Tess Lowe
Justin Proto
Caroline Saba
Alexa Kiffel
Lauren Masterson
Client Overview
Business Model
Two Separate Target Markets
1. Readers
2. Advertisers
Providence Media’s source of income
v
s
The Magazines
The Magazines
Distribution
Market Analysis
Magazine Industry
• Print advertising dying
• Magazine industry remains
• Niche magazines thriving – local advertising
• P...
Main Competitors
Current
Potential
rising magazines and newspapers (both subscription and
free)
Competitors Frequency Paid...
Current Marketing
Web Presence
Social Media
- Facebook – strongest presence
- Twitter
- Instagram
Website
Strengths Weaknesses
• Easy navigation
• Direct social media presence
• Search engine tool
• Simple Layout
• Needs...
ALEXA
The Web Information Company
Company Objectives
• Use Providence Media
publications for up to
date events
• AdWords Strategy
– drive more traffic to th...
Proposed Adwords
Strategy
Search Network
More
readers
More
advertisers
More
money
Providence Monthly
Campaign Ad Group Keywords (LMS) Text Ad
Providence
Monthly
Providence
City Life
Shows and concerts (32...
Negative
Keywords
Liquor Store, Grocery Store,
Rhode Island Monthly, Providence
Business News, Edible Rhody,
East Providen...
The Bay
Campaign Ad Group Keywords (LMS) Text Ad
The Bay
Magazine
Rhode
Island Bay
Weekend events (135,000)
Community even...
Negative
Keywords
San Diego, Colorado, California,
Seattle, Pittsburg, New Orleans,
Portland, Maine, Houston, Los
Angeles,...
SO Rhode Island
Campaign Ad Group Keywords (LMS) Text Ad
SO Rhode
Island
South County
Events
Fun Things to Do (823,000)
We...
Negative
Keywords
Edible Rhody, The Independent,
Kent County Daily Times, South
Coast Insider, South County Living
Magazin...
Geo Targeting
Providence
Monthly
• North Smithfield
• Woonsocket
• Cumberland
• Lincoln
• Smithfield
• Johnston
• North Pr...
Budget
Budget
by Campaign
Proposed Budget by week and campaign
The Bay SoRI Providence
Monthly
Week 1
($83.3, 33.3%)
$3/ day $3/ ...
Campaign Budget
by day
Providence Monthly
Providence City Life
Shows and concerts 1.98/day
Weekend events .84/day
What to ...
Campaign Budget
by day
The Bay
Rhode Island Bay
Weekend events .58/day
Community events .27/day
Family activities .58/day
...
Campaign Budget
by day
SO Rhode Island
South County Rhode Island
Fun Things to Do 1.2/day
Weekend Events .2/day
Upcoming E...
Goals
• Drive users to website!
• Click through rate 1.2%
• Cost per click $1.00
• Plan to utilize Automatic CPC bidding, ...
Proposed Success Metrics
How we will measure success
 usage budget
 variance in CPC
 measure analytics over 3
week
peri...
Thank you!
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Adwords providence media

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  • tess
  • tess
  • alexa
  • alexa
  • lauren
  • alexa
  • alexa
  • justin
  • alexa
  • alexa
  • caroline
  • carolineThis is where we say why we only are doing 3 magazines
  • alexa
  • Justin---
  • like I mentioned earlier, Providence Media has two sets of customers. The reader and the advertiser. So, for our adwords strategy we needed to decide which customer to target with our google text ads. We decided to put ourselves in the shoes of the reader, as they are the ones looking for the content of the website. This has a chain reaction, because the more readers the website drives in, the more advertisers will want to do business, and eventually the more profit providence media will make.
  • justin
  • justin
  • tess
  • tess
  • caroline
  • caroline
  • lauren
  • lauren
  • lauren
  • lauren
  • lauren
  • lauren
  • justin
  • justin
  • Adwords providence media

    1. 1. Tess Lowe Justin Proto Caroline Saba Alexa Kiffel Lauren Masterson
    2. 2. Client Overview
    3. 3. Business Model Two Separate Target Markets 1. Readers 2. Advertisers Providence Media’s source of income v s
    4. 4. The Magazines
    5. 5. The Magazines
    6. 6. Distribution
    7. 7. Market Analysis
    8. 8. Magazine Industry • Print advertising dying • Magazine industry remains • Niche magazines thriving – local advertising • Providence Media publications – Hyper-local – Unique voice – Free
    9. 9. Main Competitors Current Potential rising magazines and newspapers (both subscription and free) Competitors Frequency Paid/Free Rhode Island Monthly Monthly Subscription East Greenwich Monthly Monthly Free Providence Business News Weekly Subscription South County Living Magazine Biannual Free
    10. 10. Current Marketing
    11. 11. Web Presence Social Media - Facebook – strongest presence - Twitter - Instagram
    12. 12. Website Strengths Weaknesses • Easy navigation • Direct social media presence • Search engine tool • Simple Layout • Needs additional attention to aesthetics • Needs more content • Calendar can be improved with content • Lack of social sharing buttons on blog
    13. 13. ALEXA The Web Information Company
    14. 14. Company Objectives • Use Providence Media publications for up to date events • AdWords Strategy – drive more traffic to their websites – staying connected to RI events “What should I do in Providence this weekend?”
    15. 15. Proposed Adwords Strategy Search Network
    16. 16. More readers More advertisers More money
    17. 17. Providence Monthly Campaign Ad Group Keywords (LMS) Text Ad Providence Monthly Providence City Life Shows and concerts (320,000) Weekend events (135,000) What to do in Rhode Island (27,100) A Night to Remember in Providence http://providenceonline.com For an unforgettable night in Providence, check out our upcoming events calendar! Providence Food and Drink Restaurants (24,900,000) Where to eat (11,100,000) Bars (11,100,000) Food in Providence (12,100) Find the Best Food in Providence! http://providenceonline.com Check out our extensive suggestions of fun places to eat and drink around the city!
    18. 18. Negative Keywords Liquor Store, Grocery Store, Rhode Island Monthly, Providence Business News, Edible Rhody, East Providence Reporter Today, The Daily Brown Herald Providence Monthly
    19. 19. The Bay Campaign Ad Group Keywords (LMS) Text Ad The Bay Magazine Rhode Island Bay Weekend events (135,000) Community events (60,500) Family activities (135,000) Fun outdoor activities (4,400) Rainy day activities (12,100) Things to Do on the Bay http://thebaymagazine.com Bored on the Bay? Check out what’s happening this week. Rhode Island Food & Drink Restaurants (24,900,000) Nightclub (1,830,000) Where to eat (11,100,000) Bars (11,100,000) Where Should We Eat Tonight? http://thebaymagazine.com Find a great place to grab a bite and throw a few back on the Bay.
    20. 20. Negative Keywords San Diego, Colorado, California, Seattle, Pittsburg, New Orleans, Portland, Maine, Houston, Los Angeles, Santa Cruz grocery store, liquor store Mercury, Newport Best Read Guide, Newport Life Magazine, The Newport Daily News, The Rehoboth and Seekonk The Bay
    21. 21. SO Rhode Island Campaign Ad Group Keywords (LMS) Text Ad SO Rhode Island South County Events Fun Things to Do (823,000) Weekend Events (135,000) Upcoming Events (74,000) Community Events (60,500) Upcoming Events in South County RI http://sorhodeisland.com Check out our event calendar and fill up your calendar with exciting events! South County Food & Drink Restaurants (24,900,000) Pub (6,120,000) Nightlife (823,000) Let Us Help You Plan Your Night! http://sorhodeisland.com Find the best places to eat and drink near you!
    22. 22. Negative Keywords Edible Rhody, The Independent, Kent County Daily Times, South Coast Insider, South County Living Magazine, recipes SO Rhode Island
    23. 23. Geo Targeting Providence Monthly • North Smithfield • Woonsocket • Cumberland • Lincoln • Smithfield • Johnston • North Providence • Pawtucket • Providence • East Providence • Cranston • Warwick The Bay Magazine • Seekonk • Barrington • Rehoboth • Warren • Swansea • Bristol • Portsmouth • Middletown • Little Compton • Westport • Tiverton SO Rhode Island • Exeter • Coventry • West Greenwich • East Greenwich • North Kingstown • Jamestown • Richmond • South Kingstown • Narragansett • Charlestown • Westerly • Hopkinton
    24. 24. Budget
    25. 25. Budget by Campaign Proposed Budget by week and campaign The Bay SoRI Providence Monthly Week 1 ($83.3, 33.3%) $3/ day $3/ day $6/day Week 2 ($83.3, 33.3%) $3/ day $3/ day $6/day Week 3 ($83.3, 33.3%) $3/ day $3/ day $6/day
    26. 26. Campaign Budget by day Providence Monthly Providence City Life Shows and concerts 1.98/day Weekend events .84/day What to Do in Rhode Island .18/day Providence Food & Drink Restaurants 1.56/day Where to eat .72/day Bars .72/day
    27. 27. Campaign Budget by day The Bay Rhode Island Bay Weekend events .58/day Community events .27/day Family activities .58/day Rainy day activities .7/day Rhode Island Food & Drink Restaurants .15/day Nightclub .15/day Where to eat .60/day Bars .60/day
    28. 28. Campaign Budget by day SO Rhode Island South County Rhode Island Fun Things to Do 1.2/day Weekend Events .2/day Upcoming Events .1/day Community Events .1/day Rhode Island Food & Drink Best Restaurants .3/day Pub 1.05/day Nightlife .15/day
    29. 29. Goals • Drive users to website! • Click through rate 1.2% • Cost per click $1.00 • Plan to utilize Automatic CPC bidding, Bid simulator, and Google Analytics to adjust our weekly budgets
    30. 30. Proposed Success Metrics How we will measure success  usage budget  variance in CPC  measure analytics over 3 week period Adjust accordingly
    31. 31. Thank you!

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