Google are mentoring Galway Arts Festival ( which opens on July 11th buy your tickets here www.galwayartsfestival.com). A full report on how GAF used Google Adwords and how it worked will be published at the end of the summer, but Tracey Ferguson provides this short update..

GOOGLE ADWORDS MENTORING PROGRAMME

Galway Arts Festival has been very lucky to have been chosen to take part in the Google mentoring programme. We have been working with Marie Davis for the past month on our adwords campaign. Marie advised us on which adword campaigns to progress with and which to scale back. We also examined our keywords and reorganised the structure of our account.

With Marie’s help we now have separate campaigns running for our Festival Big Top programme, our theatre programme and our general programme. We also have more targetted campaigns running for the UK and the US markets.

Our quality score has improved hugely and we have an exceptionally high click through rate on all of our ads. We are now looking forward to delving even deeper into the world of adwords with plans for expanded ads and individual show campaigns for ‘Misterman’ and other key shows to drive sales over the next 5 weeks.

We will then structure the account to promote awareness of the festival over the next 6 months. Google adwards is almost a science and having an expert to help us navigate through campaigns, keywords and groupings has proved invaluable so far.

Tracey Ferguson, Communications, Marketing and Media, Galway Arts Festival