Paid Search Project

Group: Amanda Nelsen, Corinne Friend, Nick Valesquez, Maryam Al-Haddad, Jobert Adan

Type: LMU M-School Semester Project

 

With Energy…

      Over the course of the Fall 2015 semester our class was given an in depth lesson in the world of Programmatic buying. This piece of the advertising industry is relatively new and is changing everyday. For 3 weeks we learned what paid search is, how to use it and the tools to be successful. What makes this course unique is the real world application throughout the semester. Our group was given the nonprofit Family Promise of the South Bay, whose goal is to end family homelessness. We energetically took on this project and ran a live Google Adwords campaign for 10 weeks. 

 

With Versatility…

      Adwords and the world of paid search was like learning a new language. In the beginning it was overwhelming, but with time came mastery. We set two goals for the amount of clicks, impressions and CTR we wanted by the end of this process.

 

Max Goal: Clicks: 5,000 Impressions: 100,000 CTR: 5%

Min Goal: Clicks: 3,000 Impressions: 70,000 CTR: 4%

 

      We ran into many problems such as low CTR and impression volumes, but we overcame them by optimizing our keywords, ad copy and website copy. We explored ideas such as targeting the hispanic population of LA, targeting ads at specific times of day and geo-targeting using zip codes.

 

With Creativity… 

       The idea inspired by our research and talks with our creative mentors was to target celebrities and show the wage gap between male and female actors. Other creative ideas we came up with were projection mapping buildings, long-form and short form video content, a symbol to rally behind, a month of targeted communication in April and many more.