Round 2 Strategies
Started Round 2 with slight knowledge in PPC Marketing with the understanding that all the keywords should closely relate to advertisement campaigns and in the email content.
Advertisement: Created 9 new landing pages for products that are at higher profit margins as compared to the rest. Added more keywords and ensured that the keywords are included in the Text Ads. Bid approximately $2-3 higher than suggesting CPC increase impression. Chose keywords with high search volume, from the medium to high competition.
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Email: Targeted the list of email addressed previously obtained from a digital camera blogger, promoting Kent’s Camera Castle’s 10th Anniversary Sale. Included words such as 10% off everything online sale.
Keywords Relating to Ads
I overbid on highly competitive and broad keywords by $2-3 hoping that it will boost my ad position. However, since I did not reflect them on my advertisements, the position of the keywords was very bad and the CPA ended up very high for minimal profits.
For example, "4K", "Slr" and "Samsung Camera". Some of these CPAs are higher than the profits which means that the company is making a loss.
Another example would be FujiFilm X Pro 2's keywords. The keyword "Fuji" was not relevant to my ad and landing pages hence it received 0 impressions and clicks because Google doesn't show irrelevant ads to customers. Other than that, the "Digital Camera" keyword was relevant to my ad but was not relevant to my landing page. Hence, It resulted in a bad average position which pulled down my ad's overall position on the search page.
My Landing Pages
Page Title & Meta Description
Page Title: Kent's Camera Castle | FujiFilm X-Pro2
Meta Description: The BEST-SELLING FujiFilm X-Pro2 is back by demand, the world's first sleek mirrorless camera with dual SD card storage and is DUST-RESISTANT, SPLASH-RESISTANT, and FREEZE RESISTANT!! Bring this along for your adventure to capture the world with NO restrictions. Stocks running low, hurry and get yours now with FREE DOORSTEP DELIVERY! Learn more here!
I make sure to include my primary keyword which is Fujifilm X Pro 2 in my meta description and convey the value of " Dust-resistant, Splash-resistant and Freeze resistant" as well as "Free Doorstep Delivery" to the reader throughout the page content. I made sure to include a call to action at the end to encourage action from the reader and wrote in an active voice with sufficient capitalizations and exclamation marks.
Picture
An image of the FujiFilm X Pro 2 product on the landing page so that users know they are on the right page looking at the right product.
Product Details & Summary
For the Product Details, I took inspiration from Amazon's FujiFilm X Pro 2 Landing Page by stating the specifications and special features of the product as that is what consumer wants to know the most when they arrive on the page.
As for the Product Summary, I made sure to include all the benefits of the features of the product to entice customers with the advantages of the product. I also included a call-to-action phrasee at the end of the summary to encourage action from readers. However, I did not include the keywords that I have chosen for my advertisements which is why my keywords had low page relevance which pulled down my ad position.
Round 2 Evaluation
Advertisement
Create one Ad per ad group, a mixture of brand ads and product ads.
Targeted the list of an email addressed previously obtained from a digital camera blogger, promoting Kent’s Camera Castle’s 10th Anniversary Sale. Included words such as 10% off everything online sale. As compared to Round 1, my email subject in round 2 uses words such as " Limited Time Offers" to spark urgency and provided more information on the email content and the amount of discount given.
In my email content, I made it more personalized by acknowledging loyal customers and included "One Day Online Sale" to further push urgency and encourage action. In the second part of my content, I mentioned all the product names and keywords and further reiterate the exclusive limited-time sale with a call-to-action.
My email performance significantly increased as compared to Round 1 which is great.
Overall
The budget was fully utilized which greatly increased my revenue and profit. Overbid on high expensive words that may not relate to the ad, hence my ROI did not perform well.