1. Google Online Marketing Challenge:
South Carolina Digital Library
J787 SPRING 2011
Grace Barth
Michelle Cloer
Michael Lawing
Christiana Scott
Anna Zacherl
9. Lesson Plans
Top Ads:
History Lesson Plans
{keyword:Free Lesson Plan Formats}
Activities, Primary Sources, + More
SCDL South Carolina Digital Library
scmemory.org/education
Clicks: 92
Impressions: 1,730
Avg CTR: 5.32%
Avg CPC: $0.26
Poetry Lesson Plans
{keyword:Free Poetry Lesson Plan}
Activities, Primary Sources, + More
For High School English Classes
scmemory.org/education
Clicks: 14
Impressions: 217
Avg CTR: 6.45%
Avg CPC: $0.25
10. Metadata
Top Ad:
Digital Libraries
{keyword:SC Digital Library}
Browse Online Primary Resources by
Timeline, Topic, Media Type or Name
www.scmemory.org/digitallibrary
Clicks: 62
Impressions: 1,022
Avg CTR: 6.07%
Avg CPC: $0.19
11. Photo/Collections
Top Ads:
Charleston Earthquake
Photos
{keyword:SC Earthquake}
Free Photos of What Happened
In the Charleston Quake of 1886!
www.scmemory.org/Earthquake
Clicks: 14
Impressions: 471
Avg CTR: 2.97%
Avg CPC: $0.22
Civil War
{keyword:Civil War Information}
Unique Images, Letters, Maps, Etc.
Free Downloads for Your Project
www.scmemory.org/CivilWar
Clicks: 42
Impressions: 456
Avg CTR: 9.21%
Avg CPC: $0.18
12. Photo/Collections
Top Ads:
Earth Day
{keyword:Natural History Images}
Library Natural History Collections
See Birds, Plants + Trees Here
www.scmemory.org/NaturalHistory
Clicks: 30
Impressions: 427
Avg CTR: 7.03%
Avg CPC: $0.22
Railroads
{keyword:Old Railroad Photos}
Historical Railroad Collection
Download Free Images
www.scmemory.org/Railroad
Clicks: 30
Impressions: 427
Avg CTR: 7.03%
Avg CPC: $0.22
13. SC History
Top Ads:
History of Greenville SC
History of Greenville SC
View Pictures of Historical Sites
See Significant People and Places
www.scmemory.org/
Clicks: 1
Impressions: 28
Avg CTR: 3.57%
Avg CPC: $0.12
Gamecocks
*Ad Group deleted due to high CPC & low
CTR
Gamecocks Fan? 1923-2011
See How It All Started!
Browse Football Program Covers Free
www.scmemory.org/Gamecocks
Clicks: 5
Impressions: 981
Avg CTR: .51%
Avg CPC: $0.59
17. Future Recommendations
SCDL & AdWords
• Campaigns & Ad Groups
• Focus on affordable
keywords
• Develop more specific
campaigns and Ad Groups
• Seasonal Collection
Promotion
• Black History Month http://www.leadformix.com/martoons/?cat=3&paged=2
• Women’s History Month
• Significant Anniversaries
18. Future Recommendations
SCDL & Search Engine Optimization (SEO)
• Changes to Site
• Diverse Landing pages
• Clarify Page Headings
• HTML Metadata tags
• Incoming Links
• K-12 Schools, Libraries,
Universities
• Historical Societies
• Blogs
Grace Specialized ad groups like this are low risk because they attract a low number of impressions and won’t lower the overall CTR, but should be of high interest if some is searching the targeted kw. History of Greenville SC The negative kw words accidentally added in broad match, which likely in interfered with some of the traffic for this group. SC Lesson Plans – too much competition with national Lesson Plans campaign Gamecocks – Five clicks on an ad that was run for a short amount time, shows that there is some interest in this collection. With proper timing, maybe football season, the use of very selective keywords, and an abundance of negative keywords, this ad group may have potential.
Anna Search Engine Traffic increased by 97.55%
Anna This should be 784 to correspond to the number of clicks, unless over 200 clicks were from repeat clickers??
Anna
Grace Develop more specific campaigns and ad Groups EX.Civil War could be an entire campaign with the following ad groups: 1. Civil War letters 2 Civil war battle maps, Civil War documents Civil war prints Civil war cartoons But to do this, more effective landing pages are needed. Each of these items do exist, but users do not want to sift through thousands of images to get to these items. Clarify Page Headings “ Teaching Resources” may be a little vague and could possible turn off users who were trying to search by topic.
Anna
Michelle The share box comes from the University of Washington Digital Libraries which also uses the Contentdm software. Share box WSU Libraries Digital Collections University of Louisville Digital Collections
