Final Project

SEM/SEOCAMPAIGN FOR MOTHER’S DAY

Mu Bao, Chunxu Chai, Qiu Jin

• To attract traffic from search

engine during Mother’s Day

• To increase CTR for Banana

Republic

• To drive leads and conversion

on the landing page

• To increase sales

CAMPAIGN OBJECTIVES

Clicks:You only pay Google for results; keywords targeted clicks.Leads:Your landing site converts clicks into real-time exclusive leads.Sales:Your visitors become your customers.Referrals and repeat

Impressions:your text ads display free on Google search result page.

GOAL FUNNELING

Gift for mom

COMPETITIONANALYSIS

J CREW, ZARA & ANN TAYLOR

SERP OF

MOTHER’S DAY

SEARCH MARKETING PERFORMANCE

SEO: • INCLUDE MORE BRANDED AND NONBRANDED,

ESPECIALLY LONG-TAIL KEYWORDS ON THE WEBSITE

• MAKE MORE EFFORTS ON SOCIAL MEDIA TO INCREASE IMPRESSOIN AND DRIVE TRAFFIC

SEM:• DO PAID SEARCH FOR THE CAMPAIGN

• BUY SELECTED KEYWORDS

• PREPARE EFFICIENT LANDING PAGE

RECOMMENDATION

STRATEGY

SEO, SEM, DESIGN

KEYWORDS

Keyword Average Monthly Searches

Competition Suggest bidding price

Banana republic coupons 18,100 Low $0.71

Keyword Average Monthly Searches

Competition Suggest bidding price

J crew 823,000 Low $0.13

Ann taylor loft 368,000 Low $0.56

Zara usa 201,000 Low $0.43

Brand Term:

Competitor Terms:

KEYWORDS

Keywords Average Monthly Searches

Competition Suggest Bidding Price

dresses 368,000 High $1.39

Plus size dresses 165,000 High $1.41

Keywords Average Monthly Search

Competition Suggest Bidding Price

Gifts for mom 49,500 High $0.97

Generic Terms:

Mother’s Day Related Terms:

AD DESIGNTEXT ADS LANDING PAGE

A

B

AD DESIGN – POST MOTHER’S DAY

A B

EXECUTION

TIMELINE, BUDGET & MEASURE

EXECUTION

Before campaign

During campaign

After campaign

1. Link with Google Analytics

2. Set up goals and goal funnel

3. Analyze customer behavior (engagement, purchase)

4. Create campaign strategy

1. Enable A/B testing for different versions of ad copies, and landing page

2. Monitor KPI and adjust campaign strategy timely

1. Analyze results on Google AdWords and Analytics

2. Calculate ROI 3. Form report

TIMELINE

Campaign Preparation

4.20-4.22

Keyword

research

4.23-4.24

Create

copies

4.27-4.30

Design

landing

page

Launching Campaign

5.1-5.11

Pre

Campaign

5.12-5.15

Post

Campaign

Campaign Evaluation

5.16-5.18

Analyze

& report

BUDGET

Ad Group Pre Mother’s

Day

Post Mother’s Day

Mother’s Day $1,820 $7,80

Generic $1,365 $5,85

Brand Name $455 $195

Competitor’s Brand

$910 $390

Total budget: $6,500

2600; 40%

1950; 30%

650; 10%

1300; 20%

Campaign Budget Allocation

Mother’s Day Generic Brand Name Competitor Brand

MEASUREMENT - KPIS

Impression Clicks Behavior on website Conversion

Campaign

Ad Groups Ads Keywords

May 11, 2015

THANK YOU