Final Project
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This document outlines an SEM/SEO campaign for Mother's Day at Banana Republic with the following objectives: - Increase traffic, click-through rate (CTR), leads, and sales for Mother's Day through search engine marketing and optimization. - Analyze competitors like J.Crew, Zara, and Ann Taylor to inform keyword research and ad design. - Recommends using paid search with targeted keywords, optimized landing pages, and social media to drive impressions and traffic. - Provides a timeline, $6,500 budget allocated across ad groups, and key performance indicators (KPIs) to measure the campaign's success.
Final Project
- 1. SEM/SEO CAMPAIGN FOR MOTHER’S DAY Mu Bao, Chunxu Chai, Qiu Jin
- 2. • 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
- 3. 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
- 4. COMPETITION ANALYSIS J CREW, ZARA & ANN TAYLOR
- 7. 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
- 9. 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:
- 10. 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:
- 11. AD DESIGN TEXT ADS LANDING PAGE
- 12. AD DESIGN – POST MOTHER’S DAY
- 13. EXECUTION TIMELINE, BUDGET & MEASURE
- 14. 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
- 16. 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 $2,600 , 40% $1,950 , 30% $650 , 10% $1,300 , 20% Campaign Budget Allocation Mother’s Day Generic Brand Name Competitor Brand
- 17. MEASUREMENT - KPIS Impression Clicks Behavior on website Conversion Campaign Ad Groups Ads Keywords
- 18. May 11, 2015 THANK YOU