Epic Cycles Adwords Strategy

The objective of our AdWords strategy is based on the long and short term business objectives of Epic Cycles. The management of Epic Cycles wants the store to be known in a manner that it is a part of their ‘consideration set’ when they are looking for bicycles. Therefore, our primary goal is to generate awareness about the store, its product offerings and its services, in a way that it is perceived as a high quality bicycle store.

The account will have a total of six campaigns - five search based campaign, and one GDN campaign. Understanding how digital advertising is disrupting the sales funnel, our campaigns are not wholly targeted towards generating sales or awareness. Since the sales are generally high-price low volume, achieving sales through the campaign is a secondary goal.

The GDN campaign is aimed towards generating awareness for ‘Women’s Bikes’ at Epic Cycles. The ads will be managed, targeting Beauty and Fitness related websites, and some amount of contextual targeting will also be used. Both search and display ads will be targeted to Brisbane.

CPC bidding will be used throughout the campaign. However, for display, CPA may be experimented with. Each ad-group will comprise of 2-4 ads, which will be rotated manually. Negative keywords such as ‘motor bikes’, ‘cheap bicycles’, ‘second hand bikes’, will be used for avoiding search queries for motor bikes, and other negative keywords such as ‘Epic Energy’, ‘Epic Movie’, will be used.

Google Keyword Planner, and other external tools will be used to evaluate current and potential keywords. Frequency Capping will be used to optimize display ads’ relevance.