Google

Online Marketing Challenge 1. Executive Summary The campaign goals set for the Society for the Prevention of Cruelty to Animals (SPCA) of Central Florida included four campaigns to mirror the variety of services and products their

website offered. AdGroups were initially set up with broad keywords and Adwords. The goal of keeping the cost per click low and the impressions high was achieved. The team members learned that the quality scores and click through rate (CTR) would deliver more targeted web traffic. Therefore the first campaigns were paused and a new campaign was created with the CTR and quality score variables in mind.

Key Results for the first campaign generated 73, 397 impressions and every cost per click was less than $1.00. Our modified campaign had a CTR of 7.41% and quality scores were all seven or better. This was a significant improvement from the first campaign.

In conclusion, the initial campaign that delivered extremely high impressions would be excellent for branding the SPCA in the Orlando area. The second campaign is best for finding people searching for specific services they offer. Both campaigns demonstrate statistics that if used properly can be extremely beneficial to the SPCA.

A few recommendations for the SPCA of Central Florida would be to apply for the Google Grant program because they meet the qualifications. In addition, we encourage a re-design of their website to create a better online interface. In the re-design process specific landing pages for the Google Adwords campaigns should be considered. We volunteered to form a small team of design students to take on the project pro-bono.

Google Online Marketing Challenge

2. Industry Component 2.1. Campaign Overview Campaign Goals One major campaign goal was to demonstrate that Adwords could deliver web visitors that are interested in the many products, services, and events the SPCA offers. We started by creating 7 different ad groups to mirror the clients website (www.orlandopets.org). Ad Group categories included: Pet Adoption (services), Spay/Neuter (services), Vet Clinic Services, Furball Fundraiser Event, Summer Camp, Join SPCA (membership), and Pet Classes. Each ad group had different keywords to target search traffic related to the campaign category. Initially we placed ads for each ad group on the placement network as well. Some of the websites we placed ads on included: PetFinder.com, MyAdopt.com, FindAPetOnline.com, Animals-Zone.com, PetPlace.com, and more. The campaign was set up to only display ads in the greater Orlando area using geotargeting settings. The campaign began by bidding a maximum of $1.00 cost per click (CPC) for all ads. Allowing the campaign to run with these strategies and settings would determine what changes we should make to improve the CTR and CPC. Operational Details The campaign ran over a three-week period from April 15, 2011 to May 6, 2011. With a total budget of $200.00 divided by 21 days allowed us $9.50 per day to spend. We determined we wanted to spend different amounts on the various products and services the SPCA offered. To do this we positioned the 7 total ad groups under 4 different campaigns. Which than the $9.50 daily budget was divided into different amounts for each campaign. We logged in daily to monitor the account but decided we should allow the campaign to run for a number of days to get accurate statistics before making any changes.

Google Online Marketing Challenge 2.2. Evolution of Campaign Strategy

The report above shows our entire campaign report from April 15 to May 5. The original campaign we set up is displayed in rows 3, 4, 5, and 6 above. The campaign launched on April 15 and paused on April 29. During this time our impressions were very high, but we had very low quality scores, CTRs, and average positions. Our biggest issue is we had entirely to many keywords per ad group. The keywords used were too broad to the ads initially created. This caused high impression rates and low CTR. We learned that the more specific our keywords were to the actual text ad the better quality score the ad received. With that we created a new campaign to possibly raise our CTR and position of ads. In this campaign we only targeted the search network. The campaign only targeted laptops and computers because the website was not mobile friendly. We also increased our CPC bidding. After we made these small changes our CTR increased significantly. Our ads average position increased to the most desired spot of #1. Our impressions decreased which indicated that the people searching our keywords found our ads more relevant. Our quality scores generated by Adwords were all 7 or higher. The graphs below make it easy to see how our changes instantly improved the campaign. This graph compares CTR (blue) metric to impressions (green) metric.

This graph compares the average position (green) of the ad to the CTR (blue) metric.

2.3. Key Results

Google Online Marketing Challenge The team felt the overall performance of the campaign was positive and certainly a learning experience. The ad groups were set up properly by category and we did drive targeted traffic by category. See future recommendations below. The performance of our initial campaign had very high impressions and more clicks for less money. The problem was our CTR and quality scores were low. We followed the suggestions of Adwords and both rates increased significantly. Effective Keyword Example: low cost spay and neuter Quality Score: 7/10 Notice the actual keyword is displayed in the text ad making the keyword relevant to the ad shown. As a result the quality score and CTR are at acceptable levels.

Ineffective Keyword Example: Animals Shelter Quality Score: 6/10 The keyword is not mentioned in the ad. This is one of the variables that lowers CTR and quality score.

We feel using Adwords for one of the events labeled the Furball Fundraiser was not a success. We believe it was very difficult to find anyone searching for the event and found it difficult to find relative keywords. We determined this type advertising would be better served through the clients email campaign with their pre-generated sphere of

Google Online Marketing Challenge influence. This could be an example where higher impressions of banner ads might be more suitable but we were limited to text ads. 2.4. Conclusions We conclude the campaign was set up properly and the account structure was the right approach for the client. Learning how to drive high impressions seemed to be perfect for branding the clients events. The changes made throughout the campaign improved our CTR and average position. This gave us the ability to deliver quality web visitors interested specifically in what we were advertising. 2.5. Future Recommendations Your organization seems to meet the qualifications necessary for the Google grants program for non-profit organizations. We recommend you visit the following website and apply. http://www.google.com/grants/details.html. The testimony below is from the SPCA of LA.

The campaign demonstrated the ability to find people that are searching for your services and products. With some proactive changes to your website the campaign results should improve. You can also consider making some custom designed landing pages specifically for your Adwords campaign. The following are examples of the changes we suggest.

Google Online Marketing Challenge 1.) Adoption Inventory: http://orlandopets.org/adoption.htm#DOGS Adding an email capture to this page that says: Are you interested in adopting a pet? Enter your email below to stay connected on our latest inventory so you can find the perfect companion. Keep in mind this is the first thing the page visitor will see when they click on ads related to pet adoption. This will allow you take advantage of your budget with Adwords. 2.) Spay/Neuter Services - Another email capture option here as well. It is a common practice to create custom landing pages for your Adwords campaigns so you can take full advantage of you budget. http://orlandopets.org/spay_neuter.htm 3.) Summer Camp - This page is very good. We would still suggest an email capture landing page here. http://orlandopets.org/summer_camp2011.html

4.)Furball https://secure.e2rm.com/registrant/TicketingWelcome.aspx?EventID=68284&Lan gPref=en-CA&Referrer=http%3a%2f%2fwww.orlandopets.org%2fevents.htm We feel that this page should have the full flyer blown up so they can see what they are signing up for. We would suggest a link that goes from this page to the link above. 5.) Vet Clinic Services - This page explains the services offered very well. It would be good to have an email capture on this page as well. http://orlandopets.org/sample_prices.htm 6.) Donation Page - We would suggest this page has 60-second video providing information about the SPCA along with the services offered. Underneath the video would be a donate now button. https://secure.e2rm.com/registrant/donate.aspx?EventID=29171&LangPref=en-CA

Google Online Marketing Challenge

3. Learning Component Our team united together in hopes of learning how to utilize Google Adwords as an effective marketing method. We were able to coordinate our teams strengths and improve on the areas of uncertainty to create an effective marketing campaign. We learned that in branding a company, impressions could prove to be beneficial. However, in order to convert clicks to clients it is essential to have keyword specific ads. Our ending results demonstrated how a simple change could increase our CTR substantially. Our group consisted of three students each with a unique area of specialty. Being able to translate our strengths into individual projects helped with the group dynamic and accountability. Each group member recommended suggestions to see which would help the overall performance of the campaign. Fortunately we encountered minimal problems due to open and frequent communication among each other. Our team was impressed with each others passion and ability to demonstrate it during this campaign. Our client the SPCA, were extremely excited to take on this Google Online Marketing Challenge. They were interested to see if it would help in the promotion of services and events. Weekly updates were provided to our clients advising them of the progress we were making. Due to our clients resources they were not able to specifically advise us if the Adwords campaign helped with adoption of animals or veterinary services. However, they did state they saw a large increase in the amount of Facebook followers. Our team was surprised on how Adwords could help all businesses regardless of the services offered. If we were to reflect back and suggest future recommendations to both other team members and our client it would be as follows. For future teams we would recommend

Google Online Marketing Challenge conducting through research on what type of online marketing you are looking to achieve. For example, are your clients looking to expand their brand and make their name available through all online portals or like our organization the necessity to convert online browsers to physical customers. For our clients we would recommend looking into further detail about different grant programs by Google to assist in the purchase of Adwords. We believe that more non-traditional

methods of marketing are peaking the interest of the general public. Also, we would recommend searching for different resources to educate your organization on the benefits of Adwords and online business. In addition be sure to continually upkeep the maintenance and image of your website.

Google Online Marketing Challenge NGO IMPACT AWARD

The Adwords campaign for the Society for the Prevention of Cruelty to Animals (SPCA) helped provide an amazing blueprint on how to use Adwords as an effective marketing tool in the future. As a result of the campaign, the website traffic doubled, traffic increased to their social networking presence, the email list grew, increase phone inquires regarding their services took place, and their summer camp program was quickly booked. This campaign displayed high impressions for branding purposes is achievable. This campaign also demonstrated how we could target those searching for their products and services. We feel the impact made on this organization was tremendous. We are excited about re-designing their website pro bono so we can design specific landing pages for the adwords campaign in the future. We will also plan to implement conversion tracking, analytics, and a free Google voice # so we can track conversions generated from adwords. We feel this organization absolutely deserves the NGO Impact Award

and also have encouraged them to apply for the Google grant program immediately. The SPCA is continually moving in the right direction to help abused animals throughout Central Florida, and we believe that Google AdWords can help this cause tremendously. We understand the promotion of the products and services are essential, but more importantly recognize this is a matter of life or death for hundreds and thousands of abused animals in the central Florida region.