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BlightBusters Inc.

BlightBusters Inc. . Results produced by: Nathan Zander Dorian Vaduva Jacqueline Leonard Ryan Santa Edward Craddock. Our Non-Profit. BlightBusters Inc. About BlightBusters. History of B.B.:. Humanitarian Awards:.

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BlightBusters Inc.

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  1. BlightBusters Inc. Results produced by: Nathan Zander Dorian Vaduva Jacqueline Leonard Ryan Santa Edward Craddock

  2. Our Non-Profit BlightBusters Inc.

  3. About BlightBusters History of B.B.: Humanitarian Awards: • In its remarkable 18 year history, Motor City Blight Busters in conjunction with its coalition of community partners can proudly claim 120,000 volunteers, who have contributed more than 658,000 volunteer hours to paint 684 homes, board up and secure 379 abandoned buildings, renovate 176 houses and build 114 new ones to make suitable housing for 1,160 people. • 2006The SCLC Gertrude Power Award 2006The Comcast Beacon Award 2005 Kellum Mortgage1998 John George earns "Point of Light" Presidential Award1995John George receives "Michigainian of the Year" honor from The Detroit News

  4. The first steps into Google Adwords • Our group studied the BlightBusters Inc. website and from this tried to determine what they wanted to achieve from there web space. • We came up with a few ideas for campaigns: • About • Donations • Events • Creative Juices • Volunteers

  5. Our first attempts (1st full month)

  6. Events First Month Trial

  7. The second step: • After a little progress had been made set up a meeting with the BlightBusters organization. • This helped us focus and gave us new ideas. • From the new information we received we made a few adjustments.

  8. New developments (2nd full month)

  9. Events with Expanded Locations

  10. Thoughts on progress: • Most campaigns were performing well. • With two campaigns averaging over 3% CTR • The Donations campaign had a giant jump in impressions with very little conversion. • We decided to use a new strategy to help out the donation section.

  11. Two Strategies for Events Evaluate Ad Groups Evaluate Ad Variations • How many clicks? • How many impressions? • What is the CTR for each group? • Delete Ad Groups with low clicks and/or CTR • Which Ad Titles work best? • What Ad Text works better • How many keywords are in the actual Ad variation? • Add more keywords to Ad Variations

  12. Donations in trouble? Pre – Ad Variation Adjustments Post – Ad Variation Adjustments • Property Donation • 28 Clicks • 3,800 Impressions • 0.73% CTR • Vehicle Donation • 0 Clicks • 1,309 Impressions • 0.00%  CTR • Cash Donations • 2 Clicks • 1,750 Impressions • 0.11% CTR • Total • 30 Clicks • 6,859 Impressions • 0.43% CTR • Property Donation • 141 Clicks • 6,918 Impressions • 2.03%  CTR • Vehicle Donation • 1 Clicks • 997 Impressions • 0.10%  CTR • Cash Donations • 78 Clicks • 6,965 Impressions • 1.11% CTR • Total • 225 Clicks • 20,485 Impressions • 1.09% CTR

  13. After our trouble shooting session: (3rd full month)

  14. Events With Strategies Implemented

  15. Using keywords in Ad Variations

  16. The last month.

  17. Events Final Numbers

  18. Over the full life of our project

  19. Thank you to all involved!! • Google • All of our non-profits • Prof. Gibson • Students

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