GOMC : it’s all about ADWORDS strategy

Posted by Team 3 // 2 comments

What’s a relevant ADWORDS strategy and how to define one ?

Defining an ADWORDS strategy in consideration of advertiser’s goals in finally the unique issue of the GOOGLE ONLINEMARKETING CHALLENGE.

While brainstorming about the best strategy to follow during the 3 weeks of the challenge, we asked many questions concerning budget, Ads delivery, keywords targeting, etc…

Here are some of our interrogations and the strategic choices adopted :

  • Budget management : how to daily allocate the $200 granted especially among the different campaigns ? We have chosen to consider not only CPC Max for each Adgroup but also the number of keywords in each Adgroup.
  • Keywords targeting : two opportunities are offered. Get an “exact match” targeting which appears to be precise but involves less exposure than a “broad match” targeting which can be faslty budget-consuming due to its higher display and lower precision. Considering the niche markets we are dealing with, it seems much reasonable to start with broad-match keywords in order to find searches made by visitors while controlling display by adding negative keywords.
  • Geo-targeting : all teams have immediately chosen to limit Ads display to France. This choice was led by the low budget granted but also considering most of our websites are only french-speaking and do not deliver foreign countries.
  • Key performance indicators : to enhance a PPC strategy, you first have to be able to measure its relevancy. This measurement starts with choosing performance indicators. At this point, we observe two distinct families :
  1. Media performance indicators (CTR, quality scores) : it’s hard to define objectives because we have no information about performance as long as the campaign didn’t start.
  2. Sales performance indicators (ROI, conversion rate) : defining those objectives is based on information given by business partners during their interview but also on Web Analytics historical data if existing.

Answering those questions leads to the strategy that will be followed by each team. We keep conscious that we may have to change it if we can’t meet our objectives.

Other elements are involved in our ADWORDS strategy definition such as keywords search, Ads writing policy or CPC Max computing…

So many passionating topics for PPC marketing’s lovers that will be undoubtedly the subject of a future post.

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