Assignment 3

Read the GiveIndia case and carefully examine the associated excel file (as a supplementary document
in the HBP course pack). Please answer the following questions. We will discuss them in the next class.

1. Who were GiveIndia’s “target customers”?

1) Indian private contributors (individuals who are interested in donating money to charities)
2) High net worth individuals- which is growing considerably
3) Companies that are a part of their Payroll giving program
4) Small retail donors
2. What were the goals of GiveIndia’s SEM campaign? Who should GiveIndia target?

The case is not talking specifically about any SMART goal in regards to SEM, but I think the goal is to:

- Attract new donors (individuals interested in contributing to charitable causes), encouraging them to
donate, especially the ones who are interested in the repeat donation program

- Increase the online visibility of their website in the search engine results, making sure the website
shows up to people who are searching for Keywords related to charity, donations, etc.

- Increase brand awareness regarding GiveIndia by displaying ads to people who are searching specific
related keywords

The company focus should be on:

- Individuals who are searching for information regarding charitable giving and donations to NGOs
in India
- People who are interested in acts of philanthropy
- Companies that are a part of their payroll-giving program
3. Check the Excel file of GiveIndia Keywordsdata and summarize the ideas that GiveIndia used when
generating keywords for its SEM campaign.
- The keywords they chose include Keywords that contain words related to charity, donation,
NGO, donor, help, give, 80G(related to the tax and payroll), children, funding, gift etc. which
would be the keywords the target audience, would use to search for related services. They have
also used keywords like CRY, which are related to their competitors so that they can also benefit
from their reputation. And they are using mostly broad matches.

4. According to the Excel file, what keywords were profitable for GiveIndia?
These are the keywords that the donation amount (9.1% of the donated amount) exceeded the cost
of the keyword, meaning they were profitable (from the most profitable to least profitable):
give india
giveindia com
giveindia.org review
GiveIndia
giveindia.com
ngo charity
funding autism
5. List the keywords (no more than ten) that you think are most valuable for GiveIndia. Briefly explain
your rationale.
To choose the best keywords, I will filter them based on average position (1-3)(since the higher the
position, the more visibility the website is going to get) and ignore the ones with positions lower
than 3, and I will sort them based on lowest to highest (location 1 is better)
I will then pay attention to the quality scores such as:
CTR: I will filter based on Click-through rates. I am not considering click-through rates of 100% and
higher as they don’t reflect true information, and I’m only considering CTR rates >= 5.06% (industry
average))
Since a search engine bid of zero does not mean it's free, but it means there isn’t enough data to
give an estimate, I will not consider those.
I sort the keywords based on cost per click (I know “that during the three month period, bid prices
will change continuously hence search engine bid multiplied by the number of clicks (Column G) may
not equal total cost (Column H)” but it is giving me an idea of the cost) sort by lowest to highest.
I will also focus on relevance and choose the keywords that relate to what GiveIndia does. I will try
to do so by choosing the keywords that have clicks >= to the average clicks (45clicks)
Impression
Engine Bid

Avr Postn
Search

Clicks
s

Keyword CTR Cost CPC

www.giveindia.org 2 1.2 225 54 24.00% 18.8 0.3

bihar ngo list 1 1.4 275 52 18.91% 27.8 0.5

giveindia.org 2 1.3 318 56 17.61% 14.6 0.3

maharashtra ngo list 1 1.7 699 113 16.17% 81.6 0.7

gujarat ngo list 1 1.7 359 55 15.32% 40.5 0.7

old clothes donation 1 2.1 3,438 526 15.30% 380.7 0.7

top 10 ngo in india 1 1.7 472 72 15.25% 56.0 0.8

new ngo names 1 1.8 399 58 14.54% 42.0 0.7

"donate for money" 1 1.6 807 115 14.25% 82.2 0.7

ngo name list 1 1.8 1,146 162 14.14% 113.5 0.7

6. Check Exhibit 5. What can we interpret from the conversion rate data in 2012 and 2013?

Conversion Rate = (# of buyers / # of visitors)*100

Looking at the conversion rate data in 2012 and 2013, we can see an increase in the conversion rate
in 2013.
Regarding SEO and SEM, the number of visits declined in 2013 compared to 2012, which could be
one of the factors contributing to the increased conversion rate. Since the main goal of SEO is to
include keywords on their website that help the website appear higher on the search engines and
target a larger audience, it is clear that their activities in that term have not been effective. But by
looking at the % change in conversion rate and % change in the number of visitors, we can see that
there must have been an increase in the number of buyers, contributing to the increase in
conversion rate. This could mean that the target audience was more accurately reached, and the
website was shown to the audience with a higher willingness to buy.

FY 2013 FY 2012 YoY FY 2013 FY 2012 2013 2012

Source No. of visits No. of visits Change in # of visits Conversion rate (%) Conversion rate (%) Change in ConvRate # buyers # buyers change in Buyers
SEO 159,540 169,834 -6.1% 1.67 1.32 27% 266431.8 224180.88 19%
SEM 535,762 760,927 -29.6% 0.13 0.07 86% 69649.06 53264.89 31%
Campaigns 75,758 54,327 39.4% 4.43 3
48% 335607.94 162981 106%
Referrals 110,780 97,525 13.6% 2.8 2.28 23% 310184 222357 39%
Direct 180,162 159,970 12.6% 3.2 2.87 11% 576518.4 459113.9 26%
Total 1,062,002 1,242,583 -14.5% 1.44 0.91 58% 1529282.88 1130750.53 35%

looking at the increased number of visitors in 2013 compared to 2012 for Campaigns, Referrals and
Direct, we can understand that there must have been an increase in the number of buyers (donors),
resulting in the increased conversion rate. This could mean that the company's activities in terms of
Campaigns, Referrals and Direct reach to customers have been effective and the right audience were
targeted.