Campaigning The Checkered Brand - Burberry

SEM and PPC

SEO and SEM is not the same thing. SEO was a new term for me but as I read in depth about Search Engine Marketing (SEM), I realized, this is something I come across every single day in form of ads while I search for something on Google or various banner ads on websites. As defined in Google That, "SEM is the process of using the Internet and search engines to drive traffic to your website through paid search advertising" (Cole & Mehraban, page 196). Example of this is Pay-Per-Click (PPC). There are various search engines offering PPC advertising and Google AdWords is one of the biggest of them all.

Google AdWords

In order to learn more about setting up my campaign, I saw the video giving an Introduction to Google AdWords (Cole & Mehraban, page 204) and read WebmasterWorld.com's article 15 tips for AdWords beginners (Cole & Mehraban, page 205).

From all my reading I concluded that most important things for a successful Google AdWords campaign are choosing right keywords, clearly defining your budget, creative and attention grabbing ads, proper landing page, properly defining target strategies and finally tracking who became your customers. If these things are done properly, your campaign is effective.

Burberry Campaign

The first thing that I understood while working on the Google AdWords campaign for my brand "Burberry" was that, its name is enough. So that really helped me with defining my keywords, but I come to that in a while.

In this campaign, I wanted to focus on increasing the sells of 2 of the Burberry products - first, its signature product Trench coats by 3% and another was Burberry fragrance by 5%. So I decided that both of my ads would focus on each of these products. The target segments for both of these products were women. Burberry's fashion is such that it appeals to 25 years olds to 65 year olds. But during the festive season, men search for such products to gift their mothers, wives, girlfriends, daughters. So the campaign had to be outlined accordingly.

When it came to choosing the keywords, as I mentioned earlier, Burberry is a world famous brand, so I had to keep Burberry as one of the key words. I researched and tried on some key words just to check which were giving me the best results for my products.  I tried trench coats, checkered, fragrance, fragrances, perfumes, luxury apparel and British classic brand. After thorough research, I decided on various keywords for my two ad campaigns.

I decided that the relevant time for my campaign would be November through January. Not only winter starts and coats are in demand but also it is a gifting season and so both the products would be searched for that time.

Google AdWords Help helped me to answer many questions that came along the way.

The keywords were straightforward. Moreover, I learnt from my readings that rather than giving home page as the landing page mention the page showing the featured brand. That is of less hassle to the customers. This will save their time and can increase sells.

The last part of the campaign for me was to define a budget for my campaigns. I did some online research for that via "How costs are calculated" in Google AdWords Help. From that I found the budget is variable and one can make changes as per the success of the campaign. So I decided to keep my AdWords budget as $1500 for a month, which comes up to $50 per day. As a start up, I decided to $1-$1.5 as Cost-Per-Click bid as this was the best way to drive traffic to my website.

My Ad Campaigns

Burberry Trench Coats
More styles. More Colors. More Fun.
Burberry 10% Winter Sale
http://us.burberry.com/womens-trench-coats/

Burberry Women's Fragrances
Great Variety. Great Perfume.
Prices start at mere $40 at Burberry stores
http://us.burberry.com/womens-fragrances/

I made my ad campaigns and budgets referring to all the resources and readings. But if Google AdWords Campaign was used for an actual campaign, because of the user friendly tools and help page, it would not only give better clarity but the campaigns can be effective and a success.

Photo Credit:

{platinum} via photopin cc