Pre campaign document for 2008's google challenge competition. Two pages in egnlish for describing client and aimed goals for the forthcoming three weeks advertising campaign.

1. Business and market analysis
Our customer is Roberto Lombardo, owner of site 3DMansion.it. Site's contents mainly
consist of a webzine, collecting different themes' issues about digital graphics, videogames
and architecture. The magazine has a two-monthly rhythm, available for free to registered
users, and it's the only italian online magazine focused on topics rather that on specific
software. The reference market is the magazine specialized in digital technology, and it
places in computer graphic category. Our target is composed by entry level (60%), insiders
(20%), freelancer and employs (20%), mostly men aged from 25 to 35 years, working in
graphic domains. The main competitor on web for 3D Mansion is the american webzine 3D
Creative.
The entire site stands as a showcase for the magazine, but there are also a forum and a
newsletter. We detected various usability matters in surfing the site, so we are resting on
magazine's contents and users' partecipation through the forum. The link popularity is 4, and
most frequent keywords for users coming from google are: Grafica 3d magazine, Scarica
gratis v-ray, download free vray : la guida completa. The current homepage pagerank is 4/10.
No offline campaign has been started so far, and online advertising usually take place with
link and banners displayed on friendly websites. 3D Mansion is keeping monitored with
“AlterWind log analyzer”, and since the half of February 2008 until now we got: 14.331 total
visitors, 238,850 average visitors per day, 6:59 min. average time spent, 4240 total unique ips
and 319 pdf download. Through Adwords we're gonna attempt to increase the magazine's pdf
downloads and the partecipation in the forum. This last goal will be estimated through several
markers such as number of registered users, posts and average time spent on the forum itself.
AdWords Strategy
We split our overall ads in five groups, four of them representing each one of the main topics
of the magazine: tutorial, hardware reviews, cinema (short and movies), videogame. We left
another group of ads for promoting the website and other initiatives. Each group contains 3
ads, each based on the same keywords. The latter had been choosed considering the contents
of the magazine offered by the site. So the same criterion used for creating ad groups, helped
us getting about 15 keywords for each of them. Though non stated here, we scheduled a set of
negative keywords to low down impressions of some generic keywords. We hope so to raise
up our Ctr and gain more valuable clicks. The underneath chart shows some of the keywords
for each group, and further down two ad texts. Our target is restricted to Italian users and
language, and we don’t feel yet like distinguish between graphic’s fan composing our

2. audience, in part because we cannot know who is to access the site, but also because we
believe in the approach of the magazine being interesting to all of them.
Google AdWords Keywords
Adgroup 1: Adgroup 2: Adgroup 3: Adgroup 4: Adgroup 5:
Promo Videogame Tutorial Cinema Hardware
webzine grafica 3d modelli 3d grafica 3d Ratatouille Mouse Logitech
webzine 3d texture 3d grafica 3d news Final Fantasy VII apple iphone
webzine grafica empire earth cg news Cinema animazione
3d Fotocamera Nikon
magazine grafica videogiochi grafica segreti grafica 3d io sono leggenda
3d 3d Skype phone
magazine 3d grafica Empire Earth Tutorial 3d silent hill
III Mouse g5
magazine grafica Forbidden Siren Guida 3d Corti in GC Ati fire gl
interviste 3d grafica videogiochi recensioni 3d Pixar Animation
Studios Firegl v7350
Ads’ Texts
Adgroup 1: Adgroup 2: Adgroup 3: Adgroup 4:
Promo Videogame Tutorial Cinema
3D Mansion Game art e Videogiochi Texturing e Rendering Cinema d'animazione 3D
Interviste, recensioni, tutorial Da Gino il pollo a Empire Earth 3, Tutorial, guide, recensioni Final fantasy, Ratouille, scopri i
i professionisti del 3D su: impara a sviluppare modelli 3d segreti del cinema 3D su:
www.3dmansion.it/ www.3dmansion.it/ il mondo del 3D su: www.3dmansion.it
3D Mansion Webzine 3D Enviroment e Texture www.3dmansion.it
Vray Cortometraggi in 3D e 4D
Scarica gratis il nuovo Game art e news sulla grafica dei Scopri le ultime frontiere Scopri come sono fatti e come
numero in .pdf su: videogiochi più famosi! Sbircia su: della grafica 3D su: creare corti in grafica 3D e 4D su:
www.3dmansion.it/ www.3dmansion.it/ www.3dmansion.it
Adgroup 5: Hardware
Recensioni cellulari Recensioni schede video
Schede tecniche, smart phone e info Speciale ATI CrossFire, GForce 6600
su cellulari iphone e skype phone e altri componenti. Online ora su:
www.3dmansion.it/ www.3dmansion.it/
Since we noticed no difference in website traffic between whole week, we decided to provide
ads in automatic rotation without daily distinction. We did see instead a very different traffic
in several hourly time slots, therefore we planned to gather our ads during 12-15 and 20-23
slots. That's why we did not diversify our budget, at least not in the very first term, and opted
for a 9$ daily / 63$ weekly spent. Moreover, automatic rotation will involve ads groups too,
except for the promo group that will be shown during all time of campaign. Our goal for
clicks is to let our business retrieve most of the users gone lost for February’s server failure.
As the site’s owner states he had about 800 visitors/day untile then, we’d like to reach that
number by getting 25 clicks per day. We tested all our keywords with adwords tool, and
found that paying for them 0,35$ as cpc (daily budget divided by requested clicks), we could
even more click. That’s why our cpc for content network is fixed on 0,35$ too. As metrics,

3. we will try to detect a rise in registrations, magazine’s downloads, average time spent on the
forum and full amount of users posts.