Network Marketing final presentation Group 4: Nicolas Jennifer Gracie Charles Fabien Vincent Online marketing campaign for: Professor: Mr Chun Yao Huang 2009/01/06

Industry component (1) Background Review Located in France June 2008 Provide address & opening hours of businesses and shops give a grade to a shop/business Revenue from AdSense Network Marketing Final Presentation

Industry component (1) Main Goals Increase the visiting volume Increase the data of the opening hours of the website Network Marketing Final Presentation

Industry component Network Marketing Final Presentation Our Goal:

Industry component Strategy Buy both “contain” and “research” ads. Target on our potential customers Aim our TA by setting specific networks Aim our TA by setting categories for our ads placement. Spending strategy €0.01 for each click Network Marketing Final Presentation

Industry component Ad groups City focused “horaires ouverture” (means “Opening hours” in French), “Paris”, “Lyon”, “Bordeaux”, “Marseille”, “Lille”. Business focused “horaires ouverture”, “Banque”, “journaux”, “supermarché”,“Poste” (“Post office” in French) Network Marketing Final Presentation

Industry component Time Table Network Marketing Final Presentation

Industry component Evolution of our campaign strategy : First two days : 217 impressions & 0 clicks ! Two solutions : change keywords / change maximum bid price per click Solution we took : max. bid price per click : from €0.01 to €0.05. Immediate results from next day No other evolution of our strategy Network Marketing Final Presentation

Industry component Total clicks : 1,404 (1,400 in the search engine, 4 in the content ads) Impressions : 25,336 CTR : 5.54% Average CPC : €0.03 Average position : 2.6 Total cost : €47.45 (total budget : €47.85). Network Marketing Final Presentation

Industry component Network Marketing Final Presentation

Industry component Benefits to the webmaster : Data of the website increased of 18% on december. Number of unique visitors exploded on december (from 800 to 2,373). Webmaster made €22 in December through the Google AdSense ads on his website, instead of €8 max./month previously. On January 2 nd (2 weeks our campaign) : 61 unique visitors, VS. 27 averagely before the campaign. Network Marketing Final Presentation

Industry component Best keywords performers (72% of all clicks): « Horaires » (« Opening Hours » in french) + « Paris » : 599 clicks, 9,794 impressions, CTR=6.12%, average position = 2.4. « Horaires » + « Postes » (« Post office » in french) : 421 clicks ; 8,478 impressions; CTR=4.97%; average position = 2.8. Network Marketing Final Presentation

Industry component Advices for the futures : Invest the money earn by Google Adsense into a monthly campaign similar to ours. Use only « Horaires+Paris » and « Horaires+Poste » as keywords Maximum bid : €0.03 Select only search engine and not content ads. Network Marketing Final Presentation

Learning components Learning objectives and outcomes Know the challenges of an online marketing campaign Objectives setting Market analysis Understand and use the Google AdWord system Keywords choice and bidding Website targeting Work as a marketing team on a real project Group dynamics Very good group dynamics besides minor cultural misunderstandings Very professional attitudes motivated by a real business project

Network Marketing Final Presentation Learning Components Client dynamics Some communication difficulties with the client Different time zones between UK and Taiwan (+8h for Taiwan) Client impossible to reach during Christmas time Results of the campaign made the client reconsider some aspects in his business High traffic potential Low registration rate Good overall dynamic with the client who was happy of the results of the campaign

Network Marketing Final Presentation Learning Components Future recommendations Keywords and ad text choice More time and discussion for the Keywords choice Shorter and catchier messages are better than long descriptive sentences Group dynamic challenges Taiwanese/French group:  Language difficulties  Time consuming ideas explanations and description Too much time spent to define the business Work would have been easier with a client in the same time zone

Network Marketing Final Presentation Thank you for your attention and happy new year everyone !