Google Adwords Strategy 1

A. Clint Company: Rumour Nightclub(http://www.rumoursnightclub.com/)

B. Website Analysis:

- the website provides general information about the company such as its location and the cover prices

- it does not sell any product or service on the website, but provides an email service, by which its customers can get updated information about upcoming events and contests

- without Google Adwords, the website can be found with keywords/phrases such as "Niagara Falls Finest Nightlife", "Rumours Nightclub", and "Clifton Hill", which are included in the header and contents of the webpages.


C. Adwords strategy for the first week campaign

- We have focused on using “Phrase match keywords” to target potential customers who are interested in club parties in Niagara Falls by typing specific search phrases. We thought this would increase possibilities to attract cosumers to the company website.

- We avoided using the keywords that have already attracted people to the website without Google Adwords campaigns. This is because we wanted to find out more of attractive, but unique and specific keywords/phrases for the company to use for the future online promotion. We also wanted to discover effective advertising strategies that will generate as many potential customers as possible.

- For Impressions/Clicks/CTR, we wanted to limit our impressions and maximize the clicks to the website by running specific keywords and thereby increasing our CTR and Quality Score. In this way, we expected to attract as many potential customers as possible who are willing to visit the actual club.

- We set up the search location range as 130 miles around the club.


D. The first week performance.

- We have created 31 impressions and 2 clicks. From statistics, we found out that most of the impressions were generated on Wednesday, Friday, and Saturday between 8pm and 3am.

- The performance shows that our keywords did not work well to bring potential customers to the website. We think that this is partly because we used too specific keywords/phrases along with the search location range limit. The search keywords/phrases and location range we used have significantly lowered the number of people that would visit the website.

- To improve our campaign performance, we will create two more campaigns, Email Campaign and Cheap Cover Party. We will run the ad for the Email Campaign only through the goole email site where potential customers who use the gmail account could see our campaign with their emails that include our keywords/phrases. The keywords/phrases are more like generic words (Broad Keywords) than the ones that we used for the first week. To prevent our campaign from generating too much impression due to the use of broad keywords, we set up the time limit so that our campaign will come up only on Thursay, Friday, and Saturday. We set up 100 miles as the search range limit for this campaign.

- For the Cheap Cover Party campaign, we made our exisitng keyword/phrase lists less specific and set up the different time zones for different days. For example, we prevented the campaign from being shown on Monday, Tuesday, and Sunday while it will come up every Wednesay between 12am and 4am, 11am and 2pm, and 6pm dnd 12am.