Search Engine Marketing Campaign

I crafted a comprehensive, self-promotional marketing campaign, utilizing Google Analytic's Campaign URL builder.

I promoted this content using five distinct channels, with specific tagged URLs for each. I tracked events and goal completions via Google Analytics. I compiled the results into a comprehensive report where I critically analyzed the resulting engagement, traffic, and activity on my page.

What I Did

  • Conversion Tracking
  • SEO
  • Link Building
  • Copywriting
A landing page designed to drive resume downloads.  Look familiar?

A landing page designed to drive resume downloads. Look familiar?

 
 

Creating The Landing Page

I built a landing page, hosted on a WordPress site, with the ultimate goal of driving resume downloads and LinkedIn visits by sharing specifically tailored promotional posts to various audience types.

My resulting macro and micro conversions were tracked and considered goal completions for this assignment.

Macro conversions were resume downloads, social media visits, portfolio site, and LinkedIn clicks (really any outbound link clicks). Micro conversions were visits to my landing page.

Outbound link clicks were monitored via Events tracking in Google Analytics.

Outbound link clicks were monitored via Events tracking in Google Analytics.


Tracking Tagged Campaigns

I created separate campaign URLs to be shared via LinkedIn, Email, Facebook, and (just for fun) a printed QR code. 

I promoted each campaign using tailored copy appropriate for the mediums they were shared on. In each message, I urged followers and friends to click through to the landing page, and trigger events by clicking the outbound links within.

Creating tagged campaign URLs.

Creating tagged campaign URLs.

An example of a promotional Facebook post.

An example of a promotional Facebook post.


Results

Throughout the duration of this data collection, my page saw 71 total sessions, 27 of which contained conversions. Facebook was the largest driver of traffic and conversions, followed by Email. My email campaigns were fairly successful at driving interaction and unique events. 

This project allowed me to craft engaging content by researching and knowing my intended audience, push it to those in my network, and measure and track the results (in this case, link clicks and goal completions).

Using industry data on conversion value and hourly work rates for web analysts, I was able to calculate a theoretical ROI from my campaign based on the hours of work I put into it.  This helped me find areas in which to improve my analytics and promotional skills.

I've used Google Analytics almost every day since completing this project. It's an incredibly powerful tool that I've come to love, and of course, get certified in.

Acquisition and Behavior data from each campaign.

Acquisition and Behavior data from each campaign.