Pre-campaign Google Challenge


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Pre-campaign Google Challenge 2009 - Client: Arkimede S.r.l.
Product: Sudokubo

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Pre-campaign Google Challenge

  1. 1. Giuseppe Ferro, Paz Toral, Elena Pettinelli, Anna Lisa Ratta 2009 THE PRE-CAMPAIGN STRATEGY
  2. 2. <ul><li>Arkimede S.r.l. was founded in 2007 </li></ul><ul><li>It’s also owner of the website available at the URL </li></ul><ul><li> </li></ul><ul><li>The website is online since 2006 </li></ul>
  3. 3. <ul><li>Three categories well known as “Kubi of Arkimede” </li></ul><ul><li>Damakubo, Logikubo, Sudokubo </li></ul><ul><li>Two different lines of Sudokubo : </li></ul><ul><li>Compatto e DeLuxe Collections </li></ul><ul><li>Selling price from 29 to 89 euros </li></ul>
  4. 4. <ul><li>A wooden 3D transposition of the traditional Japanese game used to play Sudoku </li></ul><ul><li>Different versions , materials and colours </li></ul><ul><li>Easy transportation , compact size and light weight </li></ul><ul><li>Special gift , object for house decoration, design item </li></ul>
  5. 5. <ul><li>Sudoku’s market exploded in 2005, can be considered mature but not yet saturated </li></ul><ul><li>The company deals with some market niches : board and table games for adult and children, enigmatography and sudoku fans </li></ul><ul><li>Potential customers : brain teasers and logic puzzle fan, design lovers, parents in search of an alternative to the cyber-entertainment, children from 9 years onwards </li></ul><ul><li>Competitors : Eastern producers, sudoku software, free puzzles, videogames and console games </li></ul>
  6. 6. <ul><li>Resellers : they are a few and not really able to advertise the product on national scale </li></ul><ul><li>Buy now : the customer can choose the line of sudokubo and buy it </li></ul><ul><li>Events : all exhibitions and shows about Sudoku </li></ul><ul><li>e. g. </li></ul>Sudokubo was introduced for the first time in Germany in 2006
  7. 7. <ul><li>Guestbook : it’s impossible to open </li></ul><ul><li>About us : there is no information about the producing company </li></ul><ul><li>Contact us : the user can fill an application form to ask for more information </li></ul><ul><li>There is not a FAQ section </li></ul><ul><li>Tutorial video : a helpful introduction to the features of Sudokubo </li></ul>
  8. 8. <ul><li>The company has sold 150 pieces in the last three months, whose 30 via e-commerce </li></ul><ul><li>The budget Arkimede S.r.l. wants to invest in the online adv. is about 3000,00 euros </li></ul><ul><li>Website re-design and optimization as long-term goals </li></ul><ul><li>It has focused on free linking exchanges to improve the website visibility </li></ul>
  9. 10. appears first with the Google Search , using keywords strictly related to this product. The user cannot find this URL unless he/she knows the name of the product he/she is looking for or the name of the manufacturer, correctly written. In this last case this keyword appears as first at the second page rank.
  10. 11. Google Analytics gives us also some information about traffic sources: in the last month the direct traffic was equal to 87.23%, the traffic coming from search engine was equal to 12.77%
  11. 12. In the last month there were 47 visits, the average of page/visit was equal to 3.68 , the average time spent on was about 3 minutes.
  12. 13. In the last month there were neither a sale via e-commerce. The convertion rate was equal to 0.0%.
  13. 14. 5 Adgroups <ul><li>Sudoku collection game: sudokubo as collection object </li></ul><ul><li>Table game as sudokubo’s market segment </li></ul><ul><li>Logical puzzle game as brain teaser </li></ul><ul><li>Special present/gift </li></ul><ul><li>Sudoku travel game </li></ul>
  14. 15. <ul><li>Best keywords : sudoku, table game, logical puzzle game, Japanese table game, portable sudoku, special present/gift </li></ul><ul><li>Best negative keywords : all those related to online and free sudoku and games </li></ul><ul><li>e.g. TABLE GAME </li></ul><ul><li>“ Sudoku travel game/bring sudoku always with you/ You don’t need paper, you don’t need a pc” </li></ul>
  15. 16. <ul><li>Geotargeting : Italy, big cities with more than 100,000 inhabitants and European countries where people speak and understand English language </li></ul><ul><li>Goal : between 8,000 and 10,000 impressions, 40 clicks-a-day at 0,15/0,18 CPC and with a CTR equal to 2-3% </li></ul>
  16. 17. The campaign will be considered successful if the company manages to sell at least one Sudokubo every 40 clicks and if the number of incoming links increases.