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.