East Lansing Film Festival Google AdWords Proposal

East Lansing Film Festival

Google AdWords Campaign Recommendations

To Whom it May Concern,

The purpose of this brief is to provide the marketers of the East Lansing Film Festival with information about the potential benefits of using online advertising to promote the festival and, more specifically, basic strategies for using Google AdWords to do so.

Benefits of online advertising and Google AdWords

• Allows businesses to reach a large audience, but can also be more targeted to increase effectiveness
• Availability of tracking and analytics tools
• Very inexpensive compared to traditional advertising mediums
• Google AdWords
  • Straightforward analytics that help you evaluate the effectiveness of each campaign, including graphs and tables to track trends over time
  • Tools that automatically adjust and optimize keyword bidding (cost-per-click) to fit into your predetermined budget
  • Geo-targeting to maximize your ads’ exposure within a particular geographical location so you don’t waste money on ads that will not lead to conversions
  • Ability to run multiple campaigns and make adjustments whenever you like
  • Scheduling when your ads appear – choose particular days, even times of day to run ads

Suggested ad groups and keywords

Film makers: Although the deadline has passed for full length film submissions, the 48-5 competition is still open. These ads must be clear in referencing the 5 minute length requirement and also mention the possible rewards. The name of the festival and the dates should be clear as well.

Keywords:

• East Lansing Film Festival
• East Lansing Film Fest 2011
• East Lansing Events
• Indie Film Festival*
• Independent Film Festival*
• EL film festival
• Michigan film festival(s)
• Great lakes film festival(s)
• Michigan events

(*include geo-targeting within roughly a 250 mile radius of East Lansing)

Attendees: Ads to promote attendance should tout the festival’s status as Michigan’s largest and “most diverse”. Alternate versions can encourage visitors to subscribe to the Festival’s newsletter or to purchase passes (silver, gold, etc.) in order to receive benefits like reserved seating. It’s important for ads to include a call to action, in addition to providing information. 

Keywords:

• Film festival contest/competition
• 5 minute film contest/competition
• 5 minute movie contest/competition
• Independent film contest/competition
• Short film contest/competition
• Indie [short] film contest/competition

Sample Ad Text

Filmmakers:

Indie Short Film Competition
EL Film Fest 2011. Submit your 5 min. film
To win cash and other prizes!
www.elff.com/forty-eight-five

Independent Film Contest
East Lansing Film Festival Nov. 9-17 2011
Submit a 5 minute film; you could win cash!
www.elff.com/forty-eight-five

Attendees

East Lansing Film Festival
Michigan’s largest and most diverse
film festival. Nov. 9-17, 2011.
www.elff.com

EL Film festival 2011
A week of 100+ indie films. Nov. 9-17
Reserved seating for pass holders!
www.elff.com/festival/box-office

East Lansing Film Festival
Nov. 9-17, 2011. Sign up for our newsletter
For the scoop on MI’s largest film fest
www.elff.com

Success Metrics

• Impressions: The number of times an ad appears in search results
  • An increase in impressions is a good thing as it leads to increased exposure
  • BUT, high impressions accompanied by a low click through rate indicates that ads are likely ineffective
• Click through rate (CTR): The number of people who click on your ad/total impressions
• Cost per click (CPC): The lower the cost, the better. This is how much you are paying for each click you receive so a lower number indicates higher efficiency.
• Average position: Shows your ad’s ranking in search results among competing ads.
• Google analytics can also be used as a separate tool for more in depth analysis about web traffic to the Festival’s site.
• In terms of offline measurements, an increase in 48-5 film submissions and/or ticket sales for the festival from previous years should indicate some level of success—even though it may not be a direct result of the AdWords campaign.