Google Ad Campaign & Optimization

Timeline

Role

Client

September 2023 - November 2023

Digital Marketing Extern

Patrick Kid's Foundation

Background

After completing the 8-week program with Kepler Academy, where I gained comprehensive digital marketing knowledge, I applied these skills to optimize search traffic for the website of our client, Patrick Kid's Foundation.

I. Campaign Objective

I collaborated with a team of externs to increase brand awareness and partnerships for the Patrick Kid's Foundation. The foundation aims to build a community of passionate individuals united by a common goal. Specifically, our objective was to drive traffic to their website and guide users to targeted landing pages. These campaigns were executed both in the United States and internationally.

II. Observations

3 weeks since the initial launch, I was excited to analyze the progress of the ad campaigns. I noticed that the ad group for Donors was spending the most compared to the other two campaigns. Over the next few weeks, my team and I dedicated each day to carefully analyzing the metrics for the campaigns and keywords to understand what was performing well and what needed improvement. One significant finding was that the search traffic had started to trend upward compared to the first half of the campaign.

III. Approach

We not only clearly defined goals for each campaign but also identified the keywords that generated the highest Click-through Rate (CTR) by continuously refining their relevance. Furthermore, we monitored campaigns that were under-spending or showing minimal results.

For instance, on October 10th, we noticed the Partners campaign was under-spending with a high Cost per Click (CPC). As a result, we reallocated the budget to other campaigns, such as the Donors & Volunteers campaign. Following this optimization, we observed a 30% improvement in cost efficiency for the Partners campaign and a 43% increase in CTR for the Volunteers campaign. This strategy allowed us to maximize return on investment (ROI) to ensure that each dollar is spent to generate the most impact.

In other words, we want to ensure that resources are directed toward efforts more likely to drive conversions or achieve campaign objectives.

IV. Results

Among the ad groups, the "General Donation Seekers" in the Donor campaign had the highest spending and the second-highest click-through rate (CTR). The "Branded Donation Seekers" ad group achieved the highest CTR at 25%, but the "General Donation Seekers" also excelled significantly across other metrics, which made this campaign very effective.

V. Wrap up

Within 3 months, I learned the ins and outs of how to run an effective Search Ad campaign on Google Ads. Through the training from Kepler Academy and certifications, I become proficient in evaluating keywords in various regions and analyzing weekly performance trends to identify how certain keywords will perform better at different times and locations. Additionally, I discovered that incorporating ad extensions, such as engaging images and sitelinks, can significantly improve the ranking and visibility of ads.

By the end of the program, my team and I created a slide deck that not only outlined our process but also highlighted key results, such as a 10% increase in click-through rate and a 22% improvement in ad scores for our client.

Interested in learning more? Let's connect on LinkedIn!