May 6 2016 Bay Area Water Supply and Conservation Agency Presentation Topics How we got here Targeting Google Advertising for Drought Messaging Approach Analytics and Effectiveness Targeted Google Advertising for Conservation Program Marketing ID: 657821
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Slide1
Harnessing New Media Platforms for Cost-Effective Targeted Conservation Messaging
May 6, 2016
Bay Area Water Supply and Conservation AgencySlide2
Presentation Topics
How we got hereTargeting Google Advertising for Drought MessagingApproachAnalytics and Effectiveness
Targeted Google Advertising for Conservation Program MarketingApproachAnalytics and Effectiveness
Lessons Learned and Next Steps
2Slide3
What is BAWSCA?Bay Area Water Supply & Conservation Agency
Special District representing the interests of26 cities, water districts and water companies in San Mateo, Santa Clara, and Alameda Counties1.7 million residents, over 30,000 businessesAll rely on the San Francisco Regional Water SystemSlide4
Conservation Program Is Key Element of BAWSCA’s MissionBAWSCA manages a variety of conservation programs regionally and on a subscription basis for its member agencies
Current programs include:Four rebate programsOne voucher programFour public outreach programThree school programsLarge landscape audit programHome water use reports program
Water conservation databaseSlide5
Outreach and Marketing In Partnership with Member AgenciesBAWSCA and member agencies collaborate to provide for conservation outreachMember agencies handle direct customer outreach
Bill inserts, newsletters, local eventsBAWSCA provides regional outreach Point-of-purchase, preparation of marketing materials, large-scale media buys when neededPaper marketing materials have historically been the standardPostcards and brochuresSlide6
Drought Messaging CampaignGoal: To motivate customers to take actions to reduce their water use in order to achieve a system-wide water savings of 10% from the SF Regional Water System
Campaign executed in partnership with wholesaler, San Francisco Public Utilities CommissionsSFPUC developed campaign materialsCollaborative approach aimed to:Enhance regional awareness and recognitionEnable quick launchProvide consistent messaging on actions needed to reduce useSlide7
Early Challenges in Cost-Effective MessagingVarying reduction targets among member agenciesSome member agencies seeking greater cutbacks than SF RWS voluntary 10%
Disaggregated service area BAWSCA service area includes portions of three countiesNeed to target limited budget to areas served by SF RWS“Sexy” ads provided by wholesaler were of concern to some member agenciesSlide8
SF Regional Water System Service
Area
Common Customer with Santa Clara Valley WDSlide9
SF Regional Water System Service
Area
Alameda County Water DistrictSlide10
Campaign Materials Targeted to San Francisco City CustomersSlide11
Media Platform
Pros/ConsBillboardsYes - Can specify locations; broad audience; limited availabilityRadioNo - Cannot
target to service areaTelevisionVetoed - Concerns with ads being “TV appropriate”
Movie theatersYes - Location specific and restricted audienceYouTube Ads
Yes - Location and
audience specific
Options Evaluated for Regional MessagingSlide12
YouTube Campaign ParametersBegan August 2014 with a 4-week trial runExtended through mid-OctoberAllocated approximately 40% of campaign budget
Campaign included two 30-second public service announcements1/3 of budget allocated to indoor message2/3 of budget allocated to outdoor messageSlide13
The Basics of YouTube AdvertisingVideos shown on YouTube and on Google NetworkAds run in-stream before viewer-selected content
Viewer has option to skip the ad after 5 seconds
Advertiser only charged when viewer watched 30+ seconds of the video
Can turn advertising on and off at any timeSlide14
Key Advantages over Traditional Advertising PlatformsImmediate and easy adjustment to advertising levels, budgets, and audiencesCan turn ads on/off or pause at any time
Budget can be adjusted as neededAudience can be adjusted as neededClear metrics for tracking ad impressions and impactAbility to target to:Those within BAWSCA service areaThose with greatest reduction potentialSlide15
Campaign Managed in Real Time via Web DashboardSlide16
Establishing Viewer Parameters Residents of a zip code within BAWSCA service areaLinked to viewer’s Google accountWhere not signed in to Google account, linked to viewer’s location
Emphasis on areas with highest savings potentialOther parameters tested for targeted message:Homeowners – searches for home-related keywordsInterest in green livingSlide17
High per capita = higher max. bidCampaign Targeted to Areas with High Outdoor Water Use
BELMONT
94002High
BURLINGAME94010
High
MENLO PARK
94025
High
ATHERTON
94027
High
MENLO PARK
94028
High
DALY CITY
94014
Low
DALY CITY
94015
Low
DALY CITY
94016
Low
DALY CITY
94017
Low
BRISBANE
94005
Medium
HALF MOON BAY
94018
Medium
HALF MOON BAY
94019
Medium
PACIFICA
94044
Medium
SAN BRUNO
94066
MediumSlide18
Campaign Metric
ResultTotal Impressions:2,044,435Total Views:
274,809Overall View Rate:13.44%
Average Cost Per View:$0.18Total Cost$48,769
Overall Campaign ResultsSlide19
Viewer Response Was Positive Among Target Groups
AdNumber of Views (a)View Rate Average
Cost Per ViewClickthroughRate Indoor Ad – No Targeting
28,22820.05%$0.181.7%Outdoor Ad – No Targeting75,233
17.47%
$0.18
2.8%
Indoor Ad – Green
Living
28,794
17.53%
$0.18
2.5%
Outdoor Ad – Green Living
70,808
14.3%
$0.18
2.7%
(a) Number of viewers that watched 100% of the videoSlide20
Partial Views Provide Added ValueSlide21
Advertising Most Effective at Reaching Younger DemographicsSlide22
YouTube Ads A Key Source of Website ReferralsSlide23
Campaign Successful in Driving Interest in Conservation
1/17: Governor's
Drought Declaration
8/17:
Billboard
campaign launch
8/31:
YouTube
campaign launchSlide24
Savings Accelerated During CampaignSlide25
Region Surpassed Savings GoalSlide26
Per Capita Water Use at Record
LowsSlide27
Piloting Google Ads for Conservation Program MarketingGoal: to assess the effectiveness of Google ad campaigns in conservation program marketingBAWSCA Landscape Education Program
Parameters:1 month pilotGoogle AdWords Maximum budget: $50/dayBidding parameters consistent across ad groupsSlide28
The Basics of Google AdWordsAdvertiser develops ad texts and website link
Advertiser identify keywords which trigger ad displayAdvertiser sets daily budgetAd displayed to viewers with Google search resultsAdvertiser only charged when viewer clicks on adAdvertiser can turn advertising on and off at any timeSlide29
Pilot Included Both General and Topic-Specific Ad Groups
KeywordsGeneral Water-Saving
GraywaterLawn ReplacementWater savingGray water
Drought tolerant landscapingSaving waterGrey waterLawn replacementDroughtGraywater
Artificial
turf
Landscape design
Laundry to landscape
Lawn
replacement
Drought
Drought
tolerant plants
Drip irrigationSlide30
Samples of BAWSCA AdsSlide31
General Search Terms Yielded Most ImpressionsSlide32
Specific Terms Yielded Higher Click-through RatesSlide33
Google Ads Had Minimal Impact on Class Registrations Slide34
Lessons Learned and Next StepsTargeted messaging works for the BAWSCA service areaGoogle/YouTube Advertising more effective for general public information than program marketing
Additional piloting and analysis needed to maximize effectiveness of online program marketingBAWSCA website revisions neededHigh bounce rate Website revamp underway - to be complete Dec. 2015Social media plan completed Slide35
Questions?Andree Johnson: Ajohnson@bawsca.org