Precampaign Srategy (revise)

Client profile:

Boite de bijou (http://www.boitedebijou.com.tw/ ) is a bakery founded in 2006 which provides high-quality bread and cake to its neighborhood in Taipei, Taiwan. The company has 14 employees.

Market analysis:

Boite de bijou provides French desserts and traditional European bread. They ensure that their products are all natural and are freshly-baked within the day. There are only few competitors in the market. These shops serve consumers whom are willing to purchase fine bakery products, which is identical to Boite de bijou.

Current marketing:

Boite de bijou generates its revenue through shop retailing. Its website is mainly for product information and not meant for online orders. We strongly recommend to introduce e-orders as most consumers are going online and want hassle free shopping. This will also benefits consumers who are not living in Taipei. To go online is a profitable measure to boost its revenue.


Conclusion on how the AdWords campaign should align with the client’s business:

The campaign can popularize its company’s website. We hope it would generate more revenue and strengthen the brand awareness and loyalty.

Campaign Structure and Goal

We have campaigns which are targeted on different market segments and each ad groups is focused on a specific product or an ad appeal.

Campaigns	Markets	Goals	Ad groups
A (*1)	Customers who are expert at cake and bread, looking for specific product information	Persuading customer to buy products	Categorized by each specific products. We promote each product in different ways.
B	Customers who need special service. (Ex: customized cake, wedding cake)		Categorized by different service need.
C	Customers who are looking for cake store.	Building a company image and increasing popularity..	Categorized by different appeal of ads. (text example: the most delicious
D	Tourists and Visitors in the shopping district.		Categorized by different appeal of ads.
*(Several Campaigns Categorized by Products line.)

Campaign Efficiency Measurement

We determine our campaign efficiency by different means. For campaigns A and B, we measure its efficiency by the shop’s revenue. For campaigns C and D, we measure its efficiency by total ad responses.

Budget spending

Budget used is based on the weekly store’s income. Weekend sales are usually doubled of weekdays sales. This allows us to have our budget doubled during the weekend to promote our campaigns.

Networks for their Adwords ads:

Because it’s hard to find websites in content network which has specific subject about French dessert, Google search engine is our main choice now.

Keyword bidding

Many ads use keywords in Taiwan, product pricing will be reasonable and obtaining better ranking is not our main objective. We are able to reduce our bidding price to the minimal requirement. However, if “actual CPC” and ad rank are our main concern, then we should raise our keywords’ quality score.

Geotargeting

Our geotarget is Taipei, Taiwan.

Goals for impressions, clicks, CPC and CTR

Adwords users on Google are only a handful in Taiwan. CPC of our adwords need to pay a rate above the minimal bid price. Having quality score in mind, we have to increase the quality score in order to decrease the CPC. CTR combines clicks with impression. Our objective is to improve the quality score to attract consumers’ awareness. Emphasis are placed on our ad’s popularity and location is crucial. We choose the general adword for the higher search capability. Products and promotions have the narrow adwords which have easy readability to consumers while searching.

Proposed success metrics

By checking our shop revenue and the visitors to our ads to validate our success. also, by checking the CTR and the quality score to find good adwords.

Other relevant information

Using the seasonal key words like Mother's day cake is a good way to improve our impression and clicks.