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