COMM 450A Post-Campaign Report Madison Kelly, Antonella Sandino, Chrissie Huang, Amy Major, Emily Silverman
Executive Summary Campaign Overview: Blair Salter is a private speech-language pathologist located in New York City, New York. Our goal for Blair Salter was to increase her clientele by getting more individuals to sign up for a consultation on her website using a form that we created. Further, we wanted to increase the overall traffic to her website. We had two main campaigns, both targeting parents who have children with speech impediments. Through thorough research we selected various keywords and adjusted bids throughout the 16-day campaign to ensure Blair Salter would have the opportunity to appear at the top of the search results. While we only received one conversion, overall we had an effective campaign that helped raise awareness of Blair Salter’s impressive capabilities and brand. Key Results: Overall, we used all $250 of our budget for our campaigns. The account achieved a total impression of 8.4k, an average of 2.18% CTR, 121 clicks and an average CPC of $2.07. We also got 1 conversion (better than expected) in the second week of our GSN campaign. To break it down into further details, our “Speech Pathology for kids” campaign performed better than our “In-home Speech Therapy” campaign. “Speech Pathology for kids” generated 4.79k impressions, 73 clicks, a CTR of 1.52% with an average CPC of $2.77. The total cost for the campaign was $202, which was also where most of our budget went. Conclusion: The key to making our two-week campaign for Blair Salter successful was changing our keywords to make them more specific. This eliminated irrelevant traffic to our site and targeted our intended audience more efficiently. Due to our commitment to Blair’s AdWords account we created a lot of awareness for her speech pathology practice and even got her a conversion for a potential new client. In conclusion, Blair Salter can successfully attract clients and raise brand awareness with the help of AdWords and by continuing to use our campaigns.
Future SEM Recommendations: Following the campaign’s success, we recommend that Blair keeps the campaign running. However, we recommend that she keeps the campaign paused until she needs new clients, and only when she needs a new client should she un-pause it. Since she works alone, she is unable to have unlimited clients. Therefore, when a client of Blair’s graduates or moves on, she should un-pause the campaign to find someone new. Campaign Overview Original objectives and strategy: Our original objective was to increase Blair Salter’s clientele as well as increase traffic to her website. Our strategy included redesigning her website for easier accessibility and visual appeal. Further, our strategy included using well researched keywords to ensure more individuals visited her website and hopefully considered her as their child’s speech pathologist. Steps taken to achieve the objectives: We drastically changed the display of the website to increase traffic and better the user experience. The edits that we made included changing the font, changing the colors throughout the site, and making the layout slightly simpler so that the website was easier to navigate through. Originally the website was incredibly colorful with patterns and fonts that were distracting from the main content of the website. By editing what we did we created a more fluid and consistent website. Lastly, we created an additional “Thank You” page that appears once someone fills out the “Contact” form and presses “Send.” Account and campaign settings: After developing the “Thank You” page we created a new objective in Google AdWords and pasted the link to the thank you page so that every time someone completed this form it would be tracked as a conversion in our Google AdWords account. This was our only KPI as we were focused on gaining new clientele for Blair Salter. Keyword strategy: Originally, we had a vast set of keywords for each campaign, but once we went live with the campaign we saw that several of these keywords were either still too broad or were providing us with irrelevant customers in irrelevant search results. From here, we adjusted the unclear keywords, we tightened other keywords, and we increased bids on keywords that were doing well from the initial launch of the campaign. Bidding strategy: It was clear to see that from the beginning there were several keywords that were performing better than others. Some of these keywords included “children speech therapist, speech impediment, speech impediment in toddlers, and speech language pathology. Once we
saw the success of these keywords we increased the bids to the suggested bid amount in Google AdWords, so that we would have the opportunity to appear on the first page of search results. Targeting: Overall our target location was the New York City area. We were targeting parents who have children with any speech impediments and whom also desire private lessons for their children. Monitoring and Optimizing Changes made during Campaign: At first, our biggest goal was to increase traffic to our clientâ€™s profile through this Google AdWords campaign. We wanted people in the New York City area to know who Blair Salter is and how she can be a good help to their children or other children they might know. As the campaign started, and we saw our impressions result and how important was for Blair to get more clients we decided to add a goal to our campaign in order to control and monitor our conversions. Therefore, we added a new page to her Contact page which would come up every time a client requested a free consultation. Once they hit the â€œSendâ€? button, a Thank you page would show up and that is how conversions were accounted for. By having this new goal, we linked it to our Google Analytics to track each of the conversions. This new goal helped us and Blair would be able to know exactly how many were seeking for her help and might become her clients. In the long run we figure out this would be beneficial for Blair in the future if she wanted to keep utilizing Google AdWords to increase her clients. Other changes were made throughout this campaign such as keyword and bidding strategies modifications to improve our campaign. Pre-pause & Post-pause Strategies: Our campaign lasted a total of two weeks and after the first week of our launch we were able to identify our errors and decided to Pre-pause the campaign in order to fix the mistakes. Our mistakes were mainly from our keyword selection since many were driving irrelevant traffic which was giving us useless information. As we made changes in our keywords, we started noticing more impressions due to the high-volume searches of our keywords, therefore we decided to increase our bids and daily budget. Before unpausing our campaign, we made sure we had identified all our mistakes and have corrected them in order to improve our project and start collecting valuable information. Towards the second half of the campaign, due to our high bids our budget starting running out and we had to Post-pause the campaign to avoid going further than our budget.
Keyword & Bidding strategy changes and rationale: As we started to see our results from the first couple of days our campaign was active we started to notice the keywords we have chosen were bringing us irrelevant traffic due to its broad meaning. At first, we have poor knowledge on how the + sign worked for our keywords, therefore we had many broad ones such as “kids”, “NYC” and “Home”. From our “Kids” keyword we started obtaining clicks from individuals who were actually searching for kid’s toys, kids shoes, kids shows, etc. and for our “home” we actually attracted customers searching for Home Depot. Due to these irrelevant keywords, we decided to use the keyword planner during our keyword selection in order to choose more meaningful and valuable words. During our modification period, we noticed that a couple of our phrase keywords had low search volume since Google AdWords alerts us once they notice something that should be changed. Therefore, we paused those and rephrase them to match what our potential clients would be searching for. After refining our keywords, many had high volume searches and the program was suggesting us to increase our bids. We increased our bids with the purpose of assuring our campaign would show up in the first page of the search result, which is important for a Google AdWords campaign because many users just see the first page of results rather than going to look in other pages, since the most meaningful information is located on this page. After making our changes, we saw that we had many popular keywords and we had to increase our daily budget in order to assure our ads impressions. Key Results Since our client Blair Salter has never used Google AdWords before, our main goal for the campaign was to generate more traffic to her site. As shown in Table 1 below, we started the campaign with a lot of broad term of keywords such as “kids”, “NYC” and “home”, these keywords brought us a lot of irrelevance impressions, this explains why the numbers for impressions were so high on the first week. By monitoring and optimizing our keywords throughout the campaign, we managed to delete the keywords that were irrelevant to our campaign and it
resulted in a big decrease in impressions as the week goes. Excluding the days that our campaign was paused, our campaign lasted for 16 days, and our CTR increased from 1.25%-3.56%. As mentioned above, we decided to delete the irrelevant keywords and to invest more on the relevant keywords we had, this resulted in the increase of CPC throughout our campaign. We also got 1 conversion during these 3 weeks. In total, our campaign generated 121clicks, 8.4k impressions, 1 conversion, and an Avg. CTR of 2.18%. Within the two campaigns that we had, the “Speech Pathology for Kids” campaign was more successful than our “In-Home Speech therapy” Campaign, it generated 73 clicks and the CTR also rose from 1.24% to 5.43%. Table 2 shown below gives an overview of our two different campaigns.
Speech Pathology for Kids
In-Home speech Therapy
A total of 4 Ad Groups was created for our campaign. The “Speech Pathology for kids” campaign’s most successful Ad Group was the “Speech Pathologist for Kids” Ad Group with 51 clicks and Avg. CTR of 1.91%. All of our Ad Groups were driven by the Google Search Network Campaigns. Because our client Blair Salter is based in New York City, the location was also optimized to geo-targeting only in New York City area to reach out to our target audience better. Figure 3 shown below was the top performing ads from each campaign.
According to our Google AdWords account, figure 4 & 5 below shows that most of our ads are seen on a mobile device and the most seen time was between 7-10 A.M.
Conclusion & Recommendations Prior to our first pause in the campaign we did not have much success since our keywords were too broad. This was causing irrelevant traffic to our site and giving our advertisements to people outside of our intended audience. For example, since we had ‘home’ as one of our keywords, our advertisements were coming up for people who were searching ‘Home Depot.’ Once we logged in to Blair’s AdWords account and optimized our keywords, our campaign showed more success. By the end of the two-week campaign we achieved a click through rate of 3.56 percent and got Blair a conversion from a potential new client. Since Blair is in a competitive field of work and not many speech language pathologists use marketing, Google AdWords is a very
efficient way for Blair to raise awareness about her practice. Prior to this campaign, Blair, like many other speech language pathologists in New York City, gained new clients solely by word of mouth. For this reason, the use of Google AdWords is a good advantage for Blair to have over other SLPâ€™s in the area. During the two weeks our campaign was running we received 8.37K impressions and 121 clicks creating a lot of brand awareness for Blair Salter Speech. Future Recommendations: Since our campaign was proven to be successful by the conversion we received, we recommend that Blair continues to use AdWords in the future. Since her business is only one person, there are only so many clients she can take. We recommend that she runs the campaign when she needs new clients and then pauses it once she is full or does not want any more. Since the world is constantly changing we also recommend that Blair continues to monitor the campaigns using her AdWords account and optimizes the keywords based on what is showing to be the most successful. Learning Component Learning Objectives and Outcomes: As a group, we learned a significant amount throughout the entire semester, not only about Google AdWords, but also about how to work as a team to make sure our client was satisfied. After receiving our Google AdWords certifications, we were ready to put our newfound knowledge to work. When one group member brought up Blair Salter Speech for our campaign, we did research on her and her company, spoke with her on the phone and realized she was the perfect candidate. She had no prior marketing and had never even heard of Google Analytics or Google AdWords. It was a perfect opportunity to use our knowledge and teach her about how we could improve her already successful business. Before the campaign, we familiarized ourselves with both Google Analytics and Google AdWords so that once the campaign started it would be much easier for us to navigate. When it came to our client, we learned the importance of patience. We found it important to take time and explain things to our client since it is her business and she should know what we are doing each step of the way. For example, we explained AdWords, Google Analytics, and why we made the changes we did to her website. Changing Blairâ€™s website was an important task for us, and we made sure to have it completely renovated before the campaign launched. We learned how to make a website more user-friendly, and how to navigate Wix. A specific skill we mastered was creating a goal on Google Analytics. We did research
and read about the different goals and found that the “page visit” goal was our best option. We took the link of the “Thank You” page we created on Blair’s website and pasted it into the template. Once this was complete, we went to Google AdWords and imported the goal from Google Analytics. This was helpful so that if and when we got a conversion it would show up on Google AdWords. Throughout the campaign, we did a significant amount of research together during our weekly meetings in the library. We learned more about using the keyword planner and the importance of negative keywords, and what happens when keywords are too broad. This happened to us in the beginning of the campaign once we saw the irrelevant traffic coming to Blair’s site. We met with Lee, and paused the campaign then experimented more with the keyword planner and were able to fix the issue. Group Dynamics: From the beginning, our group members allocated time during our busy schedules to meet once a week in the library once before the campaign begun, and during the campaign. We found it easy to contact each other through GroupMe. Through this app, we found times to meet, discussed any conflicts, and asked questions about the campaign. We understood that we all had busy schedules, but we made sure to make this campaign a priority. In the beginning, we discussed each of our strengths and weaknesses so we could help each other out in places where one may need help. We found it more convenient to split up parts of the pre and post-campaign report but kept it on a Google Document so we can read over and double check each other’s work. Client Dynamics: We had an excellent relationship with our client. Since one of our group members knew her closely, it was easy to keep in touch with her throughout the entire campaign. Blair Salter was very grateful to us that we were able to not only help her, but also answer any questions she may have had along the way. Blair trusted us and allowed us to use her personal Wix account to make changes to her website. Having access to Blair’s account allowed us to make changes on our time eliminated having to go back and forth to have her make changes. Future Recommendations: Campaign Strategy: If we knew how to set up the Google Analytics goal earlier on with our “Thank You” page, we might have had more conversions. Since we set it up later on after doing some research, our campaign was more than halfway completed so we were at a disadvantage.
Also, we should’ve kept a closer eye on our bid amounts because at the end, we ran out of money. Learning experience: We could have more research on keywords, so that we did not have to waste time with irrelevant traffic. Also, it would’ve been helpful if we all took our Google AdWords certification sooner so we were ready to begin once we got split into groups. Group dynamics: We wouldn’t have changed anything about our group dynamic. From the beginning, we met up at the library and kept in touch throughout the entire campaign to make sure we stayed on track. Client dynamics: It might have been helpful to teach Blair a little bit more about Google AdWords, so that she could have given us input.