Recommend and develop ad extensions for your client/company’s campaigns (Due March 8, 2019 4pm EST)

Running Head: Ad Campaign 5

HED Cycling Adwords Campaign

Name of student

Name of instructor

Google Adwords Campaign

The basic requirements of the ad campaign

Essentially there are 5 major elements of a successful Adwords campaign (Cunha, 2018).

· The campaign: For HED cycling, the main purpose of the campaign is not only to increase the sales turnover for the company but also to increase the popularity of the brand name.

· Adwords group: There will be two formal groups that the campaign will aim to target through the advertisement.

· Group 1: The first group will be that of the famous athletes and sportsman, where the advertisements will remind them that HED cycling has long been a dependable option for the sportsmen.

· Group 2: The second group will consist of the new target market segmentations of ordinary customers, children, women and even the elderly who have been prescribed to cycle, through medical reasons.

· Keywords: Experience, power, stature, dependability, success.

· Ads: The campaign will focus more on how long has the company survived in the industry, the basic qualities of the company’s products that distinguishes it from others, and why do athletes from around the world depend on the company’s products. There are two basic measures of handling the campaign. The first pointer is that the company fully organizes the variety and range of products that it is offering to the customers, or what new innovations is the company planning to offer to new market target segments. The company needs to ensure that there is a difference between the ads targeting the athletes and the ads that aim to target the general audience. The athletes are already well aware about the benefits of cycling and being active. On the other hand, for ordinary citizens it is important that the ads motivate the audience to get and start cycling.

· Campaign 1: These ads will be seen by athletes and popular sportsmen. Therefore the taglines need to be smart and should bear reminders for the athletes to associate themselves with the brand. The idea is to bear the concepts of ‘achievement’ and ‘competition’.

“We love to see you become more popular and gain success”.- HED cycling

· Campaign 2: These ads will be viewed by the general population including individuals from all ages and from all walks of life. The idea is to encourage people to cycle through the concepts of ‘pleasure’, ‘enjoyment’, ‘health’.

“Sometimes, just do it for the sake of fun”. – HED cycling

· Landing pages: The actual layout of the page that the user comes to when viewing the ad. I think the layout should be pretty basic with neutral images and a few inspiring taglines. Simplicity is the key to generate more interest from the consumers. It is easy to direct traffic from other sites to the campaign page, but it should be kept in mind that the ad should fulfill the requirements of the campaign. When searching for the keywords in google, the ad should aim to provide the users with a different, yet simple perspective.

Weaknesses to be catered through the campaign

What has lacked prominently in the ads by the company is that they do not communicate with their consumers. The company runs on a large scale and ships all their products throughout the world, but there is no direct contact between the consumer and the company (hedcycling.com, 2019). Through the adwords campaigns, the advertisements should be directed towards establishing and connection with the consumers. It should seem that the ad is directly talking to the consumers and this is what can help the campaign attain more popularity on social media. Even though the company operates on a smaller scale, the ad campaigns should show the magnitude on a larger impact.

Works Cited Cunha, M. d. (2018, 4 1). Ask the Experts: What's the Perfect Way to Structure an AdWords Account? Retrieved from wordstream.com: https://www.wordstream.com/blog/ws/2015/06/08/structuring-your-adwords-account hedcycling.com. (2019, 3 3). HED. Retrieved from hedcycling.com: https://www.hedcycling.com/