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C-12

ANALYTICS

General OverviewOn a very high level:

● Men outnumber Women● Mobile visits are the majority● Age group that visits the most is 18-34● 87% Bounce, 1.25 Pg/S, 40s avg Session

Where is the Audience and Where do they go● Top visitors come from California, Texas, and New York

How The Audience Reaches GenFKD

● Highest number of users come directly from facebook

● Paid clicks lead to fewer sessions vs Facebook

Deeper Insights

● The election provided a great boost to visits. Extremely high bounce rate.● Women stay longer and read more. Makes sense to target the demographic.● Men in the target demographic visit more often however they stay on the

website for an average of 10s.● Return Visits are a valuable metric as those who come back read more pages

and stay longer. You should pay attention to that.● Wednesday seems to be the day when you get a spike in visits. 8AM-11AM.● Texas and California have high numbers of policy landing pages

Channel Summary● Organic is very powerful, they stay longer, they read more.● Paid is struggling due to the political themed keywords, high bounce.

Analytics for Paid SearchOBSERVATIONS:

● +presidential +candidates +2016 is your top keyword with 76% bounce and 1.5 page per visit.

● People searching for STEM information stay for over 2 minutes and go through at least two pages per visit.

ORGANIC SEARCH

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Dashboard (Already built)

CONTENT

Target Keywords: Financial Literacy (9,900 Monthly Searches), Finance Literacy (110 Monthly Searches)Meta title: Financial Literacy Advice for College Students | Gen FKDMeta description: A non-profit organization equipping college students with financial literacy skills, strategies, and tips necessary to lead the new economy. Read more here!

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UI

Drop-down Menus

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Drop-down Menus

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Drop-down Menus

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Drop-down Menus

UI

Target Keywords: Choosing a career(6,600 Monthly Searches), Career development (14,800 Monthly Searches)Meta Title:Career Development for College Students | GEN FKDMeta Description: Getting ready to graduate? Here's career advice you need to navigate the job market as an entry level professional. Learn more here with Gen FKD!

Target Keywords: Legal advice (9,900 Monthly Searches)Meta Title: Legal Advice for College Students| GEN FKDMeta Description:From filling out W2's at your new job, to knowing your student loan rights, here's the legal advice millennials should know. Learn more, here!

Target Keywords: Economic news (18,100 Monthly Searches)Meta Title:Economic News for College Students | GEN FKDMeta Description: Dear College Student: Here's how economic policies shape your day-to-day finances. Explore more and stay up to date with Gen FKD, here!

Target Keywords: Tech news (74,000 Monthly Searches)Meta Title:Tech News For College Students | Gen FKDMeta Description:Get all the latest updates in Tech News and discover how the tech industry is changing how millennials manage their finances. Read more here!

Target Keywords: Personal finance (27,100 Monthly Searches) Student finance (2,900 Monthly Searches)Meta Title: Personal Finance - News & Advice for Students | GEN FKDMeta Description:Need help managing your student finance? From building your credit score to balancing your budget, here's the advice all millennials need. Learn more here!

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Keyword Research

Blog #1 : 401k (optimizing the post you already have)

Blog #2 :The difference between 1099 vs W2 | Taxes

Blog #3 :Virtual Reality the growth in the marketplace

Target Keywords: What is 401k (6600 Monthly Searches), 401k 101 (110 Monthly Searches)Meta Title: 401K 101 Advice for College Students | Gen FKDMeta Description: What is 401k 101? Here's how making small sacrifices while you're younger goes a long way toward securing your future. Learn more here!

Target Keywords: w2 tax form (1,900 Monthly Searches), what is a 1099 (8,100 Monthly Searches)

Target Keywords: Virtual Reality investment (260 Monthly Searches), VR Market (210 Monthly Searches)

Recommended Blog Posts

Goal: Make a video with Genfkd about young people's post-graduate struggles with underemployment

How to Implement:

1. Chapter Project: Submission of 2-3min videos to Headquarters.2. Chapters can reach out to their student career center3. Create Landing Page for Students to Submit Videos Through Web-Submission

Additional Questions to Ask Students:

1. How long did it take you to find employment?

2. What did you have to sacrifice post-grad in order to pay student loans? If any.

3. What caused you to look for Genfkd?

PAID SEARCH

‘Tis The Season

…..Actually not anymore

Filtering Keywords

● Made a report based on all enabled keywords.● Edited keyword report to filter out any keywords that include presidential

candidates, Hillary Clinton and/or Donald Trump.● Many keywords are receiving 0 clicks.● “Retirement planning” is receiving high impressions (268,243) but very low

clicks (1234) and a low CTR of 0.46%. Cost is very high at $17,347.40.

Keywords With Low Performance

Keywords With a CTR >1%

● Shortened the keyword list by only showing keywords with a CTR higher than 1%.

● Some of these keywords are costing too much in comparison to the clicks and impressions.

● “Can’t find a job” has a decent CTR of 1.88% but it has a high cost of $1,405.45.

https://drive.google.com/open?id=0B-RNMHZZ1llQblJhZm1nSzRVUUU

Campaigns, Adgroups & Keywords

Campaigns and Ad Groups Created

● Personal Finance○ Financial Literacy

● Economy○ Economic Literacy

● Career Advice○ Opportunities○ Guidance○ Unemployment

● Technology○ Latest Information○ Latest Trends

● Pilot Program○ Soft Skills

● Recommend branding ALL your campaigns.● Branding your keywords for the users who are already familiar with genFKD.● Guarding your brand against competitors.● Since you’re bidding on your own terms, you will be in position 1 for way cheaper because it

is very relevant.

Branding CampaignsCampaign Ad group Keywords

Pilot Program Soft Skills "genfkd building resumes"

Pilot Program Soft Skills [genfkd building resumes]

Pilot Program Soft Skills "genfkd networking"

Pilot Program Soft Skills [genfkd networking]

Pilot Program Soft Skills "genfkd how to network"

Pilot Program Soft Skills [genfkd how to network]

Keyword Performance Forecasts

Negative Keywords

CampaignNegative Keywords Ad Group

Negative Keyword

Personal Finance"personal finance company" Financial Literacy "economic literacy"

Economy "Financial loans" Economic Literacy "financial literacy"

Career Advice "craigslist" Unemployment "temp agency"

Technology "sale" Latest Trends "tech sites"

Pilot Program "application" Soft Skills "dating advice"

All campaigns should have negative keywords that are affiliated with the 2016 election. Such as “election 2016”, “trump tax plan”, “hillary clinton’s campaign”

Competitors

Meetearnest and Salliemae have higher impression shares than GenFKD.

Ad CopyCampaign: Personal FinanceAd group: Financial Literacy

Campaign: EconomyAd group: Economic Literacy

Campaign: Career AdviceAd group: Opportunities