I participated in the Google Online Marketing Challenge with five other team members as apart of the TexasMedia sequence. We strategically planned, launched and optimized a 21-day Google AdWords campaign with Search, Display and Video components and earned first place globally in the social impact category.
We utilized an allocated budget of $250 to generate 19,888 impressions, 834 interactions, an overall 4.19% interaction rate and an average cost per click (CPC) of $0.30. We optimized the Branding campaign to achieve a 15.29% click through rate (CTR) and an average CPC of $0.27. We also optimized the Thinkery and Pre-Roll ad groups to achieve a 21.93% CTR and 19.26% view rate.
Throughout the course of the campaign, we improved the Google Search Network (GSN) CTR by 350%, increased the number of clicks by 248% and increased the number of ticket sales by over 2,500. We surpassed our initial goals for impressions by 98%, our average cost per click by 57% and our number of clicks by 178%.
I planned, shot and edited all of the video advertisements and promotions, researched the local summer camp market, created copy for text ads, activated dynamic search ads, helped develop potential keywords, contributed to the overall optimization strategy and wrote and edited the majority of my team’s pre-campaign and post-campaign reports.
Our professor selected our final campaign and report as the best in the class.
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