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1- Summary of the project• Summarize the above information in a couple paragraphs.• What worked well/not so well? 2- Future Recommendations• Provide simple, actionable and well-justified advice on the organization’s future online marketing, particularly in relation to optimizing Google Ads.
pre_campaine.docx

daily_journal_report.docx

acf_strategy_report.docx

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Pre-Campaign Strategy Report
Client Profile
The American Cancer Fund is a non-profit organization located in Hillsborough New
Jersey and has been around since the 1960. It is a small organization with less than five
volunteers. Its organization is “dedicated to the education, support, and empowerment
of those diagnosed with cancer by organizing and clarifying information.” The main goal
of their organization is not dedicated to cancer research, but rather to educate and
inform people about the different types of cancer and the treatments that are available,
which is what makes The American Cancer Fund different from other cancer
organizations. Educating is their main focus, but they do collect donations from donors
and various events held throughout the year. The money raised is then donated to
various cancer research organizations that are looking for cures and new treatments.
The organization can be found online at www.americancancerfund.org, and contacted
at admin@americancancerfund.org or (908)-431-9800.
The website itself is very informative and gives good sources of information. It explains
the various forms of cancer, the current treatments that are available, and even gives
resources on where to go to get help. It even gives information on how to live out a
healthy lifestyle and remain stress free. There is a clear call to action, which would be
the “Donate Now’ tab found in the upper right corner. The only problem here is that the
website is unclear as to where exactly the donations are going. This problem can be
easily fixed just by rewording it so people will have a clearer understanding about what
they are donating for. The website is only updated about once every month, and that is
to update the current cancer of the month page on their website, or if any new
treatments/medicines are discovered. The website overall is strong.
Baseline Information
Last 30 day Google Ads Account Performance:
Spend: $33.8K
Impressions:
Computers: 122,151 (48.5%)
Cellular : 109,241 (41.7%)
Tablets : 20.618 (8.2%)
Clicks:
Computers: 11,264 (51%)
Cellular : 9,225 (42.6 %)
Tablets : 1,618 (7.3%)
Avg.CPC:
Computers: $1.55
Cellular: $1.51
Tablets: $1.51
CTR: 8.77%
Conversions:
Computers: 300.00 (79.4%)
Cellular: 61.00 (16.1%)
Tablets: 17.00 (4.5%)
Top 3 clicked keywords:
1- (lymphoma) with 13.5K of impression and 974 of clicks.
2- (colon cancer) with 9.65K of impression and 524 of clicks.
3-(Skin cancer) with 8.63K of impression and 347 of clicks.
Number of campaigns/themes: 5 eligible campaigns.
Type of ad extensions used: Expanded Text Ad.
Location targeting: United States.
Current strategy evaluation: They are already running 5 different campaigns dealing
with awareness, sympathy, their 5k events, and general keywords about cancer
Proposed Ad Strategy
Target Market: The target market for ACF is families and any person looking to gain
information based on cancer and show support/appreciation through donations.
Clients requested goals: Shari has requested us to try and increase the amount of
donations that are coming in to the Cancer Education Foundation. Shari also wishes we
can reach a younger demographic group that will also be able to share and tell their
friends about preventing cancer. In addition, she wants us to focus on the sympathy
letter page and get more participants into donating after getting help from the letter
writing process.
Proposed sample ad(s) for week 1: Cancer awareness (April)
Proposed keywords: April, donations, cancer, testicular, esophageal, head, and neck
Negative keywords: Animal, Dog, Cat, Games, Games for kids, Failure, Pets
Ad extensions, if any: The website needs to have a click to text extension that allows
users to access the information about the Cancer of the month.
Budget per day per ad(s) : The daily budget per ad(s) is $329
4/9/2019
Today we enabled our first Ad under Ad groups, titled (Sympathy- Barry UNiversity).
{Keyword: Send your Condolences} let us express your sorrows
www.Americancancerfund.org
Struggling to Find Words to Say? Let Us Write Your Sympathy Note.
Join Us by Donating to Fight Cancer.
We put the general keywords that came to our mind.
We added the phone number of the foundation and extra extensions that were already provided by the
fund.
-donation link
We also paused two of Sharis Ads which had zero conversion rates.
Keywords:
Cards
Letter writing
cancer
Comfort
Donation
Letters
Fund
Sympathy cards
Grief
Sympathy
Donate
How to say
Fight Cancer
Condolence message
Sorrow
Sympathy notes
Condolences
Struggling
Cancer foundation
Words of comfort
Funeral messages
Cancer letters
Cancer quotes
In memory of someone
What to say
Find the words
Worlds cancer day
Let us write
Loss sympathy message
Positive sympathy message
Inspiration sympathy
Sympathy acknowledgement
4/10/2019
14 clicks in one day
Impr: 196
CTR: 7.14%
Keywords:
nice things to say to those struggling – low search volume
loving words
nonprofit cancer organizations
Words of comfort for death
Words of comfort after death
Words for a cancer patient
4/11/2019 (4/9-4/11)
Total: 44 clicks
Impr: 588
CTR: 7.48%
Keywords: (strong)
Words of comfort
Find the words
Loving Words
Added negative keywords:
Zodiac sign
Animal
Cat
Clothes
Diagnosis
Dog
Failure
Food
Games
Hair
Image
Kinds
Pain
Pets
Photos
Pics
Picture
Sperm
Symptoms
Cancer Sign
Send flowers
Congratulation letter
Send happiness
Keywords Added:
Comfort Phrases
Comforting words
Paused any keywords that included the word “donate” (above bid)
Low search volume:
Words to say to those struggling -> struggling
Letter writing ->
Rewording the AD to make it more sympathetic to viewers:
Description 2: We Understand this Difficult Time. Join Us to Fight Cancer
4/13/2019
Total clicks 87
Total CTR 9.31%
Avg.Pos 2.3
Total Cost $131
Keywords:
1-Words of encouragement.
2- Words to Say.
3- Words of sympathy.
4- Condolence Message.
5- Words of Comfort.
Cost: $18.94
Cost: $16.26
Cost: $ 15.73
Cost: $14.27
Cost: $10.57
Clicks: 10
CTR: 7.14%
Clicks: 12
CTR: 8.63%
Clicks: 9
CTR: 30.00%
Clicks: 9
CTR: 13.04%
Clicks: 6
CTR: 14.63%
Most Shown Ads:
Send your condolences| Let us express your sorrows.
Impression: 934.
Clicks: 87.
CTR: 9.31%.
Gender:
Female: impression 460 (61% of known total)
Male: impression 299 ( 39% of known total)
Searches:
Words of encouragement with 30 of impression and 4 of clicks.
Encouraging words with 16 of impression and 1 of clicks.
Condolences note with 4 impression and 3 of clicks.
Devices: Cost
clicks
CTR
Mobile:
$98.33
66
12.62%
Tablet:
$ 3.33
3
3.57%
Computers: $ 29.79
18
5.50%
4/14/2019
Overall
Clicks:62
Impr: 719
CTR: 8.62%
Keywords:
Clicks: 53
Impr: 536
CTR: 9.89%
Paused:
Cards
Fund
Cancer Quotes
–All under the 5% CTR and getting low clicks
A lot of new words added are not getting any action.
4/15/2019
Overall
Clicks: 127
Impr: 1,369
CTR: 9.285
Keywords: High CTR
What to say for condolences
In memory of someone
Sympathy words
Words of comfort after death
Keywords: Low CTR (below 5%)
Words of encouragement
What to say
Paused keywords:
Words of encouragement
What to say
4/16/2019
Overall
Clicks: 143
Impr: 1,528
CTR: 9.36%
AVG CPC: $1.60
The same keywords are having the highest CTR
Added 1 new ad based on car/boat donation
Name: Car/Boat (Barry)
Headline: CARS to Fight Cancer l.Help Life Threatening Cancers

Car Donations

Donate your car,boat,RV, Motorcycle, Farm or construction equipment. Free pick-up of all Vehicles. We
make it easy to make a difference.
Changed the main headline w/ the help of Doss:
Donate Your Vehicle I Help Cancer Research
Keywords:
yacht
Make a difference
CARS
Boat
Truck
SUV
Boat
Car
Snowmobile
RV
For kids
Car gifts
ACF
Help adults
Motorhome
Help kids
Help life threatening cancer
American cancer fund
Tractor
Help cancer patients
Cancer car
Charity car
Vehicle
4/17/2019
Car/Boat donation Ad:
Clicks: 6
Impr: 85
CTR: 7.06 %
Also made sure to go through keywords to see if any corresponded with the disallowed words that
google emailed us.
Paused condolences
Cancer fight
Sympathy Ad:
CTR: 9.61%
Clicks: 160
Impr: 1,665
4/21/2019
Car/Boat:
clicks – 12
Impr: 408
CTR: 2.94%
Needs to improved (more keywords)
Paused some words that were under bid
Added:
used cars
automobile
shop equipment
used equipment
giveaways
non profit
charity work
best non profit charities
Sympathy Ad:
clicks : 236
Impr: 2242
CTR: 10.53%
4/22/2019
Car/Boat
Clicks: 15
Impr: 458
CTR: 3.28%
Successful keywords:
Boat:1
Clicks: 3
Impr: 33.33%
CTR: 33.33%
The other keywords are not effective
No new changes
Sympathy Ad:
Clicks: 250
Impr: 2,343
CTR: 10.67%
Successful keywords:
Words of sympathy:
Clicks: 60
Impr: 289
CTR: 20.76%
Condolence message:
Clicks: 22
Impr: 159
CTR: 13.84%
No new changes
4/23/19
Keywords for Car/Boat: from 4/9 to 4/23
Cost
Clicks
$10.35
8
$7.96
5
$1.30
1
$1.09
1
CTR
3.16%
3.05%
50%
7.14%
Car
CARS
Motor home
Boat
Landing Pages:
Clicks
Cost
Avg.CPC
15
$20.70
$1.38
Car/Boat Ad changes and updates:
Headline 2 and 3 was changed:
Headline 2: Free Pickup
Headline 3: 855-500-RIDE
Description 2- Donate to Cancer Research
Added Keywords:
Help Cancer Research
Cancer Research
Generous donors
Cars for cancer
Boats for cancer
Get rid of car
Get rid of boat
Get rid of broken car
Dispose of vehicle
How to get rid of my car
How to get rid of my boat
Broken car
Broken boat
Old car
Old boat
Don’t want my car
Old vehicle
Old equipment
How to get rid of old equipment
How to give away my car
How to give away my vehicle
Added Negative Keywords:
Buy a car
Buy a boat
Car realtor
Car store
Boat store
Shop cars
shop boats
View & Analyze Sheet 4/23/2019
Devices used specifically on the top keywords for impressions and CTR:
Car/Boat:
Age
Gender: (More males than females)
Income: (Top 10% highest CTR)
Sympathy Ad: Demographics
Age:
Gender:
Income:
Devices
Sympathy Ad: Mobile devices have the highest Impr. and CTR numbers
Car/Boat : more people viewed the add on a computer but there was a higher CTR when using a mobile
device
4/25/19
Car/boat:
clicks : 21
Impr: 628
CTR: 3.34 %
Top Keywords:
Car: 3.25% ctr
CARS: 3.52% CTR
Sympathy:
Clicks: 301
Impr: 2720
CTR: 11.07%
Devices(car/boat):
Computers:
$24.33 Cost.
16 Clicks
3.35% CTR
Tablets:
$1.21 Cost
1Click
5.56% CTR
Mobile Phones:
$4.56 Cost
3Clicks
3.01%CTR
Devices(Sympathy):
Computers:
$108 Cost
62 Clicks
8.22 CTR
Tablets:
$24.20 Cost
15 Clicks
7.39% CTR
Mobile Phones:
$349 Cost
225 Clicks
12.69% CTR
Gender By Impression(Sympathy):
Male: 36% of known total
Female: 64% of known total
Top Keywords(Sympathy)
Cost
Clicks
CTR
Words of sympathy: $142.09
82
21.19%
Words to say :
$53.11
Changes: (Car/Boat Ad)
Donate Your Vehicle For Cancer
Old:
Donate Your Vehicle
New Keywords: (added more terms rather than single keywords)
Donate a car
Donate a boat
Donate a vehicle
Donate a rv
Donate an automobile
Donate your vehicle
Donate your car
Donate a SUV
Donate your SUV
Donate your tractor
The American Cancer Fund is a non-profit organization located in Hillsborough New
Jersey and has been around since the 1960. It is a small organization with less than five
volunteers. Its organization is “dedicated to the education, support, and empowerment
of those diagnosed with cancer by organizing and clarifying information.” The main goal
of their organization is not dedicated to cancer research, but rather to educate and
inform people about the different types of cancer and the treatments that are available,
which is what makes The American Cancer Fund different from other cancer
organizations. Educating is their main focus, but they do collect donations from donors
and various events held throughout the year. The money raised is then donated to
various cancer research organizations that are looking for cures and new treatments.
The organization can be found online at www.americancancerfund.org, and contacted
at admin@americancancerfund.org o.
The website itself is very informative and gives good sources of information. It
explains the various forms of cancer, the current treatments that are available,
and even gives resources on where to go to get help. It even gives information on
how to live out a healthy lifestyle and remain stress free. There is a clear call to
action, which would be the “Donate Now’ tab found in the upper right corner.
The only problem here is that the website is unclear as to where exactly the
donations are going. This problem can be easily fixed just by rewording it so
people will have a clearer understanding about what they are donating for.
. Summary of the project
. Future Recommendations

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