Our AdWords strategy

Author: Stéphane Villaréal

We send our pre-campaign strategy report to Google last week, so I think it's time to reveal a little about our strategy.

Our client, Total Manga, is a content-based website written in French which deals with mangas and Japan culture. Because of this context and the limited budget, we will only target French language and specially France. Due to the budget limitation and thanks to the analytics data, we will put our campaigns on when there is high organic traffic and turn it off the rest of the day.

Concerning our campaigns and the AdWords strategy, we took inspiration from the structure of the web site and we adapted this one into a logical organization keeping in mind the particular goal and settings of each campaign and grouping similar keywords together. We will particularly focus on two parts of the site: “Mangas”, the most successful section and “Japan”, which is a section dedicated to the Japanese culture. This section makes the difference between Total Manga and its rivals. We will launch our keywords with high bids and we will gradually lower the bid maintaining a top 3 ad position. To achieve a good click through rate, we will set up rotate ad serving and constantly improve the ad texts through A/B testing.

Our Key Performance Indicators will be the number of signs up to the forum and to the newsletter, the average time spent on site and the bounce rate.

We just launched our campaign this morning, so we will give you soon our first results and optimizations.

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