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Executive Summary Campaign Overview | The AdWords campaign for StudentRND lasted 30
days, April 12 – May 12, and cost $248.83. The overall goal for the campaign was to boost
registrations for Labs, while the secondary goal was to raise brand awareness. This resulted in a
boost in social media followers obtained, as well as leads for future contact of upcoming events.
Our strategy involved a Top-Down approach in our team’s attempt to approach the campaign
goals through inbound marketing strategies. We created two separate campaigns; one designed
for Parents and one for Students, each with their own keywords to search for extracurricular
STEM program opportunities. We compiled a list of 15 keywords determined by our team using
Google Trends and survey data collected from past participants and parents. Keywords were
modified weekly to save ad spend and concentrate on successful clicks.
Key Results | Our campaigns reported over 126k impressions (126% of assumed), 273 clicks
(136%), and $.91 average CPC. Our most successful campaign was with Parent Ad, with a CTR
of .23% and over half the conversion rate of the AdWords campaign. Analytics for the calendar
year reported Sessions and Users doubled during the campaign, with a 50% increase in
Pageviews while suffering less than 9% increase in bounce rate. Labs saw 40 leads generated for
the season, twice as much as the previous year
Conclusion | Based upon our experience, we must conclude that there is no absolute structure
towards the implementation of AdWords. Campaigns must constantly evolve to best suit the
business and customers’ traits and adapt to the environment and various situations. Media and
other promotional efforts put out by marketing could have affected metrics.
Future Online Marketing Recommendations | Our team, while working with a limited budget,
saw effective results at inexpensive marketing costs of under $8/day. We recommend various
changes, as provided below, for optimal online advertising possibilities. Our team also
recommends that A/B testing be done periodically to align with campaign messages and create
coherent communication.
Primary  Expand and enhance existing AdWords account structure
 Modify keywords, ad texts, and landing page content regularly
Optional  Increase budget for greater daily Max. CPC
 Offer ad-exclusive coupons
 Design additional sub-campaigns under Parent-focused ads, and Student-focused ads

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Industry Component Campaign Overview | To solve StudentRND’s problems with driving
website traffic and brand awareness, we focused our efforts
on Customer Relationship Management (CRM). We would
have users who clicked the ad be directed to the landing
page for email registration for lead generation on more
information relating to StudentRND or Labs. Our most
challenging aspect was selecting effective keywords for
each campaign so as to identify effectively with student
searches, and parents. According to our market research pre-campaign, students looked for
programs in a more narrow sense than parents, who searched using broad terms. We also had to
select a short list of keywords to narrow our focus and eliminate ineffective keywords from ad
spend. Ads were launched the night of April 12. Because our pre-campaign had predicted we
would exhaust our budget by Week 3, we did not plan for additional time and continued to run
the ads until we reached our budget (additional 11 days).
Week 1 Week 2 Week 3 Week 4* Week 5*
Campaign Plan Spent Plan Spent Plan Spent Plan Spent Plan Spent
Parent Ad $31.25 $20.84 $37.50 $30.81 $56.25 $30.07 - $29.46 - $9.21
Student Ad $31.25 $21.84 $37.50 $30.33 $56.25 $30.30 - $31.81 - $14.16
$62.50 $42.68
45C
$75.00 $61.14
61C
$112.50 $60.37
77C
- $61.27
62C
- $23.37
28C
* = week not accounted for in initial planning
C = clicks
Campaign KPI Metrics
Clicks 273
Impressions 126,205
CTR .22%
Avg. CPC $.91
Leads Generated 40

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Campaign Evolution | The campaign strategy involved a combination of inbound marketing
strategies as well as weekly modification to keywords in each ad group, as well as
recommendations to make to the landing page. Our goal each week was to optimize searches by
focusing ad spend on popular keywords and connect with new leads. Ideally, this would give
us the best CTR and reduce CPC. Our team monitored clicks and impressions daily, with some
use of the Dynamic Keyword Insertion Tool, and negative keyword association. Additional tools
included website traffic monitoring using Google Analytics and use of social media platforms for
promotion. Phase I (April 12 – April 18) was the brand awareness stage in which Hootsuite was
used to promote StudentRND activity and Labs in conjunction with ads, which at the time had
the most keywords before certain terms were modified/removed. Geotargeting was set to focus
along the west coast of the United States (primarily Washington and California).
Search Display Total
Impressions 4,426 18,404 22,830
Clicks 16 29 45
CTR .36% .16% .20%
CPC $1.39 $.71 $.95
Phase II (April 19 – April 25) was our first week of modifications. We revised our Display ads to
have a call-to-action, as well as removed several keywords that proved to be ineffective. We
determined an ad to be ineffective based on a CTR under .20%, >2 clicks, and poor ad rank.
Based upon keyword removal, our team would consider word replacement by finding relative
terms using Google Trends or popular searches. Geotargeting was not altered, and considering a
high bounce rate, we made recommendations to make the landing page more concise. Analytics
showed 9% increase in new visitors, 18% in new sessions, and 6% decrease in bounce rate.
Search Display Total
Impressions 4,733 22,542 27,275
Clicks 27 34 61
CTR .57% .15% .22%
CPC $1.20 $.85 $1.00
*color represents decline compared to previous week’s data

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Phase II showed improvements across the board with only a .01% decline in Display Network
CTR from the previous week. Phase III (April 26 – May 2) was our first week using negative
keyword association to continue to narrow our target market and hone in on promising leads. The
goal for StudentRND’s marketing team was to find uniquely interested participants for Labs, and
our team’s focus was to provide a customer relationship management (CRM) aspect in this
portion of the campaign for an increase in ROI. Because our team had minimal experience using
negative keywords, we unfortunately saw a 12% increase in bounce rate.
Search Display Total
Impressions 2,876 27,422 30,298
Clicks 20 57 77
CTR .70% .21% .25%
CPC $1.06 $.69 $.78
Phase III saw 3,000 additional impressions, 16 clicks, and overall increase in CTR. Phase IV
(May 3 – May 9) was unaccounted for in our budget planning. We had anticipated we would
exhaust our budget by this time, but because we had steadily optimized our campaigns, we were
under budget each week, allowing us to continue running the campaign for additional time. Our
team made minimal modifications this week, figuring our previous week’s negative keywords
and keyword optimization would hold strong for this additional time. Social media responses
showed students who were exposed to the ads fully understood their purpose.
Search Display Total
Impressions 3,459 30,692 34,151
Clicks 20 42 62
CTR .58% .14% .18%
CPC $1.27 $.85 $.99
Analytics showed a decline in all aspects this week, however, a 9% increase in returning users
and spike in registrations showed sales were up, and our inbound strategies were proving
effective. Phase V (May 10 – May 12) was the tail-end of our campaign before our budget was
exhausted. By this point, our team had removed any negative keywords in a final attempt to
increase impressions. Analytics showed a 7% increase in bounce rate, and all other metrics
remained the same. In our last 3 days, we saw end results of 28 additional clicks, .24% CTR and
average CPC of $.83 – all up from the previous week.

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Key Results | Our campaign, overall, met expectations and exceeded some. Registrations for
Labs saw 40 participants (over double from the year before) – valued at over $75,000. While
this was a combination of our AdWords
campaign, social media promotions, and
word-of-mouth referral marketing, we
can say with confidence our AdWords
campaign had significant impact on
driving web traffic. Social media
followers (for the quarter) saw an
increase of over 2,000 (multiple factors considered). Analytics showed 300 additional
visitors/monthly. While bounce rate remained around 50%, this was not a significant change
historically, considering the landing page functions similarly to a blog in the fact it is more
informative. Recommendations were made to optimize this. Phase I was our penetration stage in
which we had more outbound attempts than focused efforts. We revised this in Phase II once we
had collected data, and were able to remove ineffective keywords to optimize our daily ad spend
and generate traffic from a more relevant audience. Phase III looked to continue this
optimization as well as incorporate more inbound marketing strategies to create a positive impact
on ROI for Labs registrations. This involved negative keywords and landing page revisions in an
attempt to improve analytics. Phases IV and V were unaccounted for in the pre-campaign and
were operated more as maintenance phases to continue to drive returning users and upkeep
traffic flow. Our top keywords for our AdWords campaign included “summer camp”, “coding
camp”, and “startup” – all of which saw 1,000+ impressions and CTR greater than .25%.
Ineffective keywords were terms we realized were too broad; “learn HTML”, “learn C++”, and
“STEM education” – all of which came at great cost with low click response.
Conclusions | Our campaign evolved on a weekly basis, adapting to what we interpreted from
Analytics and continuously finding ways to optimize our tactics. We found that using inbound
marketing strategies that evolved with our data worked effectively for such a narrow target
market and demographic for Labs. It allowed our team to work with StudentRND to focus in on
potential registrations instead of outbound marketing strategies, which proved effective in total
conversions. Balancing our goals of driving web traffic, brand awareness, and driving sales while
following a limited budget resulted in exceeded expectations of performance than anticipated.
KPI (goal) Actual Variance
Impressions 100,000 126,205 +126%
Clicks 200 273 +136%
CTR .20% .22% +.02%
CPC $1.00 $.91 -.09%
Conversions 20 40 +200%

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Recommendations | Following StudentRND’s business model and strategies, we recommend
using AdWords for future promotion of Labs until enough momentum is generated to operate at
a level similar to that of CodeDay.
Account Configuration: campaigns must evolve constantly (weekly at minimum) to stay relevant
and effective. This includes addition/removal of keywords, negative keywords, and alterations to
Display Ads and modification of the landing page.
Secondary Recommendations: a larger budget may result in greater ad rank with higher CPC
limits on daily spend. Offering ad-exclusive coupons may result in greater conversion rates.
Designing sub-campaigns under “Parent Ad” and “Student Ad” will help narrow focus on target
audiences for better SEO results and potentially less bounce rate from better understanding.
Learning Component | As a team, our overall goal was to learn how to run a successful
AdWords campaign, more specifically it was our goal to learn to adapt the campaign as it
progressed, to more finely hone variables like keywords, campaign times and ad structure. We
felt we were able to meet these goals by paying close attention to the campaign results and
eliminating keywords that we saw were not beneficial to the campaign.
As a group, the most difficult challenge we faced was meeting up consistently as a
collective whole. Time management was something that we would all agree we could have
improved on vastly. We are all very busy graduating seniors, so the full team meeting was not
always possible; to overcome this we split into two teams and alternated analyzing campaign
results. When we were able to meet up it was not for very long so we had to make the most of
our time and work efficiently. During the week when we were all busy with school we used
social media to collaborate and communicate results. Although we were able to meet in person
once a week in order to get on the same page and continue to tweak the campaigns appropriately.
Pairing off was crucial to our success because we were still about to bounce ideas off of one
another but also reduce the pressure of meeting up constantly. Our team would recommend to
any group to come in with a flexible mindset, learning to communicate in different ways was
crucial to our success. That being said, we would not run a campaign with any more than four
people in a group, it would be too many timetables to balance.
One of group members had worked closely with someone involved within StudentRND
and so we were able to communicate effectively with our client. Often times it was difficult to
get in touch but in the end we were able to set specific times that we were all available. This

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made communication easier but also put more pressure on getting all the information we needed
in that specific meeting period. To any group, we strongly recommend that they make the most
of the time they have with their client and be prepared when you are able to communicate with
them.
Impact Portion |
StudentRND
https://studentrnd.org/
505 Broadway E, Seattle, WA 98102
Tyler Menezes, Executive Director
(888) 382-2377
StudentRND serves to support people looking to improve themselves through education in the
computer sciences by providing inexpensive coding programs. We designed the AdWords
campaign with the idea in mind that we needed to spread awareness of StudentRND’s brand as
well as boost registration for Labs. We wanted to drive more traffic to their website, particularly
for people looking to learn about code. This is illustrated by the keywords we chose and the two
ad campaigns we had targeting prospective students and parents of prospective students. Overall,
our team would deem the campaign a success; we were able to drive more traffic to StudentRND
website which resulted in a boost in social media following, as well as more leads for future
contact of upcoming events. More so, were able to achieve this with minimal expenses. We
recommend StudentRND continue with AdWords moving forward by expanding and enhancing
the existing AdWords account structure, as well as modifying keywords, ad texts and content on
the landing page regularly.