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Adwords: What a PPC Campaign Taught My Blog About SEM Strategic Search Engine Marketing Campaign Planning and Execution Andrew Kim May 26, 2011

Google AdWords Campaign

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Summary of Google AdWords campaign used to promote http://NoRubbers.tv which resulted in an increase of viewership by 100%.

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Page 1: Google AdWords Campaign

Google Adwords:

What a PPC Campaign Taught My Blog About

SEM

Strategic Search Engine Marketing Campaign Planning and Execution

Andrew KimMay 26, 2011

Page 2: Google AdWords Campaign

Executive Summary• NoRubbers.tv is a Wordpress-powered blog featuring original

content, random news, and gossip presented in a distinct and unique voice.

“An online magazine delivering irreverent celebrity news, rants, and original content written in a specific locker-room toilet bowl

humor tone.” (Week 1 analysis)

o Primary competitors include: What Would Tyler Durden Do, BroBible, The Smoking Jacket, College Humor, COED Magazine…

o Audience is mostly college-educated males, ages ranging 18-30, with an interest in sports, women, and media consumption

o Launched in May 2010, Domain change in December 2010. The site is still very in active development.

o Averaging 100 hits/day at the outset of the Google Adwords campaign.

Page 3: Google AdWords Campaign

A Peek At The Site

Page 4: Google AdWords Campaign

Executive Summary• Site Overview & Explanation

o As a “new media” outlet, it is still developing its business model but has a strong brand identity. • NoRubbers.tv is crass, vulgar, perverse, and raw.

o Its content continues to be the site’s main selling point.o There is currently no advertising on the site = No $$$o Currently hosted on Wordpress.com servers, a potential

move to an independent server has been contemplated.• A move to an independent server would mean a

possible revenue stream from on-site advertising.• Limited viewership has been the biggest obstacle in

determining the potential move.

Page 5: Google AdWords Campaign

Executive Summary• Goals

o With viewership being the biggest factor in deciding whether to move or not, an increase in viewership would certainly help.

o GOAL: Increase hits/day by 100%• Attainable: Current Average is 100 hits/day• Measurable: 100% Increase = 200 hits/day

o An increase in viewership would raise the confidence level in the site and help motivate a move towards monetizing

Page 6: Google AdWords Campaign

Campaign TrailLive Life with No Rubbers Uncompromising look at today's news Raw. Crass. Perverse. Depraved. NoRubbers.tv

• Initial Campaigno Initiated campaign using heavy use of keywords and site

description within the ad copy. 20 keywords used.

• Resultso Campaign Run: 4/19-4/21o Daily Budget: $4.00 / Average CPC: $0.10o Impressions: 31 / Clicks: 0o Abandoned

• Lack of movement.• Re-examined campaign – Needed more keywords.

Page 7: Google AdWords Campaign

Campaign TrailLive Life with No Rubbers Uncompromising look at today's news Raw. Crass. Perverse. Depraved. NoRubbers.tv

• Initial Campaign 4/19-4/21

Page 8: Google AdWords Campaign

Campaign TrailLive Life with No Rubbers An unsettling look at today's news. Raw. Crass. Perverse. Depraved. NoRubbers.tv

• Revised Initial Campaign o Edited Ad Copy. Changed to Auto Bidding Option 4/24.

Returned to Manual Bidding due to budget constraints. Added 78 keywords daily 4/25-4/30.

• Resultso Campaign Run: 4/22-4/24-4/30o Daily Budget: $4.00-10.84(Auto) / Average CPC: $0.10-

0.15o Impressions: 355,023 / Clicks: 334 / CTR: .09%o Initial Success

• Saw a satisfactory increase ~40-60%

Page 9: Google AdWords Campaign

Campaign TrailLive Life with No Rubbers An unsettling look at today's news. Raw. Crass. Perverse. Depraved. NoRubbers.tv

• Revised Initial Campaign 4/22-4/30

Page 10: Google AdWords Campaign

Campaign TrailToday's Nastiest Gossip Raw Entertainment for Your Pleasure Screw Life with No Rubbers NoRubbers.tv

• Redesigned Campaign o New Ad Copy. Manual Bidding. Added 115 keywords.

Narrower focus with keywords. Played with Budget & CPC numbers.

o Refocused content.

• Resultso Campaign Run: 5/19-5/26o Daily Budget: $4.00 / Average CPC: $0.10-1.50-.012o Impressions: 36,773 / Clicks: 313 / CTR: .85%o Success

• Reached goal of ~100% increase in daily viewership 5/22-5/26

Page 11: Google AdWords Campaign

Campaign TrailToday's Nastiest Gossip Raw Entertainment for Your Pleasure Screw Life with No Rubbers NoRubbers.tv

• Redesigned Campaign 5/19-5/26

Page 12: Google AdWords Campaign

Finding Your Identity• Lesson Learned

o In order to maximize the CTR, I found that a narrower focus on my keywords (read: gossip, sex, headline news) brought in a much higher CTR.

o NoRubbers.tv re-established its content• My analytics dictated that my content needed to reflect

that sharper focus on sex, gossip, headline newso Content is still KING

Page 13: Google AdWords Campaign

Finding Your Identity• Refocusing the Brand

Page 14: Google AdWords Campaign

Conclusion• ROI – Return On Investment

o ROI for a media site, such as NoRubbers.tv is obtuse, since there is no real tangible value, however ROI is an important value worth examining.• It forced me to examine the site’s audience and content

and how best to reach an audience by manipulating said content -- resulting in a much more consistent CTR.

o After three separate campaigns and a rededication to sharpening content focus, I was able to reach my initial goal of increasing hits/day by 100%. • With NoRubbers.tv reaching the magical number of 200

hits/day, I would say that the campaign was a success.

• Possible Improvementso Bigger budgeto Larger Sample Size (Longer, More dedicated campaigns)