STEP TWO: DRIVING TRAFFIC

THE STRATEGY

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In order to make the customer journey and website experience completely personalized, the organic and paid search ads will utilize two key ad groups, one for women's empowerment and one for eye health. In doing so, it is vitally important to create landing pages that convey each of these customer journey tracks individually. It has been shown that a personalized website experience is 4 times more likely to convert (Insightera). A skilled web developer can do this easily, but there are also many vendors out there who make it easy to personalize the web experience.

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SUGGESTED KEYWORDS

The following keywords have been identified as good purchases for a combination of their relevance to the Jiti Foundation and their price, traffic, and competition. The data provided is drawn directly from Google AdWords.

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ORGANIC SEARCH

In order to maximize organic search the Jiti Foundation should:

• Create multiple landing pages, each with their own purpose and topic, and utilize keywords within the copy on each landing page

• Move the donation page away from the PayPal domain and towards the Jiti Foundation's domain

• Attract high quality links to increase link juice

• Keep website content updated and current

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PAID SEARCH

The following example ads are divided by ad group and must show congruence with their corresponding landing pages:

• Ad Group 1: Women's Empowerment

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• Ad Group 2: Eye Health

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