AdWords Paid Search Pre-Campaign Report for London Children’s Museum Client Profile: London Children’s Museum (www.londonchildrensmuseum.ca): The London Children’s Museum was established 37 years ago as a non-profit located at 21 Wharncliffe Rd in London, Ontario, Canada. They currently have 8 full time employees and 13 part-time volunteers. Housed in one of South London’s original schoolhouses near the Thames River, the museum has been classified as “tired” by many parents, even though children always have a great time. The museum aims to educate children ages 1 to 8 about the world through interactive play with 9 permanent exhibits which explore history and heritage, science, social relationships, beauty, and culture. One of these exhibits is a simulated and scaled community where children can interact with touch points like a grocery store complete with grocery carts and checkout till, a bank, post office, fire truck with hats and uniforms, and a restaurant. The museum also offers a variety of educational programs, opportunities for hosting birthday parties, day camps or weeklong camps, and facility rentals. Day rates are $7 per person or $2 for children 12-23 months. The key online marketing personnel include Jill Osborne (Director of Development & Communications) and Chris McLachlin (Marketing Coordinator). Their current website launched in May 2011 and a new site is under development. In addition to the website, the museum engages with various social media platforms including a Facebook page with approximately 8 posts per week, a Twitter page averaging one re-tweet (occasional posts surpassing 10 retweets), and a Google+ page. Outside of social media, the museum collaborates with other cultural organizations on special projects and events, occasionally offering contests that relate to other organizations and businesses in the community. One of their recent ventures was with the Animal Rescue Foundation of Ontario. Market Analysis: The organization’s customers include parents, grandparents, caregivers, teachers, members and donors of the London and South Western Ontario area. The primary customer demographic is female between the ages of 25-40 with young children. The organization’s competitors include Storybook Gardens, Kidscape, Adventures on Wonderland, East Park, and Museum London. Each competitor is located within London, Ontario, offers similar services, and caters to similar customers of the Children’s Museum. The museum’s points of difference include their unique programs and services inline with interactive and educational learning trends.

From a survey delivered by the organization, teachers who participate in the education programs rate their experience as exceptional and valuable. A result of the unique atmosphere are the peak times of service in June, July, August, March break, and Christmas break, when children in the area are out of school and able to participate in various camps and day programs offered by the museum. Current Marketing Initiatives: The organization markets through its website, social accounts, corporate sponsors, and industry-related venues like Budweiser Gardens who presents attractions including Disney on Ice for families. The website is used for sales, customer service, donations, awareness, and facility information. The new site, once running, will also allow for membership and event pass purchases through e-commerce. Strengths of the site include ease of navigation and effective placement of important information such as address, phone number, and cost of admission. There are, however, a few aspects of the facility which could reduce purchase fulfillment or future interaction with the site. The current site has a Domain Authority of 37 with 814 links. Compared to a similar venue in a nearby city who has a site DA of 42, 2159 links, and appears on Google ads for every relevant keyword, the Children’s Museum ranks lower for organically related keywords such as “fun for kids” and “kids camps.” The site’s current GA summary is positive, validating its successful features, having received 95,000 sessions in the last year with a bounce rate of 41.72%, time on site of 2:07, and pages per visit rounded to 3.51 pages. Offline promotions of the URL include partnerships with other organizations in the area, consistent coverage of events from local radio stations, London community newspapers, and an annual spot in the London Free Press camp guide for parents. The London Children’s Museum has an increased interest in digital marketing, evident through their investment in a new website and willingness to host contests and promote family friendly events. AdWords will help to increase local rankings and compete more directly with competitors already running paid search campaigns in the surrounding area. Proposed AdWords Strategy Campaign & Ad Group Structure: The London Children’s Museum wants to increase enrollment for camps, birthday parties and memberships. To meet these marketing objectives, the account will feature 4 main campaigns (camps, birthday parties, memberships & general brand) and a range of 2 to 5 ad groups for each. In total we have compiled 167 keywords using phrase and exact match to reach qualified traffic.

Table 1: Campaigns, Ad Groups & Sample Keywords Campaign:

Sample

Campaign:

Sample

Campaign:

Sample Keywords

Camps

Keywords

Birthday

Keywords

Memberships

“kids party places”,

Family

“museum family membership”,

book a kids party

Membership

“family membership for

Parties Ad

Summer

Groups Camps

Interactive summer camp,

Kids’ Parties

+museum summer camp

museum” March Break

“march break camps in

Birthday

Birthday party ideas,

Camps

London” , [march break camp]

Party Packages

“party packages”

Day Admission

[museum admission], “cost of admission to museum”

Our negative keywords include words such as “party supplies”, “trial membership”, and England to name a few. When the account is live, we will monitor the Search Term Report to uncover new terms that should be added to the account and ones that should be added to the negatives due to irrelevant impressions. Ad Serving Options: For each ad group, we developed four ads which will rotate using “optimize for clicks” to increase the CTR for each campaign. Once a winning ad is determined, we will replace the losing ad with new copy. For ad delivery, we will use standard delivery so that our budget is not depleted too quickly. The Dynamic Keyword Insertion tool was used for one ad in each ad group to test its effectiveness. Since this tool dynamically inserts the exact search query into the title of the ad, it will lead to a higher CTR. Based on its success, we may decide to put it in more ads to further optimize the CTR. Sample Ads are provided on the left: The text in each of our ads will include a call to action (“register now” and “purchase”) and an offer to increase clicks. Our ads will also leverage member discounts to boost CTR & conversion rates. We used the Ad Preview Tool to evaluate our competitors’ ads and noticed they do not include clear calls to action, which will give us an advantage. Site links, phone extensions, location extensions and callout extensions will be included to further lift CTR. We are also including one mobile ad per ad group to cast a wider net and test which platforms lead to more conversions. Geo-target & Language: According to the museum’s survey data, visitors travel from all over Southwestern Ontario, though a majority of people are from London. The city is a central hub for entertainment and education, therefore we decided to target a 30 km radius outside of the city for all 4 campaigns. Ad performance across locations will be monitored closely and may be

tightened to allow optimal CTR. Language settings will include “all languages” because there are many diverse groups of people in London who speak English as well as other languages. Bidding & Budgeting: Our total marketing budget is $250. We plan to allocate a higher % of the budget in the first week to generate sufficient data to determine how to best spend the remaining funds in the following weeks. We will begin with an equal budget for each campaign. This decision was based off of keyword CPC research using the Keyword Planner Tool (most keywords ranged from $0.09 per click to $0.64, but the camp campaign appears more costly). We anticipate higher volume for camps due to the approaching Spring Break, so a higher % of the budget may be allocated here. We have set in place a 20% over-delivery adjustment as well. Total Weekly Budget

Per Campaign (25% total)

Devices & Networks: Our group plans to deflate bids on mobile

Week 1 (40%) $100 ($8.92/day)

$25 ($3.57/day)

Week 2 (35%) $87.5 ($12.5/day)

$21.875 ($3.13/day)

website is content heavy and not

Week 3 (25%) $62.5 ($14.29/day)

$15.63 ($2.23/day)

optimized for mobile. We will

$62.50

begin by advertising on the

Total

$250

devices because the client’s

search network due to our limited budget, but will open to display to cast a wider net. If display is necessary, we will strategically place our ads on websites related to our audience and their behavior. Day Parting: In our initial launch of the campaign we do not plan on day parting our ads, but will monitor their performance across this dimension and inflate or deflate bids depending on success. Goals: Most of the keywords range from $0.09 to $0.64 per click based on the Keyword Planner Tool. Using the Ad Preview Tool, it appears the SERP is very competitive for our camp-related keywords, but less competitive for the other 3 campaigns for organic and paid results. Because our goal is a positive ROI, we aim to achieve the following: 12,500 impressions, 500 clicks, average CPC of $0.50 and a 4% CTR. In total, 36 new museum visitors or one birthday party will cover the cost of $250 in advertising. Key success metrics include camp registrations, birthday party bookings, membership purchases, and foot traffic for day admission. The museum’s current website does not allow for e-commerce, so these goals will be tracked manually. Our goal is to maintain a quality score of at least 5/10 on each keyword and any that fall below will be closely monitored, paused, and modified to increase performance.