Google Online Marketing Challenge - Organization: Shoe Revolt
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This document discusses a campaign by Shoe Revolt, a nonprofit organization, to raise awareness about human trafficking. It outlines the campaign's objective, strategy, and lessons learned over three weeks. The strategy involved using Google Adwords and analyzing metrics like click-through rate and impressions to optimize the campaign. Key lessons included improving ad copy, using different match types for keywords, and implementing automated rules to pause low-performing ads. The document concludes by discussing next steps like recommending website changes and pursuing a new project funded by a $10,000 Google grant.
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Google Online Marketing Challenge - Organization: Shoe Revolt
- 2. • Post-Campaign Analysis • Learnings • Path Ahead • Summary • Shoe Revolt • Objective • Campaign Strategy • Mid-Campaign Analysis Agenda/Topics To Be Covered Shoe Revolt
- 3. • Ateba Crocker – The Founder Shoe Revolt • Shoe Revolt was started by Ateba Crocker’s own experience, a survivor of sexual abuse and prostitution herself, and a desire to see others freed from and educated about the trappings of the sex industry. Shoe Revolt
- 4. • Shoe Revolt is a registered 501 (c)(3) nonprofit, a hybrid start-up continuing to shoe-raise but now with one focus, to raise funds to deploy Teen Revolt Chapters throughout the United States to educate, engage, and empower teens to take the lead in the fight against domestic minor sex trafficking (DMST). Shoe Revolt
- 5. • Create Awareness • Spread a word out about Shoe Revolt • Create awareness about Human Trafficking • Promote Volunteer opportunities Campaign Objective • Tools Used • Google Keywords Tool • Google Analytics • Google Adwords Shoe Revolt
- 7. Week 1: • Observations: • Low CTR • Low Number of clicks • It used $28.35 but we had budgeted $70 • The cause for LOW CTR is due to keywords that had Broad Match. Most of our keywords were phrased Matched Shoe Revolt
- 8. Our keywords were phrased match and we were getting decent CTR numbers But we were not reaching as many people as we had hoped. So we decided to try broad match for some of our keywords. Lessons Learned From Week 1 CTRImpressions Shoe Revolt
- 9. And we learned something else too: Do NOT fully-capitalize words in your Ad Copy Shoe Revolt
- 10. • Improvements compared to Week 1 • Using the budget effectively • We also managed to get our ad copy approved • We were meeting our goal for CPC and CLICKS • What’s still not working for us? • Lower CTR Week 2: Shoe Revolt
- 11. • We can change match type for all keywords w/ one click: We also learned about a Trick: Shoe Revolt
- 12. • Automated Rules: Provide flexibility to make changes based on settings & conditions. • Rule 1 – Pause Ads when CTR < 1:00 % and Impressions >=1000 • Rule 2 – Enable Keywords when CTR > 0.7 % • Opportunity Tab – Enabled One keyword from the list provided. WEEK 3 - Shoe Revolt
- 13. • Exploit the Features • Efficient use of Automated rules improve the CTR. • Use Marketing Acumen • New Ad • Higher CTR • More Visitors LESSONS LEARNED WEEK 3 Shoe Revolt
- 14. • A detailed analytical report to client • Deep Insights • Recommendations • Major changes to the website • Landing Pages • Which keywords to use in Landing Pages • Active Guidance • A beginning to our new Project • $10,000 Grant by Google • Leverage our GOMC – project (Pilot Project) Path Ahead Shoe Revolt