Adwords marketing - TouchMind approach

Today http://www.promtsolutions.com is only working on some keywords, we propose to improve the way Promt expends his budget.

TouchMind propose:

1) To increase the number of keywords from 10 to 1'000

2) To create a set of ads texts in order to see the conversions per ads

3) Install a statistic tool and follow the best keyword and how they convert

Search Engine Marketing

We will first analyse the content of Promt for the search engines. 27 parameters will be scanned in order to improve the ranking for the target keywords.

Here is how we do it:

1) We will define the market segment

English site: USA, Canada, UK and other english speaking countries
French: France, Canada, Switzerland, Belgium and other french speaking countries

2) We will ask the owner of the site wich are the keywords he think the client is looking for.

Owner keywords:
English: language translation software
French: logiciel de traduction

3) We will search on the web what are the actual keywords the clients are typing in search engines when looking for translation software.

Client keywords: language translation software, and 1'000 more
English: language: logiciel de traduction, and 1'000 more

We can say 5 thinks:
- Owner and visitors are not targeting the same keywords
- Owner defined some keywords, but he is not using them on his web site
- Optimisation for the owner keyword needs some improvements
- The most important parameters for optimizing the web site are not used

4) Analyse of competitors in Google: "translation software"

Number 1 competitor is very powerful but seems not being using optimal technics. But his web popularity is very very big (this tool is also powering AltaVista)

Number 2 competitor is using good search engine technics and has some popularity on the web.

Number 3 competitor is a reseller using link popularity as a key factor.

5) Find what are the parameters that make the comptetitors's ranking top 5 or top 10

- Title
- PagePopularity (difficult to make in short term)
- Content
- External links
- Internal links
- Other minor

6) Copy cat strategy with the parameters

We will copy the strategy of the first 3 competitors in order to see how the search engine react.

7) Implementation

TouchMind will implement the first 6 parameters and comment the results

Let's define the challenge

In our first meeting the client said:

Tom: Why are you looking for an e-marketing company ?

Martin: "I sell over the internet and sales are poor and could be much better as I see that there is a lot of demand. I’m just not getting it. I am using Google right now and paying quite a bit of money each week. Too much in fact."

Tom: Do you think there is a market for this software ?

Martin: Yes, the market is big and worldwide we target the US, France, Latin America, Germany, UK, Austria, Spain, Portugal, Brazil. The software translates English, Spanish, French, German, Portuguese, & Russian.

Tom: What do you want to achieve ?

Martin: Better search position; I don’t come anywhere near the top 10 for automatic translation and not even for @promt software. Better trial rate of our try & buy product. Better sales.

Tom: How good or bad are your Adwords going now ?

Martin: From Nov 1 to Nov 30,

I paid $268.61 in Google adwords
4'359 clicks or visits to my translation software website.

309 for a Spanish-English translation page (mainly US I believe) $21.00
1'229 for French translation key word $111.61
2'821 for Free Translation $136.00

Half of the paid Adwords is going to ‘free translation’. This seems to be a tactic of the other competitors in the category – to get people to try become aware of the brand via the free trial. I don’t know if this is of any value.

Downloads 407
English 114
French 267
German 10
Spanish 16

Downloads to clicks ratio: 9.3%

Sales
- Units 9 purchased
- Value $1257.00

Sales to downloads ratio: 2.2%

Tom: ok, TouchMind team will go to Google Adwords, your web site and see what we can do this week.

E-Marketing how to get started ?

My name is Martin Demierre, I'm the CEO of TouchMind (TouchMind: e-marketing & CRM). I have a Master of Science from the Swiss Federal Institute of Technology EPFL. My academic background was completed by 10 years experience in the Internet market (E-Business). I worked for DoubleClick (MessageMedia), managing the e-mail Marketing campaigns for IBM, Yahoo, Nokia, Club Med, FranceLoisir. I launched the e-commerce platform for Flavor and Fragrance of Givaudan for 8 countries and worked as Marketing Manager for swissinfo (Swiss Radio International) a branch of SSR/idée Suisse. I'm fluent in French, English & Spanish.

I'm glad to present Neil Gibbons with over 25 years of international marketing management, executive management and leadership experience in FMCG, and financial services technology sectors. In addition to almost 15 years experience in brand-management with US multi-nationals, Neil has refined his marketing experience working a range of industries from financial services to technology start-ups. In addition, Neil has held the position of President and CEO for 3 publicly-listed and privately held entities over recent years. Neil gained an MBA from IMD, Lausanne and is a qualified Executive Coach.

And Tom Garraham who was a senior executive in international advertising and marketing for more 20 years with the former Ted Bates Worldwide (Saatchi & Saatchi owned) where he was International Client Services Director and the former GGK International where he was International Client Services Director & C.O.O., working with companies such as IBM Europe, Olivetti Europe, Mars Confectionery & Petfoods Europe, Colgate-Palmolive, VW /Skoda International, Caterpilar, ABB International, Bristol Myers, Fisher-Price, Tyco, Lego, Benson & Hedges, Tuborg, Benckieser, Mobile Chemical, Dow Chemical, SIPA Machinery.

Together, TouchMind and "The Marketing Show" will try to help e-marketers to follow a case study and learn about e-marketing technics.

The case "Promt" case: Prompt - a software translation tool
PROMT is a leading language translation software. Thanks to is its new technology XT translation engine, PROMT delivers higher quality, accurate and automatic translations. The software is rated #1 - by leading industry experts, linquists and journalists.

Challenges for Promt: Sale more on-line, get visibility, optimize his advertising expenses
- Get targeted visitors to the site
- Help visitors make a trial
- Help testers to buy the software
- Help people to tell about the software

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