Weekly task three: Advertisement campaign

We selected Puolenkuun Pelit as our company. Puolenkuunpelit has currently three gaming shops in Finland, one each in Mikkeli, Kouvola and Lahti. They offer all of their game selection and accessories online also, so the customer base is in fact the whole of Finland.

We defined our target market to be primarily Finnish speaking males from the age of 13 to 40, but we expect the customers to be mainly between 17 and 25. This comes from practical experience of people who actually play video and roleplaying games. We decided to use only Google Adwords for this campaign, but we could have searched for gaming community websites and asked directly from them for banner space etc.

The target area is only Finland and user languages can be Finnish, English and Swedish. We decided to do this, since some Finns do not use only Finnish websites or Finnish version of Google (browser default language English, for example), so we are trying to reach as many Finns as possible. Our ad text is the following:

Puolenkuun Pelit
Verkkopelikauppaa luotettavasti!
Laaja valikoima ja nopea toimitus.
www.puolenkuunpelit.com

We chose the following keywords:  peli, verkkokauppa, playstation, ps, xbox, nintendo, wii, psp, nds, ds, pc, ohjain, uutuus, ennakkotilaus, lautapeli, roolipeli. We would follow weekly the hits on these keywords and also think of new ones. If the old ones would be costly (only a few click per word), we'd drop them out and/or add new ones.

We decided that we would spend 10 euros per day as our budget. We thought that a ratio of 10 would be good; if we get 100 euros daily through these advertisements, we're satisfied. If the ratio would drop down to 10 euros spent, 20 earned, we would check our keywords again. In a situation vice versa we would be just happy. If business would be doing good and it would look like that we could do even more business through the internet service, we could raise the daily budget.

Analyzing the success of the campaign would be quite easy: follow up how much we sell items online, check the Adwords database on how much clicks per day we have and then compare this information. If it would seem that we don't get any clicks through the service, we would re-plan it (starting from keywords) and re-consider other options (banner ads in different places etc).