AdWords Pre-Campaign Report (Proposal)
Client Overview
Client Profile:
Esther Culture Eyebrows is the premier Beauty Salon in the Perth area. Its main business is providing a wide range of styling services and it also sells different kinds of beauty products. The most favorable product and also the best-sellers of Esther Culture Eyebrow is the hair essence. Besides the hair services, Esther CE is also reputable for her eyebrow shaping services. She can shape every customer based on their facial characteristics. She will also combine it with the customer’s age, business position and other personal information. And that’s why her products and services are so welcomed in Perth’s area.
The URL of the Beauty Salon is: https://estherce.com.au
Market Analysis:
Current and potential customers: The current and the potential customer of Esther is the previous customers who have visited the shop before and the customers who are recommended by their friends and also the people who have the special needs and the high standards in shaping their eyebrows in considering the high quality of eyebrow services that provided by the shop.
Current and potential competitors: The main competitors are the shops that provide the same or similar services as the shop provide now. Some of Esther’s main competitor businesses are House of Ernest, Cherry Bomb Beauty Parlour, and Waxworks Beauty Salon. All these beauty salons have got a high reputation for offering beauty services with Perth region of Australia. Besides, they are also among the best beauty parlours that offer eyebrow shaping services. They do also provide customized beauty solutions.
Overview of the industry: The key characteristics of the beauty salon industry is that the services provided by different shops are mostly the same. And the entering threshold is not very high also. The key differentiator of the industry is the brand reputation. As if the more reputable and more people know it, the business of the beauty salon will be better. For example, in Perth, most of the best beauty salons with the best reputations have been existence for a long time. For example, the House of Ernest is a highly reputable hair and beauty salon that was established in 1968. Over the years, they have provided services for at least three generations of their clientele. Since this parlour was established back in the days, they have been able to amass a high number of customers and this has enabled them to be successful in the beauty and cosmetics industry. On the other hand, Esther beauty shop has not been in the industry for a long time and its reputation is not that highly cemented in the beauty world.
Market position/specialities: Esther is in a good position in the market as it can provide a unique eyebrow shaping business and products that support eyebrow hair and this service are comparatively reputable within the customer group. Most shops within Perth only offer eyebrow services while Esther does the same but upon offering the service, they do recommend their products to their customers. For example, one of their products is the eyebrow essence. Since the beauty business centrally focuses on the recommendation and retention of the customer, this proves to be a competitive advantage for Esther. In case a customer uses the essence eyebrow product and it provides good results, he or she would definitely prefer to use Esther’s products as well as buy their services. If this happens to many clients, the beauty shop’s reputation would grow as well as the number of its customers.
Unique selling points of the goods/services offered: The effects that the products can achieve and the services provided by the shop.
Seasonality of their goods/services or seasonality that the company has identified: For the beauty services provided by the company, there is no apparent seasonality around the year. But in a wider scale, to see if taking the industry cycle as a whole scale, the business might be hugely impacted by the macroeconomic environment as people will not tend to go to the beauty salon when they don’t have extra money.
Current Marketing:
The current marketing strategy used by the company is they have their web homepage which lists all the products and services that they can provide and the story behind the brand. They also have their own Facebook page which has the customer comments inside and the new customers can see the previous comments in Facebook and can also find some useful information about the salon. By surfing the website, people can get to know the products and services, the address and the price range of its services. Besides, people can also buy the products via the website through the online payment system.
Fig 1:Image of the website
Based on the website homepage, it seems that the company has been successful in selling some of their beauty products. While a specific number of products sold since the start of the business is not provided, the business has managed to highlight some of its bestselling beauty products to anyone who visits the webpage.
Fig 2: Image showing Esther beauty business best-selling products
Conclusion: A Google campaign is very important for the promotion of the business. The campaign is designed based on the current situation and the services and the products that provided by the company. In the case of beauty sector, a business ought to be unique in in its products as well as its services. In the case of beauty industry, services are like and this calls for the need for business to be unique in order to capture new and already existing clientele at their disposal.
Proposed AdWords Strategy
Overview: Based on the client profile that we discussed above, we get to know that an Adword campaign is very necessary for the further development of the company. Based on the analysis of the products that we mentioned before, we have identified the key products that we are going to promote this time is the hair essentials and also the eyebrow shaping services as they are the most unique and attractive product or service that provide by the company. Besides, the key market consumers that we are targeting is the group of people who have never visited the salon but they have the needs in either shaping their eyebrows or boost their hairs. This group is efficient for Adword since they can give a genuine rating. As you will see below, some of the keywords we will use includes ‘excellent hair product or service,’ through this mechanism, these group will able to refer other potential clientele t the business as well creating awareness of the Esther brand. On the other hand, usual customers are likely to be biased due to their close connection with the business or comparison of their earlier services provided by the business. If the business manages to enrol this clientele, it will be easier, first of all, for our business to grow customer ratings would be essential as well as referrals. The objective that we want to achieve is that by doing this campaign, we can raise the brand awareness, increase the traffic of the website and then further get the potential customers to visit the salon physically to experience the excellent service that provided by the salon. Brand awareness will improve business reputation as well as increase the number of clients and customers. On the other hand, traffic can enable the best to reach a wide prospect of customers within Perth and even outside of Perth. The wider the masses, the higher the reputation and profitable the business will be.
Budgeting: As we have $500 across the four weeks, and the campaign must be implemented between 7-14 days, so we use the first 7 days as a trial campaign for a total budget of $125 to determine the most effective keywords which maximize the CTR. And after the testing, we still have an official campaign for 3 weeks and a remaining $375 among which $300 will be spent on the better performing and $75 will be spent on the other.
Campaigns Trial (W1) Official (W2-4)
Group Budget Daily Budget Group Budget Daily Budget
Hair Essence 62.5 (25% for total) 9 300 (60% for total) 14.3
Eyebrow shaping 62.5 (25% for total) 9 75 (15% for total) 3.6
Total 125 18 375 17.9
Keywords:
As we get to know that the target of the campaign and combined with the latest trend in the Google search, and combined with our core products, we set our general keywords as “hair essence”, “eyebrow shaping”, “excellent beauty salon service”, “good customer experience”, “Hair treatment”, “Hair essence,” among others. Just like in any advert the choice of words is always critical. According to Bhai (2018), there are various techniques that cosmetics adverts can incorporate. These techniques constitute the use of phrases, nouns and adverbs to attract clientele or customers. In this case, the use of phrases such as the ones mentioned above is essential in attracting the curiosity and interest of potential clientele.
The negative keywords help to filter out searched keywords irrelevant to our Ads. Based on our situation, the negative keywords should be “free”, “bad”, “inefficient” this kind that will not be related to the beauty salon business. Beauty products and services are not only centred on the end product but the experience. The end product of using a given beauty product is after a journey. For example, in the case of treating scalp and loss of hair can take months. The above-mentioned words do not relate to experience but rather end product which makes it easier to filter them out.
Text-Ads Description:
To target our customer more accurately; and based on the different features of the product and the service, we have designed different text-ads descriptions. Just like described above, our products Ads description relates to the beautiful journey towards achieving the end product. Besides, beauty is all about representation. If a given picture is painted in a potential customer or client thoughts, it makes it easier for them to relate well with the given product or service. On the other hand, it is easily noticeable to those who have struggled in experiencing the best eyebrows and its shaping.
For eyebrow shaping, our text-ads can be: “Esther CE: the best eyebrow shaping service you can ever get in Perth”. And for the unique hair essence, the text-ads can be: “Esther CE: The best hair essence that can help you boost your hair”. We add the company name “Esther CE” to raise the brand awareness and open the market, and adding the location to better help the customer locates the shop.
The Ads are designed to appear in the networks that covered by Google search, Google displays and other Google partners that located in Perth
Reference:
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