Download to read offline
Pawrulz Marketing Plan for their growth mindset
- 1.
- 2. CONTENTS Business Targeting &Goal Overview 01 Recommended Budget & Channel 02 Google Search Campaign Keywords 03 Google Campaign Structure 04 Meta Campaign Structure 05
- 3. Business Targeting &Goal Overview ● Goal ○ 1k New Customer Acquisitions ○ 2k Average order Value ● Targeting ○ Pet Parents/Pet Owners ○ Both Married & Bachelors audiences ○ 18-45 age group
- 4. Recommended Budget &Channel ● Recommended Budget: 6 lakh per month ● Recommended Channel ○ Google Ads - 3 lakh/month ○ Meta Ads - 3 lakh/month ● Recommended Campaigns ○ Google ■ Search ■ Performance Max (Cross-network) ○ Meta ■ Advantage+ Shopping for prospecting ■ Interest Based prospecting campaign ■ Conversion Retargeting
- 5. Google Search CampaignKeywords Based on Google Keyword Planner, pet food category has the maximum monthly searches with higher order value and below are the top keywords to target using Google Search Campaign.
- 6. Google Campaign Structure GoogleSearch Campaign ( 2 adgroups) Pet Food (using pet food keywords in slide 5) Pet Products (using pet products keywords in slide 5) Responsive Search Ads (min 5 headlines & 2 descriptions) ● Headlines ○ Keep Your Pup Happy & Healthy ○ Premium Dog Food ○ Top-Quality Kibble ○ Nutritious Pet Food ○ Meow-Worthy Meals ● Description ○ Give Your Dog the Nutrition They Deserve. Shop Our Premium Dog Food Today! ○ Premium Pet Food Delivered to Your Doorstep! Order Today and Keep Your Pet Healthy Responsive Search Ads (min 5 headlines & 2 descriptions) ● Headlines ○ Top Pet Products ○ Shop Dog & Cat Products Today ○ Wide Range of Pet Products ○ Quality Dog & Cat Products ○ Pet Essentials ● Description ○ Unleash Joy with Our Dog & Cat Products. Shop Now and Get Free Shipping ○ Make Your Pet's Day with Our High-Quality Dog & Cat Products
- 7. Google Campaign Structure AdExtensions ● Sitelink Extension - Creating 4 sitelink extensions to drive users to different categories on our website ○ Dog Food ○ Dog Toys ○ Dog Utilities ○ Dog Grooming ● Callout Extensions - Highlighting USP’s of the brand ○ 125+ Brands Available ○ Free Shipping ○ Personalized Support ○ COD Available ● Promotion Extension - Showing the specific promotions live on website ○ Use Code “POOCH05” on orders of 500 & above ○ Use Code “SHOP08” on orders of 800 & above
- 8. Google Performance MaxCampaign ● Best way to leverage Google’s automation on all available Google properties (Display, Shopping, Gmail, Youtube) using the first party data of existing purchasers as signal to optimize. ● We’ll require Google Merchant Center account & shopping feed to serve ads on Google Shopping. ● For Audience Signal, utilizing people with any of these interests or purchase intentions is recommended ○ Pet products ○ Pet foods ○ Pet grooming
- 9. Meta Prospecting CampaignsStructure ● Similar to Performance Max on Google, we can utilize Advantage+ Shopping campaign using existing purchasers as audience signal and leverage all Meta placements (both Facebook & Instagram) ● Interest based prospecting campaign to target specific users with interest in pet food & products using below mentioned interest : ○ Pet food ○ Dog food ○ Dog grooming ○ Dog Harness ○ Dog collar ○ Cat food ● A/B Test both the prospecting campaign to observe the maximum efficiency generating campaign
- 10. Meta Retargeting CampaignStructure Retargeting Campaign to re-engage with users using specific offers and promotional creatives to generate maximum purchases & revenue. Below are the user groups, we can re-target on Meta: ● Initiate Checkout audiences ● Payment drop-off users ● Purchasers who made transaction 60 days before (to increase repeat customers rate) ● Purchasers sorted with highest order value (to increase average order value)
- 11. Meta Creative Requirements StaticImage Design recommendations ● File type: JPG or PNG ● Ratio: 1.91:1 to 1:1, 9:16 for Stories ● Resolution: At least 1080 x 1080 pixels Text recommendations ● Primary text: 125 characters ● Headline: 27 characters ● Description: 27 characters Video Design recommendations ● File type: MP4, MOV or GIF ● Ratio: 1:1 , 9:16 for Reels ● Resolution: At least 1080 x 1080 pixels Text recommendations ● Primary text: 125 characters ● Headline: 27 characters ● Description: 27 characters Carousel Design recommendations ● File type: JPG or PNG ● Ratio: 1:1 ● Resolution: At least 1080 x 1080 pixels ● Number of carousel cards: 3 to 10 ● Image maximum file size: 30 MB Text recommendations ● Primary text: 125 characters ● Headline: 32 characters ● Description: 18 characters
- 12.