Google Online Marketing Challenge

Lauren Ramey, Bethany Smith, Joey Owens, Kelsey Daigrepont, Eleanor

Wray

Understanding Company

• Louisiana Assistive Technology Network- LATAN

• Non-profit organization dedicated to offering services to enable special need’s consumers to regain their independence

• Keynote assistive technology center of Louisiana

• Provides services for special needs through assistive technologies, device loans, financial loans, and training seminars

• Current problem: • Lack of awareness and involvement from

special needs consumers throughout Louisiana.

Understanding Customers

• Louisiana Special Needs Citizens• Consumers with special needs both physical

and mental, their family members, and friends • All Ages, both male and female• Over 1.3 M disabled individuals in LA

~spend twice as much time on the internet as consumers without disabilities• Go online for: the same things everyone goes

online for • To be better informed about the world• Feel connected to the world• Reach out to people with similar interests &

experiences • Online Shopping Strategies • Dominated by knowledge building, direct buying, hedonic

browsing, and search/deliberation

Not “Handicapped”• Special needs individuals are often portrayed

as consumers unlike you and I. • In reality, Special needs individuals :• Have the same preferences, perceptions, attitudes,

and habits as consumers without special needs• actively seek to associate with people, businesses,

and brands that share their values and beliefs• Are largely influenced by their families, friends, and

caregivers• use the Internet to find products and companies

Our Goal

Use Google Ad Word’s in order to drive consumers awareness of LATAN and its

services in an effort to increase the number of financial and device loans made to special

needs individuals .

Google AdWords Strategy

I. 3 Ad Groups: “Disability Assistance” “Device Demonstrations” and “Loans”

II. Keywords catered to “disabilities”III. Focus on impressions and click

through rates to measure awareness IV. Google Adwords’ automatic bidding

utilized to manage keywords bidV. Cost per thousand impressions (CPM)

was used with an initial budget of $7.50 per day for the first week and increased there after.

VI. Measuring Success of Campaign

Targeting

• Males and Females • All Ages • Geo-targeting: State of Louisiana

Measuring Success: Are we raising awareness?

• Number of Impressions and CTR on AdWords• How often are the ads being displayed and viewed?• How often are the ads being clicked?

• Google Analytics• “New Sessions” – metric revealing how many of your site

visitors are new and how many are recurring• “Acquisition” – find out where web visitors are coming from• Analyze total number of views for website, specifically on

landing pages linked from AdWords• Evaluate Offline • Have device loans or device presentations increased? • Have an increased number of consumers called or

emailed inquiring about your services?

I. AdGroup: “Device Demonstrations”

• Keywords:• 10 keywords were initially used • After a week this ad was removed

• Ad Landing Page: LATAN website “Device Demonstrations” page

• Help to drive consumer awareness of LATAN and LATAN Device Demonstrations

• Initial Default Bid of: $7.50 increased to $8.50 after a week

disability aids, disability help. disability technology, disability

device, disability assistive technology, special needs aids,

special needs assistive technology, device demonstration, learn about disability aids, technology access

network

I. “Device Demonstrations” Results

• Duration of Ad Group: March 6- March 16 • 7,649 impressions• 21 clicks on ad• .27% CTR• Total Cost: $17.65

I. AdGroup: “Loans” • Keywords: • 10 keywords were initially used • After a week keywords were

narrowed to the top five best performing words

• Ad Landing Page: LATAN website “Device Loans” page

• Help to drive consumer awareness of LATAN and LATAN Device Loans

• Initial Daily Budget of: $7.50 increased to $8.50 after a week and $15.00 the following week

assistance*, elderly*, Assistive technology*, technology for

disability*, disability financial loans*, elderly assistance,

accessibility assistance, device loans, financial loans for assistive technology, disability device loan

I. “Loans” Results • Duration of Ad Group: March 6- March 21 • 15,129 impressions• 52 clicks on ad• .34% CTR• Total Cost: $53.58

I. AdGroup: “Disability Assistance”

• Keywords:• 10 keywords were initially used • After a week keywords were

narrowed to the top five best performing words

• Ad Landing Page: LATAN website “Devices by Category” page

• Help to drive consumer awareness of LATAN and LATAN services

• Initial Default Bid of: $7.50 increased to $8.50 after a week and $15.00 the following week.

disability*, special needs help*, help for disability*, disability assistance*,

elderly disability*, disability accessibility, need disability help, disability resources, special needs

assistance, disability devices

I. “Disability Assistance” Results

• Duration of Ad Group: March 6- March 21 • 23,734 impressions• 89 clicks on ad• .37% CTR• Total Cost: $72.22

Keyword Results

Keyword Results

Keyword Results

Keyword Results

• Effective: common, simple words and phrases

• Ineffective: less generalized, longer words and phrases

Mid Campaign Evaluation-March 21, 2015

• After a week our campaign was simplified in hopes of better campaign results

• Eliminated low performing keywords • Eliminated the ad group that was performing least well • Simplified each ad group to have only 5-6 keywordsResults: • 132 clicks-helping to drive traffic to LATAN’s website 132 times• 35,949 impressions total thus far• Budget spent: $109.93 leaving a remaining budget of $140.07

Mid-Campaign Changes

• Paused all current running ad groups and key words • Believed that we could make better ads with

ad wording more specific to our target customer• Notable change: changed the wording of

“disability” to “special needs”• Created two new ad groups: “hope” and “help”

with new key words specific to these ad groups

I. AdGroup: “Hope” • Keywords:

• 10 keywords were initially used based on the successful keywords from the first group of ads

• Keywords were then narrowed to the top five best performing words

• Ad Landing Page: LATAN website “Programs and Services” page

• Help to drive consumer awareness of LATAN and LATAN services

• Initial Daily Budget of: $15.00increased to $30.00 after a week and

disability*, assistance*, special needs*, disability assistance*, elderly disability*, disability

information, disability info, special needs information, special needs

assistance, special needs info

II. “Hope” Results • Duration of Ad Group: March 21 - April 4 • 10,713 impressions• 47 clicks on ad• .44% CTR• Total Cost: $39.43

I. AdGroup: “Help” • Keywords: • 10 keywords were initially used

based on the successful keywords from the first group of ads

• Keywords were then narrowed to the top five best performing words

• Ad Landing Page: LATAN website “Device Loans” page

• Help to drive consumer awareness of LATAN and LATAN services

• Initial Daily Budget of: $15.00 the first week and increased to $30.00 the following week

special needs help*, elderly*, help for disability*, elderly

assistance*, disability help*, help for special needs, assistive

technology, technology for disability, technology for special needs, disability financial loans

II. “Help” Results • Duration of Ad Group: March 21 - April 4 • 28,505 impressions• 169 clicks on ad• .59% CTR• Total Cost: $68.65

Keyword Results

Keyword Results

Keyword Results

• Effective: “help”, “assistance”, “elderly”, “disability” –direct and typical words used by people with special needs

• Ineffective: “information” – assumed when searching“technology” – not commonly associated with disability

Evolution of Campaign Strategy: Results

• Changes made to Campaign Resulted in: • Increased impressions

March 6 – March 21: 47415 impressions (~3161/day)March 21 – March 27: 38315 impressions (~6386/day)

• Increased clicksMarch 6 – March 21: 171 clicks (~11/day)March 21 – March 27: 207 clicks (~35/day)

• Increased click through rateMarch 6 – March 21: 0.36%March 21 – March 27: 0.55%

Evolution of Campaign Strategy: Results

AdWords Results

• Total Impressions: 85,730• Total Clicks: 378• CTR: 0.44%

Budget BreakdownAd Group Budget AllocationDisability Assistance $72.22Help $68.65Loans $53.58Hope $39.43Device Demonstrations $17.65TOTAL $251.53

Weekly Cost Breakdown

Week Cost

Week 1 (3/5 – 3/12)) $44.88

Week 2 ( 3/13 – 3/20) $92.57

Week 3 (3/21 – 3/25) $80.24

Remaining Period $33.84

Where’s LATAN Now?•“For the month of March, our website hits on new visitors was over 900! I think the most we've ever gotten in a month was about 460” - LATAN

Provable Success

Measurable Campaign SuccessMonth Sessions Bounce

RateNew Visitors

Dec-14 443 52.82% 72.20%Jan-15 526 51.33% 71.10%Feb-15 514 43.97% 72.60%Mar-15 1141 69.50% 84.00%Apr-15 584 64.38% 77.40%

Offline Measurement• Potential Downfalls• Lack tools to measure LATAN’s real world success• Unable to measure device loan applications due

to the fact that the campaign ran for such a short amount of time.

• Since initial goal was to create awareness, only time will tell if awareness will transform into actual sales

• We recommend LATAN monitor the number of device and financial loans, as well as their presentation requests prior to the Ad Words Campaign, and subsequent to it.

What’s Next for LATAN?

• Continue to use AdWords• Obviously generates awareness

• Continue to improve website• Make it mobile friendly• Less words, more interaction• Provide organization and levels to help improve

website ranking on Google results.

• Increase social media presence• Adopted sponsored Ad’s on Facebook and LinkedIn to

help raise awareness• Used to post to social media about twice a month• Now they post multiple times per week, if not daily.

Our AdWords Future• Continue to focus on understanding the

business environment (customers, competition, and company)

• Communication is key between understanding business environment and a companies needs and how we develop our AdWords strategy.

• Be flexible with campaign• Be brave to abandon ad groups that aren’t

working• Be brave to create new ones on the fly• Be conscientious of keywords and which ones

are and aren’t working

Questions

?

Appendix

• LATAN website• LATAN.org

• LATAN Facebook• facebook.com/LATAN01

• AdWords Campaign Management• adwords.google.com