1. Return on Change
Search Marketing Plan
Danny Zhu l Jill Zhang l Jason Zhou l Sona Martirosian
NYU MS Integrated Marketing

2. Who are we?
Founded in 2012, Return on Change provides a business solution that
connects investors to world-changing startups. Return on Change is on
the forefront of utilizing technology and crowd investing to spur the
future of innovation and economy.

3. What do we offer?

4. How it works?

5. Where can you find us?

6. Competition
Domain Authority: 73
Page Authority: 78
Total Established Links: 6,048
Founded in 2010, Angel List is one of the most
famous crowd funding websites which has 18,000
credit investors and features 100,000 startup
profiles.
Breakdown into 3 parts:
• Join a Startup: 3000+ Jobs from startups
• Syndicates: 137 syndicates led by notable
investors
• Public Fundraising: currently about 4000 startups

8. Search Engine Optimization

9. SEO Overview
External
Backlinks
Referring
Domains
Referring
IPs:
Referring
Subnets:
2,498 257 228 217
Crowdinvesting 7 Blog
Crowd investing 7 Blog
Equity Crowdfunding 8
Equity crowdfunding platform 8
Crowd funding 0
Crowdfunding 0

10. Third level
First level Home page
Browser start
up
Startup 1 Startup 2
Start-up
crowdfunding
Register
and vote
Company
blog

11. Home
page
https://www.returnonchange.com/sit
e/index
Page Title Return on Change
I Crowdinvesting
for high-impact
startups
Meta Description Not Found
Meta Keywords Not found
H1,H2 Not found
https://www.returnonchange.com/
Page Title Startups
investment|Crowdfun
ding| Retrun on
Change
Meta Description Return on Change is a
professional
crowdfunding firm for
high-impact start-ups
and identify
crowdsourcing
opportunities for
investors
Keywords Investing startups,
Crowdfunding, Return
on Change
H1,H2 H1: Investing startups
H2: Crowdfunding
Recommended Practice

12. Browser
startups
https://www.returnonchange.com/start
up/allStartup/category
Page Title Return on Change|
Crowding investing
for high-impact
startups
Meta Description Not Found
Meta Keywords Not found
H1,H2 Not found
https://www.returnonchange.com/crowdi
nvesting
Page Title Return on Change
|investing startups
Meta
Description
Retrun on Change
provides investing
opportunities on
world-changing
startups.
Keywords investing startups,
investing online
H1,H2 H1:startups for
investing
H2:investing voting

13. Url startup/view/id/59 startup/Thankster
Page tile Return on Change I
Crowdinvesting for high-
impact startups - Startup
profile
Technology startups|
Thakster.com
Meta description Not found Thankster facilitates
handwritten personalized
correspondence for
consumers and enhances
CRM for businesses by
automating the sending of
real cards that look
authentically handwritten.
Keywords Not found Technology investing,
Technology startups
Detail for the startup profiles

14. Startups crowdfunding
https://www.returnonchange.com/site/page/view/how_it_works
Page Title Return on Change I
Crowdinvesting for high-impact
startups - How it works
Meta
Description
Not Found
Meta
Keywords
Not Found
H1 Not Found
H2 HOW IT WORKS

15. CleanTech Life Sciences EdTech Technology Social enterprise
URL /CleanTech /Life-Sciences /EdTech /Technology /Social-enterprise
Meta
Description
Return on Change is a professional crowdfunding firm for world changing startups,
including, clean technology, life science, education technology, and social enterprise.
Keywords Clean technology,
Crowd
Funding
Life science,
Crowd Funding
Education
technology,
Crowding
Funding
Technology,
Crowd
Funding
Social enterprise,
Crowd Funding
Page Title Crowdfunding for
Clean Technology
Crowdfunding
for Life Science
Crowdfunding
for Education
Technology
Crowd-
funding for
Technology
Crowdfunding for
Social enterprise
More details for
crowdfunding

16. Url /blog /blog
Page tile ROC blog| Everyone’s invested Startups investing Tips|Return on Change
Meta description Not found Return on Change’s blog provide useful
professional and up-to-date information about
online startups investing.
Keywords Not found Online investing, startups investing
Return On Change

17. Search Volume Estimate
Investing starups investing startups
investing startup
startup investment
investing in startups
invest in startups
startups investment
1490
Online investment Investing online
online investment
invest online
investing through internet
4720
Crowd funding Crowdfundg/technology
Crowdfunding, etc
201,090
Funding technology funding
life science funding
education technology
funding
clean technology funding
social enterprise funding
860

18. • Update the URL structure of the company, making it more
indexable for the users
• Add meta description and identify specify page titles for
every page level
• Complete the URL and page structure for the Crowdfunding
part
• Index content for the investing startups profiles
• Link the company blog and website with same set of
keywords, using blog information supporting the main
website.
RecommendationRecommendations

19. Content Marketing

20. Content Audit
Blog Categories
• Crowdfunding
• Start Ups
• Guest Posts
• Events & News
• Mythbusters Series
Social Profiles
• Facebook
• Twitter
• LinkedIn
• YouTube

21. Customer Profile: Jim Financial Investor
Motivation: To make money from investment
Profile
• 53-year-old
• Married: 14 years
• Father of two
• MBA in Finance
• Venture Capitalist
• New York, NY
• Net Worth: $500M
Interests
• Finance
• The Stock Market
• International Trade
• Politics
• Economics
• Sports
• Cars
Digital Behavior
• Uses internet primarily for business
• Social Network: LinkedIn for work Facebook for
family and friends
• Uses Twitter to follow influential voices
• Reads: Forbes, Fortune, WSJ, New York Times.
Inc, Yahoo News
• Checks E-mails constantly on a mobile device
Story
Jim is in independently wealthy venture capitalist looking to invest in new
start ups that have a promise of making him a large sum of money. He reads
an article on Forbes about crowd investing and decides to do a search for the
term. As someone who is extremely busy but likes to do extensive research
before making decisions, Jim looks for articles that provide a lot of detailed
information in a quick manner. After finding crowd funding sites, Jim reads
through the descriptions of the start ups to determine which seems the most
lucrative investment opportunity. He believes that crowd investing is a great
way to find promising start ups because if a lot of people are willing to invest,
the start up is more likely to be successful with customers.
Crowd Investing
Crowd Funding
Investing Sites
New Start Ups
List of Start Ups
Investing in Startups
Keywords
Blog Post Topics
• Benefits of using crowd funding platforms for
investing
• Case studies of successful start ups who used
crowd funding
• How a news story or current event will affect
your investment
• Using a sports analogy to explain benefits of
crowd funding
• Guest post by a trusted financial advisor who
writes about investing in start ups

22. Customer Profile: Dan Strategic Investor
Motivation: Wants to give strategic advice to companies he invests in
Profile
• 45-year-old
• Married: 10 years
• MS Computer Engineering
• Former Entrepreneur
• Professional Investor
• Los Angeles, CA
• Net Worth: $50M
Interests
• Technology
• Clean Technology
• Tech Innovation
• Computer Programming
• Tech Engineering
• World News
• Entrepreneurship
Digital Behavior
• Uses internet for business and personal use
• Social Networks: LinkedIn , Twitter, Quora
• Follows tech CEOs on Twitter and shares his
insights about the industry
• Reads: Fast Company, Forbes, Wired, Tech
Crunch, blogs about tech innovation news
• Uses a tablet to read news and a lap top for
everything else
Story
Dan started his career as a tech entrepreneur in Silicon Valley. After
founding a few successful start ups, he decided to retire in sunny Los
Angeles. He likes to stay involved in the tech start up world and is
constantly looking for new innovative start ups to invest in. He’s looking to
not only invest financially but also to be a strategic advisor to new start up
founders and share his knowledge with them. Dan thinks crowd funding is
a great idea and is looking to invest in start ups that have already gotten
attention on crowd funding platforms.
Crowd Investing
Crowd Funding
Investing in Tech Start Ups
New Tech Start Ups
Clean Technology Start Ups
Investing in Clean Tech Start Ups
Keywords
Blog Post Topics
• News in the tech start up world
• Information about innovations in clean
technology
• Detailed background information on the start ups
listed on ROC and interviews with the founders
• Case studies showcasing how ROC listed clean
tech start ups want to impact the world
• Guest post by tech CEOs and well known start up
investors

23. Customer Profile: Dave Start Up CEO
Motivation: To get funding for his company
Profile
• 34-year-old
• Single
• MS in Engineering
• Start up CEO
• Brooklyn, NY
• Net Worth: $50K
Interests
• Engineering
• Clean Energy
• Renewable Energy
• Entrepreneurship
• Technology
• Start up News
• Video Games
Digital Behavior
• Uses internet for business & personal use
• Social : Facebook, Twitter, Reddit, LinkedIn, Instagram
• Reads: Inc, Tech Crunch, Wired, Pando, Fast Company
• Follows successful start up CEOs on Twitter & engages
with them
• Very digitally savvy
• Digitally connected at all
• Uses the internet for everything from work, reading,
gaming, TV
Story
Dave and two of his graduate school friends have come up with a start up
idea for a new energy efficient battery that runs on a renewable energy
source. They would like to produce the batteries to be used in low income
areas to power educational facilities. They want their start up to really
impact society and help make the world a better place. They rent desks at
a co-working space at General Assembly and collaborate with other start
up founders the meet there. Dave is tasked with finding investors for the
project and is looking for crowd funding platforms to fund their start up.
Crowd Funding
Start up news
Finding Investors
Investors for Start Ups
Investors for Tech Start ups
Investors in Clean Tech
Keywords
Blog Post Topics
• How to find funding for your start up
• Case studies of successful start ups who used
ROC for crowd funding
• Strategic advice for entrepreneurs and how to
grow your company
• Using a gaming analogy to explain how to make
your start up successful
• Guest posts from successful start up CEOs and
strategic advisors

24. Customer Profile: Laura Socially Conscious Investor
Motivation: Invest in a company that promises social change
Profile
• 28-year-old
• Single
• BA Social Science
• MS in Education
• Teacher
• San Francisco, CA
• Net Worth: $150K
Interests
• Environmentalism
• Clean Technology
• Sustainable Living
• Recycling
• Living Green
• Global education
• Education Technology
• Organic Cooking
Digital Behavior
• Uses internet primarily for personal use
• Social Network: Facebook, Twitter, Pinterest, Instagram
• Reads: Tree Hugger, The Daily Green, Dot Earth, Huffington
Post, organic cooking blogs, education tech news, and
lifestyle and fashion blogs
• Spends most of her time online reading blogs
• Writes a blog about organic cooking and growing vegetables
Story
Laura is a teacher who is very interested in environmentalism and
sustainable living. She is vegetarian, only buys locally grown products
at farmers markets, and grows her own vegetables in a small garden.
She lives in San Francisco and is very interested in Silicon Valley start
ups that focus on green technology and making the world a better
place. She is also interested in educational technology that she can
use in her classroom. She has recently inhered some money and is
looking to invest a small amounts in a socially responsible start ups
whose cause she believes in.
Socially Responsible Start Ups
Crowd Funding Platforms
Education Technology Start Ups
Invest in Clean Tech Start Ups
Crowd Investing in Green Start Ups
Start Up Investment Sites
Keywords
Blog Post Topics
• Information about clean tech and ed tech start
ups listed on ROC
• Posts and videos about how ROC start ups are
benefiting the world
• Posts about sustainable living and green
technology start ups
• News about exciting innovations in the
educational tech world
• Guest posts from influencers in the green living,
green tech, and education tech world

25. Financial Investor Influencers
Tomio Geron
Writes about start ups at
Frobes.com
Twitter: 9,610
@tomiogeron
Site: Forbes.com
Forbes Twitter: 2,373,487
Forbes Facebook: 798,000
Strategic Investor Influencers
Kunal Desai
Writes about investing and Wall
Street
Twitter: 14,550
@kunal00
Site: BullsOfWallStreet.com
Bulls On Wall Street Twitter: 8,900
Bulls On Wall Street Facebook: 8,700
Maya Baratz
Head of new products at the Wall Street
Journal
Twitter: 11,850
@mbaratz
Site: WSJ.com and Mbaratz.tumblr.com
Wall Street Journal Twitter: 3,745,000
Wall Street Journal Facebook: 1,700,000
Dharmesh Shah
Founder of Hubstop and start up
blogger
Twitter: 214,002
@dharmesh
Blog: OnStartups.com
On Startups Facebook: 140,000
Kevin Kelly
Founding Editor and currently Editor-
at-Large of Wired Magazine
Twitter: 17,470
@kevin2kelly
Blogs: KK.org, Wired.com
Wired Twitter: 2,408,498
Wired Facebook: 772,000
Paul Kedrosky
Investor and entrepreneur.
Writes about finance and the
money culture.
Twitter: 264,844
@pkedrosky
Blog: InfectiousGreed.com
Mark Suster
Two time entrepreneur, writes about
starts ups at Tech Crunch
Twitter: 135,115
@msuster
Sits: TechCrunch.com
Blog: BothSidesOfTheTable.com
Tech Crunch Twitter: 3,183,086
Dave McClure
Founder of 500 Start Ups, angel
investor and start up advisor
Twitter: 183,989
@davemcclure
Blog: 500hats.com
Mike Fishbein
Writes about start up and new
product and business
development
Twitter: 1,318
@mfishbein
Blogs: mfishbein.com
Penelope Trunk
Four time entrepreneur and
start up blogger, writes a career
advice column that runs in 200
newspapers
Twitter: 134,238
@penelopetrunk
Blog: PenelopeTrunk.com

26. Sarah Lacy
Writes about news about news
in the tech start up world.
Twitter: 84,971
@sarahcuda
Site: Pando.com
Pando Twitter: 56,896
Pando Facebook: 21,000
Start Up Influencers
Steve Blank
Professor of Entrepreneurship at Stanford,
Berkley, and Columbia. Author of Four
Steps to the Epiphany.
Twitter: 88,756
@sgblank
Blog: SteveBlank.com
Socially Conscious Influencers
Ben Horowitz
A venture capitalists that that helps entrepreneurs
become successful CEOs and build important and
enduring companies
Twitter: 56,718
@bhorowitz
Site: bhorowitz.com
Frank Gruber
Cofounder of Tech Cocktail, a site
for tech start up events and news
Twitter: 26,268
@frankgruber
Site: Tech Cocktail tech.co
Tech Cocktail Twitter: 91,305
Tech Cocktail Facebook: 16,985
Matthew Brimer
Cofounder of General Assembly, a
start-up co-working space, that
teaches technology, design, and
business skills
Twitter: 5,499
@brimer
Site: GeneralAssemb.ly
GA Twitter: 36,710
Jaymi Heimbuch
Writes about green technology and
gadgets at Tree Hugger
Twitter: 17,230
@jaymiheimbuch
Site: TreeHugger.com
Tree Hugger Twitter: 261,760
Tree Hugger Facebook: 266,000
Hank Green
Entrepreneur and founder of
Eco Geek, a site about green
technology
Twitter: 325,560
@hankgreen
Site: EcoGeek.org
Eco Geek Twitter: 45,537
Andrew Revkin
Writes New York Times blog Dot
Earth about sustainability,
environmentalism, and technology
Twitter: 52,212
@revkin
Site: DotEarth.Blogs.NYTimes.com
Dot Earth Twitter: 32,380
Steven Anderson
Educator and blogger about
educational technology at
Tech & Learning
Twitter: 81,962
@web20classroom
Site: TechLearning.com
Blog:web20classroom.org
Tech Learning Twitter: 21,527
Sarah Perez
Writes about education tech
news at Tech Crunch
Twitter: 28,800
@sarahintampa
Site: TechCrunch.com
Tech Crunch Twitter: 3,183,086
Tech Crunch Facebook:966,000

27. Content Strategy
Awareness
Research
Comparison
Purchase
Blog Posts
• Posts centered around various topics for all 4 customer personas
• Create an Infographics to encourage sharing
• The 1-2-3 of Crowd Funding
Social Media
• Maintain active social profiles
• Engage with followers & influencers
• Join discussions on crowdfunding on various social platforms
E-books
• The Benefits of Crowd Funding
• Importance of Clean Tech Innovation
Webinars
• Educating start ups about crowd funding
• Educating Investors about crowd funding
Case Studies
• Success stories from start ups that raised funds through ROC
Customer Testimonials
• Interviews with start up founders who raised money through ROC
• Videos showcasing the progress of the start ups
Details Product Info
• A page on the website detailing how ROC works and how to use it
• Detailed information about each start up listed in ROC

28. Monday Tuesday Wednesday Thursday Friday Saturday Sunday
Blog post
Engage with
Influencers
Facebook
Twitter
LinkedIn
Blog Post
Engage with
Influencers
Facebook
Twitter
LinkedIn
Share
article by
influencer
Engage
with
Influencers
Engage
with
Influencer
s
Blog post
Engage with
Influencers
Facebook
Twitter
LinkedIn
Blog Post
Engage with
Influencers
Facebook
Twitter
LinkedIn
Share
article by
influencer
Engage
with
Influencers
Engage
with
Influencer
s
Blog post
Engage with
Influencers
Facebook
Twitter
LinkedIn
Blog Post
Engage with
Influencers
Facebook
Twitter
LinkedIn
Share
article by
influencer
Engage
with
Influencers
Engage
with
Influencer
s
Blog post
Engage with
Influencers
Facebook
Twitter
LinkedIn
Blog Post
Engage with
Influencers
Facebook
Twitter
LinkedIn
Share
article by
influencer
Engage
with
Influencers
Engage
with
Influencer
s
Monday Tuesday Wednesday Thursday Friday Saturday Sunday
Blog post
Engage with
Influencers
Facebook
Twitter
LinkedIn
Blog Post
Engage with
Influencers
Facebook
Twitter
LinkedIn
Guest
Post
Engage
with
Influencers
Engage
with
Influencer
s
Blog post
Engage with
Influencers
Facebook
Twitter
LinkedIn
Blog Post
Engage with
Influencers
Facebook
Twitter
LinkedIn
Share
article by
influencer
Engage
with
Influencers
Engage
with
Influencer
s
Blog post
Engage with
Influencers
Facebook
Twitter
LinkedIn
Blog Post
Engage with
Influencers
Facebook
Twitter
LinkedIn
Guest
Post
Engage
with
Influencers
Engage
with
Influencer
s
Blog post
Engage with
Influencers
Facebook
Twitter
LinkedIn
Blog Post
Engage with
Influencers
Facebook
Twitter
LinkedIn
Share
article by
influencer
Engage
with
Influencers
Engage
with
Influencer
s
Month 1:
• Focus on engaging with influencers and
establishing relationships
• Post on the ROC blog twice a week, focusing
on one customer persona in each post
• Post and engage with with influencers on
followers on Facebook, Twitter, and LinkedIn
at least twice a week
• Share relevant articles by key influencers
every Friday on Facebook, Twitter, and
LinkedIn
Month 2:
• Share guest posts by influencers every other
Friday, focusing on a different customer
personas each week
• Post on the ROC blog twice a week, focusing
on one customer persona in each post
• Post and engage with with influencers on
followers on Facebook, Twitter, and LinkedIn
at least twice a week
• Share relevant articles by key influencers
every Friday on Facebook, Twitter, and
LinkedIn
Content Calendar

29. Monday Tuesday Wednesday Thursday Friday Saturday Sunday
Blog post
Engage with
Influencers
Facebook
Twitter
LinkedIn
Blog Post
Engage with
Influencers
Facebook
Twitter
LinkedIn
Guest
Post
Blog post
Facebook
Twitter
LinkedIn
INTERVIEW
WITH
START UP
CEO
Blog Post
Engage with
Influencers
Facebook
Twitter
LinkedIn
DATA
VISUALIZ
ATION
Share
article by
influence
r
Blog post Facebook
Twitter
LinkedIn
Blog Post
Facebook
Twitter
LinkedIn
START UP
CASE
STUDY
Guest
Post
Blog post
Engage with
Influencers
Facebook
Twitter
LinkedIn
Blog Post
Engage with
Influencers
Facebook
Twitter
LinkedIn
VIDEO
BEHIND
THE
SCENES
Share
article by
influence
r
Monday Tuesday Wednesday Thursday Friday Saturday Sunday
Blog post
Engage with
Influencers
Facebook
Twitter
LinkedIn
Blog Post
Engage with
Influencers
Facebook
Twitter
LinkedIn
Guest
Post
Share
article by
influencer
Blog post
Engage with
Influencers
Facebook
Twitter
LinkedIn
Blog Post
About
upcoming E
BOOK
E
BOOK
REDDIT
AMA
for E Book
Share E
book on
social
Influencer
share E
book
Blog post
Facebook
Twitter
LinkedIn
INTERVIEW
WITH
START UP
CEO
Blog Post
Facebook
Twitter
LinkedIn
Influencer
share E
book
Guest
Post
Influencer
share E
book
Blog post
Engage with
Influencers
Facebook
Twitter
LinkedIn
Blog Post
Engage with
Influencers
Facebook
Twitter
LinkedIn
VIDEO
BEHIND
THE SCENES
Share
article by
influence
r
Month 3:
• Maintain all activity from the first two
months
• Data Visualization: The 1-2-3 of Crowd
Investing. Create an infographic detailing
how crowd investing works in a simple,
visually way.
• Share interviews with start up CEO, case
studies, and behind the scenes of a start
up video content to show case successful
start ups that got their funding through
ROC
Month 4:
• Maintain all activity from the first three
months
• Publish an E-book: The Benefits of Crowd
Funding including information about crowd
funding. Ask influencers to provide quotes to
be included in the book as well as post about
the book on their own sites.
• Post about the e-book on Reddit’s r/StartUps
forum: “We are the founders of Return on
Change, a crowd funding platform for start
ups, Ask us Anything” allowing users to ask
questions to the ROC team and answering all
of their questions.

30. Monday Tuesday Wednesday Thursday Friday Saturday Sunday
Blog post
Engage with
Influencers
Facebook
Twitter
LinkedIn
Blog Post
Engage with
Influencers
Facebook
Twitter
LinkedIn
Guest
Post
Share
article by
influencer
Blog post
Engage with
Influencers
Facebook
Twitter
LinkedIn
Blog Post
About
Webinar
Promote
Webinar
on Social
WEBINAR
INFLUENCER
POSTS ABOUT
WHAT THEY
LEARNED IN
WEBINAR
Blog post
Facebook
Twitter
LinkedIn
INTERVIEW
WITH
START UP
CEO
Blog Post
Facebook
Twitter
LinkedIn
START UP
CASE
STUDY
Guest
Post
Share
article by
influencer
Blog post
Engage with
Influencers
Facebook
Twitter
LinkedIn
Blog Post
Engage with
Influencers
Facebook
Twitter
LinkedIn
VIDEO
BEHIND
THE SCENES
Share
article by
influence
r
Monday Tuesday Wednesday Thursday Friday Saturday Sunday
Blog post
Engage with
Influencers
Facebook
Twitter
LinkedIn
Blog Post
Engage with
Influencers
Facebook
Twitter
LinkedIn
Guest
Post
Share
article by
influence
r
Blog post
Engage with
Influencers
Facebook
Twitter
LinkedIn
Facebook
Twitter
LinkedIn
INFLUENCER
S POST
ABOUT
EVENT
Share
article by
influencer
BLOG POST
ABOUT
EVENT
INTERVIEW
WITH
START UP
CEO
PROMOTE
UPCOMING
EVENT ON
SOCIAL
Facebook
Twitter
LinkedIn
VIDEO
BEHIND
THE SCENES
PROMOTE
EVENT ON
SOCIAL
Blog post
Engage with
Influencers
Facebook
Twitter
LinkedIn
BLOG POST
ABOUT
EVENT
VIDEO
BEHIND
THE SCENES
PROMOTE
EVENT ON
SOCIAL
PANEL
EVENT
POST
RECAPING
EVENT
Month 5:
• Maintain all activity from the first four
months
• Host a webinar educating start up founders
on funding their business ventures
• Promote the webinar on the ROC blog,
social, and ask relevant influencers to share it
with their followers
Month 6:
• Maintain all activity from the first five
months
• Invite influencers in the start up investment
world to be speakers at a panel event and
give advice to start ups on entrepreneurship
and how to get funding.
• Promote the event on the ROC blog, social,
and ask relevant influencers to share it with
their followers

31. Search Engine Marketing

32. SEM briefing
• A makeup of SEO and Content Marketing
• Budget limited on $100/day
• Objective: Increase impressions and CTRs on
Google SERPs, to raise awareness and
engagement of Return on Change.
• Target Audiences: high-quality investors and
startup investees
• Focusing Area: Clean, Biological, Educational,
Medical technologies.

33. Step 1: keywords generation
• Examine the original SEO keywords set and
remove those are not proper for SEM.
Too General Misunderstanding
Startups Venture capital
High-impact Life sciences
Technology Mission focused
Investors Shares
Funding Capital raising

34. AdGroups
(12)
Business
Category
Focusing Area
Category
Brand
Category
Crowdfunding
Crowdinvest
Funding
Investment
Online
Startups
Cleantech
Biotech
Edtech
Medtech
Tech
Return On
Change
Campaign3 - General
Campaign1 - Investors
Campaign2 - Startups
Keywords pool

35. AdGroup 1
Crowdfunding
(31 keywords)
Campaign 1
Investors
Campaign 2
Startups
Campaign 3
General
crowdfunding
opportunities
crowdfunding
for startups
crowdfunding
safe
crowdfunding
crowdfunding
investors
crowdfunding
platform
high yield
crowdfunding
crowdfunding
wanted
crowdfunding
website
Keyword
Templates
Opportunities
Safe
High yield
Investors
Needed
Wanted
Platform
Website
Network
Number of
Keywords
11 8 12
Delivering keywords to 3 Campaigns without duplication!

36. 304 Keywords
Campaign
Investors
AdGroup1
AdGroup2
……
AdGroup12
Campaign
Startups
AdGroup1
AdGroup2
……
AdGroup12
Campaign
General
AdGroup1
AdGroup2
……
AdGroup12
84 keywords 69 keywords 151 keywords

37. Step 2: Budget re-allocation
Clicks Impressions CTR CPC Position
Campaing
Investors
2 237 0.8% $0.63 4.33
Campaign
Startups
1 223 0.4% $0.74 5.15
Campaign
General
169 8263 2.0% $0.59 3.67
Campaign Investors Campaign Startups Campaign General
$30 $20 $50
• Horizontal comparison: Under $1 bid and $100 daily budget assumption

38. Step 3: Campaign estimation

42. Step 3: Campaign estimation
Daily Clicks Impressions CTR CPC Position
Campaing
Investors
7.76 606 1.3% $3.78 3.2
Campaign
Startups
10.59 459 2.3% $1.89 3.5
Campaign
General
115.75 6522 1.8% $0.43 3.84
Total 134 7587 1.77% $0.75 3.77

43. Step 4: Ads generation
Campaign Investors Campaign Startups Campaign General
Crowdfunding Investors For Your Startup 39
Qualified Crowdfunding Investors 32
Best Crowdfunding Investors Network 35
www.returnonchange.com 22
Find Crowdfunding For Your Startup 34
Crowdfunding Best Choice For Startups 37
Crowdfunding Make Changes On Your Startup41
www.returnonchange.com 22
Crowdfunding Needed For Startups 32
Crowdfunding Needed By Best Startups 36
Really Need Crowdfunding To Fund 33
www.returnonchange.com 22
Safe Crowdfunding Platform Online 34
Find Safe Crowdfunding Platform Online 38
Safe Crowfunding Platform To Make Money 39
www.returnonchange.com 22
Crowdfunding Opportunities For Everyone 39
Find Best Crowdfunding Opportunities 36
Crowdfunding Opportunities To Make Money 40
www.returnonchange.com 22
High Yield Crowdfunding For Everyone 36
High Yield Crowdfunding For Small Money 39
High Yield Crowdfunding To Make Money 37
www.returnonchange.com 22
Crowdfunding Platform For Everyone 34
Find Best Crowdfunding Platform 31
Crowfunding Platform To Make Money 34
www.returnonchange.com 22
Best Crowdfunding Meets Best Startups 37
Crowdfunding Is The Best Choice For Money 41
Check Crowdfunding Choices 26
www.returnonchange.com 22
Crowdfunding Investment The Best Choice 39
Need Crowdfunding Investment 28
Best Crowdfunding Investment Online 35
www.returnonchange.com 22
• 3 Ads for each AdGroup in each Campaign
• Use core keyword in each AdGroup’s ads
• Make sure the ads are relevant to the page and content
• Make sure the ads are emotional to encourage people to click

44. Measurement

45. How do we measure success?
Primary KPI:
• Lower the cost per registration to less than 5 dollars. (currently
about $17)
• Reach average 400 daily visit to the website in 3 months. (currently
about 100 daily visit)
Secondary KPI:
• Double the organic traffic to the website in 3 months
• Increase the followers on social media by 20% MOM in first 6
months. (a 2.5x growth after 6 months)

46. Q & A