GOMC Pre-Campaign Part I Report Instructions

subject : google adwords and search engine

 

Mypart :  

Geo & Language Target

Ad Serving Campaign setting Ad rotation

Ad Serving Campaign setting Ad delivery

Message me if you know about the subject only 

The Global Online Marketing Academic Challenge

Global Online Marketing Academic Challenge

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
Create in Canva
Save to PDF
Upload to SlideShare
Shareable Link

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?

GOMAC– Pre-Campaign Deck Instructions

2018

Both reports for the GOMAC are in presentation slide deck format to be submitted in SlideShare.

1. SUBMITTING YOUR SLIDES

You will be submitting your slides via a SlideShare link so be sure that you have your slides set to Private, Anyone with the Link can view and Allow Users to Download (see privacy settings below).

2. DESIGNING AND SAVING YOUR SLIDES

All teams should select from a Canva presentation template that will allow for more design flare and visual impact.

The template should be formatted to reflect your client’s brand and relevant imagery should be included.

Once created, your presentation should be saved in PDF format to be uploaded to SlideShare.

3. FORMATTING YOUR SLIDES

Pre-campaign Strategy decks must contain 5-10 slides.

Use no smaller than the equivalent of 12-point Arial font for all text, tables, figures, footnotes, or any other elements.

Do not include any information in the notes pages of the slides.

Do not include any information that shows your team members’ names or institutional affiliation (e.g. college, university).  

Save your file using this naming convention pre-
[YOUR TEAM’S AdWords CID]. Your CID is the AdWords account number found in the upper right hand corner of the account.

4. SLIDE CONTENT

You have a lot of leverage with the content you submit in your pre-campaign deck. Your deck should achieve the following objectives:

A. Familiarize the judges with your client’s business

· Name, location, goods/services offered, competitive advantage, URL, existing marketing activities (online/offline), GA data (if applicable), target market, competition, overview of the industry, etc.

B. Outline the goals of the AdWords campaign

· Why is AdWords a good website traffic acquisition tool?

· What are you attempting to achieve with your campaign?

· Impressions, clicks, CPC, CTR, Quality Score, Goal(s)

· How will track goal(s)?

C. Include AdWords account details

· Number of campaigns, campaign types, focus for each campaign, geo-targets

· Sample keywords, match types to be used, sample negative keywords

· Ad extensions that will be used

· Display campaign targeting methods

You might choose to present the information in chart format:

Sample Keywords

Campaign: Yoga Classes		Sample Keywords	Campaign: Dance Classes
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]

· Sample text ads (take screenshots from within the AdWords platform) with messaging rationale (ie. which calls to action are you using and why, which competitive advantages are you leveraging).

In this section, you might want to discuss your use of the dynamic keyword insertion tool.

You might also want to discuss how many ads will be run within each ad group and how they will be rotated.

· Sample display campaign ads (include screenshots) with design/messaging rationale

· How are you going to spend your budget across the 21 day period (including rationale)?

You might choose to include a chart here:

· Keyword bidding strategies

Are you using an automated bid strategy or will you bid manually?

How do you plan to bid for on your words?

Ads

/6

Ads

Ads

Ads

/3

/3

/3

/3

Deck

/3

Deck

/3

EVALUATION PIECE	COMMENTS	GRADE
				Ads	Relevance. Is there a clear connection between the ads and the ad group keyword list?		/6
Quality. Are the ads well written, to they read well, do they have hard hitting messages, is there a call to action?
Editorial Guidelines. Do the ads adhere to Google’s editorial guidelines? Is Dynamic Keyword Insertion used properly?	/4
Extensions – all relevant extensions present & effective?							/3
Spelling/Grammar/Punctuation. Are the ads error free? Are the ads punctuated properly?
Keywords/ Ad Groups	Were the keywords and ad groups corrected properly from phase 1?
Display Ads	In line with the client’s brand? Error Free? Size Versions
		Deck	Does the deck outline the client’s business?
Does the deck outline the goals of the AdWords campaign?
Does the deck include all relevant AdWords account details with justification?	/8
Deck	Is the design effective, creative and reflective of the client’s brand? Is the deck free of spelling & grammatical errors?
TOTAL	/45

Fanshawe College | Liz Gray| egray@fanshawec.ca
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