Google online marketing challenge

Google Online Marketing Challenge

Client : Old Pueblo Community Service

Team : Intelligence Commerce

Client Overview

• Old Pueblo Community Services (OPCS) is non profit organization established in 1996

• Mission – To create meaningful and self sustaining life of needy people

• Provides services like – abuse/recovery counselling , transitional housing and job skills training

Why Non-profit?

• Clients – 34% Veterans , 41% chronically homeless

• Majority age group of 45-60 years

• Opportunity to help and serve the community

Pre-Campaign Overview

Client Expectations:

1. Increase awareness online

2. Introduce Community Recovery Program

3. Volunteer Sign-up through advertisements

Pre-Campaign Overview

Target Audience:

» Veterans

» Addicts

» Parolee

» Students

» Family

» Volunteers

Pre-Campaign Overview

Competitive Analysis:

1. Hearth Foundation • Housing for Homeless Women and Children

2. Primavera Foundation • Rental housing, Foreclosure assistance, Job Training

3. The Heaven• Residential Rehabilitation Service, Medicaid Service, Behaviour Management

Pre-Campaign Overview

Campaign Structure

OPCS

Awareness• Awareness

Community Recovery Program• Alcohol Abuse

• Heroin Abuse

• Marijuana Abuse

Volunteer Mentoring• Volunteer

Pre-Campaign Overview

Awareness Community Recovery

Volunteer Mentoring

Ad Design:

Pre-Campaign Overview

• Community service tucson, community service tucson AZ, isolation assistance, need help tucson, veteran help tucson

Awareness

• Alcohol abuse, alcohol abuse centres, heroin addiction cure, heroin withdrawals, rehab for marijuana

Community Recovery

• Volunteer opportunities in tucson, volunteer in tucson, volunteer tucson

Volunteering

Keywords:

Campaign Strategy

20%

60%

20%

Budget Allocation

Awareness CRP Mentoring

Campaign StrategySchedule and Daily Budget Allocation

Campaign Strategy

Google Suggestions/Traffic

Estimator

Impressions

ClicksCTR < 2%

Drop the Keywords

End of Week 1- Performance

AW

AR

EN

ES

S

Wk1

VO

L M

EN

TO

RIN

G

Wk1

CR

P

Wk1

Clicks 18 3 4

Impressions 6142 124 1292

CTR 0.29 0.31 2.42

Average CPC 1.42 2.59 1.26

Avg. Pos. 2.7 3.6 4.3

Low CTR

End of Week 1- Changes

• New Keywords Added

– heroin addiction help, heroin treatment centers

• Two ads per AdGroup

End of Week 2- Performance

AW

AR

EN

ES

S

Wk2

VO

L M

EN

TO

RIN

G

Wk2

CR

P

Wk2

Clicks 17 11 1

Impressions 3937 1771 1215

CTR 0.43 0.62 0.08

Average CPC 1.4 1.6 6.91

Avg. Pos. 2.9 3.9 4.4

Low CTRIncrease in CTR

Changes: More keywords tried out

End of Week 3- Performance

Low CTR Increase in CTR Crossed 2% Benchmark

AW

AR

EN

ES

S

Wk3

VO

L M

EN

TO

RIN

G

Wk3

CR

P

Wk3

Clicks 26 33 11

Impressions 8366 663 2344

CTR 0.31 4.98 0.47

Average CPC 1.78 1.62 5.45

Avg. Pos. 2.7 2.7 4.8

Pre Campaign Goals Vs Post Campaign Results

2% CTR

3000 impressions

5 form fill ups

10% increase of New Visits (Currently 35 New clicks per day)

0.48% CTR

21019 impressions

0 form fill ups

20% increase of New Visits (42 New clicks per day)

Key Results

One

• Overall 125 clicks, 21019 impressions, Ad position of 3.7

Two

• Volunteer Campaign had highest CTR of 1.3%

Three

• CTR increased from 0.3(Week1) to 0.6(Week2)

Four

• High CTR keywords achieved for future recommendation

Success Story

•Continue using Google Adwords1• Increase target audience

geographically2• Substantial Investment for

better ad design3

Future Recommendations

Google Adwords

one

two

Google Keyword Estimator

Google Analytics

Associated Tools Used

Failures Encountered

• CRP campaign failure

• Inefficient usage of daily allocated budget to a campaign

• No conversions tracking recorded

Mitigation and Planning

• Hourly monitoring of CRP for budget

• Managing budget allocation

• Using Google Conversions tracker

Client and Team Dynamics

Client

-Enthusiastic and Supportive

-Helped in website revamp

Team

-Willingness to learn

-Proper task allocation

Summary

Increased web presence of client

Increased CTR and ad position

Certain ads need modification

Continue using Google Adwords