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!

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.

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.

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.

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.

{Keyword:I-Prod DVD pédagogiques}
DVDs de méthodes,
tactiques, conseils de spécialistes
www.independanceprod.com

The campaign that generates the most impressions and visibility is the ‘content network’ campaign with 85,829 impressions.
The average cost per click, campaigns all together, was $ 0.94.

Finally, we placed ads in our ‘Premium Links’ from the second week!

Our research of an advertiser was complicated. 2 advertisers withdrawn before we found this one. The first one was about the retro-gaming who sells mooks via his web site and some exhibitions. Also, he was really exited about the challenge but unfortunately he couldn’t give us the codes to install the tracking.

The second one was a little shop of decoration in Paris. She was exited too but, this time, the platform where is her blog does not give any access to us so the tracking couldn’t be put on, again.

Finally, our last advertiser was found by a member of the team. We checked his website to be sure and do not get problems again and everything had been validated really quickly to start the campaign.

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.

The customers of this company are people who want to get their licence. A law give the access to someone who has a driving licence, to give some class to someone who would like to take the driving licence test. This law ust came out, so there is no competition on this market and the websites giving this opportunity are rare.

PERMIS VOITURE is a young web site with not enough visibility. That is why we participate to the google challenge!

Adjusting was made thanks to the google AdWords interface or the Google Adwords Editor tool offering detailed statistics (campaign positionning), and the Google Analytics tool which allowed us to place a tracking device on our client’s website before the campaign launch and to pick up detailed statistics before and during the campaign to be able to aprehend the campaign in a better way and to adjust it as good as possible to study the ROI which a real campaign could have served the client.