Education: Presented by: Todd Chiarelott, Ann Criqui, Megan Svat, Olivia Szilagyi
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1 Education: Presented by: Todd Chiarelott, Ann Criqui, Megan Svat, Olivia Szilagyi
2 Introduction What we will be covering Recommendations after test campaign Keywords Bid amount Time Daily Results Location Analytics Recommendation for continuous campaign
3 Recommendations after test campaign Decided to run one Ad Text through campaign : Stimulate Your Education Skycasters brings broadband to you Access satellite internet today! Increase CTR and lower CPC by developing more appropriate keywords Run campaign from 8 10, stop campaign at night Focus Geotargeting on states that created clicks during test campaign Distribute amounts of money evenly over 4 day period
4 4 day campaign results Impressions 34,934 Clicks 61 Average CPC $5.07 Daily CTR 0.17% Cost $309.01
5 Keywords added when campaign began 2009 stimulus plan "stimulus bill "stimulus plan "educational technology "satellite broadband internet "broadband stimulus package "education internet plan" "American recovery and reinvestment act "economic stimulus package "arra education "education internet options"
6 Best performing keywords
7 Bid amount Started tests campaign at $10 Decided to spend money more efficiently: created more targeted keywords and added negative keywords Lowered CPC to $5 after making changes Increased max CPC bid to $6.25 to include necessary keywords on first page ( broadband internet )
8 Changes made to keywords Education keyword: produced a large amount of impressions and clicks Resulted in a high CPC To improve: put quotes around word to make it more specific Added negative keywords Added keywords: broadband internet providers, broadband services, technology grant education Added due to lower CPC; more specific Added keyword: DirectWay (competitor) Didn t show enough impressions to show if it would be helpful
9 Negative keywords
10 Time Strategy Determine which day of the week and time of day would be most efficient for ad copy Which time and day would generate highest CTR Ran campaign Friday, Monday, Tuesday, Wednesday Started campaign around 8 3; paused and recorded results Ran campaign from 3 whenever money was spent
11 Friday results Impressions 3,644 Clicks 6 CTR 0.16% Average CPC $7.94 Cost $47.63 Average Position 4.01
12 Monday results Impressions 13,336 Clicks 15 CTR 0.11% Average CPC $5.41 Cost $81.19 Average Position 3.65
13 Tuesday results Impressions 10,221 Clicks 22 CTR 0.22% Average CPC $3.97 Cost $87.41 Average Position 2.99
14 Wednesday results Impressions 7,910 Clicks 17 CTR 0.21% Average CPC $5.19 Cost $88.18 Average Position 2.18 Time period 8 3: 10 clicks 3 10: 7 clicks
15 Geographic locations After test campaign we decided to focus on: Arkansas, Florida, Georgia, Illinois, Iowa, Kansas, Massachusetts, Missouri, Montana, Nebraska, New York, North Carolina, North Dakota, Ohio, South Dakota, Texas, West Virginia Focused on these states because they had developed clicks in the test campaign and were states with low broadband service After test campaign we added: California, Washington, and Kansas Used Google tool Insights for Search Typed in Broadband and internet terms to see which states were searching words the most
16 Good performing states Friday 3 clicks: Georgia 3 1 click: Arkansas, California, Illinois, Missouri (7) Monday 3 clicks: Missouri 3 2 clicks: Georgia 2, North Carolina 2, New York 2, Ohio 2, Illinois 2 1 click: Arkansas, Texas (15) Tuesday 4 clicks: Georgia 4, Texas 4 3 clicks: Florida 3 2 clicks: California 2, Massachusetts 2, Missouri 2, North Carolina 2 1 click: Kansas 1,South Dakota 1, West Virginia 1 (22) Wednesday 3 clicks: New York 3, Georgia 3 2 clicks: North Carolina 2, Ohio 2 1 click: California 1, Florida 1,, Massachusetts 1,, North Dakota 1, Texas 1, Washington 1, West Virginia 1 (17)
17 Analytics 43 visits 7 minutes and 54 seconds as average time spent on site 6.2 pages per visit 88.37% bounce rate (38 people bounced) 5 people didn t bounce 39 cities visited 4 cities with a bounce rate of zero
18 Recommendations Place CPC at between $6 and $7 Tested between $5 $10 Focus on best performing keywords Eliminate education because of being to broad Days to run campaign Test days for a few more weeks Our results showed less clicks on Friday and a larger amount on Monday Wednesday Divide money spent to distribute more money on Monday Wednesday Time to run campaign For our campaign 8 3 was more successful ( more clicks) then 3 10
19 Recommendations Cont. Analytics: Insignificant results (focus group) Focus on geographic locations of 5 people that did not bounce Ohio, Arkansas, Kentucky, North Dakota Consider people potential customers and direct advertising attention to areas Used the Insights for Search tool to focus on cities instead of states that are interested in specific keywords Watch news If information is brought up company can by relevant keywords for cheap Include best performing keywords in ad copy In order to compare ad copies only change 1 or 2 words Recommended change to 3 rd line: Satellite internet through grants
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