Team 7 Google Challenge: Evolution of the Adwords campaign
Posted by Romaggi Quentin | Filed under Google Challenge
We first chose to position us on the sustainable development and the ecology with words such ecological reels, label FSC, recycled paper, … We had understood before the beginning of the campaign that it was not the good strategy because there wasn’t enough research volume. We then changed our strategic policy by targeting the flagship products of Ecospiral such as paper reels, thermal reels, badges and cards, labels, etc. … As a matter of fact, all the products of the company with a whole campaign dedicated to the paper reels.
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.