GOMC Pre-Campaign Part I Report Instructions
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GOMACPre-CampaignDeckPart1.pptxThe Global Online Marketing Academic Challenge
http://www.gomachallenge.com/
Deliverables
Pre-Campaign Deck
Keywords
Text Ads, Extensions, Display Ads
Post-Campaign Deck
GOMC Pre-Campaign Deck
Due Date = March 11 @ 11:59pm
5-10 Slides
12 point font
No notes
No personally identifiable information
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GOMC Pre-Campaign Deck
3 OBJECTIVES
Client Business
Goals of Campaign
Operational Details of Campaign
1. Client Business Information
Could include the following:
Name
Location
Goods/Services Offered
Competitive Advantage
URL
Existing Marketing Activities (online/offline)
GA data
Target Market
Competition
Overview of the Industry
2. Goals of the Campaign
What is Your Budget?
CPC Goal
On average what do you think you’ll spend given how expensive keywords are (air on the higher side)?
Click Goal
How many clicks for $250?
$250/avg CPC goal = # of clicks you’ll get
CTR Goal
How competitive is the SERP?
How compelling is your message vis-à-vis others on the page?
1-3% on Search is not unreasonable
Impression Goal
Given your click &CTR goals, how many impressions will you yield?
Clicks/CTR = Impression Goal
Quality Score
Watching keywords that drop below a 4/10 & optimizing account to lift QS or pausing the keyword.
2. Goals of the Campaign
Can you set CONVERSION GOALS too?
Of the people who click on your website, how many will convert?
How many new customers will it take to cover the $250?
What conversions do you want to track?
What is your ROI goal?
=revenue generated from the campaign/ $250
=%
2. Goals of the Campaign
3. Operational Details
Outline of Campaigns/Ad Groups
| Campaign: Yoga Classes | Sample Keywords | Campaign: Dance Classes | Sample Keywords | |
| Ad Groups | Acro Yoga | +Acro +yoga +class London “acro yoga class” Find +acro +yoga +class | Bellydancing | “bellydancing classes” Learn to +bellydance London |
| Hot Yoga | Best +hot +yoga class “hot yoga classes” | Tango | “Couples tango class” [tango lessons London] | |
| Prenatal Yoga | “prenatal yoga studio” +prenatal +yoga London | Ballroom | “ballroom dancing London” “ballroom dancing instructor” | |
| Seniors’ Yoga | “yoga for seniors” “senior citizen yoga” | Cha-cha | “learn to cha cha London” [cha cha dance classes] |
Include a few negative keywords.
Ad Extensions
Geo & Language Target Justify Your Decision Display Campaign Targeting Type(s)
Ad Serving Campaign Setting Ad Rotation
a. Standard
b. Accelerated
Ad Serving Campaign Setting Ad Delivery
Google’s Dynamic Keyword Insertion
-all teams should use this function for one ad per Ad Group
{KeyWord:X}
Will insert search phrase unless it exceeds the character limit, in which case X is inserted.
Show a Few Sample Ads
+ Discuss your messaging strategy, call(s) to action and offer(s).
Budget Planning
Justify the Decision
Eg. The client wants to gain more awareness for their new spray tan service, higher margins on new boats, more expensive keywords, etc..
| New Boat Campaign (65%) | Used Boat Campaign (35%) | |
| Week 1 (28%) | $45.50 ($6.50/ day) | $24.50 ($3.50/day) |
| Week 2 (32%) | $52 ($7.43/day) | $28 ($4/day) |
| Week 3 (40%) | $65 ($9.29/day) | $35 ($5/day) |
| Total | $162.50 | $87.50 |
Keyword Bidding
What is your bidding strategy and how will it evolve over time?
