In this segment of my case study, I continue describing the pay per click advertising campaign my Eastern Michigan University classmates and I developed for Dawn Farm. I detail the optimization strategies used to successfully bring Dawn Farm's online ad campaign on par with high performing commercial accounts.
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As I indicated in my previous post, I had a unique classroom experience working with Google to develop a pay per click advertising campaign for Dawn Farm, a local non-profit organization. I created actual online ads that connected people to Dawn Farm's website, and I was able to monitor the progress of my ads daily and develop successful optimization strategies.
My project's success came from learning how to identify the specific target market for each of my ads and creating ads that focused on what people in those target groups were searching for on the internet. I learned that by using strong, catchy headlines and descriptive words in the ad text, I was able to make my ads stand out and grab my target audience's attention. I also learned that by keeping my ads focused on a very specific product, my target audience was more likely to click on my ad and become potential customers.
As I learned to optimize my ads, the quality score of the ads increased. This increase in quality score further improved ad visibility by causing the ads to be positioned at the top of the search page. The project required a lot of work and attention to detail. From my hard work came a lot of valuable knowledge and experience. At the end of my experience, I was rewarded with the ultimate measure of success, my ads obtained a clickthrough rate comparable to that of a highly successful commercial ad.