Executive Summary | Campaign Overview Museum London is a non-profit organization; it is a leading establishment in the London, Ontario community for the collection and presentation of visual art and material culture. They have a wide variety of services and programs that they offer. The AdWords campaign was used to raise awareness and increase online bookings for their event bookings, kid’s programs and events and adult classes. We had a goal to achieve 8,000 impressions, which would increase brand awareness. The Museum London’s AdWords campaign ran for 19 days starting on Friday March 21 and ending on Wednesday April 9. The entire campaign cost a total of $248.07. We had a total of four campaigns, 24 ad groups, 686 keywords and 186 negative keywords. Key Results Our overall goals for the campaign were to have a total of 8,000 impressions. The CTR goals for the campaigns were to achieve an average of 1.5% for event bookings and 2.5% for the other three campaigns. Museum London’s account achieved an average CTR of 2.9% and had a total of 8,448 impressions, surpassing our impressions goal. We achieved all of our CTR goals, with Museum London CTR of 9.35%, Adult Art Classes CTR of 7.69%, and Kid’s Events with a CTR of 2.53% and Event Bookings with a CTR of 1.64%. The traffic we brought was highly engaged with a conversion rate of 19.26% for more than 2 pages viewed on the website and spending an average 54 seconds on the website. All four of the campaigns brought 244 people to the website with 83.61% of them being new users. Museum London saw a boost in the final weeks of the campaign in all of their classes. Their summer camps are almost half full and the numbers are significantly higher than the previous year. Conclusion We feel that this campaign was a success with our ability to achieve our CTR and impression goals. Their analytics also showed that the AdWords campaign brought 244 visitors to the website and of that 83.61% were new visitors. With a large percentage of new visitors, we are building brand awareness to their organization. When observing the four different campaigns, they all had to be treated different based on competition, what the visitors were looking for and what they are searching for in the SERP. We had to closely monitor each different campaign and develop different strategies to ensure they were achieving a high enough CTR. Recommendations Museum London should continue with their Google AdWords account to bring visitors to the website. They should make adjustments to their website’s landing pages to make them more relevant to the ad group instead of general pages with a large amount of

content. We also feel that they should invest the money into proper HTML coding to track their online booking forms to know where the conversions are coming from and to track proper ROI. Industry Component| Campaign Overall Museum London have a wide variety of services and programs that they offer, which includes event bookings, kid’s events and program and adult classes. Their AdWords search campaign was designed to draw people to their website to sign up for these services and programs. As they are a local business, we wanted to keep their geo-target in the London and surrounding area. Before we started the campaign we set goals that we wanted to achieve both in the AdWords platform and in the Analytics platform. In the AdWords account we wanted to achieve a total of 8,000 impressions, achieve a CTR of 1.5% for event services and a CTR of 2.5% for the remaining campaigns. In the Analytics platform we set goals for visitors to visit more than 2 pages and time on site for more than 60 seconds. We were unable to track exact online bookings through their forms due to the cost of proper HTML coding for their website, therefore we are using the other goals to measure our success. The AdWords campaign started on Friday March 21, which went for 19 days, ending on Wednesday April 9. The total cost for the entire campaign was $248.07. Overall our campaign ended with an average CTR of 2.9% with 245 clicks and 8,448 impressions. This surpassed our overall impressions goal, which brought brand awareness to the amount of people seeing our ads. Looking at the CTR, we can see in the chart below, we achieved all of our CTR goals for each individual campaign. Chart Below –Museum London CTR for each individual campaign.

For all of the ads in the campaigns, we added extensions.

It is important to add the extensions

for more areas on the ad to click. We added location (CTR 4.58%), phone (CTR 3.75%) and site link extensions; the site link extensions had the highest CTR out of the extensions, the chart to the right shows the different extensions that we developed for the ads. These extensions had high results for our ads and the clicks they received when they were shown. Chart to the right- Site link extensions

Kids Events Campaign This campaign had a goal of achieving a CTR of 2.5%. At the end of this it had an average CTR of 3.53%, with 80 clicks and 3,161 impressions. Below is a chart with the detailed information on the ad groups that we used, budgeting, CTR and the changes throughout the three weeks. Campaign

Start Date March 21, 2014-These were created based on the programs they have. March 30, 2014- Wanted to get more specific and we searched for new key words to add. We then created 4 more ad groups. March 31, 2014 – Went more granular with our ad groups based on Google’s recommendations with this campaign in their opportunities tab

Date

Ad Group Art classes for Children, Art Programs for Kids London, Summer Camps Art Education Classes, Drop In Programs, Free Art Learning Classes London, Painting for Kids London Art Classes for Children- kids, Art Classes for Children #2, Painting for Kids London-classes, Painting for Kids London #2, Summer Campsfun, Summer Camps-kids, Summer Campsprograms, Summer Camps #2. Week 1 Week 2

Budgeted/Spent

$15.75/$6.52

$42.75/$31.33

$52.25/$35.20

Campaign Total $87.50

Average CPC

$0.58

$1.14

$1.31

$1.09

CTR Goal of 2.5%

2.58%

2.31%

2.92%

2.53%

Planned weekly budget based on our predictions. The keyword bid was the standard until we were able to see first page bids. We then went to increase bids to increase CTR.

By adding more ad groups we needed to increase the budget. We also ran the bid simulator on the high CTR words to increase impressions and potential clicks.

We increased our budget with the change in more granular ad groups. These ad groups were suggested by the opportunities tab in the platform. We then notice with the more granular ad groups we were able to make the ads more specific and increased our CTR.

This campaign achieved our CTR goal. We wanted to keep the CPC low due to our small budget.

Kids Event and Programs

Changes

Week 3

Looking at our goal of more than 2 pages viewed in the Analytics platform, we decided to compare it to the organic referrals that go to the same landing page in the chart below.

We can make the conclusions that event though organic brought more sessions to the website, the CPC traffic is more engaged with a lower bounce rate, more time on site and a higher goal conversion rate.

Event Bookings Campaign For the event bookings we had a goal of an average CTR of 1.5%. This campaign generated 68 clicks and 4,139 impressions, giving it an overall CTR of 1.64%. This campaign was more competitive and was difficult to achieve a first page rank. Below is a chart with the detailed information on the ad groups that we used, budgeting, CTR and the changes throughout the three weeks. Campaign Events

Ad Group Business Meeting, Conferences, Weddings

Date

Week 1

Week 2

Budget /Spent Average CPC CTR Goal 1.5% Changes

$18.90/ $3.33

$46.20/$36.58

Start Date March 21, 2014. These were the original ad groups that we wanted to run. These were based on the main services that they offer. March 28, 2014. We wanted to add a more general ad group and went specific with the corporate events. We felt that these would cater to other words being searched in Google. These were found in the Key Word planner. Week 3 Campaign Total $57.75/$44.16

$0.81

$1.22

$1.34

$1.23

2.14%

1.81%

1.39%

1.64%

This was the budget planned based on our predictions. It was higher than the other campaigns because of competition.

Increased budget to accommodate the new ad groups. We had to increase majority of our first page bid due to the competition. We ran the bid simulator to ensure our high CTR keywords were continuing to be shown.

Edited the budget to use a more aggressive approach. We noticed that are CTR was decrease week by week, the only thing we could do was pause low CTR keywords and adjust the bids accordingly.

We did achieve our CTR goal. Our CPC was low even through the SERP is very competitive.

Corporate Events and General Events

Looking at our goal of more than 2 pages viewed in the Analytics platform, we decided to compare it to the organic referrals that go to the same landing page in the chart below.

The AdWords campaign is very important for the event bookings. We can see that it brings in the most referral traffic and new users to this landing page. The bounce rate is higher, but the reason for this is that the page itself needs to be broken into different sections for increased user experience.

Adult Classes Campaign For this campaign we had a goal of a 2.5% CTR. This campaign generated 48 clicks and yielded 624 impressions, giving us an overall CTR of 7.9% which has far exceeded our goal of a 2.5% click through rate. The chart below, we have the details of this specific campaign. Below is a chart with the detailed information on the ad groups that we used, budgeting, CTR and the changes throughout the three weeks. Campaign Adult Art Classes

Ad Group Acrylic Painting, Life Drawing Classes, Wood Carving

Week 1 $15.75/$5. 33 $0.89

Week 2 $42.75/$19.77

Start Date March 21, 2014. These were the original ad groups we chose based on the classes they offer. Very specific keywords. March 29, 2014. We wanted to add a general ad group with more broad terms that were being searched. Major change to this campaign, it ended up driving the most traffic with 27 clicks. Week 3 Campaign Total $47.25/$29.90 $40.37

$0.76

$0.88

$0.84

5.94%

6.9%

8.93%

7.69%

This was our planned weekly budget we set out for each campaign

We raised our weekly budget for Adult Art Classes. Over the period of week two the CPC was increased on many keywords to allow us to rank higher on the SERP. We only increased our weekly budget by $5 as we were not generating the desired number of clicks the first week.

We wanted to push our spending with each campaign and implement and aggressive strategy. Focusing on “General Art Classes and “Life Drawing Classes” we increased CPC again for numerous keywords that were delivering a high CTR.

Some of our specific ad groups like acrylic painting did not get any clicks, while woodcarving only generated 1 click. The more general ad groups were most successful

General Art Classes

Date Budget/Tota l Spent Average CPC CTR Goal 2.5% Reason for Change

Looking at our goal of more than 2 pages viewed in the Analytics platform, we decided to compare it to the organic referrals that go to the same landing page in the chart below.

Even though organic brings more referrals to this landing page, the CPC traffic are more engaged with their website. They achieve a higher conversion rate and spend more time on the website. Branded Museum Campaign After the first week we were concerned with the overall AdWords campaign CTR, we then decided to start a campaign for the Museum London brand, since those

keywords in the keyword planner were high search volume; therefore we created a Museum London ad group with different match types. We knew that this ad group would improve the overall quality score with using keywords with museum in it. This campaign had the highest CTR of 9.53%, with 49 clicks out of the 524 impressions. Below is a chart with the detailed information on the ad groups that we used, budgeting, CTR and the changes throughout the three weeks. Campaign Museum London Date Budget/Spent Average CPC CTR Goal 2.5% Reasons for Change

Ad Group Museum London Week 1 n/a n/a n/a

Week 2 $15.00/$12.16 $0.74 9.13%

Start Date This was created on March 31. We created this group to increase our quality score and CTR for the account. Week 3 Campaign Total Cost $28.00/$24.68 $36.84 $0.77 $0.75 9.56% 9.35%

n/a

We created this campaign to help the overall score of the account. We used specific museum keywords.

Increased the budgets for an aggressive approach to ensure we reached our budget. This campaign had the highest CTR and we wanted to allocate more to the budget with the low CPC.

This campaign had the highest CTR. This campaign increased the overall CTR of the campaigns combined.

In the analytics platform it did not compare to some of the other referral sources that bring people to the home page. It ranked 7th out of the 101 referrals sources, in the chart below.

With this information we can conclude that it is beneficial to an AdWords account to improve quality and CTR. This campaign ranked first in conversions amongst the other AdWords campaign. Monitoring We made sure the monitor our account on a daily basis. We would look for keywords that were of low quality score, below first page bid and run the search query report. Each week we noted which keywords were driving the highest click through rate and which ones were not driving any impressions to ensure we could achieve our goal of a 2.5% CTR. We noted these keywords creating labels (seen on the right). This allowed for us to be able to monitor the most successful words and watch ones that are of low CTR to potentially pause if it does not improve. We labeled them high margin

and seasonal, to be able to know the ROI potential and if we get past the summer we would know the seasonal ones would soon start to have a low CTR. We wanted to ensure that our bidding was enough to be in the first page rank. We then had to go in and change the keyword biddings accordingly. This required constant monitoring because the competitors could be raising their bids and would affect our ranking. Every time Google noted that we were below first page bid, we would always increase it to ensure are ads were visible on the first page, as long as it was shown to have a high Quality Score. A sites quality score is very important for the ranking of the ad and the CPC. We wanted to ensure all of our words had a quality score of above four. We could also go back to those words to evaluate why they were so low using the ad previews and diagnosis making adjustments accordingly. For all of the campaigns we would use the search query report. This report allows us to see what keywords are triggering our ads. We then added new keywords to our ad groups that were being searched that are high quality keywords and we added negative keywords that have nothing to do with what we are selling. The example to the right shows that we excluded “AA meetings London Ontario” as Museum London does not hold these types of meetings they just have meeting venues for businesses. We added the long tail “art classes London Ontario” as it had a high CTR and was not in our keyword list. This is how our team monitored this account and ensure we were optimizing our campaigns. We feel that with our actions in the account, it allowed for us to achieve our CTR goals for our campaigns. Conclusion- In conclusion, we feel that this campaign was a success. We were able to achieve our CTR and impression goals with our account. The traffic that we brought the website was engaged with Museum London’s website. The traffic that we brought to the website, 83.61% was new users. The analytics chart to the right shows the campaigns and the amount of new users came to the website. This is creating brand awareness in the community and exposing new people to Museum London!

Recommendations- Our recommendations for the client would be to continue with the AdWords campaign. The campaigns have brought high quality traffic to the website based on the results from the past campaign. AdWords gives Museum London the ability to advertise specific events or programs that they have. To be able to track a more specific ROI, we recommend that they invest in proper HTML tracking on the contact forms on the website. This will shows who is filling out the form and which campaign they are coming from. We feel that the website can have better site architecture and more specific landing pages. For example they have all of their event bookings on one general page, we recommend making separate pages that are more specific to weddings and corporate events. This will improve the use experience and improve the quality score with a more specific landing page. With budgeting, Museum London can apply for Google Grants for a non-profit organization to get funding for an AdWords account. This will ensure that it does not affect your current marketing budget. Learning Components- As a group we learned how the fundamentals of the AdWords platform and how to monitor it properly to optimize it for the best results. We learned that online marketing in the AdWords platform with the Analytics platform gives us insightful information on where the visitors are coming from and how they are acting on the website from each of the campaign. Other skills we can take away from this are being able to explain the terms: banner advertisement, CTR, conversion, landing page, optimization techniques, ROI, and text advertisements. Within the team, our main challenge that we encountered was schedules. Even though we had the same class schedules, it was very difficult to find time outside of class to work. This was something that we did expect, with our time management skills we were able to do tasks on our own and debrief about it at a later time. Looking back at our dynamics with our client, communication was a barrier. We overcame this challenge by setting up appointments and creating labels on the keywords. With our client, we had an initial meeting to ensure we were on the same page and kept the client updated through email. We were informed after our creating our comprehensive plan, that our client was unable to track the sign up forms online as they are hosted by a 3rd party site. We overcame this by setting up time on site and number of pages viewed goals for the campaign. In the future, we would research more specific types of events they have going on at the Museum to be able to make more granular and seasonal ads.

Social Impact Statement| Official name, website address, physical address and contact person Museum London http://museumlondon.ca/ 421, Ridout Street North, London, Ontario N6A 5H4 Matthew Thomas: Email - [email protected]

How is the non-profit making a social impact? Museum London has been making an impact in the London community since its establishment in 1940. Through their public and educational programming, exhibitions and events, Museum London has continued to promote the knowledge of regional art, history and culture to the London community. This non-profit continues to make a social impact through educating visitors on London’s community heritage and preserving it for future generations. They also strive to create new and innovative events and programs to help bring popularity back to museums. With this they are hoping to change the stigma that people have about museums and bring light to how exciting and fun museums can actually be. How did you design the AdWords campaign to meet the non-profit's goals? Our non – profits goals were to increase consumer engagement with Museum London with their kid’s summer programs, adult art classes and event bookings. We divided our AdWords campaign into separate ad groups, each focusing on specific goals that Museum London had set out. Each ad group aimed to achieve a specific objective for the overall campaign. The kids programs and summer camps were created to generate 4 news enrollments for summer activities for kids. The adult art classes’ ad group set out in increase registrations for wood carving, life drawing and acrylic painting classes. Finally, the event bookings ad group was created to attract other businesses ad professionals to hold meetings, conferences and corporate events. As well as targeting the consumer with weddings and general events. By dividing it up into three different campaigns, we were able to focus in on those specific objectives and assign one to each team member to closely monitor.

Summarize the campaign results in 100 words or less. Our overall goals for the campaign were to have a total of 8,000 impressions, 8,448 impressions surpassing our goal. Looking at the click through rate, we received an average CTR of 2.9%. For the Event Bookings we wanted to

achieve a CTR of 1.5%, we ended with a CTR of 1.64%. For the other two campaigns, we aimed to achieve a CTR goal of 2.5%; Adult Art Classes had a CTR of 7.69% and Kid’s Events with a CTR of 2.53%. We developed a general Museum London campaign that had a CTR of 2.9%. The traffic we brought was highly engaged with a conversion rate of 19.26% for viewing more than 2 pages on the website and spending an average 54 seconds on the website. We brought 244 people to the website, 83.61% of them being new users. Explain how the AdWords campaign impacted the non-profit's mission? “Through public and educational programming, special events and exhibitions, Museum London strives to promote the knowledge and enjoyment of regional art, culture and history”; this is the Museum’s mission on their website. They wanted to increase the awareness of everything they have to offer to the public. The AdWords campaign that we created impacted Museum London in a positive way. We were able to drive highly qualified traffic to their website, creating brand exposure with the 8,448 impressions and by actually seeing a rise in their bookings. At the end of the campaign they received a high amount of bookings for their classes. Their kids summer camps are all half full and the numbers are up from this time last year. We feel that the AdWords campaign allowed for the Museum to compete with their competitors and really bring awareness the variety of services, programs and classes they have for the public.

Would you advise the non-profit to continue with AdWords or change any aspects of their AdWords campaign in the future to accomplish their goals better? Moving forward, we would recommend that Museum London continues to use their AdWords campaign to help achieve their future goals. To improve upon their AdWords campaign, we would recommend creating specific landing pages for each ad group to bring users to a more detailed page that is highly relevant to the ads they are seeing. We would recommend creating seasonal campaigns for their events and programs, using the keyword planner can help them find what consumers are looking for. Just by seeing the success we obtained from the three week campaign, we believe that Museum London could highly benefit from an AdWords campaign in the future to accomplish their goals. As a non-profit organization there are grants and funding that they can apply for the get the money to continue AdWords and help drive the public to the museum and showcase everything they have to offer to continue making the social impact they are today.

Post-Campaign

Mar 31, 2014 - people to the website with 83.61% of them being new users. Museum London saw a boost in the final weeks of the campaign in all of their ...

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