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Fifty Shades of Nails

PPC

Taking Advantage of Events

[vc_row][vc_column width=”3/4″][vc_raw_html]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[/vc_raw_html][text_output]In this case slightly more literally than normal! With the 50 Shades of Grey film launch being talked about everywhere, we’ve pulled together a small campaign to capitalise on it. One of our clients, Feel Unique, stock a nail polish range that is 50 Shades Of Grey branded. Take a look at our efforts below:[/text_output][image type=”none” float=”none” info=”none” info_place=”top” info_trigger=”hover” src=”5670″][text_output]Some thoughtful creative, a very controlled keyword list and some clever automated bidding rules (in case traffic gets a bit too much) should help us drive interested traffic to the site and pick up people who maybe have never heard of the brand before. Branding, DR, tongue-in-cheek advertising. Just what the internet was made for![/text_output][text_output]

The Results

We took two approaches to getting coverage for the Fifty Shades film. Firstly using only exact match and a limited keyword list for film related terms so we wanted to make sure that we didn’t spend too much across the activity. We also knew that the CPCs could be quite costly as we’d need to be in a high position on the SERPs and it’s likely we’ll be competing with other advertisers trying to do the same thing – like these guys (NSFW! fiftyshadesofdating.co.uk). Secondly, we created a much larger keyword list that covered misspellings of the film which would have a cheaper CPC. Although lower volumes of search traffic these terms were 34% cheaper than the exact match variants.
Overall we drew 35 clicks to the site over the weekend but more importantly we delivered over 13,000 impressions which meant we managed to get the client’s brand out there to people who may never have heard of them before.
We also managed to drive 2 orders off the back of the activity which is a very nice and slightly unexpected bonus!

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