george murphy ppc campaign

PPC Campaign proposal

Sufermag.com

Identify the brand and service Surfer magazine was founded in 1959 by John

Severson Surfer magazine is a program to accompany

Severson’s yearly surf films, photography, art and his sense of humour.

The idea of the program is to give people a slice of the entire surfing world.

Surf brands pay a lot of money to place their ads in surfer mag,

Surfermag.com

Services surfermag. provides

Blogs about surfing books, surfboard design, surfing stories, art events, surfer reviews.

Daily surfing photos and videos. Competition timetables The magazine itself. What the latest magazine

contains Forums about surf travel, general discussion,

events, surfer classifieds

Surfermag.com has been a successful and popular website with it’s highest interest in 2005 and 2006. But in the past 6 years it has slowly decreased and people have lost interest

Purpose of campaign As we discovered that surfermag.com has been losing

interest especially in the past few years it would be very useful to create effective ppc campaigns

These ppc ads would highlight what surfermag has to offer and why people should visit that website.

I aim to create about 4 pay per click ads, these ppc ads are designed to promote:

Their existing range of creative videos/short films and photography

Their useful forums on different surf topics

Upcoming events/ surf lessons and fitness

PPC ads which have a landing page of their surfer mag itself encouraging people to sign up to have the mag delivered to their door every month

Target Audience Judging from the google adwords results for

“surfing” it would be important to aim the ppc campaigns at 18 to 35 year olds male and female

Target audience As well as targeting the ads at young males and females it

would be important to aim it at; People who haven’t showed any interest in surfing but could

be enticed into buying the surfermag and start surfing. An example would be someone who was interested in gaming, so people who typed keywords such as “xbox” “playstation” Gamecube” .This idea get’s young teenagers outdoors, trying something new and keeping fit.

Surfermag could be aimed at people searching for local gyms or fitness classes in google. People don’t enjoy being indoors at the gym, so surfing is a nice way to get fit outdoors. These factors could be used in ppc ads to entice people to click.

Keywords , surfer mag, surfer forums, surfer pictures

Here are examples of different keywords analyzed by the google keywords tool. Due to surfer mag, surfer forums, surfer pictures all having low competition but high monthly searches it is usefull to create ppc ads with these keywords.

“Surfing magazine” interest over time

Average cpc 0.16 pence for “surfermag”

PPC ad 1

People typing keywords such as “keep fit” “Surf Fitness” will comeAcross ppc ads like the ones above, my idea involves a seperate landing page on surfermag called surFIT. The landing page will encourage people to go on the surFIT facebook group, if someone likes the page then they get a free surf lesson.

Keywords: Surf fitness, keep fit, surfermag,

Maximum CPC:£4

Get fit and have more funLanding page for peopleSearching google keywords”“keep fit”“get fit for free”

Landing pages

Join us on facebook. “like” and get a free surf lesson

Encourage customers to go onto SurFIT facebook group and like to get free surf lessons

PPC ad 2

Encourage people to get off the computer/stop gaming and surf in the water not just online. This again encourages fitness in the country which is great for the community

Keywords:Surf forums, surfermagSurf fitness, online surf tutorials

Maximum cpc: £7.05

Landing page

Stop gaming, start surfing

Who would you rather be?

PPC ad 3Keywords; Hawaii holidaysSurfing Holidays, Surfermag offers

Landing page

The ppc ad not only registers you to win a surfing holiday in hawaii but registers you to surfermag, this leads to more people receiving the mag itself and finding out new things surfermag has to offer generating an increase in interest.

PPC Ad 4Keywords:Accurate surf reportsSurf forecastsLocal surf forecasts

Surfer mag has reports for all spots in all countries unlike many other magazine websites like “wavelength”. I created some ads that would entice people to get reports from “surfermag”

Landing page

Other magazines “wavelengthsurfmag”

Like surfermag wavelength have had a gradual decrease in roi but judging from the website they have better deals and things like apps and easier access to facebook pages

Summary A great way to measure roi is checking theFacebook groups to see how many likes the page gets. You can also measure how effective the ppc ads are by seeing how many people have signed up to win the surf holidays in hawaii. As well as this you can measure the amount of requests for magazines at the time of creating the ppc ads compared to when there weren’t any ppc ads. Also we can monitor what country people are showing interest in surfermag as people will register with an address.

Aim to get more countries interested in surfmag