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Strategic Overview
● Business and Service Focus -
My business is my lifestyle blog, A Room of One’s Own. The website is
categorized by Fashion, Books, Poetry and Art. On Instagram, fashion
advice and inspirations are visually represented. On the blog, there are
long-form content posts like reviews, analyses, interviews and
experiences. The service provided on the blog is information about
lifestyle, especially art (fine arts, books, poetry) and aesthetics (fashion).
● Audience and Value of the Product -
In terms of demographics, my audience is mostly in Toronto, Canada or
New Delhi, India. 59% of my Instagram audience is men and 41% are
men. The targetted audience is women from the age group 19-24 years
old. Their interests lie in art and aesthetics. They enjoy exploring new art
exhibits, reading new books and trying new style trends.
They are active users of social media and have a strong presence across
different platforms. They have a creative perspective towards life and
appreciate little artistic things in life. With an eye for art, they turn to art for
inspiration for work. Usually working in creative fields like marketing,
journalism, public relations, social media, communications, literature or
humanities, they like to be the first ones to recognize new patterns of
cultural advancement.
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In summarisation, they are curious individuals who are always eager to
increase their awareness of the lifestyle industry. My blog will be like a
one-stop destination for them to acquire that knowledge.
● Business Objective -
To establish A Room of One’s Own as the go-to blog for lifestyle trends for
Torontonians interested in art and aesthetics.
Three stages to achieve the objective -
● Awareness - Increase brand awareness by promoting the blog through
Google Ads to attract the target audience
● Consideration - Establish the brand image by marking a strong and
sustained social media presence
● Decision - Cater to the acquired audience by engaging and interacting
with them across varied channels
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Campaign Breakdown
● Campaign Type -
To increase brand awareness, the Search campaign type is the most suitable.
The goal will be to gain website traffic. The emphasis will be to reach new
customers interested in the service with text ads. SEO strategies will be utilized
to generate eye-catching headlines and relevant and readable content.
● Campaign Name -
Website Traffic | Audience Reach | Toronto | Lifestyle Blog
Giving a specific campaign name will help me stay organized, focused and clear
on the desired goals and objectives. It will also help filter search when measuring
the return on investment at the end of the campaign.
● Network -
Search Network will be chosen in order to include Google search partners to
better show the ads in Google searches and other Google sites when people
search for terms relevant to our keywords.
● Keywords Search Type -
Exact match search for match exact term or close variation to find the exact
keyword or same meaning or keywords regardless of spelling or grammar.
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This will be helpful to reach a broader audience and will be the least
restrictive.
● Additional information -
The campaign location will be Toronto, Ontario, Canada. In location options,
people in, or who show interest in, your targeted location will be selected to
increase the reach. The chosen language will be English.
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Google Ads Groups
● Keywords -
Fashion -
1. Fall fashion
2. Fall outfits
3. Autumn fashion
4. Fall clothes
5. Fall trends
6. Female fall fashion
7. Fall fashion 2020
8. Fall outfits for women
9. Fall looks
10. 2020 fall fashion
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Books -
1. Fall books
2. Best fall books
3. Free printable fall books
4. Classics to read in the fall
5. Books with fall in the title
6. Printable fall stories
7. 2020 books to read
8. Books to read 2020
9. Fall romance books
10. Fall books online
Art -
1. Fall art
2. Fall art projects
3. Abstract fall art
4. Fall art exhibitions
5. Fall art exhibitions 2020
6. Fall art exhibitions Toronto
7. Fall art tour
8. Fall art festivals near me
9. Fall art wallpapers
10. Fall art ideas
Poetry -
1. Fall poetry collection
2. Autumn poems
3. Famous fall poems
4. Poems about autumn and change
5. Fall harvest poems
6. Famous fall poems
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7. Fall sonnet poems
8. Funny autumn poems
9. Fall poetry prompts
10. Fall poetry writing ideas
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Sample Ads
1. 2020 Fall Fashion Trends
For Ad Group - Fashion
Used Ad Extension - Site Link
2. Books to Read in Fall
For Ad Group - Books
Used Ad Extension - Site Link
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Measurement Overview
The following will be some of the tools to measure the overall effectiveness
of the campaign -
Awareness -
Google Ads -
● Core Performance Data Elements - Clicks, Impressions, Call Through
Rate, Average Click Per Mile, Cost and Conversions
● Ad Preview and Diagnosis Tool - Keyword Performance
● Reports - Search Terms, User Locations and Conversion Reports
Website Traffic -
● WordPress Stas and Insights - Website traffic, Insights, Views, Visitors,
Clicks, Follower Count, Average Likes and Comments per post
Consideration -
Social Listening and Monitoring Tools -
● Hootsuite Analytics - Paid and Organic ROI Reporting, Competitive
Benchmarking, Social Listening, Social Inbox Monitoring
● Google Analytics - Number of Blog Visitors, Visitor Frequency, Your
Most Popular Posts, Search Terms people used to find you, Where your
visitors are coming from and Your blog’s height and weight
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Decision -
Social Media -
● Instagram Insights - Accounts Reached, Content Interactions and Total
Followers
● Twitter Analytics - Tweet Impressions, Profile Visits, Mentions and
Followers
● LinkedIn Dashboard - Who Viewed Your Profile, Post Views and Search
Appearances
● Pinterest - Overall Presence, Account Insights and Your Best Pins
● Other Social Media Analytics including Tumblr and Whatsapp Insights
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