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First Years Baby Monitors PPC Campaign


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First Years Baby Monitors PPC Campaign

  1. 1. The First Years ® Digital Baby Monitors PPC Campaign Shaydon Armstrong
  2. 2. Paid Search: Search Engines <ul><li>Google: 72.92% </li></ul><ul><li>Yahoo: 16.14% </li></ul><ul><li>MSN/Live: 5.68% </li></ul><ul><li>ASK: 3.95% </li></ul>
  3. 3. Paid Search: Keywords (Examples) <ul><li>2 way baby monitor </li></ul><ul><li>baby monitor, </li></ul><ul><li>baby shower gift registry </li></ul><ul><li>best baby monitor </li></ul><ul><li>digital baby monitor </li></ul><ul><li>dual baby monitors </li></ul><ul><li>infant baby monitor </li></ul><ul><li>long range baby monitor </li></ul><ul><li>rechargeable baby monitor </li></ul><ul><li>two way baby monitor </li></ul><ul><li>walkie talkie baby monitor </li></ul><ul><li>wireless baby monitors </li></ul>
  4. 4. Paid Search: Messaging <ul><li>The First Years Digital Baby Monitor </li></ul><ul><li>“ Security, Simplicity and Style for Today’s Modern Home” </li></ul><ul><li>INSERT WEB ADDRESS HERE </li></ul><ul><li>Dynamic messaging </li></ul><ul><ul><li>Messaging will vary based on the keywords searched so as to deliver a more relevant message to consumer. </li></ul></ul><ul><ul><li>A person who searches for “baby monitor security” has a different reason for searching than a person who inputs “2 way baby monitor” and messaging in ad served to the two groups must reflect this. </li></ul></ul>
  5. 5. Paid Search: Testing <ul><li>A/B testing </li></ul><ul><ul><li>Test different landing pages and track those customers using Google Analytics or Omniture to understand which landing pages are most effective at driving our customers to authorized retailers/e-tailers, i.e. Babies “R” Us or Target. </li></ul></ul>
  6. 6. Paid Search: Audience Targeted: <ul><li>The audience targeted is first-time Generation X and Y parents having their first child and are in the process of researching products to add to their baby shower registry. </li></ul>
  7. 7. Paid Search: Impressions <ul><li>Google: 161,260 </li></ul><ul><li>Yahoo: 35,693 </li></ul><ul><li>MSN/Live: 12,564 </li></ul><ul><li>Ask: 8,734 </li></ul><ul><li>Monthly impressions across all search engines: 218,251 </li></ul><ul><li>Yearly impressions across all search engines: 2,619,012 </li></ul>
  8. 8. Paid Search: Success Metrics and Costs <ul><li>Click Through Rate: </li></ul><ul><ul><li>Monthly clicks across all search engines (At 2% Click through rate): 4,365 </li></ul></ul><ul><ul><li>Yearly clicks across all search engines: 52,380 </li></ul></ul><ul><li>Cost-Per-Click : </li></ul><ul><ul><li>Amounts based upon April 2009 search figures </li></ul></ul><ul><ul><li>Yearly clicks across all search engines: 52,380 </li></ul></ul><ul><ul><li>  Average cost of keywords: $1.64 </li></ul></ul><ul><ul><li>Total yearly budget: $86,019.82 </li></ul></ul>