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Adwords providence media
Adwords providence media
Adwords providence media
Adwords providence media
Adwords providence media
Adwords providence media
Adwords providence media
Adwords providence media
Adwords providence media
Adwords providence media
Adwords providence media
Adwords providence media
Adwords providence media
Adwords providence media
Adwords providence media
Adwords providence media
Adwords providence media
Adwords providence media
Adwords providence media
Adwords providence media
Adwords providence media
Adwords providence media
Adwords providence media
Adwords providence media
Adwords providence media
Adwords providence media
Adwords providence media
Adwords providence media
Adwords providence media
Adwords providence media
Adwords providence media
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Adwords providence media

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  • tess
  • tess
  • alexa
  • alexa
  • lauren
  • alexa
  • alexa
  • justin
  • alexa
  • alexa
  • caroline
  • carolineThis is where we say why we only are doing 3 magazines
  • alexa
  • Justin---
  • like I mentioned earlier, Providence Media has two sets of customers. The reader and the advertiser. So, for our adwords strategy we needed to decide which customer to target with our google text ads. We decided to put ourselves in the shoes of the reader, as they are the ones looking for the content of the website. This has a chain reaction, because the more readers the website drives in, the more advertisers will want to do business, and eventually the more profit providence media will make.
  • justin
  • justin
  • tess
  • tess
  • caroline
  • caroline
  • lauren
  • lauren
  • lauren
  • lauren
  • lauren
  • lauren
  • justin
  • justin
  • Transcript

    • 1. Tess Lowe Justin Proto Caroline Saba Alexa Kiffel Lauren Masterson
    • 2. Client Overview
    • 3. Business Model Two Separate Target Markets 1. Readers 2. Advertisers Providence Media’s source of income v s
    • 4. The Magazines
    • 5. The Magazines
    • 6. Distribution
    • 7. Market Analysis
    • 8. Magazine Industry • Print advertising dying • Magazine industry remains • Niche magazines thriving – local advertising • Providence Media publications – Hyper-local – Unique voice – Free
    • 9. Main Competitors Current Potential rising magazines and newspapers (both subscription and free) Competitors Frequency Paid/Free Rhode Island Monthly Monthly Subscription East Greenwich Monthly Monthly Free Providence Business News Weekly Subscription South County Living Magazine Biannual Free
    • 10. Current Marketing
    • 11. Web Presence Social Media - Facebook – strongest presence - Twitter - Instagram
    • 12. Website Strengths Weaknesses • Easy navigation • Direct social media presence • Search engine tool • Simple Layout • Needs additional attention to aesthetics • Needs more content • Calendar can be improved with content • Lack of social sharing buttons on blog
    • 13. ALEXA The Web Information Company
    • 14. Company Objectives • Use Providence Media publications for up to date events • AdWords Strategy – drive more traffic to their websites – staying connected to RI events “What should I do in Providence this weekend?”
    • 15. Proposed Adwords Strategy Search Network
    • 16. More readers More advertisers More money
    • 17. Providence Monthly Campaign Ad Group Keywords (LMS) Text Ad Providence Monthly Providence City Life Shows and concerts (320,000) Weekend events (135,000) What to do in Rhode Island (27,100) A Night to Remember in Providence http://providenceonline.com For an unforgettable night in Providence, check out our upcoming events calendar! Providence Food and Drink Restaurants (24,900,000) Where to eat (11,100,000) Bars (11,100,000) Food in Providence (12,100) Find the Best Food in Providence! http://providenceonline.com Check out our extensive suggestions of fun places to eat and drink around the city!
    • 18. Negative Keywords Liquor Store, Grocery Store, Rhode Island Monthly, Providence Business News, Edible Rhody, East Providence Reporter Today, The Daily Brown Herald Providence Monthly
    • 19. The Bay Campaign Ad Group Keywords (LMS) Text Ad The Bay Magazine Rhode Island Bay Weekend events (135,000) Community events (60,500) Family activities (135,000) Fun outdoor activities (4,400) Rainy day activities (12,100) Things to Do on the Bay http://thebaymagazine.com Bored on the Bay? Check out what’s happening this week. Rhode Island Food & Drink Restaurants (24,900,000) Nightclub (1,830,000) Where to eat (11,100,000) Bars (11,100,000) Where Should We Eat Tonight? http://thebaymagazine.com Find a great place to grab a bite and throw a few back on the Bay.
    • 20. Negative Keywords San Diego, Colorado, California, Seattle, Pittsburg, New Orleans, Portland, Maine, Houston, Los Angeles, Santa Cruz grocery store, liquor store Mercury, Newport Best Read Guide, Newport Life Magazine, The Newport Daily News, The Rehoboth and Seekonk The Bay
    • 21. SO Rhode Island Campaign Ad Group Keywords (LMS) Text Ad SO Rhode Island South County Events Fun Things to Do (823,000) Weekend Events (135,000) Upcoming Events (74,000) Community Events (60,500) Upcoming Events in South County RI http://sorhodeisland.com Check out our event calendar and fill up your calendar with exciting events! South County Food & Drink Restaurants (24,900,000) Pub (6,120,000) Nightlife (823,000) Let Us Help You Plan Your Night! http://sorhodeisland.com Find the best places to eat and drink near you!
    • 22. Negative Keywords Edible Rhody, The Independent, Kent County Daily Times, South Coast Insider, South County Living Magazine, recipes SO Rhode Island
    • 23. Geo Targeting Providence Monthly • North Smithfield • Woonsocket • Cumberland • Lincoln • Smithfield • Johnston • North Providence • Pawtucket • Providence • East Providence • Cranston • Warwick The Bay Magazine • Seekonk • Barrington • Rehoboth • Warren • Swansea • Bristol • Portsmouth • Middletown • Little Compton • Westport • Tiverton SO Rhode Island • Exeter • Coventry • West Greenwich • East Greenwich • North Kingstown • Jamestown • Richmond • South Kingstown • Narragansett • Charlestown • Westerly • Hopkinton
    • 24. Budget
    • 25. Budget by Campaign Proposed Budget by week and campaign The Bay SoRI Providence Monthly Week 1 ($83.3, 33.3%) $3/ day $3/ day $6/day Week 2 ($83.3, 33.3%) $3/ day $3/ day $6/day Week 3 ($83.3, 33.3%) $3/ day $3/ day $6/day
    • 26. Campaign Budget by day Providence Monthly Providence City Life Shows and concerts 1.98/day Weekend events .84/day What to Do in Rhode Island .18/day Providence Food & Drink Restaurants 1.56/day Where to eat .72/day Bars .72/day
    • 27. Campaign Budget by day The Bay Rhode Island Bay Weekend events .58/day Community events .27/day Family activities .58/day Rainy day activities .7/day Rhode Island Food & Drink Restaurants .15/day Nightclub .15/day Where to eat .60/day Bars .60/day
    • 28. Campaign Budget by day SO Rhode Island South County Rhode Island Fun Things to Do 1.2/day Weekend Events .2/day Upcoming Events .1/day Community Events .1/day Rhode Island Food & Drink Best Restaurants .3/day Pub 1.05/day Nightlife .15/day
    • 29. Goals • Drive users to website! • Click through rate 1.2% • Cost per click $1.00 • Plan to utilize Automatic CPC bidding, Bid simulator, and Google Analytics to adjust our weekly budgets
    • 30. Proposed Success Metrics How we will measure success  usage budget  variance in CPC  measure analytics over 3 week period Adjust accordingly
    • 31. Thank you!

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