This was an exploratory Google AdWords project for CycleTherapy Bicycles in Waterford MI. The goal was to demonstrate the effectiveness of an AdWords campaign as an alternative to traditional advertising for this local bike company.
In order to define a strategy we (a team of 3 M.A. students at MSU) conducted interviews with staff at the bike store as well as exploring their website for quality landing pages, and looking at potential competition. Our strategy focused on two broad campaigns, sales and service. We focused on sales because the target audience of the store were not experts on bikes and more likely to seek out a physical bike shop in order to talk with a real person before purchasing a bike. Also, we focused on repairs because of their necessity to be done in person.
The campaign averaged a Click Through Rate (CTR) of .76% and an average Cost Per Click (CPC) of $1.02. These results were the product of several campaign modifications including: location specific keywords, click emphasized delivery method and daily ad and keyword adjustments.
Skills:
- Working with clients
- Research
- Strategy development
- Copy writing
- Evaluation
