SEARCH andDIGITAL KPIs

TEAM 1Michela Caltran | Roushan Kumar | Roman Malyshev

Francis Martinez | Gregory Vanhaute | Ding Zhao

Our PRODUCT

The chosen product for the campaign is Dove Pure Care Dry Oil Shampoo. The promotion includes a $1 coupon who is available on Dove Website.

Organic SEO CAMPAIGNKEYWORDS

Dry hair Straight hair Best shampoo Frizzy hair Oil shampoo Damaged hair Hair oil treatment Silky hair Dry hair treatment Shampoo coupons Shampoo for dry hair

The keywords used on the SEO campaign belong to a generic category that is still directly related to our product. The choice and ranking for these keywords are mainly based on the results provided by Google Trends regarding the past 30 days.

PAID MEDIA CAMPAIGN KEYWORDS

Pure care dry oil shampoo $2.50

Pure care dry oil $0.35

Dry oil shampoo $1.50

Dry oil $1.31 Best shampoo dry hair

$3.00 Dry oil shampoo review

$2.70 Best shampoo for dry hair

$2.60 Pure care dry oil shampoo review $2.00 Dry oil for hair

$1.35 Beautiful hair

$1.08

The keywords used on the Paid Media Campaign are more specific and present more words, in order to take advantage of the Long Tail effect.

The search queries are less common (and therefore less expensive), but more detailed: the user who searches them is probably interested on this specific product. Our goal is to meet our potential costumer’s expectation and answer to that specific need.

The ranking is based on relevance and specificity: the keywords are the same used in our paid ad.

SEO and PAID CAMPAIGNSKEYWORDS

Shampoo Best hair Hair 2014 Hair treatment Hair care

The choice and ranking of the keywords used on both Organic Search and Paid Advertisement are mainly based on trends. The amount of traffic generated by these queries is very high, so even if they are more expensive than a more specific keyword, it is paramount for Dove to appear as a result, in order to establish its reputation as a high quality brand.

ACQUISITION CTR (Click Through Rate) - Online success measuring tool that allows to

measure the amount of clicks on a specific link.

This technique is very straightforward and allows companies to see and analyze the results immediately as they are received.

This technique will be useful for Dove as it will help them to calculate the micro conversions, which are the final outcome Dove is looking for out of a particular campaign. It will also help measure the quality of “the match between the user query and the ad’s intent”.

BEHAVIOR Bounce rate

Bounce rate is an essential measure as it allows to identify campaigns that need to be improved in order to become more appealing or killed. The selection of the landing page is very important, since most users will not navigate through different pages of the website in order to find what they are looking for.

This rate, however, might also include a lot of accidental traffic, so in some cases it won’t be accurate in reflecting the number of visitors who are actually interested on the product but quit after clicking the link. In order to avoid random visitors, Abandonment Rate can be applied as it shows that people are interested in the promotion but they do not complete the conversion because of a long registration process to get the coupon. This rate will also show the stage that customers are most likely to bounce at.

OUTCOMES Micro Conversion Rate is the ultimate outcome in case of this campaign

since Dove doesn’t sell the product online. The goal is to measure how many visitors printed out the coupon.

With the help of CTR, Bounce Rate/Abandonment Rate, Dove will be able to measure the amount of micro conversions in a given period of time. Based on this information they will be able to evaluate the Promotional Campaign and decide whether they would like to continue with it or come up with a new one.

The result will help the company track the percentage of users who fully converted. Dove will be able to measure the success of the given promotion in order to make necessary changes and reach desired results. Based on the outcome, Dove will have the ability to optimize the budget for their search campaign.

THANK YOU

Bibliography: Kaushik, Avinash. "Best Web Metrics / KPIs for a Small, Medium or Large Sized Business." - Occams Razor by

Avinash Kaushik. N.p., 12 Dec. 2011. Web. 03 Nov. 2014. Gibbs, S., Venkatesan, R., Michie, G., “Industry and Background Note: Paid Search Advertising” May 27, 2014