During this week,
our groups focused on tracking the last-week ads campaigns and preparing the
post-campaign reports.
After three weeks,
our ads campaign runs very successful with generating 105 clicks, 7,148
impressions, and a CTR of 1.47%. We identified three most effective keywords
for Metropolitan Family Services
which including legal aid, legal aid help and financial services. Our client
can use the results of campaign to produce effective strategies to increase
their brand awareness. And we also recommend our client to continue use Adwords
to enhance their brand awareness and services offered. In addition, we
recommend to build further explanation regard to services website of
Metropolitan Family Services.
For the next week,
we will finish the post-campaign reports and start to prepare the final
presention.
During this week, our group focus on
updating with more ads campaigns and adjust previous ads based on the tracking
results.
We added eight more ads based on the
MFS's services which
including family help, income, counseling, elder care, family service,
mentally, services, and legal aid. We also increased the weekly budget to $50
per day. From tracking results, we have financial services with the most clicks
in the first week and family services with the most clicks in the second week.
We also decide to get rid off young
fathers because of its poor performance. In the last of our campaign, we will
also add some negative keywords to some of the campaigns.
In the next week, we will focus on the
last week for the campaign and start to gather results and write post-campaign
report.
In this
week, one of the big progresses we made for our GOMC project is to create the
first set of ads and launch the online campaign.
At the
beginning, we experienced a hard to identify the best combination of keywords
to create the ads. We focused on choosing keywords from financial services,
family services and training from the major service category
of Metropolitan Family Service. And then, we found that our ads should be more
detailed with specific keywords related a specific service. So we started to
limit the range of potential services such as change "help family" to
"help young family". Finally, we decided two ads:
We believed
these two ads can be representative to show some major services of Metropolitan
Family Service and can be specific to target on our target customer segment.
After
creating two solid ads, we are looking forward to see the results and create
more ads into the campaign.
In the past
two weeks, we made a big progress on our GOMC project. First, we created the
pre-campaign report and we identified four dashboard tools in order to monitor
the progress of GOMC project.
We wrote a
very informative pre-campaign report with details of our client profile, market
analysis, and proposed AdWords strategy. The most interesting step during the
creating process of pre-campaign is establishing Adwords strategy for our
client. We identified more than 50 keywords and negative keywords related the
business of our client and divided those keywords into 7 categories including
education, economic stability, emotional wellness, empowerment, event, values
and support. We believed most of people will use one or more keywords in our
list to search for our client or similar organizations or services. We built
specific strategies to target on customers who are directors in governing board, between 40 -60 years
of age , retirees , younger professionals, legislators, families in communities
and increase their interactions with our client's website.
We also identified
four useful dashboard tools to monitor our progress. The four dashboard tools
are including SumAll, Hoot, Google Analytics, and Social
Mention.
Those four tools all share advantages such as easy to use, low costs and convenient
to view. We believe by using those four dashboard tools, we are able track our
progress very effectively. We also decide to divide four tools to each of us
that we all can have one dashboard to focus on.
By creating
a solid pre-campaign report and identifying effective dashboard tools, we are
confident to move into the next step which is the real campaign experience.
The
biggest progress we made for GOMC project this week is meeting with our client,
Metropolitan Family Service.
We
had a very successful and effective meeting with our client on Wednesday. We
want to understand the current situations of our client so that we can build
our campaign strategies to directly target on improving their weaknesses. Our
goal for this meeting is to discuss how the official website of Metropolitan
Family Service work and their current situations of utilizing social media.
Through
our discussion with Metropolitan Family Service, we found out that their website was
mainly used to provide general information about
their organization, volunteer opportunities, events, and services. The website
has a simple and well thought out navigation that enables visitors to easily
find their way around. The site also provides a number of call to action
buttons above the fold allowing visitors to sign up for email updates and
donate funds with an SSL secured page. A weakness that Metropolitan Family
Services is currently facing with their website is that they do not offer a
mobile version of their site for smartphones and tablets.
Currently,
Google ranks the Metropolitan Family Services website with a 4 out of 10
ranking, giving them an above average visibility. They are currently ranking in
the top ten search results for keywords terms such as Legal Aid Chicago (with a
search position of 2) and Free Family Counseling Services (with a search
position of 3). Below a screenshot of Google page
:
Metropolitan Family Services advertising efforts include
grassroots marketing such as flyer distribution, placement in local magazines,
participating in afterschool programs, posting of services and events via their
Facebook page, and local radio spot placement.Besides
the promotion of their services via Facebook, Metropolitan Family Services has
not partaken in any other form of online advertising.
After
discussing with the direction of the Director for Marketing and Communications,
we established a main goal for our GOMC project which was focusing on
increasing the brand awareness for Metropolitan Family Services.
The
successful meeting with client provided many useful information for us to write
a good AdWords pre-campaign report.
What we finished:
1. Meet with Metropolitan Family Services
2. Write Adwords pre-campaign report.
To do list for next week:
1. Maintain connection with Metropolitan
Family Services.
2. Started to prepare for running a campaign.
We want to share a great video about how the CEO of Metropolitan Family Services view the field.
The
GOMC is harder than it might seem! We
ran into a major roadblock when we were unable to find a company to work
with. After contacting dozens of
companies across all different industries we finally found a partner, Metropolitan Family Services, to work with.
The
process started with extensive research on what industries make a good fit for the GOMC. After deciding that we would like to work
with a non-profit organization, we began to compile a list of possible
candidates. We compiled a list of about
two dozen possible organizations and began to contact them. We were amazed at how many phone calls went
unreturned, ignored, or times we heard “no thanks” even after explaining that
this would be of no risk to them, and a comparable service would cost thousands
of dollars. About half way through our
list, we contacted our professor and asked if he had any thoughts. He reassured us that Chicago was a hotspot
for non-profits and that we should continue to work toward finding
someplace. Finally, we heard back from
an organization, but they were currently running an Adwords campaign, so that didn’t work
out for us. Just as we were ready to
give up, we heard from Metropolitan
Family Services.
Metropolitan Family Services empowers families
to learn, to earn, to heal, to thrive. Part mentor, part motivator, part
advocate, since 1857 Metropolitan Family Services has been the engine of change
that empowers Chicago-area families to reach their greatest potential and
positively impact their communities.
Metropolitan Family Services has more than 800
full- and part-time professional staff dedicated to providing quality services
to families throughout Chicago, DuPage County, Evanston/ Skokie and the
southwest suburbs. Metropolitan serves more than 53,000 families and
individuals as diverse as the communities in which they live, with 81% being
part of the working poor or lower-middle class
What we finished:
Contacted with potential client.
Identify a client business.
Divided tasks among team members.
To do list for next week:
Develop a client profile.
Develop SWOT analysis of the client.
Develop a weekly plan for tracking our progress.
Arrange meeting with the Metropolitan Family Services
We also found a great video about Metropolitan Family Services.
During this week, the most interesting lecture to me is Design.
This lecture tells me how to design the layout of a website. According to the
lecture, I understand the goal of designing a website is to
"allow growth
and the creation of new pages while providing a clear, understandable structure
that facilitates navigation and prevents your customer from getting confused
and lost."
I also learned that the structure of a well-design website
should includes things such as header, breadcrumbs, navigation and footer.
I found a related article, Designing
A Website For 2014, which described several current trends of designing a
website. I believe there are three major trends that people should consider
carefully during website design.
ØContinuous Scrolling: this design element allow reader to
scroll down a page and automatically go to the next page without clicking.
ØLarger Fonts: The font size in 2014 is expected to become
larger because of improved screen resolution and greater screen sizes of computers
as well as other electronic devices.
ØResponsive Mobile Design: Since increasing number of
people use mobile phones to access web page, good mobile design of a website can
attract more internet users and become one of the key trends.
The lectures and articles enhanced my understanding about
why those companies' official websites require frequent revision and adjustment.
And I also learned how important and helpful for companies to have a
well-design website.
I attach a interesting video here to illustrate the
importance of having a responsive website design to suit all devices,
especially cell phone.
