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First Years Baby Monitors PPC Campaign
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  • According to a 2007 survey by Accenture, 10% of consumers first find out about new products through search engines, more than internet advertising or retail web sites. As consumers use search to discover new products, research products, and engage with brands we want to be there to engage the consumer while they are actively looking for our products. Advertising through paid search is also cost effective since we only pay when a consumer clicks on one of our ads. We can also adjust the campaign in response to poor performing keywords quickly and with very little effort. The search engines we will use are Google, Yahoo!, MSN/Live and Ask. Together these engines account for over 96% of the search market.
  • In testing this tactic, we will utilize A/B testing. We will test different landing pages and track those customers using an analytics tool such as Google Analytics or Omniture to understand which landing pages are most effective at driving our customers to authorized retailers, i.e. Babies “R” Us or Target.
  • We will calculate costs on a cost-per-click basis. Since paid search is a dynamic market, bid costs for those keywords can vary from day to day. Bids can be as low as a few cents per click to just over a dollar. The amount bid on those keywords is one part of determining the order in which the paid search results show up on the page. The ads on Google, for instance, show up in order based on total revenue generated by the ad. Therefore, a lower bid can be in the number one spot if it has enough clicks. The costs are based on maximum bid amounts for a year long continuous campaign.

First Years Baby Monitors PPC Campaign Presentation Transcript

  • 1. The First Years ® Digital Baby Monitors PPC Campaign Shaydon Armstrong
  • 2. Paid Search: Search Engines
    • Google: 72.92%
    • Yahoo: 16.14%
    • MSN/Live: 5.68%
    • ASK: 3.95%
  • 3. Paid Search: Keywords (Examples)
    • 2 way baby monitor
    • baby monitor,
    • baby shower gift registry
    • best baby monitor
    • digital baby monitor
    • dual baby monitors
    • infant baby monitor
    • long range baby monitor
    • rechargeable baby monitor
    • two way baby monitor
    • walkie talkie baby monitor
    • wireless baby monitors
  • 4. Paid Search: Messaging
    • The First Years Digital Baby Monitor
    • “ Security, Simplicity and Style for Today’s Modern Home”
    • INSERT WEB ADDRESS HERE
    • Dynamic messaging
      • Messaging will vary based on the keywords searched so as to deliver a more relevant message to consumer.
      • A person who searches for “baby monitor security” has a different reason for searching than a person who inputs “2 way baby monitor” and messaging in ad served to the two groups must reflect this.
  • 5. Paid Search: Testing
    • A/B testing
      • Test different landing pages and track those customers using Google Analytics or Omniture to understand which landing pages are most effective at driving our customers to authorized retailers/e-tailers, i.e. Babies “R” Us or Target.
  • 6. Paid Search: Audience Targeted:
    • The audience targeted is first-time Generation X and Y parents having their first child and are in the process of researching products to add to their baby shower registry.
  • 7. Paid Search: Impressions
    • Google: 161,260
    • Yahoo: 35,693
    • MSN/Live: 12,564
    • Ask: 8,734
    • Monthly impressions across all search engines: 218,251
    • Yearly impressions across all search engines: 2,619,012
  • 8. Paid Search: Success Metrics and Costs
    • Click Through Rate:
      • Monthly clicks across all search engines (At 2% Click through rate): 4,365
      • Yearly clicks across all search engines: 52,380
    • Cost-Per-Click :
      • Amounts based upon April 2009 search figures
      • Yearly clicks across all search engines: 52,380
      •   Average cost of keywords: $1.64
      • Total yearly budget: $86,019.82