Alexa Hill & Janice Sanchez

Professor Carey
Marketing Communications II
11 May 2013
Google AdWords Local Marketing Campaign for Sexual Health/STDs
There is no doubt that sexual health is a main concern in todays society, as well as in all
past eras. As the years pass and humans evolve, numerous ways to stay sexually healthly are
discovered. However, discovery goes hand and hand with more issues. One in two sexually
active people will get a disease by age twenty five- most will not even know it. That being said,
it is still extremely important for sexually active people to take control of their sex lives and get
tested. One campaign that truly believes in sexual education and health awareness is the Blue
Cross / Blue Shield association. In order to make a difference, the association created a website
called BeSmartBeWell.com. This website contains an abundance of health information through
leading experts, valuable resources, and real life video stories about people trying to be healthier.
It provides readers with information on what sexually transmitted diseases are, why they matter,
what you can do to prevent and or treat them.
One specific video, Lets Talk About Sexual Health compels young adult/teens of all
sexual orientation types to understand what Sexual Health is all about. It informs them that
finding the right strategies and provider to talk about sex and sexual acitivity, is the most
important way to maintain your Sexual Health and prevent STDs. This video proves that
media/social media can be an effective way for teens and young adults to learn about sexual
health because it provides them with the privacy that some may want when educating themselves
about the topic.

In order to drive traffic to BeSmartBeWell.com, Blue Cross/ Blue Shield is interested in running
a Google AdWords campign with a budget of $500,00. In order to create a successful outcome,
my partner, Janice Sanchez and I, Alexa Hill, have come up with a straight-forward approach.
First off, our primary target audience is young adults, of all sexual orientations, between the
ages of nineteen twenty four. Our secondary audience is between the ages of fifteen and
eighteen. These individuals may not be sexually active yet, but they are most definitely curious.
Our main priamary call to action is that is is important to talk about your sexual health with your
primary provider, your partner, and yourself. After much evaluation and numerical strategizing,
we have compiled a list of words and phrases we recommend Bluee Corss/ Blue Shield use. We
have also recommended a daily budget for the client. The words and phrases we chose are as
follows: sex, birth control, clinic, HIV, STD Testing, Condoms, Herpes, HIV Testing, OB GYN,
STD Test, HIV Symptoms, AIDS, HIV and AIDS, Disease, Pregnancy Prevention, and STD.
The average CPC (cost per click) is $2.67 with 187.21 average clicks per day. So, with a budget
of $500 a day we will run our campaign for 10 days and spend $4998.51 at the end of our ten
days. We have decided to run our advertisements for a short period of time because we plan on
greatly promoting them. From what we know, our primary audience stays more interested in
short, fast, but information filled promotions, rather than drawn out campaigns. Also,
considering we are working within a summer timeframe, it is perfect season to run our
advertisements, but not for too long because in reality, our audience wants to spend their summer
doing other things.
In addition to recommending a daily budget for Blue Cross/ Blue Shield, we have come
up with a couple of suggestions for a local marketing media plan using GYT (Get Yourself
Tested) campaign materials offered through the CDC. After reviewing the GYT materials, we

have decided that there are a number of tools we would leverage to raise awareness on campus,
as an integrated approach that complements our Google AdWords campaign. The major action
we would take with the GYT campaign is bringing it onto our campus. In order to promote it, we
would have contests that would consist of questions regarding how much teens know about
sexual health, diseases, etc. The winners of the contests would receive GYT merchandise. Not
only would we have contests, but we would ensure that local clinics, especially our school clinic,
would have free testing for all students. We would sell books, pass out brochures, and have
surveys taken in order to at least raise awareness. There is no doubt that with the information
gathered, as well as the local marketing media plan we have come up with, we are confident our
recommendations for Blue Cross/ Blue Shield will be effective.

1.

2.

3.

4.

eyword

Average Position

Average CPC
$
2.67

Total(Average)

1.2

sex

1.1

birth control

1.2

clinic
HIV

Clicks

CTR

187.21

2.20%

1.16

63.34

2.10%

2.76

27.55

2.40%

1.2

3.62

23.4

2.30%

1.1

4.33

11.67

1.90%

4.57

11.35

2.50%

condoms

1.2

1.99

9.99

3.00%

Herpes

1.1

3.03

7.64

1.90%

HIV Testing

2.2

4.71

7.25

4.60%

ob gyn

1.1

3.07

6.82

1.90%

std test

1.4

4.52

3.39

2.30%

HIV symptoms

1.4

3.82

3.3

1.80%

AIDS

1.1

3.79

2.91

1.90%

HIV and AIDS

1.2

3.96

2.48

5.20%

diseases

1.1

2.72

2.15

3.20%

Pregnancy prevention

1.3

2.94

2.04

2.80%

STD

1.1

2.24

1.94

1.30%

STD testing

Cost
$
500.00

$
73.75
$
76.02
$
84.71
$
50.55
$
51.85
$
19.91
$
23.14
$
34.17
$
20.96
$
15.29
$
12.62
$
11.03
$
9.82
$
5.83
$
5.99
$
4.36

Impressions
8,324

3,030
1,143
1,001
615
453
331
411
158
359
148
184
150
47
67
72
149

*Chart shows per day*

Average CPC is $2.67 with 187.21 avg clicks per day. So with a budget of $500 a day we will run our campaign for 10 days and spend
$4998.51