Challenge SEA done by Quyen May 22 For LOOP Campaign Manager Specialist role

1. LOOP x Quyen
Challenge x SEA Campaigns
Client “STIER” – high quality watchstraps
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KLAGENFURT; MAY 2022

2.  01STIERBrand Page3
 02SEAGoals Page4
 03SEAStrategyRoadMap Page5
 04Campaigns Page6–16
 05Searchstructure Page17
 06Budgeting Page18
OUTLINE
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3.  01 STIER brand
STIER was founded in 1765, making their name in
the industry of watch straps with a rich history in
craftsmanship.
STIER is the global leader in designing and making
leather and other fine materials for straps.
The name is already well-known in the industry and
STIER works together with luxury watchmakers like
Breitling, Rolex...
STIER has their website and wants to approach a
broader audience, to be an e-commerce friendly
website for their B2C market.
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4.  02 SEA’s Goals
STIER has three main goals to execute SEA Campaigns:
• To raise awareness to those who have not heard about the brand, or to
those who might be their potential customers .
• To drive more leads, and sales on their website.
• To retain the customers after the long turn.
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5. Retaining customers
SOCIAL MEDIA ADS
STIER’s e-commerce website
Landing pages
OGLE ADS
Brand awareness
Driving sales
Purchasing
journey
Click attribution model: Position-based model,
assuming 40% first clicks to know about their
website/product, 40% last clicks to make a purchase,
and 20% clicks of association with social media to
decide for that purchase.
udget: 60K
Time to assess
5
Campaigns
Ad groups
Keywords, Targeting, Locations
KPIs: Impressions, Traffic, CTR;
CPC, CAC, ROAS, No. of orders,
Bounce Rate, Conversions...
 03 SEA Strategy – Road Map
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Locations: DACH region
KPIs: Impressions, Clicks, CTR, CPC,
Traffic, Conversions...
KPIs: Impressions, Clicks, CTR, CPC,
Traffic, Conversions CAC, ROAS...
KPIs: Impressions, Clicks, CTR, CPC,
Traffic, Conversions CAC, ROAS...

6. – 04 SEA Campaigns
BrandAwarenessCampaigns(05)
DrivingLeads/SalesCampaigns(03)
RetainingCustomersCampaigns(02)
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7. CampaignNo.1
Goal:BrandAwareness
 Type of campaign: Search
 Sub-category: Non-branded / Generic
 KPIs: Impressions, Cost-per-1K-impressions, Clicks, CPC, CTR, Website traffic, Conversions (email
sign-ups, page views, time on site, visiting locations), Bounce rate, ROAS.
 Demographic: This campaign aims at anyone search for a broad term of “straps” /
“uhrenarmband”.
 Countries: EU / DACH.
 Languages: English, German.
 Keywords: watchstraps, uhrenarmband, armband Europa, leder uhrenarmband...
 Reasons: I use this campaign first as we want to reach out a broader audience, by bidding on
more general keywords.
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8. CampaignNo.2
Goal:BrandAwareness
 Type of campaign: Display
 Sub-category: Topics / Interests / Texts
 KPIs: Impressions, Cost-per-1K-impressions, Clicks, CPC, CTR, Website traffic,
Conversions (email sign-ups, page views, time on site, visiting locations), ROAS,
Bounce rate, Phone calls.
 Demographic: Our products will be presented on different Google and Google
partner sites. The user’s demographic features and interests will be important
in this campaign.
 Countries: DACH / EU.
 Languages: German, English.
 Keywords: sport watchstraps, guaranteed watchstraps, apple uhrenarmband..
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9. CampaignNo.3
Goal:BrandAwareness
9
 Type of campaign: Search
 Sub-category: Branded
 KPIs: Impressions, Cost-per-1K-impressions, Clicks, CPC, CTR, Website
traffic, Conversions (email sign-ups, page views, time on site, visiting
locations), ROAS, Bounce rate, Phone calls.
 Demographic: Users who know and search exactly for our brand.
 Countries: DACH / EU.
 Languages: German, English.
 Keywords: STIER uhrarmband, armband uhren leder STIER,
uhrarmband neu STIER...
 Reasons: I use this campaign when STIER has some new products /
seasonal products...

10. CampaignNo.4
Goal:BrandAwareness
10
 Type of campaign: Display
 Sub-category: Website placement / Place Targeting
 KPIs: Impressions, Cost-per-1K-impressions, Clicks, CTR, CPC, Website traffic,
Conversions (email sign-ups, page views, time on site, visiting locations), ROAS,
Bounce rate, Phone calls.
 Demographic: Specific users on some certain websites.
 Countries: DACH.
 Languages: German.
 Reasons: I use this campaign when I know which other websites the customers of
STIER often visit/ will likely visit in the future. For example: if they want to buy watch
straps, they will also surf on watches reviewing, lifestyle websites...

11. CampaignNo.5
Goal:BrandAwareness
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 Type of campaign: Search
 Sub-category: Competitor
 KPIs: Impressions, Cost-per-1K-impressions, Clicks, CTR, Website traffic, CPC, ROAS,
Conversions (email sign-ups, page views, time on site, visiting locations), Bounce rate,
Phone calls.
 Demographic: Users with a specific interest.
 Countries: DACH.
 Languages: German.
 Keywords: Amazon/ Swatch/ Tissot uhrenarmband....
 Reasons: I also use this search strategy, as I expected that customers will search for
other competitors’ products / keywords but our ads will also show up.

12. CampaignNo.1
Goal:DrivingLeads/Sales
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 Type of campaign: Shopping
 Sub-category: Branded
 KPIs: Impressions, Cost-per-1K-impressions, Clicks, CTR, Website traffic,
Conversions (email sign-ups, page views, time on site, visiting locations),
Bounce rate, Phone calls, Conversion rate, CPC, Target CAC, Number of orders,
ROAS.
 Demographic: Users who search exactly for our products, with a goal to buy.
 Countries: DACH / EU.
 Languages: German, English.
 Reasons: Customers who know our brand would use this “Shopping” function
to buy the product. I will also include some special offers / contacts in the ad
so we can have more conversions.

13. CampaignNo.2
Goal:DrivingLeads/Sales
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 Type of campaign: Shopping
 Sub-category: Non-branded
 KPIs: Impressions, Cost-per-1K-impressions, Clicks, CTR, Website traffic, Conversions
(email sign-ups, page views, time on site, visiting locations), Bounce rate, Phone calls,
Conversion rate, CPC, Target CAC, Number of orders, ROAS.
 Demographic: This campaign focuses on the product’s categories, rather than our
specific products. This campaign aims at anyone who searches for products that are
related to watch straps, such as watches, watches’ accessories, leather watch straps...
 Countries: DACH.
 Languages: German.
 Keywords: uhrenarmband, uhrenarmband leder, uhrenarmband schweiz, kurzen
uhrenarmband...

14. CampaignNo.3
Goal:DrivingLeads/Sales
 Type of campaign: Shopping
 Sub-category: Smart
 KPIs: Impressions, Cost-per-1K-impressions, Clicks, CTR, Website traffic,
Conversions (email sign-ups, page views, time on site, visiting locations), Bounce
rate, Phone calls, Conversion rate, CPC, Target CAC, Number of orders, ROAS.
 Demographic: All users who are interested in watchstraps / have the intention to
buy.
 Countries: DACH.
 Languages: German.
 Reasons: I use this strategy as a combination of “Display”, “Shopping” and
“Retargeting” campaigns. Google will optimize for me to choose one or a mix of
these campaigns and show them to the users. 14

15. CampaignNo.1
Goal:Retainingcustomers
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 Type of campaign: Retargeting
 Sub-category: Text / Banner / Video.
 KPIs: Impressions, Cost-per-1K-impressions, Clicks, CPC, CTR, Website traffic, Conversions (email sign-ups, page views, time on site,
visiting locations), ROAS, Bounce rate, Phone calls.
 Demographic:
Customers who already bought STIER’s products.
Users who already visited STIER’s website.
Users who have left the cart.
Users who spent a long time on website but have not yet made a decision to buy.
 Countries: DACH / EU.
 Languages: German, English.
 Reasons: For products like STIER, I would recommend video ads (YouTube)/ social ads, as a second impression. For example: Since
STIER’s products focus on high-quality craftsmanship, it is suggested to communicate that message through a visual and attractive
method. Or maybe another text ads that offer them a voucher if they bought the strap within x hours.

16. CampaignNo.2
Goal:Retainingcustomers
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 Type of campaign: Retargeting
 Sub-category: List-based
 KPIs: Impressions, Cost-per-1K-impressions, Clicks, CPC, CTR, Website traffic, Conversions (email sign-ups, page views, time on site,
visiting locations), ROAS, Bounce rate, Phone calls.
 Demographic:
Customers who signed up on STIER’s website.
 Countries: DACH / EU.
 Languages: German, English.
 Applications: This campaign uses the information collected such as users’ emails, and cookies through STIER’s websites, so that the ads
will be retargeted to these specific people. A voucher or a special or an exclusive offer might be a good idea to promote the ads.

17.  05 Search Structure
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Campaign Campaign No. 1 Campaign No. 2
Ad groups Ad group 1 Ad group 2 Ad group 1 Ad group 2 Ad group 2
Keyword watchstrap uhrenarmband STIER uhrenarmband gratis versandkosten
uhrenarmband
STIER uhrenarmband
gutschein
Apple STIER
uhrenarmband
Type of key word Broad Match Phrase match Exact match Phrase match Phrase match
Group of key-words watchstrap
watchstraps
uhrenarmband
uhren ersatzarmband
Apple uhrenarmband
…
“uhrenarmband”
“leder –
uhrenarmband”
“uhrenarmband
kaufen”
“sport uhrenarmband”
...
[STIER uhrenarmband
kaufen]
[STIER lederarmand]
[STIER uhrenarmand
herren]
…
“gratis versandkosten”
“uhrenarmband”
“uhrenarmband shop
in meiner Nähe”
“STIER uhrenarmband
gutschein”
...
“Apple leder
uhrenarmband”
“STIER armband für
herren”
“Swatch armband für
frauen”
--
Goal Brand awareness Brand awareness
Driving sales
Driving sales Driving sales
Retaining customers
Driving sales
Brand awareness

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Metric group KPIs Minimum Value Expected Value Maximum Value
Clicks Impressions 80 50.000 100.000
Cost-per-1K-impressions 3,69 1,9 4,4
Clicks / day 7 40 60
Clicks / week 49 280 350
Clicks / 12 weeks 588 3.360 4.200
Average cost-per-click (€) 1,37 1,5 – 3 12,29
Conversions
(40% of first and last clicks)
Conversions / day 2,8 16 24
Conversions / week 19,6 112 168
Conversions / 12 weeks 235,2 1.344 2.016
Cost-per-acquisition (€) 71,4 24,3 23,3
Conversion Value Value of conversions (€)
*assuming each conversion is worth
20€
4.704 26.880 40.320
Average return on ad. spend 1,07 0,22 0,2
Budgeting
Start of 1st campaign:
Budget (€) 60.000
Saving 10% (6000€) for adjustment to all the campaigns
Current budget (€) 54.000
Budget / day (€) 60 70 100
Budget / week (€) 420 490 700
Budget / 12 weeks (€) 5.040 5.880 8.400
End of 1st campaign: End budget (€) 48.960 48.120 45.600

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Thank you!
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