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How to Build a Paid Search Campaign to Promote Events in 15 Days


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Our CEO, Udayan Bose, with the help of Grace Yco, marketing manager at ViX Swimwear, take you through how NetElixir helped promote ViX leading up to their sponsorship of the Miss USA pageant.

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How to Build a Paid Search Campaign to Promote Events in 15 Days

  1. 1. How to Build a Paid Search Campaign to Promote the Miss USA Pageant in 15 Days! 1
  2. 2. About NetElixir University • NetElixir University was launched in 2012 with a vision of “democratizing the digital marketing industry through exceptional knowledge and expertise sharing.” • Through monthly webinars and an annual seminar, we hope to provide the tools & knowledge to help people become better search marketers. 2 Join our LinkedIn group: NetElixir University Questions? Tweet with #NetElixirU and we’ll answer them for you!
  3. 3. 3 About Udayan Bose • Founder & CEO, NetElixir,Inc. • Founded (PartyGaming, Plc). • Guest Lecturer: • Johnson School of Management, Cornell University. • City University of New York, Baruch. • Indian School of Business.
  4. 4. About Grace Yco, Digital Marketing Manager, ViX 4 • Handles mainly social media, blogger outreach, affiliate and digital marketing campaigns/collaborations • Switched industries from Biotech to bikinis. • Digital Playground: Blogger since 2001, eBay since 2003, Facebook since 2004, eLuxury before NOWNESS • Current Channel of Choice: Twitter @graceXVXIVV
  5. 5. ViX + Miss USA Partnership • Approached by Miss Universe Organization (owns Miss Universe, Miss USA and Miss Teen USA) • Designation: Official Swimwear Sponsor of Miss USA 2013 • Included telecast integration, product placement, website integration, sponsored event, social media, networking opportunities • Email database of 450,000+ strong 5
  6. 6. ViX + Miss USA Partnership 6 • Curated section of Miss USA ViX Picks • Social Media Content: behind-the-scenes coverage of bikini fittings, sponsored pool party at The Flamingo, rehearsals, telecast and after party • Networked with other sponsors such as OPI for co- branded opportunities • Connected with contestants from both Miss USA and Miss Teen USA for partnering for charity and other potential projects • Opportunity for Miss USA 2013 Erin Brady to make personal appearance at ViX event
  7. 7. Win A Vegas Trip Giveaway • Goal: Promote the pageant, drive sales • Giveaway rules: − Shop the Miss USA section − Place order during 5/28 – 6/5 − 4 tiers of prizes • -Miss ViX USA Grand Prize Winner – ViX look, trip to Vegas for live telecast, lodging and airfare • 1st Runner Up – ViX bikini and cover-up • 2nd Runner Up – ViX bikini • 3rd Runner Up – ViX flip flops and hat 7
  8. 8. Post-telecast Email • Goal: new customer acquisition • Exclusive code for Miss USA fans: 30% off of Miss USA section on ViX website Upcoming: • More email marketing • Holiday “Giving Back” campaigns • Sponsored blog posts • Consistent engagement on social media 8
  9. 9. 9 15 Day Paid Search Advertising Plan For ViX: Increasing Impression Share & Average Orders/Day by 20%
  10. 10. Paid Search Goals 1. Increase impression share for keywords surrounding ViX & Miss USA 2013 2. Increase the number of visitors to the ViX Picks landing page for the swimwear featured in the pageant 1. Effectively manage the budget to accommodate for extra traffic and added paid search strategies 10
  11. 11. Paid Search Advertising for Events: Challenges • Search queries (an expression on interest and intent) are limited within a short time period (less than a week in this case). • Post event interest is often higher than pre-event interest. 11
  12. 12. We applied GOST model (Goals – Strategy-Tactics) 12 Increase Impression Share by 20% Account Expansion Budget Management Track & Analyze • LXR Retail‟s Twitter Tool • Content Marketing • Remarketing • Day-wise spend management for optimal reach. • Know what metrics to track and apply the “right” set of KPIs.
  13. 13. Our 15 Day Paid Search Calendar Tactic 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 Use Twitter Tool to source real time PPC keywords Content Marketing to maximize reach Remarketing to get more out of the budget Budget Management to optimize visibility Track & Analyze 13 June 7, 2013 June 21, 2013
  14. 14. Strategy #1: Planned Account Expansion • We used various tactics to find keywords to add to the account, which would increase our visibility on searches and give ViX a greater portion of the impressions from users searching these terms. • Custom ad copies were written to make the message relevant for the customer. 14
  15. 15. Tactic #1 – Used LXRBuzz Tool to track tweets around Miss USA 2013 and use them as source for PPC keywords 15 LXRBuzz is NetElixir‟s social keyword sourcing tool that aggregates relevant brand conversations happening real-time on „Twitter‟ and then automatically splits the tweets into keywords around which Google Adwords campaigns can be built in real time. The entire process is completed in just 3 clicks and takes less than 60 seconds for the marketer.
  16. 16. 16 Keyword: Miss USA 2013
  17. 17. Tactic # 2 – Content Marketing 17 Targeting websites similar to ViX in the 15 day period garnered an extra 1,000,000 impressions during our Miss USA 2013 campaign.
  18. 18. Tactic # 3 - Remarketing 18 • Remarketing allows marketers to reach people who have previously visited their website & show them relevant ads while searching on Google. • We targeted consumers who had already visited the ViX website through a Google ad. • Remarketing during the 15 day Miss USA campaign generated an extra 6.5 million impressions to the ViX website.
  19. 19. Strategy #2 – Budget Management 19 • We increased the daily budget for the specific Miss USA campaigns from 1 week prior to the event and 1 week after, due to the relevancy of the event at those times. • The spend was broken down into day-wise spend and impression/click goals. • Extensive day-parting was done to maximize reach within the specified budget.
  20. 20. Strategy #3 – Track & Analyze 20 • We exceeded our goal of increasing impression share for our targeted terms by 20% (impression share growth achieved: 24%+) • We saw a total increase in click-throughs to the ViX Picks landing page: • Total visits  Increased by 65% • New visits  Increased by 27% • Bounce rate  Decreased by 7% • The budget was carefully monitored and managed to ensure that we captured a greater impression share at the times when searches for the pageant would be the highest.
  21. 21. Summary 21 • Using the GOST model, we came up with three specific strategies: 1. Planned Account expansion 2. Budget management 3. Tracking & analysis • Using our LXR Retail Twitter Tool, we were able to source keywords using real-time tweets. • We kept a tight check on the budget (day-parting + day-wise spend targets.) • The key success metric that we tracked was impression share.
  22. 22. Thank you! 22 To request the GOST template or a sample copy of the calendar, tweet @NetElixir or email Spread the love! Tweet about our webinar! #NetElixirU Miss USA may have already aired and our PPC campaign is over, but summer is still in full swing! ViX is giving NetElixirU listeners 30% off the same bikinis worn by the Miss USA contestants! Shop the Miss USA ViX Picks section on and use code MISSUSA30! For access to free SEO and SEM tools, visit