Google AdWord Campaign for Amazon.com

Submitted by Student on Mon, 07/01/2013 - 5:17pm

GOAL: Create a campaign that promotes products typically purchased for moving away to college (dorm furniture/accessories), school supplies, school fan gear. Page views for college dorm products will increase, hopefully a high sale-to-view ratio. A MarketingPlan.net webpage indicates that Amazon's marketing strategy relies heavily on PPC ads on Google to draw attention to their website. This campaign will draw college students, as well as their parents, to Amazon.com to browse through "Back to School" deals. Not only will they visit the site for college dorm and school supplies deals, but they will be introduced to a wide variety of shopping options that Amazon also offers.
AUDIENCE: Incoming and returning college students and parents of incoming students are the intended target. Other potential markets may be those looking to buy college brand items for upcoming sports seasons, college faculty, those in need of office supplies similar to what a college student may utilize, etc. The United States region targeted. The campaign will run from Memorial Day (for those who like to jump on buying things for school before the rush) until the last day of September (to give a chance for kids to figure out what remaining things they may need to be prepared for the year).
BUDGET: According an Amazopia article in 2012, Amazon spends about $55.2 million on Google ads annually. This equates to $151,232.88 per day on these ads. Since Amazon will likely launch multiple ads for different campaigns, I set the budget at $5,000 per day for the "Back to College" campaign.

5000 (dollars/day) * 130 (rounded number of days from Memorial Day until end of September) = $650,000 to run the whole "Back to College" campaign.

SAMPLE ADS and KEYWORDS: I searched the following terms into the AdWord Keyword Planner: "college dorm", "dorm", "dorm stuff", "college dorm accessories". As a result, I created two ad groups that I could use in my campaign, one being "college dorm" and the other "checklist". With using the two combined ad groups, and under my $5000 daily budget, I could get a maximum bid of $3.07. I can also allow only 3,316 clicks a day. The keyword planner estimates that I'd average between 185,000 and 222,000 impressions (or number of times that my ad is shown on Google) a day.

Sample Ad for "Checklist" Ad Group #1

College Shopping @ Amazon

Low Cost College Dorm Furniture

20% OFF if you Order in Next Week!

amazon.com/furniture

Sample Ad for "Checklist" Ad Group #2

What to Bring to College

Amazon's Top Lists for Students

Free S&H for Orders over $40

amazon.com/school

Sample Ad for "College Dorm" Ad Group #1

College @ Amazon