6.2 Ex. 2: Promotional Products
Promotional Products Company specializes in organic promotional items and they feature unique personalization methods. They have a very good website that is designed for the serious buyer on a desktop computer. Their sales process typically requires a phone consultation (which they are very good at) and quite a bit of follow-up quotes and proposals. They are located in the Atlanta area and consider the entire US to be their market.
Their objective is to attract new customers who are looking for high quality organic cotton shirts for promotions.
Using the CampaignBuilder
- Settings: They will run the ads during normal business hours on desktop only. They feel that their prospect form that visitors fill out gives them the opportunity to they take full advantage of “off-hours” site traffic.
- Markets: Organic services the entire US and they don’t feel that subdividing the marketplace will help or that highlighting the customer city or zip will help – so they are targeting the entire US. They just don’t think that geography plays a part in their “relevance” with the customer.
- Keywords: They used 2, 3, and 4 word combinations with broad match modifier (bmm) match type to highlight their specialization in organic cotton products (“+organic +cotton +hats” for example).
- Negative Keywords: They need to cut out all the standard “offshoots” that don’t result in customers such as research, employment, bargain hunting, free services, etc.
- Ads: Organic created two ads that will run on desktop with their phone number. They used the full size of the ads to take advantage of their desktop focus.