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AdWords Strategy
Culture Kings is a streetwear, apparel, and sports clothing retailer seeking to expand its business value in Australia. Therefore, the campaign is known as “Culture Kings Home-Base” and the Adgroups include men’s wear, women’s wear, and sportswear.
Overall goals and objectives
The main goals of the campaign are to realize more sales, consumer engagement, and enhanced business in the local markets. However, the campaigns intend to achieve other initiatives including;
- Enhancing consumer trust and their faith in the company.
- Create awareness of its business and the latest trends.
- Encourage a habit of occasionally shopping using the online system.
Ad groups, rationale, keywords, and negative keywords
The keywords presented for all groups will include those placed for broad, exact, and phrase matches. Differentiating them into Adgroups will allow targeting and search engine optimization (Kim et al., 2021). Hence, the Adgroups will incorporate unique keywords to maximize reach.
Adgroup 1 – Men’s Wear
- Rationale – A majority of products offered by the Culture Kings stores appeal to men. Thus, informing men of what is available will boost sales by increasing the brand’s popularity.
- Keywords – Men’s clothing, jewelry, footwear, head ware, new arrivals, cool tops, street fashion apparel, and men’s top brands,
- Negative keywords – Men’s suits and second-hand clothes.
Adgroup 2 – Women’s attire
- Rationale – Women make up the most enthusiastic clothes and apparel online shoppers in Australia. Additionally, their online presence is higher compared to men, which promises positive results.
- Keywords – Women’s street clothing, latest women’s fashion, women’s apparel, top women’s fashion, and women’s attire.
- Negative keywords – cheap women’s clothes, swimsuits.
Adgroup 3 – Sports enthusiasts
- Rationale – Culture Kings deals in high-quality sports gear, apparel, and accessories from the best brands. Thus, sports enthusiasts will have several options to choose from.
- Keywords – sports gear, sports apparel, sporting accessories, sports fashion, headwear, and footwear.
- Negative keywords – sporting equipment.
Keywords, Headings, and Descriptions
Adgroup 1
Keywords – Street wear, Culture Kings men’s clothes, trending men’s accessories.
Headings – Culture Kings Men’s wear, men’s new arrivals, high-quality street menswear, shop for the latest trends and quality men’s clothing.
Descriptions – Our men’s wear category features some of the best sneakers, t-shirts and accessories; Find the latest releases, trending fashion wear, and high quality products.
Adgroup 2
Keywords – Women’s apparel, latest women’s fashion, shop women’s street wear, hip hop street wear.
Headings – The latest women’s clothing, women’s culture clothing, women’s Accessories and street clothes, high-quality women’s attire.
Descriptions – Shop for footwear, headwear, clothing, and accessories from the top streetwear brands, browse additions of women’s clothing and get the latest streetwear, one stop shop to fulfil your fashion needs.
Adgroup 3
Keywords – sports accessories, club jerseys, running shoes, latest sporting trends, sports jerseys.
Headings – Shop NFL, NBA, & MLB Jersey, online sports clothing, get the top sports brands,
Descriptions – Shop for the latest sports brands and high-quality product designs, find rare jerseys and original sport accessories, your one stop shop for sport boots, attire, and jerseys.
Ads extensions
The ad extensions set for the campaign include site link extensions to enable target customers to visit the landing page and view products. A site link extension will allow more engagement since users will be directed to a designated landing page (Li & Yang, 2022). However, the sports enthusiasts’ Adgroup will include the price extension to attract potential buyers and allow for faster comparison with competitors or similar service providers.
Screenshots
Adgroup 1
Adgroup 2
Adgroup 3
Summary
Culture Kings is a well-performing organization in Australia’s fashion industry with a range of products to offer its consumers and several stores all over the nation. However, the company seeks to establish its presence online and inform consumers of its latest products. Therefore, a Google ads campaign can enable its management to reach a wider target market and spread the news about its offers to a customer base that appeals to its products. Although the campaigns will focus on men’s, women’s, and sports enthusiasts’ clothing and apparel in major cities across Australia, Culture Kings intends to attract consumers all over the country.
Reference
Kim, A. J., Jang, S., & Shin, H. S. (2021). How should retail advertisers manage multiple keywords in paid search advertising?Journal of Business Research, 130, 539-551. Web.
Li, H., & Yang, Y. (2022). Keyword Targeting Optimization in Sponsored Search Advertising: Combining Selection and Matching. Electronic Commerce Research and Applications, 56, 101209. Web.
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