Sherlock Marketing and Consulting Firm Client: HED Cycling 2-3pgs & Include table of contentsSet a plan for reviewing and optimizing ads after the Adwords search campaign is launchedHow often/when w

Google AdWords search campaign

University

student

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 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 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 for the Google AdWords program.

Sherlock Marketing and Consulting Firm

To assist HED Cycling company to 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 to 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 more comfortable. The company is one of the most famous sports apparel when it comes to cycling as it has had an excellent opportunity to develop wheels that have been used in the famous Tour de France event.

The company’s website is an exciting one that features a slide show of the achievements the company has had over time, some of the designs they make and 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 making 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 dominate 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 central 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 an excellent 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 first 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 the Netherlands (Nytimescom, 2019):

The basic requirements of the ad campaign

Essentially there are 5 major elements of a successful Adwords campaign (Cunha, 2018).

• The campaign: For HED cycling, the main purpose of the campaign is not only to increase the sales turnover for the company but also to increase the popularity of the brand name.

• Adwords group: There will be two formal groups that the campaign will aim to target through the advertisement.

• Group 1: The first group will be that of the famous athletes and sportsman, where the advertisements will remind them that HED cycling has long been a dependable option for the sportsmen.

• Group 2: The second group will consist of the new target market segmentations of ordinary customers, children, women and even the elderly who have been prescribed to cycle, through medical reasons.

• Keywords: Cycling, HED, success, riders.

• Ads: The campaign will focus more on how long has the company survived in the industry, the basic qualities of the company’s products that distinguishes it from others, and why do athletes from around the world depend on the company’s products. There are two basic measures of handling the campaign. The first pointer is that the company fully organizes the variety and range of products that it is offering to the customers, or what new innovations is the company planning to offer to new market target segments. The company needs to ensure that there is a difference between the ads targeting the athletes and the ads that aim to target the general audience. The athletes are already well aware about the benefits of cycling and being active. On the other hand, for ordinary citizens it is important that the ads motivate the audience to get and start cycling.

• Campaign 1: These ads will be seen by athletes and popular sportsmen. Therefore the taglines need to be smart and should bear reminders for the athletes to associate themselves with the brand. The idea is to bear the concepts of ‘achievement’ and ‘competition’.

1. ‘At HED, we make riding for riders easier.’

2. ‘Rejoice the pleasures of life through cycling and become your own success example.’

• Campaign 2: These ads will be viewed by the general population including individuals from all ages and from all walks of life. The idea is to encourage people to cycle through the concepts of ‘pleasure’, ‘enjoyment’, ‘health’.

1. ‘A new wheel for cycling gives life a new perspective.’

2. ‘Spending on an HED cycle is better than spending for the doctor’s fee.’

• Landing pages: The actual layout of the page that the user comes to when viewing the ad. I think the layout should be pretty basic with neutral images and a few inspiring taglines. Simplicity is the key to generate more interest from the consumers. It is easy to direct traffic from other sites to the campaign page, but it should be kept in mind that the ad should fulfill the requirements of the campaign. When searching for the keywords in google, the ad should aim to provide the users with a different, yet simple perspective.

Weaknesses to be catered through the campaign

What has lacked prominently in the ads by the company is that they do not communicate with their consumers. The company runs on a large scale and ships all their products throughout the world, but there is no direct contact between the consumer and the company (hedcycling.com, 2019). Through the adwords campaigns, the advertisements should be directed towards establishing and connection with the consumers. It should seem that the ad is directly talking to the consumers and this is what can help the campaign attain more popularity on social media. Even though the company operates on a smaller scale, the ad campaigns should show the magnitude on a larger impact.

Ad Extensions and Their Benefits

An Ad extension extenuates the type of activity that is to be directed to the users and reflected on the page. This means that through the extension, there is a delivery of information that is relevant to the client as well as the users’ hence additional consideration on accessibility. This, therefore, point to two different types of ad extension, the automatic and manual which are driven different hence have different consideration of delivery of information including the speed of delivery. These are some of the significant issues that have to be considered when looking at ads and their reachability factor.

As a result, the main aim of the extension is to mention the location, the ratings, the addresses and phone numbers among other specific things that are defined by the business types and the clients are willing to avail. Looking at HED cycling ad the various recommended extension include:

• Adwords Sitelinks Extension

• Adwords Location Extension

• Adwords Call Extension

The site link extensions are those that are added in order to make it easier to see upfront the variables offer and in the process define the options for the user and guest on the site. By this account, therefore, there is a determination of the main elements of concern and the information to display concerning product and service availability. HED cycling offers services tailored to athletes, ordinary people, and sportsman meaning that there is ongoing product differentiation. Therefore, the site link is essential in leading the people to their focus target groups (Putnam, 2015).

In addition, there is a need for recognition of trust in this type of service and thus the definition of quality of services that will direct the user to the description of the company, testimonials, and contacts. This paves way for review which allows the feedback on the type of service and customer satisfaction.

Sitelink Extension

Headline 1 ǁ Headline 2

www.hedcycling.com

Description: Trusted service. Tailored to customer need. Professional. Since 2000

Available at 2nd Floor, Winston Building

About

The team

In cycling service for 10 years

Contact

For more information

Call +22343492728

About ǁ Testimonials ǁ Experts ǁ Services ǁ

Contact and Location Ad Extension

Headline 1 ǁ Headline 2

www.hedcycling.com

Description: Trusted service. Tailored to customer need. Professional. Since 2000

Available at 2nd Floor, Winston Building

About

The team

In cycling service for 10 years

Contact

For more information

Call +22343492728

In the tag lines of the advertisement, there is the thematic presentation of competition that has been incorporated. This means that the company should be able to validate the type of competitiveness they offer. As a result, the location extension is responsible for pointing out the consultation hours that provides room for in-store traffic. In addition to this, the combination with call extension allows for ease of access and communication hence convenience for the target groups. The idea of popularity would also mean privacy and more privatized services and thus definitive of uniqueness that may require appointments to be set up and delivery of directives. These three extensions are the most basic and the more elemental in marketing the services and in making sure there is some form of traffic and appropriate method of communication between the people accessing the site and the company.

Landing Page

The goal of the landing page is to direct the interest of the consumer as a factor necessary to generate the curiosity that will allow direct traffic to the other section within the site that direct to specific information. In recognition of this, it is essential that the basic foundation of the website is in neutral colors that allow the inclusion of pictures, short testimonies and final aspect of events. Therefore what should be included on the website include about the page with the inclusion of the services, products, contact, stat, and significant events. Also, there should be a link leading to the galleries and testimonial that would cement the quality validation. This would lead to the development of quality and thus a consideration for newsletter signing up and communication through feedback. In consideration of this, there should not be too much working on the available services and the cost of services.

The landing page provides the opportunity to skim through what are the essential elements. As a result, there is a brief on every essential element of the services offered and the barn. Therefore curiosity in finding more about a section of interest.

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

Cunha, M. d. (2018, 4 1). Ask the Experts: What's the Perfect Way to Structure an AdWords Account? Retrieved from wordstream.com: https://www.wordstream.com/blog/ws/2015/06/08/structuring-your-adwords-account

hedcycling.com. (2019, 3 3). HED. Retrieved from hedcycling.com: https://www.hedcycling.com/

Putnam, J. (2015, November 23). 5 AdWords Extensions You Should Be Using to Improve Conversion Rates. Retrieved from https://www.crazyegg.com/blog/5-adwords-extensions/