strategic communicator | growth marketer | tech enthusiast
PPC Campaign for CMSHTC
I did a PPC campaign for the Central Missouri Stop Human Trafficking Coalition(CMSHTC) using Google AdWords. We successfully increased impressions and clicks via keyword and ad optimization. Here is an overview report for the PPC campaign.
Client Profile
The Central Missouri Stop Human Trafficking Coalition (CMSHTC) is a nonprofit coalition committed to ending the modern-day slave trade in Columbia, Missouri. The organization identifies victims, exposes traffickers and users, promotes slave-free practices and support survivors of human trafficking on their journey toward wholeness. Besides providing information on its website, CMSHTC maintains a social media presence through Facebook, Twitter, blog, and YouTube. Its primary offline channels are print, radio, cooperators, and sponsorships. It raises money by dedicating exhibits and giving speeches to patrons that finance them.
Market Analysis
CMSHTC is the only one organization in Missouri focusing on the human trafficking issue, so they are in the leader place of this field. However, unlike most anti-trafficking organizations that are funded by the government, CMSHTC mostly relies on community fundraising and individual donation. The major donors are churches and community organizations around Central Missouri area.
The coalition has annual events such as Freedom 5K walk, Silent Auction and the Freedom by Fashion show to raise funds and bring awareness to the cause. In 2015, CMSHTC participated in the CoMoGives online giving campaign and stood at No. 46 on the leaderboard with a total fund of $1815. However, that was still far from what they needed. This year, they want to gain more funds to improve the service and support for survivors, and they want to target more young professionals to care about the issue they address.
Target Audience
Young professionals who care about social justice and are active members of their community in Missouri.
PPC Campaign Goal - Raise Awareness
-
Increase impressions
-
Increase clicks
-
Increase CTR (click through rate)
Execution
Time Range
March 16 -April 22
Step 1: Pre-Launch
​
-
Creating 3 campaigns with corresponding 9 Ad Groups
-
Geo-targeting: Missouri, United States
-
Budgeting each campaign based on our goal
Step 2: Launching
-
Changing the budget based on the campaign performances
-
At first, "Human Trafficking" was not performing well, so the team included "News and Reports", "Whom you should turn to" in ad extensions. As a result, the campaign had a better performance.
-
-
Testing and monitoring the campaigns
-
Experiencing failed campaigns
-
Since "Indicators" didn’t perform well, the team decided to pause them.
-
-
Selecting and optimizing good performance keywords.
Key Results
Click Performance
Geographic Performance
Campaign Performance
Ad Group Performance (Top Four)
Ad Performance (Top Six)
Keyword Performance (Top Six)
Recommendation
-
Continue to use AdWords to promote their organization. Moreover, use Google Analytics to keep track of successful keywords and ads.
-
Connect Google + with AdWords. It helps for CMSHTC to promote and share information about their upcoming events, reports, and promotions through emails targeting their potential target audience.
-
Based on the data, Issue Awareness is the most successful campaign. It means there is a need for more information regarding human trafficking. Moreover, the drive itself can bring a better understanding to CMSHTC.
-
PPC campaign focuses more on how to direct people to the website, but how to hold people on the site is also essential. Moreover, that leads to content optimization. CMSHTC has a very active Facebook page, but their website page doesn’t catch up with their Facebook. Therefore, it is highly recommended to update information and events on their website so that they can maintain the quality of the site and increase the effectivity of the PPC campaign.