Oakley Google Adwords Campaign

Dear Mr. Colin Baden,

In today’s world of online advertising, it is very important to be able to make yourself extremely accessible to your target audience online, whether it is simply your advertisements, or your product. Online advertising can be used to reach millions of different people in your target market, especially with the help of social media. Social media can advertise your products to a person based on what they have searched for in the past. This is where searching and keywords come into play. By setting up certain keyword searches, you can bring users to your products and advertisements based on what they have entered in a search box. Google Adwords is the best program for doing this. Google Adwords lets you tag certain keywords that will become synonymous with your products, advertising, and brand and it will draw consumers into your web site. This is done by using Search Engine Optimization, or SEO. To set up a successful Google Adwords campaign there are several things that I would suggest:

First I would select several words to use as keywords to optimize for searching, because you are known for selling sunglasses and other performance eyewear, here are some that I would suggest:

• Sunglasses
• Glasses
• Oakley
• Eyewear
• Performance Eyewear
• Optics
• Goggles

With the use of these keywords, I would also suggest using keywords that are common ways to misspell these words. This way, the consumer will still be brought to your web site or advertisement even if they accidentally misspell a keyword and do not notice it before hitting search. Here are several examples:

• Sunglases
• Glases
• Okley
• Eywear
• Opticks

It is also important to incorporate the keywords into your ad copy for your consumers to reach these ads online. I have listed two separate examples of copy that could be contained in our ads using these different keywords.

• Ad copy 1
  • Headline: Oakley Performance Eyewear
  • 2^nd Line: Eyewear made for your lifestyle
  • 3^rd Line: The new line of performance eyewear
  • 4^th Line: www.oakley.com/neweyewear
  • Ad copy 1 keyword list: Oakley, Performance, Eyewear
    • Ad copy 2
      • Headline: Oakley Optics Sunglasses
      • 2^nd Line: Custom Optics for you
      • 3^rd Line: Customize your own sunglasses
      • 4^th Line: www.oakley.com/customoptics
      • Ad copy 2 keyword list: Oakley, Optics, Sunglasses, Glasses

Targeting Options are also a very important aspect of Google Adwords. It is very important for you to target the right audience so that your ads and products are being seen by the right people online. Targeting the correct audience will ensure that your ads and keywords are being used effectively. Targeting options consist of targeting the right audience or demographic for your product. This is where research and surveying comes in, such as using programs like Nielsen or Simmons Choices Three. Here are examples of important demographics for Oakley:

• Men
  • Ages 18- 54
  • Internet users
  • In need of sunglasses
  • Athletics/Extreme sport participants
  • Women
    • Ages 18- 35
    • Internet users
    • In need of sunglasses
    • Physically active/extreme sport participants

While Google Adwords can do all of this for you, it is important to be able to measure the effectiveness of the campaign so that you are aware of how effective it is. This can be measured by using the cost per click function, or CPC on Google Adwords. With each click on your web link that a keyword search has generated, you will know someone has visited your site, and you will be charged for it. Don’t worry however; you can set a max amount to be charged for each time someone clicks on your link. You can also track a person for up to 30 days after they have visited your site. All of the data you are paying for and will need also goes into an area of Google called Google Analytics. By looking at your Google Analytics account, you can see how successful your campaign has been and how effective it has been within your target audience.

Overall, Google Adwords is a very effective way to market your brand, product, and advertisements and also be able to track how effective they are in regards to your target audience.