Transcript Network Marketing final presentation

Network Marketing
final presentation
Group 4:
Nicolas
Jennifer
Gracie
Charles
Fabien
Vincent
Online marketing campaign for:
Professor: Mr Chun Yao Huang
2009/01/06
Industry component (1)
 Background Review
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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
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Increase the visiting volume
Increase the data of the opening hours of the
website
Network Marketing Final Presentation
Industry component
Our Goal:
Network Marketing Final Presentation
Industry component
 Strategy
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Buy both “contain” and “research” ads.
Target on our potential customers
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Aim our TA by setting specific networks
Aim our TA by setting categories for our ads
placement.
Spending strategy
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€0.01 for each click
Network Marketing Final Presentation
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 Ad groups
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City focused
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“horaires ouverture” (means “Opening hours” in
French), “Paris”, “Lyon”, “Bordeaux”, “Marseille”,
“Lille”.
Business focused
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“horaires ouverture”, “Banque”, “journaux”,
“supermarché”,“Poste” (“Post office” in French)
Network Marketing Final Presentation
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 Time Table
Network Marketing Final Presentation
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 Evolution of our campaign strategy :
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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 :
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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):
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« Horaires » (« Opening Hours » in french) +
« Paris » : 599 clicks, 9,794 impressions,
CTR=6.12%, average position = 2.4.
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« 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 :
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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
Learning components
 Learning objectives and outcomes
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Know the challenges of an online marketing campaign
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Understand and use the Google AdWord system
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Objectives setting
Market analysis
Keywords choice and bidding
Website targeting
Work as a marketing team on a real project
 Group dynamics
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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
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Group dynamic challenges
 Taiwanese/French group:
 Language difficulties
 Time consuming ideas explanations and description
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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 !
Network Marketing Final Presentation