Alex Factory B&BSEM & Online Advertising

Client, Website, Past internet advertising initiatives

Client= Alex FactoryType of Business= Bed & BreakfastLocation= Wimereux, Nord-Pas-de-Calais

Website= http://www.alexfactory.com/

Languages available= French, English

Client, Website, Past internet advertising initiatives

Internet initiatives=

1. Having the opportunity to book on the website2. E-mail3. Facebook Page (since 2004)4. Partner Links5. Trip Advisor, Booking, Airbnb

Client, Website, Past internet advertising initiatives

Internet initiatives=

1. Having the opportunity to book on the website2. E-mail3. Facebook Page (since 2004) - how do they do on fb? followers, likes, page

layout, response time qualification.4. Partner Links (where???)5. Trip Advisor, Booking,(doesnt appear in the first 150 results)Airbnb- show

where/if they are doing better- where they are putting more effort. * Screenshots of the 4 pages

6. reviews

Adwords Campaign: Earlier

We put a lot of broad keywords that gave us high impressions but low clicks and low CTR i.e. .34% - Mistake

We Created Different Ad Groups based on Location( B&B Calais and B&B Calais 2) and Product Based which were similar and competing against each other.

Adwords Campaign: adjustments- How we recovered from our mistakes and learnt from it

● We learnt from our mistakes fast and implemented the most effective plan thereafter. We first deleted the keywords that was irrelevant and had low CTR. - Improvement in CTR from .34% to 1.19% =250% Growth in CTR (Wow!)

● Then saw since the SEO of the website had a lot of French Words, we launched a campaign in french with french keywords. Most Relevant.

● Alex Factory Eng- Accommodation, B&B Calais, Deals and Offer and Guest Rooms. - Chose very specific and relevant keywords to get the highest CTR - But the account was suspended (Oops!)

● Right Keywords would help AlexFactory to get Relevant Impressions with Great Clicks. Ultimately Higher Conversion. Higher CTR. Average position of the Ads higher. And we have a Win-Win Situation.

Adwords Campaign: Keywords Recommendations

1. Think holistically regarding the various ways that customers could reach you.

a. Your keywords should reflect all of the different types of user searches that could help

someone discover you when they’re searching for something you offer.

2. Clearly define your keywords and their management and align with your overall business goals

a. Different keywords have different functions, and they should be held accountable to the

goal that most relates with their purpose.

3. Delete your low search volume keywords.a. If keywords aren’t driving any traffic for you, get rid of them.

Adwords Campaign: Ad Recommendations

1. Use keywords in Ads a. Consumers tend to engage with ads that appear most relevant to their search. Consider

dynamic keyword insertion for a more automated approach.

2. Keep it simple a. highlight key selling points

SEO Audit Findings

Look and Feel: not very Impressive

Navigation: must be improved

Very basic website

FRA->ENG translation: not always precise

SEO Audit Findings Content Accessibility: Content easy to find but

-> Optimizing web site design & structure

Content Relevance: content not adapted to how customers are searching

->Relevant keyword are missing-> optimizing page source code

Content Authority:Content not really original and well-written

-> necessity to create magnetic content and use social mdia to spread content

149 € / night

SEO Audit Findings

SEO Audit Findings & Recommendations

Final thoughts

● If Alex Factory decide to focus on International market, be more focus on the international website;○ Have more relevant keywords in English.

● Use professional image to attract more customers.● Maximize the use of social media.● Maximize the use of Google Place Review Page. - Get Higher Organic

Results● Make partnerships with travel bloggers to optimize the backlinks.

Overall, we learnt a lot from this exercise. A very practical class.

Thank You