Free Essay

Howards Cameras: Adwords

In: Business and Management

Submitted By aadimadi
Words 911
Pages 4
Howard’s Cameras: AdWords Proposal

Aadi James

Howard’s Cameras is a small chain of camera stores that are located in central Ohio. These stores sell everything camera and camera-related including the major brands of digital cameras for consumers, and a few leading high-end brands for professional photographers. The stores also offer photo finishing, portrait services, accessories, scrapbook supplies, and other items of interest to casual and photo enthusiasts. One of the best ways to drive traffic to Howard’s Cameras stores and its e-commerce store is through the Google AdWords program.
AdWords, at its simplest, is a system of keywords that are used to generate ads for a fee. If one searches for 12MP cameras, Howard’s Camera could purchase that term and the consumer would see an ad that would say “Howard’s Cameras: now selling all 12MP cameras for less!”. Each time a consumer clicks our ad, the store would be charged a fee that we choose, called the cost-per-click (CPC). The higher the fee, the more often the ad gets shown and the more likely it is clicked, whereas a lower fee would mean a less prominent placement and a lower click-through rate (CTR). AdSense is the associated program that Google uses to provide ads for websites with content, like news organizations, blogs, and other media. AdSense uses Adwords to figure out which ads should show with a selected story, such as a story about cats needing adoption might show ads for local humane societies and rescue organizations. Studies have shown that AdSense CTRs are lower than the AdWords CTRs, but this is also something to consider. Google has also recently adopted changes that can allow for automated optimization of advertisements by likely conversion into sales, however, the data is not yet thorough enough to evaluate this option.
Howards Cameras should aim for a middle placement, preferably the third place on the website, and bid for keywords that are not too generalized. A CPC bid for “scrapbooking supplies” might have an astronomical rate of $10.00 per click because of the high level of competition, but a CPC bid for “American Crafts photo scrapbooking supplies” might be as little as a few cents, based off of how specific it is. This way, the store would be assured that the consumer is looking to buy, as the consumer is looking for a specific item, rather than a simple search for what could be relevant to them. A promotional or landing page could be used to further pre-sell items to the consumer before reaching our direct link, increasing our chance of profit from the transaction. This is a highly recommended form of action, according to Wayne Wu, the owner of http://www.ecominfozone.net (Wu 2008).
Our ad line should have a direct call to action with a timeframe and a specific draw in order to create the highest CTR. For example, “Buy American Crafts photo pens for $1.99 today!” is a great AdWords advertisement because it contains a call to action with a suggested timeframe as well as giving a lot of information in a small space to the consumer. An ad that says “Howard’s Cameras: visit us now!” is not specific enough draw to attract attention but does give the call to action and a timeframe. An ad such as:
SLR Digital Cameras. Voted Best Camera Servicer in Ohio. Free Shipping http://www.howardscameras.com/SLR.

is another great example as it gives the call to action, gives some specific information to the consumer, and brings them to a premade landing page in which we can sell not only the cameras but the related accessories. AdWords has its negative side as well as the positives. Howards Cameras should be careful not to bid on a high placement because of the high cost per click, the amount of inadvertent clicks, and the potential for click-through fraud. Click-through fraud is when consumers are paid to click a link in order to deliberately drive up the cost of the AdWord, leading to higher prices for competitors. Google has a great system in place to combat this, but on occasion, it does happen. There are also legal ramifications of choosing inappropriate keywords, like competitors names. Firms have been sued for illegal competitive practives, unfair trade practices, and illegal use of trademarks, so Howard’s Cameras would have to be careful to use only appropriate keywords. If Howard’s Cameras wrote quality advertisements and aimed for a medium placement in the available areas on the Google website, it would be likely that we could receive a CTR of about 15% for the lowest cost. Google automatically optimizes ads based on their QualityScore, so the store could take advantage of Google’s knowledge of the market to optimize its advertising and test out several campaigns at a time. A SLR camera campaign might be more effective than say, a film camera campaign, as the market is now larger. A minimal investment in AdSense might be appropriate as well, as there are many good instructional pieces on the Internet. Three campaigns would be advisable to start: one for SLR digital cameras, one for film cameras, and one for specific areas of photo scrapbooking supplies.

References

Wu, Wayne. “6 Google AdWords Mistakes You Should Avoid”. 18 August 2008. Accessed 13 March 2011. http://www.wmtips.com/ppc/google-adwords-mistakes-you-should-avoid.htm

Similar Documents

Premium Essay

A Marketing Case Study on Axis Communications

...A MARKETING CASE STUDY ON AXIS COMMUNICATIONS BY JOHN OLUGBENGA ADEGBOYE 08032004784 TABLE OF CONTENTS 1. INTRODUCTION……………………………………………………………………………………………………….3 2. SITUATION ANALYSIS………………………………………………………………………………………………..4 3.1 External Analysis.....................................................................................................4 3.2 Internal Analysis......................................................................................................8 3.3 SWOT Analysis.........................................................................................................9 3. 3.1 The New Product...................................................................................................12 3.2 Marketing Objectives.............................................................................................12 4. MARKETING PLAN........................................................................................................14 4.1 Market Segmentation.............................................................................................14 4.2 Target Market.........................................................................................................17 4.3 Positioning and Differentiation..............................................................................17 4.4 Marketing Mix........................................

Words: 5152 - Pages: 21

Premium Essay

Marketing

...ing3/24/2014 A Marketing Case Study on Axis Communications A MARKETING CASE STUDY ON AXIS COMMUNICATIONS BY JOHN OLUGBENGA ADEGBOYE 08032004784 TABLE OF CONTENTS 1. INTRODUCTION……………………………………………………………………………………………………….3 2. SITUATION ANALYSIS………………………………………………………………………………………………..4 3.1 External Analysis.....................................................................................................4 3.2 Internal Analysis......................................................................................................8 3.3 SWOT Analysis.........................................................................................................9 3. 3.1 The New Product...................................................................................................12 3.2 Marketing Objectives.............................................................................................12 4. MARKETING PLAN........................................................................................................14 4.1 Market Segmentation.............................................................................................14 4.2 Target Market.........................................................................................................17 4.3 Positioning and Differentiation..............................................................................17 4.4 Marketing Mix...................................................................................................

Words: 5426 - Pages: 22

Premium Essay

Strategy Case Studies

...S T R A T E G Y – II S T R A T E G Y – II S T R A T E G Y – II S T R A T E G Y – II S T R A T E G Y – II www.ibscdc.org 1 Transformation Corporate Transformation Korean Air: Chairman/CEO Yang-Ho Cho’s Radical Transformation A series of fatal accidents, coupled with operational inefficiencies snowballed Korean Air into troubled times. Then, at the beginning of the 21st century, its CEO/ Chairman, Yang-Ho Cho undertook various transformation initiatives - for instance, improving service quality and safety standards, technology integration, upgrading pilot training, better business focus; putting in place a professional management team, improving corporate image through sponsorship marketing, etc. He gave a new corporate direction in the form of '10,10,10' goal. However, Korean Air is held up by a slew of challenges. Among which are inefficiencies of - Chaebol system of management, possible clash of its cargo business with its own shipping company, limited focus on the domestic market and growing competition from LCCs. How would Korean Air manage growth as a family-owned conglomerate? The case offers enriching scope for analysing a family business’s turnaround strategies, with all the legacy costs involved. Pedagogical Objectives • To discuss the (operational) dynamics of Korean Chaebols - their influence/ effects on the country’s industrial sector and the economy as a whole • To analyse how family-owned businesses manage the transition phase - from a supplier-driven...

Words: 71150 - Pages: 285

Premium Essay

Integrated Marketing Communications

...Advertising, Promotion, and other aspects of Integrated Marketing Communications Terence A. Shimp University of South Carolina Australia • Brazil • Japan • Korea • Mexico • Singapore • Spain • United Kingdom • United States Advertising, Promotion, & Other Aspects of Integrated Marketing Communications, 8e Terence A. Shimp Vice President of Editorial, Business: Jack W. Calhoun Vice President/Editor-in-Chief: Melissa S. Acuna Acquisitions Editor: Mike Roche Sr. Developmental Editor: Susanna C. Smart Marketing Manager: Mike Aliscad Content Project Manager: Corey Geissler Media Editor: John Rich Production Technology Analyst: Emily Gross Frontlist Buyer, Manufacturing: Diane Gibbons Production Service: PrePressPMG Sr. Art Director: Stacy Shirley Internal Designer: Chris Miller/cmiller design Cover Designer: Chris Miller/cmiller design Cover Image: Getty Images/The Image Bank Permission Aquistion Manager/Photo: Deanna Ettinger Permission Aquistion Manager/Text: Mardell Glinski Schultz © 2010, 2007 South-Western, Cengage Learning ALL RIGHTS RESERVED. No part of this work covered by the copyright hereon may be reproduced or used in any form or by any means—graphic, electronic, or mechanical, including photocopying, recording, taping, Web distribution, information storage and retrieval systems, or in any other manner—except as may be permitted by the license terms herein. For product information and technology assistance, contact us at Cengage Learning Customer &...

Words: 219845 - Pages: 880

Premium Essay

4 Hour We

...I PRAISE FOR The 4-Hour Workweek "It's about time this book was written. It is a long-overdue manifesto for the mobile lifestyle, and Tim Ferriss is the ideal ambassador. This will be huge." —JACK CANFIELD, cocreator of Chicken Soup for the Soul®, 100+ million copies sold "Stunning and amazing. From mini-retirements to outsourcing your life, it's all here. Whether you're a wage slave or a Fortune 500 CEO, this book will change your life!" —PHIL TOWN, New York Times bestselling author of Rule #/ "The 4-Hour Workweek is a new way of solving a very old problem: just how can we work to live and prevent our lives from being all about work? A world of infinite options awaits those who would read this book and be inspired by it!" —MICHAEL E. GERBER, founder and chairman of E-Myth Worldwide and the world's #1 small business guru "This is a whole new ball game. Highly recommended."—DR. STEWART D. FRIEDMAN, adviser to Jack Welch and former Vice President Al Gore on work/ family issues and director of the Work/Life Integration Program at the Wharton School, University of Pennsylvania "Timothy has packed more lives into his 29 years than Steve Jobs has in his 51." —TOM FOREMSKI, journalist and publisher of SiliconValleyWatcher.com "If you want to live life on your own terms, this is your blueprint." —MIKE MAPLES, cofounder of Motive Communications (IPO to $260M market cap) and founding executive of Tivoli (sold to IBM for $750M) "Thanks to Tim Ferriss, I have more time in my life...

Words: 47316 - Pages: 190

Premium Essay

Business and Managment

...I PRAISE FOR The 4-Hour Workweek "It's about time this book was written. It is a long-overdue manifesto for the mobile lifestyle, and Tim Ferriss is the ideal ambassador. This will be huge." —JACK CANFIELD, cocreator of Chicken Soup for the Soul®, 100+ million copies sold "Stunning and amazing. From mini-retirements to outsourcing your life, it's all here. Whether you're a wage slave or a Fortune 500 CEO, this book will change your life!" —PHIL TOWN, New York Times bestselling author of Rule #/ "The 4-Hour Workweek is a new way of solving a very old problem: just how can we work to live and prevent our lives from being all about work? A world of infinite options awaits those who would read this book and be inspired by it!" —MICHAEL E. GERBER, founder and chairman of E-Myth Worldwide and the world's #1 small business guru "This is a whole new ball game. Highly recommended."—DR. STEWART D. FRIEDMAN, adviser to Jack Welch and former Vice President Al Gore on work/ family issues and director of the Work/Life Integration Program at the Wharton School, University of Pennsylvania "Timothy has packed more lives into his 29 years than Steve Jobs has in his 51." —TOM FOREMSKI, journalist and publisher of SiliconValleyWatcher.com "If you want to live life on your own terms, this is your blueprint." —MIKE MAPLES, cofounder of Motive Communications (IPO to $260M market cap) and founding executive of Tivoli (sold to IBM for $750M) "Thanks to Tim Ferriss, I have more time in my life...

Words: 47316 - Pages: 190

Free Essay

Deeepwater

...Western Michigan University ScholarWorks at WMU Dissertations Graduate College 8-1-2012 Deepwater, Deep Ties, Deep Trouble: A StateCorporate Environmental Crime Analysis of the 2010 Gulf of Mexico Oil Spill Elizabeth A. Bradshaw Western Michigan University, brads2ea@cmich.edu Follow this and additional works at: http://scholarworks.wmich.edu/dissertations Recommended Citation Bradshaw, Elizabeth A., "Deepwater, Deep Ties, Deep Trouble: A State-Corporate Environmental Crime Analysis of the 2010 Gulf of Mexico Oil Spill" (2012). Dissertations. Paper 53. This Dissertation-Open Access is brought to you for free and open access by the Graduate College at ScholarWorks at WMU. It has been accepted for inclusion in Dissertations by an authorized administrator of ScholarWorks at WMU. For more information, please contact maira.bundza@wmich.edu. DEEPWATER, DEEP TIES, DEEP TROUBLE: A STATE-CORPORATE ENVIRONMENTAL CRIME ANALYSIS OF THE 2010 GULF OF MEXICO OIL SPILL by Elizabeth A. Bradshaw A Dissertation Submitted to the Faculty of The Graduate College in partial fulfillment of the requirements for the Degree of Doctor of Philosophy Department of Sociology Advisor: Ronald C. Kramer, Ph.D. Western Michigan University Kalamazoo, Michigan August 2012 THE GRADUATE COLLEGE WESTERN MICHIGAN UNIVERSITY KALAMAZOO, MICHIGAN June 29, 2012 Date WE HEREBY APPROVE THE DISSERTATION SUBMITTED BY Elizabeth A. Bradshaw ENTITLED Deepwater, Deep Ties, Deep Trouble: A State-Corporate Environmental...

Words: 81631 - Pages: 327

Premium Essay

Ethics

...ETHICS IN INFORMATION TECHNOLOGY Third Edition This page intentionally left blank ETHICS IN INFORMATION TECHNOLOGY Third Edition George W. Reynolds Australia • Brazil • Japan • Korea • Mexico • Singapore • Spain • United Kingdom • United States Ethics in Information Technology, Third Edition by George W. Reynolds VP/Editorial Director: Jack Calhoun Publisher: Joe Sabatino Senior Acquisitions Editor: Charles McCormick Jr. Senior Product Manager: Kate Hennessy Mason Development Editor: Mary Pat Shaffer Editorial Assistant: Nora Heink Marketing Manager: Bryant Chrzan Marketing Coordinator: Suellen Ruttkay Content Product Manager: Jennifer Feltri Senior Art Director: Stacy Jenkins Shirley Cover Designer: Itzhack Shelomi Cover Image: iStock Images Technology Project Manager: Chris Valentine Manufacturing Coordinator: Julio Esperas Copyeditor: Green Pen Quality Assurance Proofreader: Suzanne Huizenga Indexer: Alexandra Nickerson Composition: Pre-Press PMG © 2010 Course Technology, Cengage Learning ALL RIGHTS RESERVED. No part of this work covered by the copyright herein may be reproduced, transmitted, stored or used in any form or by any means graphic, electronic, or mechanical, including but not limited to photocopying, recording, scanning, digitizing, taping, Web distribution, information networks, or information storage and retrieval systems, except as permitted under Section 107 or 108 of the 1976 United States Copyright Act, without the prior written permission...

Words: 204343 - Pages: 818

Premium Essay

Marketing Related Articles

...CONTENTS Introduction Part One: Foundations Chapter One: Introduction to Advertising 1 Chapter Two: Advertising’s Role in Marketing 34 Chapter Three: Advertising and Society 68 Part Two: Planning and Strategy Chapter Four: How Advertising Works 103 Chapter Five: The Consumer Audience 135 Chapter Six: Strategic Research 169 Chapter Seven: Strategic Planning 205 Part Three: Effective Advertising Media Chapter Eight: Print and Out-of-Home Media 239 Chapter Nine: Broadcast Media 274 Chapter Ten: Interactive and Alternative Media 310 Chapter Eleven: Media Planning and Buying 345 Part Four: Effective Advertising Messages Chapter Twelve: The Creative Side and Message Strategy 378 Chapter Thirteen: Copywriting 411 Chapter Fourteen: Design and Production 443 Part Five: Integration and Evaluation Chapter Fifteen: Direct Response 476 Chapter Sixteen: Sales Promotion, Events, and Sponsorships 508 Chapter Seventeen: Public Relations 542 Chapter Eighteen: Special Advertising Situations 576 Chapter Nineteen: Evaluation of Effectiveness 610 INTRODUCTION Welcome to the Test Item File for the Wells/Moriarty/Burnett Advertising: Principles and Practice, 7th edition text. This test bank was designed with the student and instructor in mind. All questions in this manual are drawn directly from the master text. APPLICATION QUESTIONS: New to the seventh edition of the Test Item File is a section...

Words: 179407 - Pages: 718

Premium Essay

Strategy Management

...CONNECT FEATURES Interactive Applications Interactive Applications offer a variety of automatically graded exercises that require students to apply key concepts. Whether the assignment includes a click and drag, video case, or decision generator, these applications provide instant feedback and progress tracking for students and detailed results for the instructor. Case Exercises The Connect platform also includes author-developed case exercises for all 12 cases in this edition that require students to work through answers to assignment questions for each case. These exercises have multiple components and can include: calculating assorted financial ratios to assess a company’s financial performance and balance sheet strength, identifying a company’s strategy, doing five-forces and driving-forces analysis, doing a SWOT analysis, and recommending actions to improve company performance. The content of these case exercises is tailored to match the circumstances presented in each case, calling upon students to do whatever strategic thinking and strategic analysis is called for to arrive at a pragmatic, analysis-based action recommendation for improving company performance. eBook Connect Plus includes a media-rich eBook that allows you to share your notes with your students. Your students can insert and review their own notes, highlight the text, search for specific information, and interact with media resources. Using an eBook with Connect Plus gives your...

Words: 219639 - Pages: 879

Free Essay

Art of Thinking Clearly by Rolf Dobelli

...CONTE NTS Introduction 1 WHY YOU SHOULD VISIT CEMETERIES: Survivorship Bias 2 DOES HARVARD MAKE YOU SMARTER?: Swimmer’s Body Illusion 3 WHY YOU SEE SHAPES IN THE CLOUDS: Clustering Illusion 4 IF 50 MILLION PEOPLE SAY SOMETHING FOOLISH, IT IS STILL FOOLISH: Social Proof 5 WHY YOU SHOULD FORGET THE PAST: Sunk Cost Fallacy 6 DON’T ACCEPT FREE DRINKS: Reciprocity 7 BEWARE THE ‘SPECIAL CASE’: Confirmation Bias (Part 1) 8 MURDER YOUR DARLINGS: Confirmation Bias (Part 2) 9 DON’T BOW TO AUTHORITY: Authority Bias 10 LEAVE YOUR SUPERMODEL FRIENDS AT HOME: Contrast Effect 11 WHY WE PREFER A WRONG MAP TO NO MAP AT ALL: Availability Bias 12 WHY ‘NO PAIN, NO GAIN’ SHOULD SET ALARM BELLS RINGING: The It’llGet-Worse-Before-It-Gets-Better Fallacy 13 EVEN TRUE STORIES ARE FAIRYTALES: Story Bias 14 WHY YOU SHOULD KEEP A DIARY: Hindsight Bias 15 WHY YOU SYSTEMATICALLY OVERESTIMATE YOUR KNOWLEDGE AND ABILITIES: Overconfidence Effect 16 DON’T TAKE NEWS ANCHORS SERIOUSLY: Chauffeur Knowledge 17 YOU CONTROL LESS THAN YOU THINK: Illusion of Control 18 NEVER PAY YOUR LAWYER BY THE HOUR: Incentive Super-Response Tendency 19 THE DUBIOUS EFFICACY OF DOCTORS, CONSULTANTS AND PSYCHOTHERAPISTS: Regression to Mean 20 NEVER JUDGE A DECISION BY ITS OUTCOME: Outcome Bias 21 LESS IS MORE: The Paradox of Choice 22 YOU LIKE ME, YOU REALLY REALLY LIKE ME: Liking Bias 23 DON’T CLING TO THINGS: Endowment Effect 24 THE INEVITABILITY OF UNLIKELY Events: Coincidence 25 THE CALAMITY OF CONFORMITY: Groupthink 26 WHY...

Words: 75018 - Pages: 301

Premium Essay

Customer Relationship Management

...Customer Relationship Management VSF This book is dedicated to my children Emma and Lewis of whom I am enormously proud. Customer Relationship Management Concepts and Technologies Second edition Francis Buttle AMSTERDAM • BOSTON • HEIDELBERG • LONDON • NEW YORK • OXFORD PARIS • SAN DIEGO • SAN FRANCISCO • SINGAPORE • SYDNEY • TOKYO Butterworth-Heinemann is an imprint of Elsevier Butterworth-Heinemann is an imprint of Elsevier Linacre House, Jordan Hill, Oxford OX2 8DP 30 Corporate Drive, Suite 400, Burlington, MA 01803, USA First edition 2009 Copyright © 2009, Francis Buttle Published by Elsevier Ltd. All rights reserved. The right of Francis Buttle to be identified as the author of this work has been asserted in accordance with the Copyright, Designs and Patents Act 1988 No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means electronic, mechanical, photocopying, recording or otherwise without the prior written permission of the publisher. Permissions may be sought directly from Elsevier’s Science & Technology Rights Department in Oxford, UK: phone ( 44) (0) 1865 843830; fax: ( 44) (0) 1865 853333; email: permissions@elsevier.com. Alternatively you can submit your request online by visiting the Elsevier web site at http://elsevier.com/locate/ permissions, and selecting Obtaining permission to use Elsevier material. Notice No responsibility is assumed by the publisher for any injury and/or damage...

Words: 171161 - Pages: 685

Premium Essay

Managing Information Technology (7th Edition)

...CONTENTS: CASE STUDIES CASE STUDY 1 Midsouth Chamber of Commerce (A): The Role of the Operating Manager in Information Systems CASE STUDY I-1 IMT Custom Machine Company, Inc.: Selection of an Information Technology Platform CASE STUDY I-2 VoIP2.biz, Inc.: Deciding on the Next Steps for a VoIP Supplier CASE STUDY I-3 The VoIP Adoption at Butler University CASE STUDY I-4 Supporting Mobile Health Clinics: The Children’s Health Fund of New York City CASE STUDY I-5 Data Governance at InsuraCorp CASE STUDY I-6 H.H. Gregg’s Appliances, Inc.: Deciding on a New Information Technology Platform CASE STUDY I-7 Midsouth Chamber of Commerce (B): Cleaning Up an Information Systems Debacle CASE STUDY II-1 Vendor-Managed Inventory at NIBCO CASE STUDY II-2 Real-Time Business Intelligence at Continental Airlines CASE STUDY II-3 Norfolk Southern Railway: The Business Intelligence Journey CASE STUDY II-4 Mining Data to Increase State Tax Revenues in California CASE STUDY II-5 The Cliptomania™ Web Store: An E-Tailing Start-up Survival Story CASE STUDY II-6 Rock Island Chocolate Company, Inc.: Building a Social Networking Strategy CASE STUDY III-1 Managing a Systems Development Project at Consumer and Industrial Products, Inc. CASE STUDY III-2 A Make-or-Buy Decision at Baxter Manufacturing Company CASE STUDY III-3 ERP Purchase Decision at Benton Manufacturing Company, Inc. CASE STUDY III-4 ...

Words: 239887 - Pages: 960