Archive for the ‘Adwords strategy’ Category
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 15 Google Challenge: Campaign strategy
Posted by Lambert Kevin | Filed under Adwords strategy
Our announcer is a web agency, our campaign strategy is deeply influenced by the constraints of budget that are set to us. No campaign will be created to increase the visibility of the agency and its services, this kind of campaign would be too expensive. On the other hand, we will target this campaign on a particular service which is more effective, the web tv and the retransmission of live shows on clients’ web tv’s, an expanding sector with less competition which offers important opportunities and reasonable costs.
The campaign is targeted on one specific service, the trafic won’t expand on all key words. So our strategy is to position ourselves in the fist place for the most competitive key words, after oprimisation. With a budget of 200$, a reduced trafic on specific key words, our CPC max will be high (1€) and so position itself ideally according to the competition. We will ajust this CDP max, modify our daily budget or we will ajust our timetable according to this high CPC max of 1$. We will attach importance to the landing page, for ensure a acceptable quality score and an optimal conversion rate.
Team 12 Google Challenge: Strategy
Posted by Hadri Chouki | Filed under Adwords strategy
Our strategy is to focus on the most profitable products of Independance Prod : DVDs.
Their catalog contains many categories and products, so, “Independance Prod” ‘s team and us decided to exclude categories which are unprofitable (ex : “Remise en forme”), hard to define (ex : category « Others ») or not popular (ex : « Artistic products » have a low research request level). We excluded also, categories which have a bad landing page (ex :”promotion” did not target a promotion page).
So we decided to create 3 kinds of compaigns :
- A general campaign : “Karate DVD”, “Capoeira DVD”… (1/3 of the budget)
- A brand Campaign: “Independence Prod” (1/3 of the budget)
- A Campaign on the Google content network (1/3 of the budget)
We will create some relevant Adgroups with specific keywords :
- we will try to divid our offer
- we will try to dissociate our Adgroups with irrelevant keywords to keep a good quality score
- we will have 2-4 ads for each Adgroup with optimized and relevant keywords
Our daily and weekly plans for spending their campaign budget :
- we won’t hesitate to spend a lot at the beginning of the campaign in order to place “Independence Prod” in the first results (ex: 50% of the budget the first week)
- we will put unprofitable campaigns on hold
- we will adjust budget and optimize campaign, ad groups and keywords
Equipe 2 Google Challenge: Strategy
Posted by Soutric Marjorie | Filed under Adwords strategy
Our client, Total Manga, is a content-based website written in French which deals with mangas and Japan culture. Because of this context and the limited budget, we will only target French language and specially France. Due to the budget limitation and with the assist of the analytics data, we will put our campaigns on when there is high organic traffic and to turn it off the rest of the day.
About our campaigns and the AdWords strategy, we were inspired by the structure of the web site and we adapted this one into a logical organization keeping in mind the particular goal and settings of each campaign and grouping similar keywords together. We will particularly focus on two parts of the site : “Mangas”, the most successful section and “Japan”, which is a section dedicated to the Japanese culture. This section makes the difference between Total Manga and its rivals. We will launch our keywords with high bids and we will gradually lower the bid maintaining a top 3 ad position. To achieve a good click through rate, we will set up rotate ad serving and constantly improve the ad texts through A/B testing.
To assess our goals, we matched our budget with the estimated CPC and the estimated traffic given by the Keyword Tool. As a result we plan to reach 10 000 impressions, 400 clicks, a global CTR of 4% and a CPC max of a $0,50 in three weeks. Our Key Performance Indicators will be the number of signs up to the forum and to the newsletter, the average time spent on site and the bounce rate.
Team 5 Google Challenge: How to make an artist known?
Posted by Vy Ti-Mai | Filed under Adwords strategy
The issue with the Raymond Rochette’s case is that the artist is mostly known in the Creusot. He’s consequently not much seek. Moreover, he’s in a particular field: art. This field is very specific, and the associate research too : one’s gonna search the name of an artist, another, the name of the artistic movement, or his style. But Raymond Rochette doesn’t belong to any art istic movement. The goal of this campaign is to give him some visibility, and to allow people who doesn’t know him to discover his work.
So, our strategy is to make 3 campaigns. The first one is focused on the brand, which is, in this case, the name of the artist. The two other campaigns are set up on generic keywords, linked with the artist’s paintings (type of painting : factory, still life painting, lands…); and linked with his area and tourism (Creusot, Bourgogne…). The ad invites to discover this unknown artist. Thus, the budget will be more important for the two last campaigns than for the first one.