This presentation is to summarize my experience and outcome in Google Online AdWords Competition.

1. 2011 TISM Summer Camp
AdWords Campaign

2. CAMPAIGN
OVERVIEW

3. Michigan State University
TISM Media Summer Camp

4. GOALS & METRICS
Last Year: <70% Registration
This Year (Before)
120~150 Monthly View
12 Register Campers
Campaign Goals:
+100% Website Viewership
120 Visits -> 6 Clicks per day
2% CTR -> 300 Impressions
$1.20~$1.50 CPC

5. Three weeks later…

6. OVERALL RESULTS
8,964 Impressions
305 Ad Clicks
3.40% CTR
$0.64 Avg. CPC

7. GOALS vs. Results
Goals Results
Viewership +100% -> Completed but?
Impressions 300*21=6300 -> 8964 (+42.3%)
Total Visits 120 -> 305 (+154.2%)
CTR 2% -> 3.4% (+70.0%)
CPC $1.20~$1.50 -> $0.64 (-46.7%)

8. STRATEGY
EVOLUTION

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

10. When It Is Needed…

11. MAJOR CHANGES
Campaign & Settings
ADJUSTMENTS
Ad Groups & Keywords
M. A. M. O
MONITORING
Impr., CTR, CPC, Pos.
OPTIMIZATION
Ad Copies & Bid Prices

12. PERFORMANCE

13. Mar 14~Mar 23 Mar 24~Apr 2
122 Clicks 178 Clicks
4,429 Impr. 4,497 Impr.
2.75% CTR 3.96% CTR
0.79 Avg. CPC 0.54 Avg. CPC

14. Campaign 1 Campaign 2
Clicks 218 87
Impr. 3,651 5,313
CTR 5.97% 1.64%
CPC $0.54 $0.88
Cost $117.64 $76.45
Avg. Pos 3.4 5.1

15. Ad Group 2 – MSU
Keyword: “MSU Summer Camps”
CTR: 15.86%
CPC: $0.39
Avg. Pos: 1.6
Ad Group 3.1 – Film Camp
Keyword: “Film camps”
CTR: 2.01%
CPC: $1.04
Avg. Pos: 5.2

16. Best Performance Ads

17. CONVERSION?

18. RECOMMENDATIONS

19. Web Design
To Get Improved…
- SEO
- Landing Page
- Rich Content
- # of Links
AdWords
- Timing
- Keyword List
- Ad Copies

20. Slides created by Lexie - Zi Liang

21. 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”