Re: What keywords would you use for GNOME?

[Claus Schwarm <clschwarm googlemail com>]

Hi, Stormy!

This sounds cool. 

It's probably better to use more keywords like [free software desktop]
than [free software]: in the later, probably more people mean "free" as
in beer, not "free" according to Stallman.

However, the landing page probably could need some improvements, too. I
sure have some ideas but we need to test them.

For this, we would need at least

  * a second url (say, "www.gnome.org/b/friends") for a variation of the
    friends page (and maybe related pages)
  * Google website optimizer for running the experiment and tracking

It that's in place, we could follow the route set by the successful text
in the ads and use more social proof on the landing page.


Regards,
Claus


On Mon, 2010-02-08 at 13:51 -0700, Stormy Peters wrote:
> Hi Claus,
> 
> I put all the open source keyword terms in their own ad group with the
> new ad you created. We'll see how it does.
> 
> FYI, I had $229/day in the Friends of GNOME category and we are now
> spending it all. It is not however translating to even $229/day in
> additional donations, so we might want to rethink our landing page.
> (Maybe we want to focus on awareness or other things as well.)
> 
> Most ($226.63) of the hits come from the keyword "free software".
> Yesterday we got 16,223 impressions, 296 clicks for a clickthrough
> rate of 1.82% (which is good.)
> 
> We get an even better quality rating and click through rate (4.02%)
> for the keyword "free software desktop". We had 323 impressions on
> that and 13 clicks. (I assume there are just that many fewer people
> searching on free software desktop or we'd have more.)
> 
> The ad that is shown in both cases is:
> 
> A Free Software Desktop
> Join us in Supporting GNOME, the
> Free Software Desktop Project.
> www.gnome.org/friends
> 
> Ideas for a different landing page? It seems like we are driving a lot
> of traffic this way and we could use it better ... Maybe we could even
> ask them to sign a page showing their support. And sign up for a
> mailing list to hear our news in the future.
> 
> What do people think?
> 
> Stormy
> 
> On Thu, Feb 4, 2010 at 5:38 PM, Claus Schwarm
> <clschwarm googlemail com> wrote:
>         Stormy,
>         
>         glad I could help.
>         
>         You may also like to consider to add a new ad group "Open
>         Source",
>         link it to the friends page,
>         and use the following copy:
>         
>            An Open Source Desktop
>            Join us in Supporting GNOME, the
>         
>            Open Source Desktop Project.
>            www.gnome.org/friends
>         
>         for all keywords including the term 'Open Source'. This may
>         not only
>         drive up the CTR for key phrases such as "Open Source
>         Foundation" but
>         also for the "Free Software" ad group, since it's going to be
>         more
>         targeted.
>         
>         Just an idea; maybe it works.
>         
>         
>         Regards,
>         Claus
>         
>         
>         
>         On Wed, Feb 3, 2010 at 10:07 PM, Stormy Peters
>         <stormy gnome org> wrote:
>         > Claus,
>         >
>         > Your idea had tremendous success!
>         >
>         > With the new ad displaying for the campaign group of free
>         software users we
>         > immediately got more clicks from <20/day to 29 the day I
>         added it to 85 so
>         > far today for a click through rate of .83%. (We also got an
>         additional 43
>         > clicks on the "Join the Free Desktop" for a click through
>         rate of .37%. I'm
>         > going to pause that one. I already paused the "Become a
>         Friend of GNOME" add
>         > for this campaign group.)
>         >
>         > Stormy
>         >
>         > On Mon, Feb 1, 2010 at 3:34 AM, Claus Schwarm
>         <clschwarm googlemail com>
>         > wrote:
>         >>
>         >> Hi!
>         >>
>         >> Provided the keywords are remotely related to the product
>         being
>         >> advertised, CTR is not so muched determined by the
>         keywords, but by
>         >> the copy and its interaction with the keywords.
>         >>
>         >> Example 1:
>         >>
>         >> Someone searching for "debian gnome" is really unlikely to
>         click on an
>         >> ad for a women outreach program.
>         >>
>         >>
>         >> Example 2:
>         >>
>         >> The copy for the keyword "free software" doesn't repeat it
>         in the
>         >> header. Instead of writing:
>         >>
>         >>    Join the Free Desktop
>         >>    Support GNOME, the Free Software
>         >>    Desktop Accessible to Everyone.
>         >>    www.gnome.org/friends
>         >>
>         >> you should test:
>         >>
>         >>    A Free Software Desktop
>         >>    Join us in Supporting GNOME, the
>         >>    Free Software Desktop Project.
>         >>    www.gnome.org/friends
>         >>
>         >> Something similar holds for the other important keywords.
>         >>
>         >>
>         >> However, you seem to be running tests right now, for I got
>         different
>         >> copy for the same keyword(s). Maybe you should post the
>         report about
>         >> the test results?
>         >>
>         >> Of course, if you still like to try other keywords, why not
>         use Google
>         >> Keyword Suggestion Tool [1]?
>         >>
>         >>
>         >> Regards,
>         >> Claus
>         >>
>         >> [1]: https://adwords.google.com/select/KeywordToolExternal
>         >>
>         >> On Sun, Jan 31, 2010 at 9:53 PM, Stormy Peters
>         <stormy gnome org> wrote:
>         >> > I've attached the keyword report for our Google Adwords
>         account. We
>         >> > could
>         >> > use some higher performing keywords!
>         >> >
>         >> > The goal is to have CTR of >1%.
>         >> >
>         >> > Ideas for other keywords?
>         >> >
>         >> > Stormy
>         >> >
>         >> > --
>         >> > marketing-list mailing list
>         >> > marketing-list gnome org
>         >> > http://mail.gnome.org/mailman/listinfo/marketing-list
>         >> >
>         >> >
>         >
>         >
>         
>