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The campaign development, or the manner in which a campaign takes shape is an essential component of an e-commerce campaign. That is why GDMI strictly applies our tested methodology for researching, building, launching, managing and reporting campaigns. This is essential for e-commerce campaigns that are based on achieving profitability and a high ROI in a relatively short period of time. The following are the steps taken in the GDMI methodology:
- Research: The campaign process is started with in depth research of your website, your industry and your business. Research is then conducted on your competitors, both online and offline to determine how they are marketing themselves. This research involves both a human component (experts reviewing the user experience on these websites) and technology to ‘scrape’ competing websites to determine what makes them tick.
- Build: Once the research is completed, the campaign is built out. This step includes the building and review of the keywords and the creative ad copy, as well as the destination URL’s. As e-commerce best practices dictate, most of the traffic will not be directed to the homepage, but rather to internal landing pages.
- Analytics: Prior to the launch of the campaign, all analytics codes are integrated. This is essential to determine the ROI at the keyword level for the e-commerce campaign. Specifically, conversion codes and analytics codes are integrated throughout the site. Phone tracking codes may also be integrated depending on the nature of the campaign.
- Campaign launch: With the campaign set up and the analytics integrated, it is time to launch. The first couple of days in an e-commerce campaign are critical. If there are few or no conversions recorded, the analytics are checked for any clues and the conversion codes are reviewed to insure that they are in the correct places.
- Campaign management: The campaign is allowed to run for the first month (as long as ROI is in an acceptable range) to build up enough data that can then be used to draw conclusions and make changes. Any changes are made one at a time to measure the effect of that variable before any further adjustments are made.
- Reporting: GDMI typically provides a monthly review of the campaign results. In addition, you are able to access the online analytics at any time to see how the campaign is progressing. Finally, the GDMI team is available to answer any questions regarding the campaign progress by phone or email.
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