AdWords Campaign Strategy

This week, our group started to work on our GOMC strategy. Our client is the American College of Chest Physicians (CHEST), publisher of the CHESTJournal, which is the global leader in advancing best patient outcomes through innovative chest medicine education, clinical research, and team-based care. The organization provides educational, leadership, and networking opportunities to its membership.

The AdWords account will consist of five campaigns targeted nationally in order to expand the organization’s customer base and reach the niche market looking for board review courses in the areas of pediatric pulmonology, pulmonology, and critical care. In order to have a very concentrated campaign, ads will solely run on Google’s Search Network. 5 campaigns are planned according to different product, and will direct users to different webpages. 

The 5 products are:

1. CHEST Pediatric Pulmonary Board Review

2. CHEST Critical Care Medicine Board Review

3. CHEST Pulmonary Medicine Board Review

4. CHEST ABIM Critical Care Medicine and Pulmonary Disease SEP Models

5. CHEST Board Review Courses 2014 

Also, we set the negative keywords to narrow down our search area and exclude some customers that we aren’t interested in reaching. The bidding strategy will be based on obtaining an average position of 2.5 by bidding $0.15 to $0.20 higher than the first page bid estimate. The Traffic Estimator will be used to evaluate projected cost-per-click (CPC) and amount of clicks for new keywords. Keywords that generate high impressions, with corresponding click-through rates (CTRs) lower than .90% will be dropped. To optimize the Return on Ad Spend, all campaigns will start with a smaller budget in the beginning, and will be increased each week.

We’re excited to launch the campaigns and assist the organization in meeting their strategic goals, and learn more about AdWords. And, of course, win the 2014 Google Online Marketing Challenge!