network marketing final presentation group 4: nicolas jennifer gracie charles fabien vincent online...
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Network Marketing final presentation
Group 4:NicolasJenniferGracieCharlesFabienVincent
Online marketing campaign for:
Professor: Mr Chun Yao Huang 2009/01/06
Industry component (1)
Background Review Located in France June 2008 Provide address &
opening hours of businesses and shops
give a grade to a shop/business
Revenue from AdSense
Network Marketing Final Presentation
Industry component (1)
Main Goals Increase the visiting volume Increase the data of the opening hours of the
website
Network Marketing Final Presentation
Industry component
Network Marketing Final Presentation
Our Goal:
Industry component
Strategy Buy both “contain” and “research” ads. Target on our potential customers
Aim our TA by setting specific networks Aim our TA by setting categories for our ads
placement. Spending strategy
€0.01 for each click
Network Marketing Final Presentation
Industry component
Ad groups City focused
“horaires ouverture” (means “Opening hours” in French), “Paris”, “Lyon”, “Bordeaux”, “Marseille”, “Lille”.
Business focused “horaires ouverture”, “Banque”, “journaux”,
“supermarché”,“Poste” (“Post office” in French)
Network Marketing Final Presentation
Industry component
Time Table
Network Marketing Final Presentation
Industry component
Evolution of our campaign strategy : First two days : 217 impressions & 0 clicks ! Two solutions : change keywords / change
maximum bid price per click Solution we took : max. bid price per click :
from €0.01 to €0.05. Immediate results from next day No other evolution of our strategy
Network Marketing Final Presentation
Industry component
Total clicks : 1,404 (1,400 in the search engine, 4 in the content ads)
Impressions : 25,336 CTR : 5.54% Average CPC : €0.03 Average position : 2.6 Total cost : €47.45 (total budget : €47.85).
Network Marketing Final Presentation
Industry component
Network Marketing Final Presentation
Industry component
Benefits to the webmaster : Data of the website increased of 18% on
december. Number of unique visitors exploded on
december (from 800 to 2,373). Webmaster made €22 in December through the
Google AdSense ads on his website, instead of €8 max./month previously.
On January 2nd (2 weeks our campaign) : 61 unique visitors, VS. 27 averagely before the campaign.
Network Marketing Final Presentation
Industry component
Best keywords performers (72% of all clicks): « Horaires » (« Opening Hours » in french) +
« Paris » : 599 clicks, 9,794 impressions, CTR=6.12%, average position = 2.4.
« Horaires » + « Postes » (« Post office » in french) : 421 clicks ; 8,478 impressions; CTR=4.97%; average position = 2.8.
Network Marketing Final Presentation
Industry component
Advices for the futures : Invest the money earn by Google Adsense
into a monthly campaign similar to ours. Use only « Horaires+Paris » and
« Horaires+Poste » as keywords Maximum bid : €0.03 Select only search engine and not content
ads.
Network Marketing Final Presentation
Network Marketing Final Presentation
Learning components
Learning objectives and outcomes Know the challenges of an online marketing campaign
Objectives setting Market analysis
Understand and use the Google AdWord system Keywords choice and bidding Website targeting
Work as a marketing team on a real project
Group dynamics Very good group dynamics besides minor cultural
misunderstandings Very professional attitudes motivated by a real business
project
Network Marketing Final Presentation
Learning Components
Client dynamics Some communication difficulties with the client
Different time zones between UK and Taiwan (+8h for Taiwan)
Client impossible to reach during Christmas time Results of the campaign made the client reconsider
some aspects in his business High traffic potential Low registration rate
Good overall dynamic with the client who was happy of the results of the campaign
Network Marketing Final Presentation
Learning Components
Future recommendations Keywords and ad text choice
More time and discussion for the Keywords choice Shorter and catchier messages are better than long
descriptive sentences
Group dynamic challenges Taiwanese/French group:
Language difficulties Time consuming ideas explanations and description
Too much time spent to define the business
Work would have been easier with a client in the same time zone
Network Marketing Final Presentation
Thank you for your attention
and
happy new year everyone !