hope for them through sponsorships and donations. We wanted to reach a goal of

an average of 60 clicks per week (180 clicks), a click-through-rate (CTR) of 0.50%, and to maintain an

average position (Avg. Pos.) between 1 and 5, and to not go beyond the budget of not exceeding $1.43

upon for each average cost-per-click (CPC).

Key Results

In the three-week life of the Google AdWords campaign, it was both successful and

unsuccessful. The campaigns had accumulated a total of 178 clicks from 82,851 impressions resulting in

an overall CTR of 0.20%. Our keywords and bidding strategies projected an Avg. Pos. of 2.4 and an

overall CPC of $0.54. The campaign generated more impressions than was hoped, but the CTR goal was

not met. However, the overall CPC exceeded the initial goal and the average number of clicks per week

was met. The modern-day slavery campaign generated a higher CTR but the heart for orphans campaign

resulted in more impressions. The most successful keywords were volunteer with a CTR of 0.66% and

Christian with a CTR of 13.0%.

Conclusion

Overall, the campaign accomplished what it was designed to do, draw traffic to the Build Hope

International website. Attributes to the success of the campaign were due to the understanding of what


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the organizations mission, Google Tools (e.g., Keyword Tool, Reporting Tools, AdWords Editor),

determined goals, budget management, and consistent monitoring of the performance metrics.

Future Online Marketing Recommendations

We recommend that Build Hope International continue to use Google AdWords to increase

traffic to their website to bring awareness to the human trafficking issue. Build Hope International

should also apply to be accepted as a non-profit organization by Google in order to utilize all the

resources that Google has to offer to those organizations that are making an impact on society. Google

tools should not be overlooked because they can help Build Hope International gain a better

understanding of how to utilize the tools to target the right market segment.

Industry Component

Campaign Overview

Build Hope International was founded by Pastor James Lee of the Livingwater Church in Berkeley

after witnessing the helplessness of the orphaned children in China that were forced to beg for money

on the streets or kidnapped into human trafficking. Since the summer of 2010, Build Hope has raised

$65,397 through fundraising and donations. In our proposed strategy the two campaigns and 17 Ad

Groups focused on how to raise the money for the build hope international in local.

Operational Details

The first campaign, Heart for Orphans, focused on how to let more people know about build

hope international, orphans and orphans situation. It led viewers to donation and sponsorship

opportunities that would help fund the various projects such as the construction of orphanages, wells,

and schools. Sponsorships allowed sponsors to be connected with a specific orphan in one of the six

countries that BHI has reached and provide necessities for that specific orphan. The second campaign,

Volunteer, focused on how to attract more people to be a volunteer and help the organization and bring

awareness to the human trafficking issue. We divided $250 equivalently among these campaigns on a

per-day basis and monitored actual spending closely to optimize results, so per day could change ( more

on other days that seemed to get a lot of clicks and take that money from another day that does not get

as many clicks). We started off a little slow and about after a week we started to notice some pickup and

results and reached an all-time high in the last week of February and the beginning week of March.


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From the current results we have determined that some of the effective keyword we used played a vital

part in getting more traffic the website as well as more clicks. In the table below you will see the results

of our campaign followed by the actual budget spent by week and campaign:

Table 1: Actual Budget Spent by Week and Campaign

Evolution of Campaign Strategy

In order to properly manage the AdWords account, the team monitored the account and

modified it according to the information gathered at the end of each week; this included reviewing ad


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copy performance and examining keywords impressions and clicks. Originally, the team had set out to

start four campaignsGeneral, Volunteer, Heart for Orphans, and Sponsorshiphowever, due to the

nature of the companys website, only two of the campaigns were created. The campaigns that were

chosen were Heart for Orphans, whose ad was set up as a call to action to help fund BHI projects, and

Volunteer, which in turn offered more general information about volunteer opportunities and the

human trafficking issue. When working to maximize ad relevancy for these ads we used the

Opportunities tab to help generate more relevant keywordsalso set our own, again using the

companys website as a guide and followed the budget plan proposed. For the Volunteer a maximum

of $0.65 CPC and left at that rate after observing that the set goal for the number of impressions was

being met. As for the Heart for Orphans campaign a maximum of $1.63 CPC was established and kept

since the goal for the number of impressions was also being met. The difference between the prices was

established was based on the overall companys desire to see an increase in donations. In addition noneof the keywords were paused or stopped even when there were a couple that reported a low CTR. This

is something that we could have done differently since having low CTR meant that the chosen words

were too broad. However, even after realizing that there could have been improvements to the

campaigns the overall results, as shown in Table 2, demonstrate that the ads performed well.

Table 2: The Ads Performance

Campaign Ad Copy Clicks CTR Avg. Pos

Heart ForOrphans

Build Hope International

www.buildhopeinternational.orgBuild. Rescue. Restore.

Bring an end to modern-day

slavery!

80 0.24% 2.5

Volunteer

Build Hope International

www.buildhopeinternational.org

Come join the mission!

Lets build hope together.

98 0.16% 2.4

Key Results

The AdWords account was proved to be successful in meeting and exceeding the number of

impressions hoped for and obtained an increasing number of clicks for both campaigns. However, the

account did show a low CTR throughout the three weeks and did not meet the goal. Table 3 summarizes

the performance indicators of the two campaigns and shows their evolution throughout the three

weeks. The campaign Heart for Orphans saw a steady decrease in average CPC while the CTR increased,

but was not the case with Volunteer. This was the result of using long tail keywords such as building
http://www.buildhopeinternational.org/http://www.buildhopeinternational.org/http://www.buildhopeinternational.org/http://www.buildhopeinternational.org/


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orphanages and building hope. These keywords were consistent with the companys website, but

proved to be bit more specific than could have been hoped for. On the other hand with first campaign,

because its purposed was to call viewers into action the keywords used gained more impressions as well

as a higher CTR. This was observed even when using long tail keywords such third world countries. As

a result due to the higher search volume in Build Hope International a larger percent of the budget was

distributed to the campaign. By allocating a higher percent of the budget and monitoring how the

keywords performance we were able to not only increase CTR but have more of a competitive edge

against competition. Overall, both campaigns proved to be successful in a way and now it is important to

continue to keep growing by continuing to observed the account and modify when needed.

Table 3: Summary of Key Performance Indicators by Week for the Two Campaigns

Campaign Week Clicks Impressions CTR Avg. CPC Avg. Pos.

Heart for

Orphans

1 17 11,276 0.15% $2.92 2.4

2 87 42,973 0.20% $0.94 2.6

3 69 24,705 0.28% $0.54 2.6

Volunteer 1 0 0 0.00% $0.00 0

2 3 1,414 0.21% $1.97 3.4

3 95 61,047 0.16% $0.41 2.4

Table 4: Best Performing Keywords for the Top Two Ad Groups

Ad Group Keyword Clicks Impressions CTR Avg. CPC Avg. Pos.

1 Charity 9 3591 0.25% $3.02 3.

Non-Profit Organization 4 894 0.45% $2.50 3.

Church Organization 4 1076 0.37% $1.22 2.

2 Volunteer 4 608 0.66% $1.87 4.

Church 2 2203 0.09% $1.32 3.

Christian 1 765 13.00% $0.12 3.

The majority of the top performing keywords were more general rather than specific. For

example, charity did better with 9 clicks and 3591 impressions than tax deductable and had 0 clicks

and 110 impressions. That keyword was picked to use because of the timing of the year, tax season.

Many of the words where outbid by other companies/non-profits therefore the exposure was low,

and making a lower click rate and CTR. Ad words also gave some of the words low quality, our highest

word had a 6/10 which was child sponsorship but it had no clicks and 0% CTR. Charity did the best

with 9 clicks and 3591 impressions, but it was also the most expensive word at $3.02. It seemed like the


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more money for the CPC has, the more it gets seen on average, and therefore gets clicked on more

often.

Chart 1: Overall Campaign CTR and CPC

Conclusion

We started off a little slow and about after a week we started to notice some pickup and results

and reached an all-time high in the last week of February and the beginning week of March. We have

determined that some of the effective keyword we used played a vital part in getting more traffic the

website as well as more clicks. The majority of the top performing keywords were more general rather

than specific. In order to increase ROI in the future we suggest creating new Ad Groups within each

campaign that specifically target volunteers who are looking to help create awareness about sex

trafficking and building orphanages in third world countries.

Future Recommendations

Google Ad Words clearly helped our client generate more awareness to the human trafficking

and orphan issues. Overall with both campaigns, we had 178 clicks and 82,851 impressions. Because

these two campaigns had a CTR of 0.24% and 0.16% respectively, increasing the amount of the budget

allocated to areas on broader terms that relate to their goals it should lead to an improved ROI, and

increase the amount of visitors to the site. In order to increase ROI in the future we suggest creating

new Ad Groups within each campaign that specifically target volunteers who are looking to help create

awareness about sex trafficking and building orphanages in third world countries. Also could be aimed at

businesses looking to donate money and sponsor an orphan.

0.07

0.2 0.21

0.96

0.68

0.45

0

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0.6

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Week 1 Week 2 Week 3

CTR(%)

CPC($)


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Learning Component

Learning Objectives and Outcomes

As our goal was to increase online traffic to Build Hope Internationals website, we hoped to

learn how to best achieve this goal. We decided to pursue two separate campaigns to accomplish the

highest amount of visitor traffic possible. While having two campaigns gave a huge number of

impressions in the three weeks it was active, the actual amount of clicks did not meet our goal. We

learned that keywords were vital to the campaign, and that they are a huge reason why Internet users

click on ads. With the correct keywords chosen, the ad campaigns will be available for more individuals

to view.

A key outcome our team will remember will be to derive improved keywords that help increase

the CTR. While some of our keywords were successful, many withered and failed to capture many clicks

at all. An expected outcome was that keywords such as Christian were so successful in gathering

clicks. It was unexpected from the team to garner so many impressions with the ads. It was also

unexpected that the ads would achieve such a low number of clicks, resulting in an overall CTR of 0.20%

for the overall campaign.

Group Dynamics

Challenges our team encountered were to increase the CTR of our campaigns. Throughout thefirst week, we were not landing very many clicks or impressions. We overcame the challenge with

improving our set goals, making it more specific what each campaign was set to accomplish. With the

help of the keywords of the two different campaigns, our impressions improved greatly in the following

weeks. An expected outcome from working as group was difficulty to communicate among each other.

As expected, we all had quality ideas to improve the campaign and we worked great together. Overall,

our group worked together wonderfully and it led to a respectable campaign outcome.

Client dynamic

When we were doing the campaign for our client, we always had some problems for creating Ideas

that are not really good and matching our client organization image and goal. The ideas came out for our

brains; built hope organization is the organization that makes the children have fun and received things

what they want. But after we communicated with our client, we realized to that the children are not


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interest in have fun and get what they want. The only things they want are money and the basic needs.

Because when they got money, they can buy food, clothes, and pay their education fee. And through our

teams discussion, we created and change a lot of new ideas for our clients. And we explained to them

what we are going to do and how we can help the organization the gain the money and the basic needs

to the children. We hope we can gain more money and the physical needs for other people through this

campaign. We hope we can help the built hope organization and the children a lot.

Future recommendation

Through this campaign I realized that knowing our clients goals,interests and preference lets our

change services and offerings to their own tastes is very important. Before this campaign, we always

thought our ideas were the best ideas; it was good for our clients. However, it isnt. Because the ideas

we came out for our brains may not match the client organization goals. Thus may waste our time andmay confuse for our client. Therefore, if we got some information for our client before we started is very

important. We can further understand our client purpose and the organization goal. Thereby, we can

create some ideas are relative and good for the organization.

build hope international project

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