Executive Summary:

Campaign Overview: Our team partnered with the Louisiana Assistive Technology Center to

run a Google AdWords Campaign for the non-profit organization. LATAN’s keynote services

consisted of device, financial loans, and technology demonstrations, which we leveraged to help

spread awareness throughout this campaign. Goals: to increase consumers’ awareness of the

non-profit organization and its services. Operational Details: The campaign began on March 6

and ran through March 27th. Three main ad groups were used in order to help raise awareness

about LATAN’s company and its three keynote services amongst the targeted consumers of

special needs individuals, their families, and their friends. The ad groups were: Loans, Disability

Assistance, and Device Demonstrations. Google Adwords was utilized in order to determine

which keywords were most effective and ineffective; each ad group began with 10 keywords,

later based on performance of CTR and number of impressions the keywords were narrowed

down to the 5-6 best performing keywords. Throughout the campaign ad groups were created,

paused, and re-created based on performance in the hopes of achieving the most ideal CTR and

number of impressions.

Budget: The campaign utilized a budget of $250. Google Adwords automatic bidding was

utilized throughout the campaign to manage keyword bids. Cost per thousand impressions was

used, as well, with an initial budget of $7.50 per day for the first week and increased there after.

Budgets ranged throughout the campaign between $7.50 and $30.00.

Key Results: Specifically, the group sought out to achieve the

following campaign results: 100,000 impressions, 400 clicks,

and a CTR of 10%. Throughout the three week duration of the

campaign this specific goal was not achieved, however the goal

of generating awareness was. The results display that the

campaign generated 85,730 impressions, with an average CTR of .44%, and total campaign

clicks of 378. Conclusions and Future Recommendations: With this being the teams’ first

experience with Google AdWords, we consider this to be a successful campaign. We recommend

that the organization continue to use AdWords as it proves to generate awareness. Additionally,

we recommend LATAN create ad groups with generalized ad wording staying away from text

such as: “Living with a disability” and focus more on inspirational generalized wording such as

“Help for Special Needs.”

Metrics Goal TotalClicks 400 378Impressions

100,000

85,730

CTR 10%0.44

%

Industry Component: Campaign Overview

Campaign goals: LATAN’s ultimate digital marketing goal was to use Google Ad Word’s in

order to drive consumers awareness of LATAN and its services in an effort to increase the

number of financial and device loans made to special needs individuals. Specifically, the group

sought out to achieve the following campaign results: 100,000 impressions, 400 clicks, and a

CTR of 10%. Additionally, the team sought to increase the number of sessions on the LATAN

website by 200 and increase the amount of new visitors on the LATAN sight by 7%.

Strategies used to achieve goals : The strategy utilized in order to increase LATAN company

awareness was a targeting of males and females, of all ages, with geographical targeting

specifically for the state of Louisiana, and different landing pages specific to each campaign.

Targeting initially focused on three main ad groups: “Disability Assistance,” “Device

Demonstrations,” and “Loans.” These ad groups initially utilized ten keywords displayed below

catered around disabilities, loans, and device demonstrations; these keywords were evaluated

based on performance after a week and narrowed down. Those keywords seen below with *

remained after a week, while those without * were deleted due to low impressions and clicks.

Consumer decision process: The targeted consumers possessed nearly all of the following

shopping strategies due to the fact that they ranged in all ages and were both males and females:

knowledge buildings, direct buying, hedonic browsing, and search/deliberation.

Cost per thousand impressions (CPM) bidding was used due to the overall objective of

raising company and service awareness. Google Adwords’ automatic bidding was utilized in

Keywords initially used: Assistance*, elderly*, Assistive technology*, technology for disability*, disability financial loans,*

accessibility assistance, device loans, financial loans

Disability*, special needs help*, help for disability*, disability assistance*, elderly disability*, disability accessibility, need disability help, disability resources, special needs assistance, disability devices

Landing Page: “Device Loans” Landing Page: “Devices By Category”

Keywords initially used: Disability aids, disability help, disability technology, disability device, disability assistance, special needs aids, special needs assistive technology, device demonstration, learn about disability aids, technology

Landing Page: “Device Demonstrations”

order to manage keyword bids due to the fact that the campaign management team initially

lacked experience in Adwords. With a cumulative budget of $250 spanning over a three week

campaign period, (March 6- March 27) , the team initially set the first week’s daily budget to

$7.50 a day and regularly monitored the keyword and ad impressions in order to determine the

most effective keywords and ads.

Metrics used to evaluate campaign: The success and effectiveness of the campaign was

determined by three metrics: impressions, clicks, and CTR. Measuring impressions provided the

group with a method of measuring how much awareness was created through ads by quantifying

the amount of people that each ad reached. Since the CTR is a ratio of how many people, out of

all the people who see it, click on a specific LATAN ad, this was useful in gaining an

understanding of how effectively we reached our target audience. Google Analytics was used in

our to measure the total number of “new sessions” and “acquisitions” generated on the LATAN

website during the Adwords campaign and subsequent to it.

After the first week the ad groups’ budgets were each increased to $8.50. Midway

through the second week of campaigns (March 16) the ad groups and keywords were evaluated

based on performance and simplified. The ad group “Device Demonstrations” and all of its

keywords were paused on March 16, due to poor performance on impressions, clicks, and CTR.

Duration of Ad

Group Impressions clicks CTR Total Cost:

March 6-16 7,649 21 0.27% $17.65

The other two remaining ad groups “Loans” and “Disability Assistance” remained active for the

duration of (March 6-March 21) with budget incremental increases after the initial week to $8.50

and once more to $15.00. These ad groups, as mentioned earlier, were evaluated based on

performance and were simplified from 10 keywords to 6 keywords. A breakdown of LATAN

campaign budgeting can be found below.

Midcampaign Key results

Midway through the campaign (March 21), the campaign saw the following results: 132 clicks

helping to drive traffic to LATAN’s website 132 times, 35,949 impressions, and a total budget

spent of $109.93 leaving a remaining budget of $140.07. The previous keywords images

displayed results regarding effective and ineffective keywords. Keywords were deemed effective

or ineffective based on clicks and impressions for each keyword; those top 5-6 keywords

(designated with *) with the highest overall impressions and clicks remained active. Those

keywords found to be the most effective were common simple words and phrases while those

keywords found to be the most ineffective were less generalized, longer words and phrases.

“Loans” Ad group results below:

Duration of Ad

Group Impressions clicks CTR Total Cost:

March 6-21 15,129 52 0.34% $53.58

“Disability Assistance” Ad group below:

Duration of Ad

Group Impressions clicks CTR Total Cost:

March 6-21 23,734 89 0.37% $72.22

Evolution of campaign strategy

What major changes did you make to campaign? Why? Midway through the campaign on March

21, 2015 the team paused all active ad groups “Loans” and “Disability Assistance” and their

keywords. The team believed, that due to an overall better understanding of what made an ad

group and keyword successful, better ads, better ad wording more specific to the target customer,

and better keywords would produce even more successful campaign results. A notable change

was due to a better understanding of who the targeted customer was and how the targeted

customer referred to themselves, keywords and ad group phrasing was changed from “disability”

to “special needs.” Additionally, on March 21 two new ad groups were created with new

keywords specific to the ad group: “Hope” and “Help”. These ad groups initially utilized ten

keywords and were evaluated based on performance after a few days and narrowed down based

on positive and negative performance. Those keywords seen below with * remained after a few

days, while those without * were deleted due to low impressions and clicks.

The “Hope” and “Help” ad groups began with an initial budget of $15.00 on March 21, 2015 and

adjusted to $30.00 on March 23.

“Hope” Ad group Results:

Duration Impressions clicks CTR Total Cost:

March 21-27 10,713 47 0.44% $39.43

“Help” Ad group Results

Duration Impressions clicks CTR Total Cost:

March 21-27 28,505 169 0.59% $68.65

How Changes Affected campaign: The changes made to the campaign results in an increased

number of impressions, increased number of clicks, and an increased click through rate

ultimately working to generate an increased amount of awareness created for LATAN. The

general results for the campaign can be viewed below.

Increased impressions:

March 6-16 4741 Impressions 3161/day

March 21-27 38315 impressions 6386/day

Increased clicks: Increased click through rate:

March

6-16

171

clicks 11/day

March

21-27

207

clicks 35/day

Second group of ads Key results

“Hope” Keywords: Disability*, assistance*, special needs*, disability assistance*, elderly disability*, disability information, disability info, special needs information, special needs assistance, special needs info

“Help” Keywords: Special needs help*, elderly*, help for disability*, elderly assistance*, disability help*, help for special needs, assistive technology, technology for disability, technology for special needs, disability financial loans

“Help” Landing Page: “Device Loans” “Hope” Landing Page: “Programs and Services

March 6-16 .36% CTR

March 21-27 .55% CTR

For the second group of ads ranging from March 21-March 27th the LATAN campaign

saw the following results: 207 clicks helping to drive traffic to LATAN’s website 207 times,

38,315 impressions, a CTR of .55% and a total budget spent of $109.93 leaving a remaining

budget of $251.52. The previous keywords images displayed results regarding effective denoted

by * and ineffective keywords missing an *. Keywords were deemed effective or ineffective

based on clicks and impressions for each keyword; those top 5-6 keywords with the highest

overall impressions and clicks remained active. Those keywords found to be the most effective

were direct and typical words used by people with special needs such as: “disability,” “elderly,”

“help,” and “assistance”. While those keywords found to be the most ineffective were words not

commonly associated with a disability such as “technology” and those words assumed when a

consumer is searching for something such as “information”.

Key Results:

The success and effectiveness of the campaign determined by measuring impressions,

clicks, and CTR proved to be an effective strategy when measuring overall awareness generated

by the Adwords campaign. Additionally, these metrics proved to be valuable and effective when

gaging keywords and ad groups for effectiveness and ineffectiveness. Google Analytics used to

measure the total number of “new sessions” and “acquisitions” generated on the LATANs’

website proved to be an effective method of measuring how effective the Adwords campaign

was in driving customer traffic to the LATAN company website and generating awareness. The

team initially sought to increase the number of sessions on the LATAN website by 200 and

increase the amount of new visitors on the LATAN sight by 7%. Pictured below, during the

month of March during the duration of the Adwords campaign the number of sessions on the

LATAN website increased by 627 sessions and the percentage of new visitors on the site was

11.4%; therefore the team achieved it’s initially set goal. The Google Analytics on the LATAN

website proved that the team achieved its overall goal of increasing company awareness as well.

Month Sessions New Visitors Bounce Rate

February 514 43.97% 72.60%

March 1141 69.50% 84.00%

April 584 64.38% 77.40%

The metric, which proved to be most ineffective was the offline measurements of evaluating

whether or not loans or device demonstrations actually increased due to the fact that LATAN did

not keep adequate records on a monthly basis of the number of loans, device demonstrations, or

customer traffic the company received prior to the campaign or subsequent to the campaign for

comparison. Overall the campaign had the following results:

It is determined that the team did achieve its goal of raising

LATAN awareness across the state of Louisiana based on 378

clicks, 85,730 impressions, and a CTR of .44%. However the

goal of raising awareness by 400 clicks, 100,000 impressions

and a CTR of 10% was not achieved. . Overall the marketing

team and LATAN deem that this was a successful campaign as company awareness was

generated by a significant amount as judged by the number of total campaign impressions, clicks,

and the CTR.

Conclusion: Throughout the project, we utilized various components of Google

AdWords such as the CPC for different keywords, the daily budget for each ad group, the

number of keywords used ranging from 10 keywords initially to 5-6 after adjustments were made

and those ad groups utilized. The team experimented with the efficiency of the campaign through

the use of five different ad groups throughout the entire campaign, pausing three ad groups

midway through the campaign and creating two new ad groups in the hopes of achieving more

optimal impressions and click through rates. While the team did achieve its goal of raising

LATAN awareness across the state of Louisiana based on 378 clicks, 85,730 impressions, and a

CTR of .44%, the goal of raising awareness by 400 clicks, 100,000 impressions and a CTR of

10% was not achieved.

Further Recommendations for LATAN: We recommend LATAN continue to use

Google AdWords based on the fact that Google AdWords successfully allows LATAN to

generate company awareness, we believed if LATAN continues to use this tool this improved

awareness will result in actual financial and device loans in the future. We recommend for future

Adwords campaign LATAN focus on more generalized keywords such as: special needs, special

needs help, assistance for special needs and stay clear of specific less generalized keywords such

as: disability financial loans, assistive technology for financial needs, and accessibility

assistance. Additionally, we recommend LATAN create ad groups with generalized ad wording

staying away from text such as: “Living with a disability” and focus more on inspirational

generalized wording such as “Help for Special Needs.” Finally, we recommend LATAN develop

Metrics Goal TotalClicks 400 378Impressions

100,000

85,730

CTR 10% 0.44%

a stronger social media presence; with the understanding that their target audience social media

could generate additional awareness.

Learning Component:

Learning objectives and outcomes: The teams learning objective was to gain a critical

understanding of Google AdWords, the most effective tools to use when running an awareness

campaign across Google AdWords, how generate the most effective and successful ad’s and

keywords, and how to determine daily/weekly budgets for a successful campaign. Additionally,

the team hoped to create an environment in which all team members equally learned all that the

AdWords platform had to offer and those skills that would equip us with the knowledge to run

successful future campaigns.

Group Dynamics: The team unanimously constructed the major changes to the campaign,

weighing in on each others opinions about effective/ineffective keywords, ad group wordings,

and changing of ad groups. We kept each other updated about changes to the campaign, new

ideas, and project responsibilities via. e-mails, group text messaging, and scheduling of group

meetings. Each group member provided different types of contributions—this sharing if ideas

and information facilitated learning and aided in the group’s performance on assignments

ultimately bringing the group to a better understanding of AdWords.

Client Dynamics: We met with LATAN multiple times to learn how to best represent LATAN

in our campaign and brainstormed with them about how to address their audience. LATAN

provided many helpful ideas in developing an ad campaign that successfully reached out to

people with disabilities in Louisiana. LATAN asked us many questions about digital marketing

strategy, social media marketing, and Google AdWords and how we thought they could improve

their marketing. They were very interested in learning about effective keywords and which

keywords were effective and ineffective for our campaign; they want to know how to best reach

the people of Louisiana with special needs.

Future Recommendation for next Adwords campaign: In terms of the project, if we were to

do it again in the future, our recommendation is to utilize Google analytics to gain a better

understanding of our targeted consumers and their behavior in terms of the digital landscape.

This knowledge could then be leveraged to more effectively generate keywords and ad phrasing

geared toward the targeted customer. Additionally, we would like to create a campaign that was

active for a longer duration. The campaigns time constraints affected our ability to monitor the

success of the campaign offline as well as fully grasp all that the AdWords tool had to offer.