ppc campaign george murphy

1. PPC Campaign
proposal
Sufermag.com

2. Identify the brand and service
 Surfer magazine was founded in 1959 by John
Severson
 Surfer magazine is a program to accompany
Severson’s yearly surf films, photography, art and
his sense of humour.
 The idea of the program is to give people a slice
of the entire surfing world.
 Surf brands pay a lot of money to place their ads
in surfer mag,

3. Surfermag.com

4. Services surfermag. provides
 Blogs about surfing books, surfboard design,
surfing stories, art events, surfer reviews.
 Daily surfing photos and videos.
 Competition timetables
 The magazine itself. What the latest magazine
contains
 Forums about surf travel, general discussion,
events, surfer classifieds

5. Surfermag.com has been a successful and popular website with it’s highest
interest in 2005 and 2006. But in the past 6 years it has slowly decreased
and people have lost interest

6. Purpose of campaign
 As we discovered that surfermag.com has been losing
interest especially in the past few years it would be very
useful to create effective ppc campaigns
 These ppc ads would highlight what surfermag has to
offer and why people should visit that website.
I aim to create about 4 pay per click ads, these ppc ads are designed to promote:
Their existing range of creative videos/short films and photography
Their useful forums on different surf topics
Upcoming events/ surf lessons and fitness
PPC ads which have a landing page of their surfer mag itself encouraging people to
sign up to have the mag delivered to their door every month

7. Target Audience
 Judging from the google adwords results for
“surfing” it would be important to aim the ppc
campaigns at 18 to 35 year olds male and female

8. Target audience
 As well as targeting the ads at young males and females it
would be important to aim it at;
 People who haven’t showed any interest in surfing but could
be enticed into buying the surfermag and start surfing. An
example would be someone who was interested in gaming,
so people who typed keywords such as “xbox” “playstation”
Gamecube” .This idea get’s young teenagers outdoors, trying
something new and keeping fit.
 Surfermag could be aimed at people searching for local gyms
or fitness classes in google. People don’t enjoy being indoors
at the gym, so surfing is a nice way to get fit outdoors. These
factors could be used in ppc ads to entice people to click.

9. Keywords , surfer mag, surfer forums, surfer
pictures
Here are examples of different keywords analyzed by the google keywords
tool. Due to surfer mag, surfer forums, surfer pictures all having low
competition but high monthly searches it is usefull to create ppc ads with
these keywords.

10. “Surfing magazine” interest over time

11. Average cpc 0.16 pence for
“surfermag”

12. PPC ad 1
People typing keywords such as “keep fit” “Surf Fitness” will come
Across ppc ads like the ones above, my idea involves a seperate landing page on
surfermag called surFIT. The landing page will encourage people to go on the surFIT
facebook group, if someone likes the page then they get a free surf lesson.
Keywords: Surf
fitness, keep fit,
surfermag,
Maximum CPC:£4

13. Get fit and have more fun
Landing page for
people
Searching google
keywords”
“keep fit”
“get fit for free”

14. Landing pages

15. Join us on
facebook. “like”
and get a free surf
lesson
Encourage customers to go onto SurFIT facebook group and like
to get free surf lessons

16. PPC ad 2
Encourage people to get off the computer/stop gaming and surf in
the water not just online. This again encourages fitness in the country which is
great for the community
Keywords:
Surf forums, surfermag
Surf fitness,
online surf tutorials
Maximum cpc: £7.05

17. Landing page
Stop gaming,
start surfing
Who would you rather be?

18. PPC ad 3
Keywords; Hawaii holidays
Surfing Holidays,
Surfermag offers

19. Landing page
The ppc ad not only registers you to win a surfing holiday in hawaii but
registers you to surfermag, this leads to more people receiving the
mag itself and finding out new things surfermag has to offer
generating an increase in interest.

20. PPC Ad 4
Keywords:
Accurate surf reports
Surf forecasts
Local surf forecasts
Surfer mag has reports for
all spots in all countries
unlike many other
magazine websites like
“wavelength”. I created
some ads that would
entice people to get
reports from “surfermag”

21. Landing page

22. Other magazines
“wavelengthsurfmag”
Like surfermag wavelength have had a gradual
decrease in roi but judging from the website
they have better deals and things like apps and
easier access to facebook pages

23. Summary
 A great way to measure roi is checking the
Facebook groups to see how many likes the page gets.
You can also measure how effective the ppc ads are by
seeing how many people have signed up to win the surf
holidays in hawaii.
As well as this you can measure the amount of requests
for magazines at the time of creating the ppc ads
compared to when there weren’t any ppc ads. Also we
can monitor what country people are showing interest in
surfermag as people will register with an address.
Aim to get more
countries interested
in surfmag