Develop an AdWords Account structure that includes campaigns and associated ad groups with themed keywords  (Note: Although accounts often have many campaigns, for the purpose of  this project, you

Strategic Marketing & Promotion

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Strategic Marketing & Promotion

Developing a business needs one to be well aware of all the factors and elements that can make or break the business. Understanding these elements makes it possible for an organization to develop a marketing plan that fits into the confinements of the company. However, considering that this can be a very task filled endeavor, many companies opt to outsource skilled entities that are established to tackle such objectives and develop some of the most ideal campaigns, ads and marketing strategies (Cheong, Kim & Combs, 2016). This study will be looking into pitching an advertisement plan and project to a company that needs to scale its marketing heights so as to turn a new leaf in its business quest. For this particular project, the plan will be developed by a company that will be outsourced by the HED Cycling, as for the advertisement plan, the outsourced organization (Sherlock Marketing and Consulting Firm) will apply the Google AdWords program.

Sherlock Marketing and Consulting Firm

To assist HED Cycling company attain its goals, my company (Sherlock Marketing and Consulting Firm) will turn to a more technically advanced strategy that will not be too expensive for the company, but will allow the organization to increase the traffic to its website and social networks. Sherlock Marketing and Consulting Firm is a company that takes keen in interest in the advertisement industry as the company aims at building up start up and mid-level companies. The driving factor about Sherlock Marketing and Consulting Firm is the special relationships that brew with clients over time as excellence is attained. HED Cycling has been a personal favorite to the advertising agency as it promotes a healthier way of living and also happens to be the first ever company to have hired Sherlock Marketing and Consulting Firm as it was in its starting era.

Client: HED Cycling

HED Cycling is a technical manufacturing company that has specialized in the innovative making of bicycle wheels, brake systems and other accessories that make cycling better, faster, safer and easier. The company is one of the most famous sports apparel when it comes to cycling as it has had a great opportunity to develop wheels that have been used in the famous Tour de France event.

The company’s website is a very interesting one that features a slide show of the achievements the company has had over time, some of the designs they make and a history on the founder. The website also offers a section of making an order as the images are displayed on the website, not only this, but the website has all the necessary contact details that would be needed to make the customer learn more about the company and what it offers. The company’s unique selling point is the fact that it has been able to reinvent the wheel which has been seen as a cliché. The fact that the company is also recognized and used by world famous athletes and celebrities is also another selling point (Hed & Edin, 2018). 

Investing in an AdWords Campaign

Despite the company being well known by great athletes and personalities, many people fail to acknowledge the fact that the items developed by the company are not just for high-end athletes as they also develop custom orders and have items that be bought for children’s bicycles as well as those who would want a better experience as they cycle. Therefore, having an AdWords Campaign will make it possible for the company to educate the public as well as improve the traffic to its website. This will equally translate to more sales and profits over time.

The company will experience more satisfaction as well as reduced costs if it applies the Pay-Per-Click (PPC) as it will only pay for the number of views/ad clicks it gets over time (Wood, 2018). The ad can also be linked with some of the famous cycling events that it has sponsored and has been part of such as the Tour de France. The ads can also be linked to some of the famous cycling personalities that subscribe to the company. By having such leverages, a word search on a cycling event will bring the HED Cycling website at the top of the google results.

HED Cycling aims at reaching out to more people over the online platforms most of which are not famous cyclists as well as from different corners of the world. The company aims at reaching a level of turning into a global company through an online base which will allow the company to have different branches and distribution points across the world. Therefore, the company aims to build a large customer base as well as make itself well known across the world. This counts as an aim of making the HED brand dominant in the cycling industry as it aims to dominant in the business over time (Hed & Edin, 2018). 

Objective Success for HED Cycling

As mentioned before, the company aims at increasing traffic to its website as well as boost its sales as it prevails on the journey of investing in a Google AdWords Campaign (Antoun, Zhang, Conrad & Schober, 2016). Below is a representation of the results that would point out a success in the investment:

Target Audience

HED Cycling aims at targeting any individual who has some form of interest in cycling and would want to improve their experience. The company is also targeting professional athletes and those who are striving to become cyclists. The main regions the company is also looking to invest in are; the US, Amsterdam, China, South Africa, Australia, Germany and Singapore. These regions are some for areas that cycling is highly seen to be beneficial and is still a great means of transport, recreation, and exercise.

As much as the company aims at building it business across the globe and through all the regions mentioned above, the company also needs to look into investing more in nations that highly value the art of cycling as this will be the main and free marketing front HED Cycling needs. Therefore, the best geographic region to invest in would be Netherlands (Hofstede-insightscom, 2019), this is because this is the number one location in the world where the business can thrive best and receive free publication and advertisement as the region values cycling to date. Below is a table that shows the average and compiled statistics of the regions the company is looking to invest in compared to the data obtained from Netherlands (Nytimescom, 2019):

References

Antoun, C., Zhang, C., Conrad, F. G., & Schober, M. F. (2016). Comparisons of online recruitment strategies for convenience samples: Craigslist, Google AdWords, Facebook, and Amazon Mechanical Turk. Field Methods, 28(3), 231-246.

Cheong, Y., Kim, K., & Combs, J. (2016). Advertising agency operating efficiency. Journal of Marketing Communications, 22(1), 83-99.

Hofstede-insightscom. (2019). Hofstede Insights. Retrieved 24 January, 2019, from https://www.hofstede-insights.com/country-comparison/

Hed, S. A., & Edin, C. A. (2018). U.S. Patent Application No. 10/137,728.

Nytimescom. (2019). Nytimescom. Retrieved 21 January, 2019, from https://www.nytimes.com/2017/09/06/world/europe/bicycling-utrecht-dutch-love-bikes-worlds-largest-bike-parking-garages.html