1. SEM/SEO
CAMPAIGN
FOR MOTHER’S DAY
Mu Bao, Chunxu Chai, Qiu Jin

2. • To attract traffic from search
engine during Mother’s Day
• To increase CTR for Banana
Republic
• To drive leads and conversion
on the landing page
• To increase sales
CAMPAIGN OBJECTIVES

3. Clicks:
You only pay Google for results; keywords targeted clicks.
Leads:
Your landing site converts clicks into real-time exclusive leads.
Sales:
Your visitors become your customers.
Referrals and repeat
Impressions:
your text ads display free on Google search result page.
GOAL FUNNELING
Gift for mom

4. COMPETITION
ANALYSIS
J CREW, ZARA & ANN TAYLOR

5. SERP OF
MOTHER’S DAY

6. SEARCH MARKETING PERFORMANCE

7. SEO:
• INCLUDE MORE BRANDED AND NONBRANDED,
ESPECIALLY LONG-TAIL KEYWORDS ON THE
WEBSITE
• MAKE MORE EFFORTS ON SOCIAL MEDIA TO
INCREASE IMPRESSOIN AND DRIVE TRAFFIC
SEM:
• DO PAID SEARCH FOR THE CAMPAIGN
• BUY SELECTED KEYWORDS
• PREPARE EFFICIENT LANDING PAGE
RECOMMENDATION

8. STRATEGY
SEO, SEM, DESIGN

9. KEYWORDS
Keyword Average Monthly
Searches
Competition Suggest bidding
price
Banana republic coupons 18,100 Low $0.71
Keyword Average Monthly
Searches
Competition Suggest bidding
price
J crew 823,000 Low $0.13
Ann taylor loft 368,000 Low $0.56
Zara usa 201,000 Low $0.43
Brand Term:
Competitor Terms:

10. KEYWORDS
Keywords Average Monthly
Searches
Competition Suggest Bidding
Price
dresses 368,000 High $1.39
Plus size dresses 165,000 High $1.41
Keywords Average Monthly
Search
Competition Suggest Bidding
Price
Gifts for mom 49,500 High $0.97
Generic Terms:
Mother’s Day Related Terms:

11. AD DESIGN
TEXT ADS LANDING PAGE

12. AD DESIGN – POST MOTHER’S DAY

13. EXECUTION
TIMELINE, BUDGET & MEASURE

14. EXECUTION
Before
campaign
During
campaign
After
campaign
1. Link with Google
Analytics
2. Set up goals and
goal funnel
3. Analyze customer
behavior
(engagement,
purchase)
4. Create campaign
strategy
1. Enable A/B
testing for
different versions
of ad copies, and
landing page
2. Monitor KPI and
adjust campaign
strategy timely
1. Analyze results
on Google
AdWords and
Analytics
2. Calculate ROI
3. Form report

15. TIMELINE
Campaign
Preparation
4.20-4.22
Keyword
research
4.23-4.24
Create
copies
4.27-4.30
Design
landing
page
Launching
Campaign
5.1-5.11
Pre
Campaign
5.12-5.15
Post
Campaign
Campaign
Evaluation
5.16-5.18
Analyze
& report

16. BUDGET
Ad Group Pre
Mother’s
Day
Post Mother’s
Day
Mother’s Day $1,820 $7,80
Generic $1,365 $5,85
Brand Name $455 $195
Competitor’s
Brand
$910 $390
Total budget: $6,500
$2,600 ,
40%
$1,950 ,
30%
$650 , 10%
$1,300 ,
20%
Campaign Budget Allocation
Mother’s Day Generic Brand Name Competitor Brand

17. MEASUREMENT - KPIS
Impression Clicks
Behavior on
website
Conversion
Campaign
Ad
Groups
Ads Keywords

18. May 11, 2015
THANK YOU