Pre-campaign Google Challenge
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Transcript of Pre-campaign Google Challenge
Giuseppe Ferro, Paz Toral, Elena Pettinelli, Anna Lisa Ratta
20092009
THE PRE-CAMPAIGN STRATEGYTHE PRE-CAMPAIGN STRATEGY
Arkimede S.r.l. was founded in 2007Arkimede S.r.l. was founded in 2007 It’s also owner of the website available at It’s also owner of the website available at the URLthe URL
http://www.sudokubo.com
The website is online since 2006The website is online since 2006
Three categories well known as “Kubi of Arkimede” Damakubo, Logikubo, Damakubo, Logikubo, SudokuboSudokubo
Two different lines of Sudokubo : Compatto e DeLuxe Compatto e DeLuxe CollectionsCollections
Selling price from 29 to 89 euros
A A wooden 3D wooden 3D transposition of the transposition of the traditional traditional Japanese Japanese game game used to play used to play SudokuSudoku
Different versionsDifferent versions, , materials and coloursmaterials and colours
Easy Easy transportationtransportation, , compact size and compact size and light weightlight weight
Special giftSpecial gift, object , object for house decoration, for house decoration, design itemdesign item
Sudoku’s market Sudoku’s market exploded in 2005, can be exploded in 2005, can be considered mature but not yet saturatedconsidered mature but not yet saturated
The company deals with some The company deals with some market market nichesniches: board and table games for adult and : board and table games for adult and children, enigmatography and sudoku fanschildren, enigmatography and sudoku fans
Potential customersPotential customers: brain teasers and logic : brain teasers and logic puzzle fan, design lovers, parents in search of puzzle fan, design lovers, parents in search of an alternative to the cyber-entertainment, an alternative to the cyber-entertainment, children from 9 years onwardschildren from 9 years onwards
CompetitorsCompetitors: Eastern producers, sudoku : Eastern producers, sudoku software, free puzzles, videogames and software, free puzzles, videogames and console gamesconsole games
ResellersResellers: they are a few and not really : they are a few and not really able to advertise the product on national able to advertise the product on national scalescale
Buy nowBuy now: the customer can choose the line : the customer can choose the line of sudokubo and buy itof sudokubo and buy it
EventsEvents: all exhibitions and shows about : all exhibitions and shows about SudokuSudoku e. g.e. g.
Sudokubo was Sudokubo was introduced for introduced for the first time the first time in Germany in in Germany in 20062006
GuestbookGuestbook: it’s impossible to open: it’s impossible to open
About usAbout us: there is no information about the : there is no information about the producing company producing company
Contact usContact us: the user can fill an application : the user can fill an application form to ask for more informationform to ask for more information
There is There is notnot a a FAQFAQ section section
Tutorial videoTutorial video: a helpful introduction to the : a helpful introduction to the features of Sudokubo features of Sudokubo
The company has The company has sold 150 pieces sold 150 pieces in the in the last three months, whose last three months, whose 30 via e-commerce30 via e-commerce
The The budgetbudget Arkimede S.r.l. wants to invest Arkimede S.r.l. wants to invest in the online adv. is in the online adv. is about 3000,00 euros about 3000,00 euros
Website re-design and optimization Website re-design and optimization as as long-term goalslong-term goals
It has focused on It has focused on free linking exchanges free linking exchanges to to improve the website visibilityimprove the website visibility
Sudokubo.com appears Sudokubo.com appears firstfirst with the Google Searchwith the Google Search, using , using keywords strictly related to this product. The user cannot find keywords strictly related to this product. The user cannot find this URL unless he/she knows the name of the product he/she this URL unless he/she knows the name of the product he/she is looking for or the name of the manufacturer, correctly is looking for or the name of the manufacturer, correctly written. In this last case this keyword appears as first at the written. In this last case this keyword appears as first at the second page rank.second page rank.
Google Analytics gives us also some information about Google Analytics gives us also some information about traffic sources: in the last month the direct traffic was traffic sources: in the last month the direct traffic was equal to 87.23%, the traffic coming from search engine equal to 87.23%, the traffic coming from search engine was equal to 12.77%was equal to 12.77%
In the last month there were 47 visits, the In the last month there were 47 visits, the average of page/visit was equal to 3.68 , the average of page/visit was equal to 3.68 , the average time spent on sudokubo.com was average time spent on sudokubo.com was about 3 minutes.about 3 minutes.
In the last month there were In the last month there were neither a sale via e-commerce. neither a sale via e-commerce. The convertion rate was equal to The convertion rate was equal to 0.0%.0.0%.
5 5 AdgrouAdgroupsps Sudoku collection game: sudokubo as collection objectSudoku collection game: sudokubo as collection object
Table game as sudokubo’s market segmentTable game as sudokubo’s market segment
Logical puzzle game as brain teaserLogical puzzle game as brain teaser
Special present/giftSpecial present/gift
Sudoku travel game Sudoku travel game
Best keywordsBest keywords: sudoku, table game, logical puzzle game, : sudoku, table game, logical puzzle game, Japanese table game, portable sudoku, special present/giftJapanese table game, portable sudoku, special present/gift
Best negative keywordsBest negative keywords: all those related to online and : all those related to online and free sudoku and gamesfree sudoku and games
e.g. TABLE GAMEe.g. TABLE GAME
““Sudoku travel game/bring sudoku always with you/ You Sudoku travel game/bring sudoku always with you/ You don’t need paper, you don’t need a pc”don’t need paper, you don’t need a pc”
GeotargetingGeotargeting: Italy, big cities with more than 100,000 : Italy, big cities with more than 100,000 inhabitants and European countries where people speak and inhabitants and European countries where people speak and understand English languageunderstand English language
GoalGoal: between 8,000 and 10,000 impressions, 40 clicks-a-: between 8,000 and 10,000 impressions, 40 clicks-a-day at 0,15/0,18 CPC and with a CTR equal to 2-3%day at 0,15/0,18 CPC and with a CTR equal to 2-3%
The campaign will be considered successful The campaign will be considered successful if the company manages to sell at least one if the company manages to sell at least one Sudokubo every 40 clicks and if the number Sudokubo every 40 clicks and if the number of incoming links increases.of incoming links increases.