The obvious goal Mr.
Lee would like to accomplish is increasing his revenue using the
pay-per-click method.
In what ways can we help Mr. Lee accomplish his goal, and what are some other
goals we can help Mr. Lee define for his business.
To help Mr. Lee I made a list of
goals for him that are specific, measurable, attainable, relevant and timely.
Increasing revenue, means we will have to increase the traffic to his website,
which means we will have to increase his brand awareness, while maintaining
relationships with his current and loyal customers. To get his business to
stand out from the competition I suggested that he offer professional photos of
the flowers, and bouquets that his business sells for people to buy in addition
to the flowers themselves.
Mr. Lee could offer a beautiful
print in any size, or a canvas print of the flower(s) to begin with, then slowly expand by printing
the photos onto mugs, keychains and other items, if it deems to be a popular
concept. This way people can enjoy their flowers forever and not just for a
week or two.
To increase traffic to his site
we’ll put ads on social media, google search, his website, and also utilize
traditional marketing such as a brief flyer with a discount code on it, for
people to use online or to bring into the store with them. These methods can be
tracked using click through rates. The order in which we’ll focus on is
current/loyal customers first, then increasing brand awareness that will target
new customers. Numbers and timeline for this project will be to get 100,000 new
customers by the second quarter.
Before implementing this strategy,
we must set things up to help achieve these goals. Setup includes creating a
Google Ads account, a general keyword search, a specific keyword search and researching
what keywords the competitors are using. Setup also includes creating
campaigns, targeting our chosen audience, deciding on locations, bidding,
delivery methods, scheduling and rotating ads, creating ad compositions and
extensions, creating landing pages that not only catch the audience’s eye but
entices them to click on Mr. Lee’s website link, setting up Google Display
Network and developing ways to remarket the original content. Once all of these
things are planned in detail then we can move onto to the manage stage of the
pay-per-click method (Dodson, 2016).
Now that Mr. Lee and I have defined
his goals and setup ways to achieve these goals, we need to track everything to
make sure he’s meeting his goals. The way we chose to do this is through Google
Ads. The campaigns tab in Google Ads tells gives us a variety of detailed
information that will help us optimize Mr. Lee’s methods to improve his
business. Some of the things this tab and it’s sub tabs are responsible for
are: letting us know which keywords are getting the most traffic, which days of
the week and which ads are the most popular, it will even let us know which
times of the day are most popular (Dodson, 2016). All of these things are
needed for optimizing Mr. Lee’s ads, keywords etc.
The opportunities tab helps us get
the most out of our spending by providing advice and suggestions, on what we
can do better and what we need to cut out. This tab cannot work without the
tools tab which holds planners and trackers. It allows us to see when a
customer transitions from a lead to a prospect to a conversion (Dodson, 2016). This
information is most useful for determining what works and what doesn’t in terms
of ads etc.
What do we do once we have all this
information from the campaigns and opportunities tabs. We move onto to
analyzing it, through specific performance reports. Keywords, Ads, Campaigns
and Dimensions all have individual reports that should be reviewed often
(Dodson,2016). These reports along with everything else we have created will
give us an in-depth visual of the company’s progress. They will help identify
strengths and weaknesses giving us the ability to improve our strategies.
Defining goals, implementing setup,
managing the data and analyzing are all things Mr. Lee will have to do
continuously, to ensure the longevity of his business. Doing so will provide
him with the knowledge and motivation of keeping his business in tune to the
ever changing landscape of technology.
References
Dodson, I. (2016). The Art of Digital Marketing: The Definitive Guide to Creating
Strategic, Targeted, and Measurable Online Campaigns, 1st Edition.
