eyeAds Team on Google Marketing Challenge

We have to define our combat strategy and we can translate all to adwords terms and we will have a good draft version of our campaign. Therefore tomorrow we will meet with EyeOS to help us to answer the questions that it appear and give us their opinion and vision about the defined campaign.  Specifically, and thank you to the guide of our coordinator Antonio Cañabate, we must have the follow defined things:

• What kind of clients and segments are we trying to rich, achieve?
• Which are the aims that we want to achieve for each segment of market, if there are more of one “target”?
  
• Market investigation:

o Who is the competition and how they try to approach these clients and objectives?

o Who are these clients and how they are (location, what do they wish, which needs they have in relation with the services-objective,…)? and what do they want (how do they look for it, in which language, with which words)?

In this moment we are in a good position for translate this terms to adwords terms (objectives to achieve, initial keywords, …). The important thing is that after this analysis we can do a good market segmentation and extract the real objectives that we want achieve through our campaign. Begins the hard work!

We have chosen the company, we have met them and we’ve analyzed it. Now we have to get down to work and plan our strategy. Now is when we are really going to compete.

As a start we have made a previous report about eyeOS and our future strategy. In it the results of our investigation until now were to be reflected and analyzed in a brief though thorough way the following pints:

- Define the company. The typical “who we are”: our services, general objectives of the company, the mission, the vision, the values, the structure, the infrastructures…

- What is our market. In which field wee are working on and what market share do we present. For a better we can segment it according to the different products efficiency or services we offer and give according to who consumes them.

- Taret users. Who our clients or potential clients are; their profiles and motives for buying or acquiring the service.

- The competitors. Which other companies are their users? What profiles do they have?

- DAFO model. Weaknesses, threats, strengths and opportunities we face on the current market as well as against our competitors.

- Marketing and real communication strategies. What objectives has EyeOS and what actions are they currently taking to get them.

- Objectives of the strategy of the Adwords campaign. In what way our strategy adapts into the global EyeOS campaign. What specific goals do we want to accomplish with it? what part of our busines are we going to potenciate with this campaign?

- Choose the target users of our Adwords campaign. Why do we choose this users? What goals are we setting to use? What keywords are we going to use? what stand are we going to make?

- The institution of keywords and possible advertisements. Once decided the objectives and target users of our campaigns, we have to decide in which terms and with which keys word we are going to direct at them. Use creative texts that catch the users attention.

- Concludings. Lastly, we have to explain what made us take those decisions and what do we consider as a success. In other words: If, for instance, the goal to obtain is a company contract, we could consider a success that a company would fill in application form or that they would send us an e-mail through one of our advertisements from Google Adwords.

We have already begun the elaboration of our pre-report. We are in the middle of a brainstorm and making decisions, so in a few days we will be able to explain what objectives we want to accomplish with our campaign and what plan we’ve designed to get them. We’ll keep you informed.

Once the company was chosen it was the moment to meet with our client. We went to Cornella’s Citilab to meet Pau Garcia-Mila, the founder of EyeOS.

We had to explain to them what GOMCha was, what it consisted of, the deadlines.

As for them, que had to give us a preview of their company, and they had to explain to us what exactly EyeOS was.

Once the presentations were over, it was time to start working because we needed information to start shaping up our pre-report.

Pau told us that among their marketing activities they had conferences about Cloud Computing, free software, WebOS… around the world. Just the day before he had arrived from the Brazilian Campus Party.

Lastly, he outlined for us the kind of customers they had, just what our starting point on this GOMCha should be.

On this basis, we started our pre-report.

Hi all!
He’re is a video talking about how works the Adwords auction. It’s interesting to see how a Chief Economist (Hal Varian) explains bids, ads or Quality Score.

[ref: via ]

This was without a doubt the first important decision we took as a group. We knew it wasn’t a decision to take lightly because a great part of our success/failure of this peculiar project depended on it.

We had some options when choosing the company we were going to participate on Google Online Marketing Challenge, all of them attractive. The possibilities we had in front of us were:

• A travel agency focused on adventure sports. This company was indirectly related to Freixenet. This company, in spite of not being recommended by Google (Travel section), was the fact that it’s focused on a very concrete sector of the market (adventure sports).
• A consultant that belongs to an associate professor from the Enterprise Association from UPC. It was a good option because it had a completely virgin website on SEO subjects.
• The project of some students. Through the intervention of A. Cañabate, our tutor on this project, we discovered the work of two young students from this very college. It was an ‘Operative system of remote control that works through an Internet window’ — This is the way I explained it to my father when he asked what the project was about.

With these options on the table we started to debate the pros and cons of each option. They all were really appealing so we didn’t know which one to choose, but a decision had to be taken.

The travel agency lost its grip because the site that could have interested us (they had more than one available) already counted with a campaign from AdWords, so it was excluded. They had a website (brand new) which would have benefited from a marketing campaign but it didn’t fulfill our time requirements: we didn’t know for sure when we were going to have access to the page to start working.

The student’s project won impulse when we found out that they didn’t have an AdWords campaign. From our point of view, we were talking about people our age doing something in the IT world.

These young people might be starting a revolution (a revolution in the informatics world at a conceptual level) and that seemed to be quite appealing. As you surely already know, a revolution may not be successful it there’s a lack of an effective propaganda organ. This is exactly our function.

So this is how we chose EyeOS as our company. The first step was already taken.

Hello everybody, we’re participating in Google Online Marketing Challenge. For those who don’t know this challenge, here are the basis:

• Select a Small Business without Adwords Marketing.

• Propose a structured and effective online campaign.

• Refine and optimize it during 3 week window competition.

We have to submit two competition reports, one before the campaign starts (Proposing a strategy) and another after the campaign ends (Conclusions).

We’re 6 Spanish people, most of us studying “Informatics Engineering” in the Facultat d’Informàtica de Barcelona and certainly we don’t know too much about adwords, adsense, adgroups, or ads one month ago

This blog will be a place to share information about the challenge and how we’re doing it, and also share thoughts, links and reflexions about the SEM world!