SEM Campaign: East Lansing Film Festival

• I would like to thank you for choosing myself as the creator of your SEM Campaign (search engine marketing). After researching your organization and actively going through your website to see what your organization is all about, I have been able to come up with a cost-efficient and easy-to-use SEM Campaign that will directly reach all of your NEEDS: better reach of target market, increase in brand awarness, increase website traffic, increase sales, to create a larger online presence, increase in participants (actions on our website) and more help from supporters. The program we will implement for this Online Advertising Campaign is Google AdWords.

• East Lansing Film Festival Target Market: We are trying to reach all film fesitival enthusiasts of all ages, enthincities and social classes in the East Lansing and surronding areas (nationwide). 

• Key benefits East Lansing Film Festival will gain from implementing an Online Advertising Campaign:
  • Create a larger online presence
  • Increase brand awarness
  • Increase brand consumption
  • Increase brand relevance
  • Increase digital wom (word of mouth)
  • Capture qualified leads (new consumers)
  • Increase website traffic and data transfered (officail website, Twitter, and Facebook)

• Keywords (words or phrases consumers use in a search entry, we need to match our keywords as closely to our consumers keywords as possible therefore our ads will show up first on any search result pertaining those "key" words) I recommend we use with our Google AdWords account for highest results of success:
  • "East Lansing Film Festival"
  • "Local Michigan Film Festival"
  • "Michigan Film Festival"
  • "Film Festival News"
  • "Film Festival Blog"
  • "Michigan Film Festival News"
  • "Michigan Film Competition"
  • "Support Local Film Festival"

• Google AdWords Ad, the format is pretty easy and simple to grasp. Any Google AdWord ad consists of a four line format.
  • Line 1: The Headline, which contains all of your keywords (links consumer searched keywords with your ad), at the most can only have 25 characters.
  • Line 2: The Benefits, this line contains all the key benefits you want the reader to know first. Only allowed 35 characters to be used at the max.
  • Line 3: The Feature/Offer, this line contains what our product/services are feature with or what offer(s) we are currently promoting. Only allowed 35 characters max. 
  • Line 4: The URL Display, this line is contains a short URL for your website with a keyword in the subdirectory. Also only allowed 35 characters to be used as the maximum limit. 

• A Google AdWord Ad example for the East Lansing Film Festival SEM Campaign:
  • Line 1: "East Lansing Film Festival"
  • Line 2: "Showtimes, news articles, blog"
  • Line 3: "Multiple Showings & Low Prices"
  • Line 4: "www.elff.com/news" 

• Targeting Options: Reaching our target market is key to our success, therefore having the options of how to target our Google AdWord ads towards consumers is very useful. One key option in targeting our consumers is the geographical option, this allows us to choose if our advertising campaign is nationwide or global, and then allows us to select specific cities or states we want our ads to appear in search results. This helps us prioritize who is seeing our ads and saving us money (not advertising to people all over the U.S. just Michigan and surrounding areas). 

• Measuring effectiveness, unlike most advertising Google AdWords has features that allow a user to:
  • Set a budget, you can pick how much your willing to spend daily on your Google AdWords Campaign. Therefore you only pay when someone clicks on your ad, which means this is a cost-effective advertising platform for businesses of all sizes.
  • Set up CPC or Cost-Per-Click, lets us control how much we spend per click on our ads, we set a maximum or minium bid per each ad click (ex: $1.00 per each ad click). This is important to analyze and regulate because you can always change your bid amount, it is important to experiment with different amounts of money to find the proper number that gets new consumer leads but does not waste company money. Also we can see what actions consumers take on our website after clicking on our ad, but to be successful we will use this formula to measure CPC: value of action to you X % of vistors sent by AdWords = CPC. 
  • Set up tracking tools, Google has tracking tools such as AdWords Converision Tracking which allows you to see who is visiting your website and what actions they are taken once they are on your website. Another great Google tool is Google Analytics which lets us know how consumers arrived to our website and what actions they take once their.

I would like to thank you again for this opportunity and I look forward to working with your organization,

sincerely,

Nick Avram