Posted by Michael Stanczak, Account Manager
Paid search is a critical piece of a successful new product launch. Here are the steps to ensure that your paid search campaign is aligned with your overall product launch marketing strategy:
Step 1- Keyword Research
When launching a new product line, it’s important to start planning your paid search campaign well before the launch. The first step is keyword planning, which involves taking a comprehensive look at the market for the product, industry trends, competitive Web sites, terms potential competitors are bidding on, and how your target consumers are talking about similar products on social networking sites like Twitter and Facebook.
Step 2- Define the Budget and Keyword List
The initial research will produce a list of potential keywords that then need to be broken up into brand keywords and product specific keywords. Once campaign spend levels are planned out, possible CPCs for the new product terms must be calculated. The keyword list must be consistent with how the retailer is marketing the new product in other channels. Paid search spend levels and keywords should cross executive management’s desk to ensure consistency across channels. It may take a few rounds of revisions to create a keyword list that optimizes both campaign budget and visibility for the new product.
Step 3- Build the Campaign Structure
After the keyword list is created, a specific campaign structure needs to be built based on the site taxonomy of the new product pages that will be launched on the retailer’s Web site. Since these new product pages are not yet live, the campaign structure must be created based on pre-launch materials like page mock-ups. This helps to create relevancy between keywords, copy, and the new landing pages, thus setting the campaign up to achieve good Quality Scores from the onset.
Step 4- Copy Development
The next step is to partner with the retailer’s copywriting team for copy development. One thing that’s very helpful in new product paid search copy development is the “hang tags” for the new product. The “hang tags” are basically what would hang off the product on a tag at the physical store location. Using the description on the “hang tags” to influence paid search copy helps create an integrated marketing strategy and consistent messaging around the product launch.
Taking the time to integrate plans for other marketing channels with a paid search campaign for a new product launch gives the retailer the best chance to capture and convert the buzz around the product launch. For instance, consumers often see a TV commercial or print ad for a product and then go to Google to learn more. Consistent messaging across channels helps brand the new product in the mind of the consumer and reinforces important new messaging around that product.