Team 11 Google Challenge: experience
Posted by Houlbert Mathieu | Filed under Google Challenge
The challenge was a really good experience, even if we were worried at the begginning. The Adword interface is more familiar now.
Even if the world of sponsored links is still opaque, it is clearer now. The learning was long but now we are able to manage a campaign from A to Z.
It was long and tedious, the results were maybe not as goog as the advertiser hoped but they are still concluding. The experience was a benefit for the advertiser and it is possible that he wants to continuthe campaign Adwords in the future, and it was the real aim!
Team 7 Google Challenge: Evolution of the Adwords campaign
Posted by Romaggi Quentin | Filed under Google Challenge
We first chose to position us on the sustainable development and the ecology with words such ecological reels, label FSC, recycled paper, … We had understood before the beginning of the campaign that it was not the good strategy because there wasn’t enough research volume. We then changed our strategic policy by targeting the flagship products of Ecospiral such as paper reels, thermal reels, badges and cards, labels, etc. … As a matter of fact, all the products of the company with a whole campaign dedicated to the paper reels.
A new challenge appeared to us: our daily budget was consumed in a very fast way because some words we chosen were too competitive. We then began a refining of our positioning by adding negative keywords such as “Poker” to avoid targets bound to tokens for example and by setting in sleep mode adgroups containing too general or expensive words.
We also set in sleep mode other campaigns which were not enough targeted or did not correspond to the target of Ecospiral by analyzing the visits on the site generated by Adwords. For example by observing a rate of too important bounce rate, some pages with people leaving very quickly…
This work of silversmith continued throughout the campaign: daily observation of the words evolution and adjustments every 3 days.
Team 11 Google Challenge: strategy
Posted by Houlbert Mathieu | Filed under Adwords strategy
Before starting the challenge, we took time to build an optimised strategy for our advertiser. We studied the website, listed the weak points, the strong points, got the most pertinent informations for our strategy. Then we decided that our objective of conversion would be to give a phone numbers for the rent of a double pedal car, knowing that the customer has to give his phone number on the web site via a text field.
And we divided our account in different AdGroups to choose on what we wanted to appear in order to be the most pertinent. About the budget, we invested more the two first weeks in order to have a better quality level. We will optimize the expenses then trying to have the best balance possible.
Team 7 Google Challenge: Differentiate a company’s strategy and an Adwords’ strategy
Posted by Romaggi Quentin | Filed under Google Challenge
The Eco Spirale company is a society directed to the sustainable development and the ecology, by proposing consumables recycled paper, that’s why we had at first decided to follow this strategy. We had moreover noticed that the competition was weak on this niche. But we finally understood the difference between a firm strategy and an Adwords strategy, on Internet.
We thus decided to realize 3 campaigns during these 3 weeks. A campaign for everything which concerns directly the company: its name, its profession and the labels which it defends. Other one clearly directed to reels papers, the heart of profession of Eco Spirale with all the possible declensions. Finally, a last campaign including every other products of the company, very numerous, with the will to eliminate the non working adgroups and by refining the list step by step.
Concerning the budget, we first wanted to attribute equal budgets between the various campaigns in order to be homogeneous, then adjust according to the results. We voluntarily chose to position on low-cost words, because of our budget, the granted time and the impossibility to face the competition on certain keywords.
Our strategy is based on a first reflection which is going to evolve during 3 weeks of campaign and which will thus require an important and regular observation.
Team 11 Google Challenge: objective
Posted by Houlbert Mathieu | Filed under Google Challenge
Got it ! We have an advertiser. This one gives the opportunity to rent a car with 2 pedals to pass the driving licence test. This is possible thanks to a new law. So we choose this advertiser with a brand new website and really in the time for the Google Online Marketing challenge.
The objective of our advertiser is to get the maximum of phone numbers via the website. The law being new, the competitors are not a lot and people want to benefit of this solution to take a cheap driving licence test.