Rebuild the AdWords campaign for Right To Know Authority names

[equivalentideas]

When finished, somebody searching in google to make a request to any authority we have in Right To Know will be shown a useful ad that links them directly to make a request for that authority.

We think a good first step is to test this out with a specific authority that gets lots of requests. We'll come up with keywords and ads for this authority.

Then once we know how this should work, we'll programmatically roll something out for all 2500+ authorities.

[equivalentideas]

For the Department of Immigration we will see how much we can copy the ethos and practical details of the NSW Government Information spreadsheet/campaign/adgroups to make the lightest fastest version possible.

• [x] Create a new campaign for "Right To Know - Department of Immigration"
• [x] Create spreadsheet for Department of Immigration Adwords - copy NSW format
• [x] Create an AdGroup for the department
• [x] Add keywords that include the departments full name, e.g. "Department of Information FOI request"
• [x] Craft an ad that includes the authority name and keywords
• [ ] Remove keywords from other Right To Know campaigns that include "Department of Immigration"
• [x] Pause keywords from other Right To Know campaigns that include "Immigration"

[henare]

The idea of this issue it to automatically generate one Ad Group per Right To Know authority. Each of these Ad Groups will have keywords that include that authority's name, with different variations, e.g.

Department of Information FOI request Department of Information documents Department of Information Freedom of Information

As many of the Right To Know authority names are very obscure it's highly likely that for most of these Ad Groups that none of the keywords will ever display the ad because of low search volume.

@equivalentideas a question for Amire tomorrow: is it worth our effort creating all of these Ad Groups for this campaign?

[equivalentideas]

@equivalentideas a question for Amire tomorrow: is it worth our effort creating all of these Ad Groups for this campaign?

Dan's answer was basically, "yes":

1. For the opportunity to discover keywords we might not expect but our ads/site would perform really well on,
2. To discover which authorities names are keywords that don't perform we'll, so we can then do something about that if we think they should be.
3. Any negative impact from having low performing keywords on your overall account is pretty minimal and very fluid.
4. If you have keywords that are "low search volume" and so never show, they don't even have a quality score so this doesn't impact your campaign or account at all.

https://github.com/openaustralia/righttoknow/issues/678#issuecomment-282164457

[kat]

so for 'Create spreadsheet for Department of Immigration Adwords - copy NSW format' I did a few search and replaces to see how that lined up - replaced NSW with Australia in some cases and replaced "government information' with Department of Immigration

[kat]

We have a similar problem of people requesting access for personal information, researching negative keywords.

[kat]

Added an 'foi made easy' ad group that included Immigration, and paused that keyword in campaign/adgroup'foi made easy'

[kat]

Checked in on the Dept of Immigration adwords campaign today. 23 clicks through from 835 impressions, and just one conversion so far. In the last 7 days, 17 clicks through from 732 impressions with adgroup 'Immigration FOI made easy' but the conversion came through adgroup with far fewer impressions - out of just 11, 1 clickthrough, 1 conversion. Interestingly enough, the ad served to get them there takes the user straight to the DIBP page. I paused some low performing keywords for the minute & left everything else as is for now.