PROPOSED ADWORDS STRATEGY



Client ProfileNameAssary EditionAddress 116 Rue Damremont, 75018 Paris, FranceSales and number of employees150K€ a year and employs 5 people including the ownerGoods and services offeredSells the owner’s fiction book “Saint Pierre m’a dit…”Holds conferences and coaching services that reflect the values of the bookConceives custom made books for company leaders and ownersKey online marketing personnel Nathalie RodaryAge of the company: Assary Edition is less than one year old. It was created in August 2009.URL, website age, website management: was created by Phillipe Chevalier in August 2009 and is now being maintained by EDESCOM advertising pany presence and sales via online and offline channels:“Saint Pierre m’a dit” is being sold at “Librairie Tschann Montparnasse” in Paris. Printed in 2000 copies, it has 584€ online sales and 1698€ offline sales since August 2009.Market AnalysisCurrent and potential customers: The book is for everybody but most specifically for those who are seeking guidance in their spiritual life The conferences and potential development coaching are mainly prospecting company leaders and ownersCurrent and potential competitors: Keywords and website content show evene.fr as a main competitor. Potential competitors will be blog sites of authors selling their own books and niche websites of the same theme.Overview of the industry:The traditional market is saturated with €4.2 billion overall sales in 2009 (70?000 new books per year in France).It is projected to decrease in sales by 2010 but electronic books which comprise 1% of last year’s overall sales is projected to double every year. Market position and unique selling points:“Saint Pierre m’a dit” book belongs to the niche market of the industryThe author delivers the book with personalized dedication The company offers conference that tackle values of the book tailored for everybody but unique in its kind.The company offers coaching service to entrepreneurs and company leaders toward humanist vocation.Current MarketingThe website’s goal is to sell the book “Saint Pierre m’a dit” to the public and get leads for its conferences, seminars at coaching activities. The website’s strengths include its rapidity to load (0.05 secs.), its clarity, its simple but nice-to-look-at design, and its homepage that invites the visitors to open the book just like in the library. Parts of the website’s weaknesses are its poor search engine optimization (absence of meta tags, alternate texts for images, etc.) and lack of forms to measure its call to action for services. The website has also a poor Google PageRank ranging from 0-3 and a non-visible keyword search results for “livre spirituel”, “livre spiritualité”, “roman initiatique”, to name a few. The company has no offline and online marketing campaign aside from email marketing. Statistics of February to March 2010 show an average traffic of 162 visits a month, 1013 page views, 6.25 pages per visit, 29.01% bounce rate, 10 mins. 35 secs. of time spent per visitor, 55.56% new visits out of 90 visitors. Visitors are mostly generated by search engines (50%), followed by direct traffic (37.65%) and lastly by referring sites (12.5%).ConclusionAssary Edition’s product and services belong to a niche market with a very poor online and offline marketing campaign. Even without search engine optimization, the statistics show that the visitors are interested with the website’s content and activity. Adwords campaign will help the company be immediately visible to the market using targeted keywords, thus increasing its conversion rate in both sales and leads.Adwords StrategyOur AdWords account needs to reflect our goals and product. Our campaign is grouped according to two themes: product sales and activity promotion related to conferences, seminars and coaching.Ad groups and keyword match typesOur account will contain 2 campaigns and 4 Ad groups. Our Ad groups are organized by theme and some keyword match types used are specified after each Ad group.First campaign: “Sell Book” with a goal to sell “Saint Pierre m’a dit” bookAd Group: SPMDKeyword match types?: Nathalie Rodary, "dédicace auteur", "Livre Saint-Pierre", "livre spirituel", "livre spiritualité ", "ouvrage spiritualité"?,"roman initiatique", "romans initiatiques", "livre de la vie", "nouvelle humanité?", "Se réaliser?", "Se conna?tre", "prise de conscience", [romans dédicacés], [dédicace de romans], [achat roman dedicace], [achat livre dedicace], [livre dédicacé], [achat livre dédicacé], [livre spirituelle],[ le livre de la vie]…Negative keywords?: -ésotérisme,- religion, -religions, -religieux2nd campaign : “Leads” with a goal to get more leads Ad Group 1: ConferenceKeyword match types?: "vocation humaniste", "changer soi-même", "développer son potentiel", "conferences Paris", "conférences Lyon", "conférences interactives", "conférence connaissance de soi", "sens de sa vie", [conférence spirituelle], [conference spirituel]…Negative keywords: -vidéo, -télé, -callAd Group 2: CoachingKeyword match types: "coaching entrepreneur", "coaching dirigeants", "coaching individuel", "formation dirigeant", "coaching entrepreneur", "coaching leadership","accompagnement dirigeant", "guide entrepreneur", "conseil accompagnement"…Negative keywords: - sportif, -formation coaching, -relookingAd Group 3: SeminarKeyword match types: "séminaire de direction", "séminaire leadership", "seminaire comment diriger", "séminaire?management", "séminaire stratégie management", "séminaire manager entreprise", "séminaire entreprise et management"…?Negative keywords: -organisation, - salleDaily and weekly plans of spending our campaign budgetOur daily budget for 21 days will be equal to 9.52 USD divided to 4.76USD per campaign. Networks for our Adwords adsAssary will use both Search and Content Networks of Google in automatic mode to increase ROI. Sample text advertisements for each AdWord campaignSPMDEventsVotre livre dédicacéConférence connaissance de soiRapidement chez vous"Se Conna?tre, Se Reconna?tre"Commandez-le vite?!Découvrez-vous avec Assary?!AssaryEdition.frAssaryEdition.frRoman SpirituelCoaching dirigeantUne nouvelle vision du mondeMieux diriger votre entreprise A découvrir maintenant?!Pour en savoir plusAssaryEdition.frAssaryEdition.frTarget audience settingsWe will direct our campaign to French speaking people in Europe, who carry out Google searches in French. Our “Sell Book” campaign will be directed to people located in France, Monaco, Belgium and Switzerland. Our “Leads” campaign will be targeted to people located in France since our conferences and seminars are taking place in Paris and Lyon.Ad serving optionsWe will allot a maximum amount of 0.10USD or more if necessary to the most performing ad text in our ad groups. Goals for impressions, clicks, CPC and CTRTo get a better quality score, our goal for impression is to focus on the relevance of our text ad to search match. We will be refining our ads and keywords by choosing to discontinue the ones that are performing badly. Thus, we will be privileging keywords and text ads with high CTR to increase visibility and to increase conversion rate.Success metricsIncrease rate of sales conversion Increase rate of leads conversionIncrease of visibility measured by the rate of new visitors of the website ................
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