Marketing Strategy: AdWords Pre-Campaign Report for Esther CE

This report provides a comprehensive pre-campaign analysis and proposed strategy for an AdWords campaign designed for Esther Culture Eyebrows, a premium beauty salon located in Perth, Australia. The report begins with a client overview, highlighting Esther CE's services, including hair treatments and eyebrow styling, and its unique selling propositions. A detailed market analysis follows, examining political, economic, social, and technological factors relevant to the beauty industry in Australia, including the impact of social media and economic trends. The report then assesses Esther CE's current marketing efforts, focusing on its website and social media presence. The core of the report proposes an AdWords strategy, outlining campaign objectives, target audience, keyword selection, ad text examples, budget allocation, and performance metrics. The proposed campaign aims to enhance brand awareness, drive website traffic, and increase conversions, with a focus on promoting the salon's services to a target audience. The report concludes with a discussion of success metrics and other relevant information to ensure the effectiveness of the AdWords campaign.

Running head: ADVERTISEMENT
ADVERTISEMENT
Name of the Student:
Name of the University:
Author Note:

1
ADVERTISEMENT
Table of Contents
1. Client overview:.......................................................................................................................1
2. Market Analysis:..........................................................................................................................1
Political factors:...........................................................................................................................1
Economic factors:........................................................................................................................2
Social factors:..................................................................................................................................4
Technological factor:...................................................................................................................5
3. Current Marketing:......................................................................................................................5
4. Conclusion:..................................................................................................................................6
5. Adword’s Proposed strategy:.......................................................................................................6
Number of campaigns and the focus for each campaign:............................................................6
Keywords and negative keywords:..............................................................................................7
Text for at least two AdWords versions for an ad group:............................................................7
Daily and weekly plans for spending their campaign budget:.....................................................7
Network(s) for their AdWords ads:.............................................................................................7
Target audience settings:.............................................................................................................7
Ad serving options:......................................................................................................................7
Keyword bidding:........................................................................................................................7
Location targeting:.......................................................................................................................7
Goals for impressions, clicks, CPC and CTR:.............................................................................7
Proposed success metrics:............................................................................................................7
Other relevant information:.........................................................................................................8
References:......................................................................................................................................9

2
ADVERTISEMENT
1. Client overview:
M/s Esther Culture Eyebrows is a premium beauty salon located in Perth, Australia. The
salon provides a wide range of beauty services as per the needs and preferences of the
consumers. The salon’s unique selling propositions are mainly two products, the hair treatment
system and Culture Eyebrows. The hair treatment product rejuvenates hair and scalp conditions.
The product improves hair pigmentation and the overall hair texture. The second product, which
attributed the salon its USP is, culture eyebrows consisting of well-shaped and polished
eyebrows. The service enabled the customers to shape and condition eyebrows as per the
contours and jawline of their faces. Thus, it is clear that the salon emphasized on creation of
value for customers and enhanced their satisfaction. The salon is seeking to expand its customers
to appreciate its revenue generation (Estherce.Com.Au 2019). M/s Esther Culture Eyebrows in
order achieve these two business targets is floating promotional campaign using AdWords text-
ads on the digital platform only.
2. Market Analysis:
M/s Esther Culture Eyebrows should conduct a market analysis of Australia and
particular prior to launching the promotional campaign. As per an article published in the
Financial Review, in 2018 beauty market in Australia is worth more than $ 6.5 billion. The
article further mentions that the market is still growing owing to factors like the people in
Australia have high disposable income to buy high end cosmetic and consideration of beauty
treatment as a necessity in the country. These factors make the beauty industry grow even during
financial downturns (Mitchell 2018). An article published by the Australian Broadcasting
Corporation in the same year supports this claim of the Financial Review. The article then goes
on to mention that the factors like social media and celebrity endorsement of the beauty products
are also driving the business in the beauty industry in Australia (Abc.Net.Au 2018). The
following are the main factors, which the salon should consider prior to launching its
promotional campaign:
Political factors:
The first political factor which the management of M/s Esther Culture Eyebrows take
into account is the Government of Australia is politically stable. Perth comes under the

3
ADVERTISEMENT
jurisdiction of Western Australia, which is politically strong and acts under the supervision of the
central government (Perth.Wa.Gov.Au. 2019).
The second political factor which M/s Esther Culture Eyebrows would consider while
forming its promotional campaign would be, the bilateral relationship which the Government of
Australia hold with other nations like France. The Department of Foreign Affairs and Trade,
Government of Australia has strong political bilateral relationships with countries like the United
States of America and France (Dfat.Gov.Au. 2019). These strong international relationships,
which the nation holds with foreign nations, enable companies from other countries enter the
Australian market, which in turn promotes the growth of the latter. This is evident from the fact
that companies providing beauty products to salons are foreign companies like, L’Oreal based in
France and Unilever based in the UK. Thus, it is evident that the salons in Australia benefit by
the bilateral ties of the Government of Australia (Mitchell 2018). Chen, Maner and Yuang
(2018) contradict the opinion of the previous authors pointing out that foreign beauty companies
can also prove to be threat for the salons in Australia. This is because multinational companies
like L’Oreal market ‘salon style’ products, which enable consumers, take care of their skins
without having to visit a salon. Thus, availability of ‘salon style’ products marketed by the
foreign multinational companies have negative impact on the business of the salons in Australia.
The third political factor, which M/s Esther Culture Eyebrows would be required to
consider, is the Government of Australia makes strong laws in areas like customer satisfaction
and financial transaction. For example, the Australian Competition & Consumer Commission
mandate companies to promote their goods and services legitimately. The body mandate the
companies to present authentic information while promoting their products (Accc.Gov.Au 2019).
Thus, the salon should while carrying out the coveted promotional campaign, post authentic
information about its services.
Economic factors:
The salon should consider the several economic factors while making its promotional
campaign. First all, the salon should consider the GDP of the Australia as a whole and Perth
while planning the campaign. The graph below shows that the gross domestic product of
Australia was $bn 1432.20 in 2018. The GDP of the country increased from $bn 1330.8 in 2017.
The Australian Broadcasting Corportaion mentions that the economic growth of the country is

4
ADVERTISEMENT
(Abc.Net.Au". 2019). As per as Perth is concerned, the GDP of Western Australia shows positive
trends. One can infer from the two graphs that the salon can expect to promote its services more
aggressively in order to gain access to larger consumer bases. One can also point out that since
the people of Australia including Perth consider salon services a necessity, M/s Esther Culture
Eyebrows would expect to receive consumers in large numbers even during the economic
downturns (Mitchell 2018).
Figure 1. Graph showing GDP of Australia
(Source: Tradingeconomics.Com. 2019)

5
ADVERTISEMENT
Figure 2. GDP of Western Australia (including Perth)
(Source: Jtsi.Wa.Gov.Au". 2019)
The second economic factor which M/s Esther Culture Eyebrows should take into
account while floating the digital campaign would be, financial channels present in Perth. This is
because the salon would requires to use online fintech channels to make and receive payments.
Availability of strong financial channels offered by the banks present in Australia can be credited
for the smooth flow of business in the salon. Thus, it can be established that salon is dependent
on the availability of financial channels for carrying out business in Perth.
Social factors:
The salon would come under several social factors while operating in Perth and while
planning the campaign. As already pointed out that increase of consciousness among the
Australians, especially the residents of the cities like Perth, has boosted the business of the salon.
Thus, it can be pointed out that salon while promoting its services on the digital platform should
stress on the necessity to take care of one’s beauty in order to attract more customers. The second
social factor which the impact the business of the salon and its campaign would be increasing
income among the people in Australia. The increase in the income among the people of Australia
has encouraged the latter to spend money availing premium beauty services in salon. It can be
pointed out that Esther Culture Eyebrows should promote its high priced services as a part of its
campaign.

6
ADVERTISEMENT
Technological factor:
The technological factor which would Esther Culture Eyebrows would consider while
floating the campaign in Australia would be the development of information and communication
technology. This is evident from the fact that the very platform which Esther Culture Eyebrows
would utilize to promote its products would be, the digital platform. This means that the very
success of the campaign would depend on the availability of internet connection in particular
areas. For example, cities like Perth have strong internet connection, which would enable several
viewers view the promotion of Esther Culture Eyebrows without any interruptions. The interior
places on the other hand may experience poor internet connections, thus inhibiting large number
of viewers view the promotion of the salon. Thus, it is evident that the promotion of the salon is
heavily dependent on the technological factors.
3. Current Marketing:
The current marketing campaign of Esther Culture Eyebrows consists of two channels
namely, the official website of the salon and the social media platforms like Facebook. The
official website of the salon provide information to the users about the two main services
namely, the hair treatment and eyebrow treatment services. The salon does not only advertise its
services on its official websites but also enables viewers to book appointments. The offer to book
appointments for beauty treatment online encourages customers to book appointments more
promptly. The very presentation of the website create a strong impression in the minds of the
viewers about the superior quality of service, which the salon can offer. However, it can be
pointed out that being an SME firm, the salon does not provide information about its
management and financial performance like public limited companies. The second platform,
which the salon uses to market its services, consists of the social media platforms like Facebook
and Instagram. The Instagram account of the salon promotes its services in the market using
taglines like, ‘Life is good when your brows are on point.’(Instagram.Com". 2019). The
statement creates a perception about the importance of brow polishing among men and women to
feel confident. However, just like its official website, the Instagram account of the salon gives
limited information to the users. Thus, it is evident that the salon uses its official websites and
social media platforms to promote its services at present.

7
ADVERTISEMENT
4. Conclusion:
The above discussion can be concluded by pointing out that the marketing strategies of
Esther Culture Eyebrows are average. The two channels of marketing namely official website
and the social media handles do provide information about the services of the salon to attract
customers. However, the lack of strategic information like management and financial
performance of the salon prevents the salon from creating the impression of credibility, which it
aims to create in the minds of the new customers. Thus, it is evident that Esther Culture
Eyebrows should launch a new promotional campaign based on Adword strategy.
5. Adword’s Proposed strategy:
The proposed ad word campaign strategy of Esther Culture Eyebrows as shown would
run on the allocated budget of AUD 500. The campaign as shown below would run for 14 days
divided into two parts containing 7 days each.
1 to 7 days 8 to 14 days
Session
Percent
of
budget
Group
Budget
for 15
days
Dailay
Budget
Percent
of
budget
Group
Budget
for 15
days
Dailay
Budget
Google Adwords 50%
116.666
7 10 50%
116.666
7 10
Total budget for 4
weeks 500
Number of campaigns and the focus for each campaign:
Esther Culture Eyebrows should aim to have a minimum of one campaign a day. The
focus of the campaign would be creation of demand among the customers to avail beauty
treatments. However, it must also be pointed out that since Australia has people from different
cultures, the campaign should not contain any aspect which might hurt the sentiments of
consumers from any culture. The focus of the campaign should also be creating the need of
among the existing customers of Esther Culture Eyebrows to avail the services of the salon
again. The focus of the campaign should be generating both new business as well as repeat
business.

8
ADVERTISEMENT
Keywords and negative keywords:
The keywords which Esther Culture Eyebrows could use in the campaign would be terms
like beauty and confident. The negative keywords would be words like black while referring to
the skin complexion of the consumers.
Text for at least two AdWords versions for an ad group:
The two texts are:
Great eyebrows for the beautiful you.
Because you deserve it!
Daily and weekly plans for spending their campaign budget:
The salon should spend on the daily camp again judiciously. It must ensure that its
expenses do not surpass A$ 500 allocated towards the campaign.
Network(s) for their AdWords ads:
Esther Culture Eyebrows should use the digital platform to promote its new campaign.
The advertisements of the salon should be available to veiwers on both laptops and smart phones.
Target audience settings:
The target audience of the campaign would be the people living in the cities. The
campaign should in particular aim the working class of people.
Ad serving options:
The ad serving options should be fixed by the management.
Keyword bidding:
The keywords bidding should be decided by the management.
Location targeting:
The location should be Facebook, Instagram and all other internet platforms.
Goals for impressions, clicks, CPC and CTR:
The goals for impression should be decided by the technical team.
Proposed success metrics:
The proposed success matrices should be increase in customer visits and profits.

9
ADVERTISEMENT
Other relevant information:
The salon should provide all relevant information to the viewers.

10
ADVERTISEMENT
References:
"Abc.Net.Au". 2018. Abc.Net.Au. https://www.abc.net.au/news/2018-09-05/economics-of-
beauty-industry/10182320.
"Abc.Net.Au". 2019. Abc.Net.Au. https://www.abc.net.au/news/2019-06-05/australian-economy-
slows-to-levels-last-seen-in-gfc/11180688.
"Accc.Gov.Au". 2019. Accc.Gov.Au. https://www.accc.gov.au/accc-book/printer-friendly/29527.
"Estherce.Com.Au". 2019. Estherce.Com.Au. https://estherce.com.au/.
"Instagram.Com". 2019. Instagram.Com. https://www.instagram.com › esthereyebrow.
"Jtsi.Wa.Gov.Au". 2019. Jtsi.Wa.Gov.Au.
https://www.jtsi.wa.gov.au/docs/default-source/default-document-library/wa-economic-profile-
0918.pdf?sfvrsn=ee0d721c_4.
"Perth.Wa.Gov.Au". 2019. Perth.Wa.Gov.Au. https://www.perth.wa.gov.au/.
"Tradingeconomics.Com". 2019. Tradingeconomics.Com.
https://tradingeconomics.com/australia/gdp.
Chen, Youxie, Maner Wang, and Yuang Xu. "The Current Situation and Measures of Cross-
Border E-Commerce in Cosmetics Industry: Case Study of Company ABL." Open Journal of
Business and Management 6, no. 02 (2018): 265.
Dfat.Gov.Au. 2019. Dfat.Gov.Au. https://dfat.gov.au/geo/united-states-of-america/Pages/united-
states-of-america-country-brief.aspx.
Mitchell, Sue. 2018. "Afr.Com". Afr.Com. https://www.afr.com/companies/retail/why-the-65b-
beauty-market-is-booming-its-not-just-the-lipstick-effect-20181116-h17zya.