2008年4月21日 星期一

[E-marketing] Pre-campaign strategy of Google AdWords Challenge

Client Profile

Established in 2001, with 95 employees, National Archives Administration (entitled as NAA, URL: http://www.archives.gov.tw/), is the central archives authority in Taiwan and mainly responsible for providing continued access to national archives of politics, economics, disasters as well as records before 1949, nearly 400,000 items now. People can apply to use the archival materials through visit, mail, phone-call or website. While it is free to use the archives, fees of reproduction are needed to be charged. The Services Division of NAA is assigned to promote its image and services, but it doesn’t pay much attention to online marketing.

     Most customers of NAA are researchers for academic purpose and the family members of victims of political incidents, and there are average about 160 users and 70,000 pages copied per year. The user group is still small and NAA have to identify its potential customers. Although having competitors providing similar service, like Academic Historica and Archives of Institute of Modern History of Academic Sinica, NAA has the unique right to transfer archives from government agencies by law. Besides, NAA has spent $600,000 to build web systems until now and $70,000 to maintain them annually.

With abundant information in various format and user-friendly interactive modules, however, the multi-layered searching function of NAA website is not so convenient to use. When seeking for information, users have to be redirected to other systems, and that make new comers feel confused. In Google, NAA is in 5/10 PageRank and with 753 incoming links, but not available in Analytics. Currently, NAA sends newsletters by e-mail to 4,000 customers once a month, holds exhibitions periodically and issues related publications.

In order to increase public awareness, NAA considers conducting online marketing, and hopes the AdWords campaign can help figuring out the effect. 

Proposed AdWords Strategy

Our target audiences are academic researchers and those interested in records about political incidents victims in Taiwan, so the ads will be displayed in Chinese. We set politics, economy and disasters as our focuses for academic researchers. Besides, we focus on individuals and reporters caring for official documents about political victims. We propose 2 Ad Groups with 2 versions for each focus, and list over 90 keywords covering from broad concepts to specific ones, such as political incidents, 228 incident; and 10 negative keywords, like Chiang Kai-Shek, as filter. Our concept is to set various perspectives to attract different groups of users, no matter who have any idea of archival information they are looking for. Here are examples.

We choose search network to place our AdWords ads. Here’s the process of our strategy. 

For the purpose of targeting and identifying potential customers, we plan to put all keywords and negative keywords during 3 weeks, but launch one Ad group for each focus only in the first week to test the wording attraction. From the beginning of second week, we would adapt or increase the Ad groups according to the performance report providing by Google and continue to make adjustments in the 3rd week. As the 2nd week is the critical one in our ad serving strategy, we allocate the budget of $200 to three weeks in the proportion of 3:4:3, and then portion those out for daily spending. Based on our research, there is no online ad competitor for NAA, so we would not take keyword bidding basically.

By implementing high relevant keywords to fulfill highly targeted strategy, we hope that we are able to maintain high quality scores to reduce our campaign cost, and get more impressions as well as clicks to enhance the CTR.

To sum up, our strategy is to match CPC and the minimum bid with the lowest cost for higher web traffic through our success metrics in 3 aspects. The first aspect is to enhance 30% visits of the landing page. Moreover, we hope to increase 10% incoming links from the current 753 links. We finally hope to increase PageRank from 5/10 to 5.5/10 through this campaign. 

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