Pre-campaign strategy

Pre-Campaign Strategy
沈馨 林書羽 江宛勵 梁羽淳

●Client Overview

Client profile

We decided to collaborate with Chosen Co,.LTD to take this challenge. Chosen located in Chan-hua, Taiwan and its website is http://www.chosen-hubs.com/. Chosen is a professional manufacturer of bicycle components with about 50 employees and has run this company about 3 years.

Market Analysis

Chosen's main customers are bicycle players who are interested in road bike racing or mountain bike climbing. Chosen focuses on bicycle clubs where professionals will gather and share their experiences about bicycle tuning. Chosen's main competitors are bicycle components manufacturers such as Shimano, biggest bicycle components maker in the world. The USA and European countries are the main customers. As for the Europe, the population rate of the bicycle possession is higher than that in any other place in the world, and of which, Germany, France, Italy and Netherlands have the highest demand which is above 8 million. Its unique selling points are their main products "bicycle hub" which is very advanced technique and products to interest players.

Current Market

Website users are their customers or others who are interested in Chosen’s products. Its website is very simple and clear but lacks some modification to make it more fashion or professional. The page rank is 2 and the website doesn’t have any offline promotion of the website. Chosen’s promotion is based on B2B model.

● Proposed AdWords Strategy

Number of Ad Groups and the focus for each Ad Group.
Three Ad Groups:
1.Main products and main target products
2. Relevant products and bike model
3.Target customers' interest or need

Keywords and negative keywords
Accroding to three Ad groups:

1. bicycle hub/disk brake/quick release/chain wheel/road bike
MTB/mmountain bike/BMX(BICYCLE MOTOCROSS) /trandem/ATB
adapter/rotor/bike accessories/brake finger lever/V brake/U brake
brake pad/brake drum/cables

2. bicycle shop/bike shop/ bicycle part/bike part/bicycle accessories/road racing bike/racing bike/terkking bike/XC/Trail (Cross Country)/FREE RIDER/DOWN HILL RIDER/TECHNICAL RIDER/cyclo-cross/ off road/B.B.

3. cycling/ road bike review/bike Europe/shimano/campagnolo/ outdoor sports/extreme sports/ bicycle training/promax/joytech/tour de france/bicycle tour

Text for at least two AdWords versions for each Ad Group

1.For hubs:
Chosen Co.,LTD
Professional manufacturer for bicycle hubs including road bike, MTB, BMX, andTrandem. 120 pts. The best in the world.
http://www.chosen-hubs.com/

2. For disk brake:
Chosen Co.,LTD
Professional manufacturer for bicycle disk brakes including road bike, MTB, BMX, and Trandem.

3. For other group:
Chosen Co.,LTD
Professional manufacturers of bicycle components from whole world wide. Ourteam is trained and has experences more than 15 years; therefore, we areconfidents that we can provide you the best solution.

Daily and weekly plans for spending their campaign budget
Weekly plans--First week:$60 Second week:$70 Third week:$70
Daily plans—First week:$8.6 Second and third week:$10

Network(s) for their AdWords ads
We choose both Search and Content Network.

Keyword Bidding
For first Ad group:$0.18
For seond and third Ad group:$0.05

Geotargeting North America,Europe,Taiwan.