Dawn Farm: Optimizing Non-profit PPC Ads

Hello Marcell, I was happy to hear from someone that is from Eastern Michigan University since I am a student here at Eastern. I found your interview very interesting and insightful. I had always wondered how a company could tell how many hits it is getting on their website from a particular product or service. I think it is great that Google offers this feature to their users. This can be very beneficial, as your team found out. This allows you to see which ads or keywords are working for your company. If a company finds out that a keyword or ad isn’t getting any hits, then a company can dump the idea, so it doesn’t cost the business money. It can also help a company find out which products or services are the most beneficial. As you stated in the video monitoring this information daily is very crucial to a companies success. It tells you what the consumers are searching for, so if consumers aren’t searching for your keywords, then its important to make changes. One thing I learned from watching your interview is that a company should put their keywords in their ad headlines. Even though it seems like common sense, I hadn’t thought about that aspect before. It seems like it would make it more likely for to view your website, if you have what they are looking for in your headline. I also thought you made a good point, that the headline needs to be interesting. If its not interesting, then you wont hold the readers attention. And by putting the keywords in your headline keeps their attention because it is actually what they are looking for. I was wondering if other sites, such as Yahoo offer this same information to their website users? Thank you for your insightful interview, Autumn Darr.

Hello Marcell What attracted me to your video right away was that the location was Ypsilanti. I always find it interesting what kinds of ideas entrepreneurs are coming up with in the local area. I am not from this area so I had to do a little research about what Dawn Farms was. I also found out what a great organization to have in this area because not only is it a drug and alcohol rehabilitation center, but there is a lot of focus on families and as well as the farm. I am also not as familiar with ad’s on Google or what it takes to get an ad on such a powerful search engine, but it seems like you and your team created such a great strategy that it was able to bring your vision to a reality. Your optimization strategy of using catchy, strong words in the headline seems like such a common sense thing when you think about, but I’m sure it’s a different feeling when you actually go to write one of these ads. I also believe that it is very important to focus on what the consumers’ needs are so then they will want to buy whatever it is that you are selling. In the case of Dawn Farms, you are really just trying to help the people who want help and are seeking some answers when they search online. You also bring up a good point about when making the titles; it’s not a good idea to cram each service they offer in one title. You need to keep the ad focused, which makes sense because when someone searches a rehabilitation center you want Dawn Farms to pop up. I also didn’t know that Google gave you a score based on your key words and that determines where your ad will be placed. This interview really opened up my eyes to many things I didn’t know previously and I wish you the best of luck. Kelly Taff

This interview I found most interesting because it is discussed as anyone can do it and understand what the pay per click ideas means. Not only can big corporations include the pay per click idea to their cyber companies but also those who are just starting up like Marcell is. As stated in the case, it is important to optimize strategies, which can be accomplished by using strong catchy headline words, key words that stand out, focus descriptive words, and focusing on the consumer perspective and where they are coming from. I think because there are so many non-for-profit companies struggling now because of the decrease in economic success that these types of marketing ideas are what can allow a company to stay afloat and it is important for those how are interested on using ot internet to raise money to know. Getting the attention of the customer is the one part, but convincing them with the companies campaign adds to be your customer and want to give the money is the most important. I thought it was so interesting that the key words used on the Internet (ones that are clicked on) can help these companies like Dawn Farm identify if they are getting to the customer or not. This also goes with who they customers are and what they are looking for. Basing all your information on impressions gathered from key words seems quite risky when it comes to banking money on certain topics. I also thought that this interview really describes the power of Google within the cyber world of companies. The quality scores and other descriptions of what sites, keywords, and topics given can help make or break a company. Google has facilitated itself to not only become one of the most successful Internet corporations but also allow others to become successful through it. Marcell’s intelligence and ideas towards the power of Internet marketing is described to demonstrate the differences from all the changes and angles of Internet marketing. Trail and error being one of the main testing idea towards what is marketable and what is not, can not only be time consuming but risky. This interview demonstrates the possible risks and uncertainty that not only comes with marketing but especially with Internet marketing.