Google Ad & Engagement Plan
Ethnic and Racial Studies was seeking to promote key research published in their journal. Using a Google Search Ad and SEO marketing, Amanda aimed to increase the awareness and readership of this key article.
After running the Google Ad, the client was still seeking ways to increase overall readership of their journal. Since author promotion is an effective marketing strategy, the Author Engagement Toolkit was developed. The toolkit sought to engage and encourage guest editors and authors to promote their own work.
Client:
Ethnic and Racial Studies
Skills applied:
Google ad, paid SEO marketing, advertisement, creative problem solving, copywriting, increasing usage
Google Ad Example
The copy for this ad was drafted by Amanda and approved by the client. The main challenge behind this article was the sensitivity of the subject when building the target audience. Google Ads prevents the targeting of specific keywords, so it was important to be creative but accurate in the targeting. It was best to be direct and use the most simple terms to ensure the accuracy of the ad, and prevent the ad from being blocked on Google.
634,000 impressions,
with a 5% CTR
The Google Ad ran over the course of 4 weeks and received over 634,000 impressions with a 5% click through rate.
It increased the readership of the article by 9.5%.
Engagement Toolkit
The Author Engagement Toolkit was a series of documents that helped an author or editor promote their own research. Each author received their own toolkit with individualized tracking links to their articles, tips for posting on social media, and specialized images of the issue they published in. While the toolkit was created manually (each link and image had to be customized to the toolkit) this extra time paid off since the reach of the content was increased.
increased engagement by 43%
The implementation of the Author Toolkit increased author and editor engagement and promotion of their own work by 43%. The success of the toolkit meant an increase of downloads by 10%.
To download the full Engagement Toolkit Example, please contact Amanda for the password to view the PDF.
This file is for a writing example purpose only. Please do not download, share or distribute its contents. Thank you.