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• To attract traffic from search
engine during Mother’s Day
• To increase CTR for Banana
Republic
• To drive leads and conversion
on the landing page
• To increase sales
CAMPAIGN OBJECTIVES
Clicks:You only pay Google for results; keywords targeted clicks.Leads:Your landing site converts clicks into real-time exclusive leads.Sales:Your visitors become your customers.Referrals and repeat
Impressions:your text ads display free on Google search result page.
GOAL FUNNELING
Gift for mom
SEO: • INCLUDE MORE BRANDED AND NONBRANDED,
ESPECIALLY LONG-TAIL KEYWORDS ON THE WEBSITE
• MAKE MORE EFFORTS ON SOCIAL MEDIA TO INCREASE IMPRESSOIN AND DRIVE TRAFFIC
SEM:• DO PAID SEARCH FOR THE CAMPAIGN
• BUY SELECTED KEYWORDS
• PREPARE EFFICIENT LANDING PAGE
RECOMMENDATION
KEYWORDS
Keyword Average Monthly Searches
Competition Suggest bidding price
Banana republic coupons 18,100 Low $0.71
Keyword Average Monthly Searches
Competition Suggest bidding price
J crew 823,000 Low $0.13
Ann taylor loft 368,000 Low $0.56
Zara usa 201,000 Low $0.43
Brand Term:
Competitor Terms:
KEYWORDS
Keywords Average Monthly Searches
Competition Suggest Bidding Price
dresses 368,000 High $1.39
Plus size dresses 165,000 High $1.41
Keywords Average Monthly Search
Competition Suggest Bidding Price
Gifts for mom 49,500 High $0.97
Generic Terms:
Mother’s Day Related Terms:
EXECUTION
Before campaign
During campaign
After campaign
1. Link with Google Analytics
2. Set up goals and goal funnel
3. Analyze customer behavior (engagement, purchase)
4. Create campaign strategy
1. Enable A/B testing for different versions of ad copies, and landing page
2. Monitor KPI and adjust campaign strategy timely
1. Analyze results on Google AdWords and Analytics
2. Calculate ROI 3. Form report
TIMELINE
Campaign Preparation
4.20-4.22
Keyword
research
4.23-4.24
Create
copies
4.27-4.30
Design
landing
page
Launching Campaign
5.1-5.11
Pre
Campaign
5.12-5.15
Post
Campaign
Campaign Evaluation
5.16-5.18
Analyze
& report
BUDGET
Ad Group Pre Mother’s
Day
Post Mother’s Day
Mother’s Day $1,820 $7,80
Generic $1,365 $5,85
Brand Name $455 $195
Competitor’s Brand
$910 $390
Total budget: $6,500
2600; 40%
1950; 30%
650; 10%
1300; 20%
Campaign Budget Allocation
Mother’s Day Generic Brand Name Competitor Brand
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