hornung2323

Hi all! I've been snooping around Wickedfire for a few weeks now. I'm new to this "game" so I decided the best way to get my feet wet was to run a mock campaign. Below you will see the step-by-step process I went through to developing my very first campaign. Please critique the hell out of it and solve any issues you think I didn't touch on. I will be adding to it as I feel necessary to progress through the learning curve. Feel free to PM me.

Campaign Project # 1 Started 5/19/08


I've decided to streamline my decision process for creating an entire campaign just this one time so I get a good general idea of the process. I have chosen "Anxiety and Panic Attacks" I have based my decision on very little research into whether this is profitable or not. The purpose of this campaign is solely for learning purposes. I will hold it to a real certainty this will not generate any money. Hopefully it will act as a tool for learning about how to compose and do these campaigns.

The product I will be marketing is Panic Away Official Site -Treat Panic Attacks and Anxiety this is the companies pre-made landing page. I will be redoing this landing page to get a better feel of the process (and hopefully to make a better page than them!).

To start off this project I will try to stick to a plan for implementing my campaign. Outlined as follows...

Step 1 Develop Plan

Step 2 Research - Check Forums, Break up Market, Look up Competition, Keywords

Step 3 Identify my Target Market, Understand there Needs, Develop Solution for Target, Look for Differentiation Points from Competitors

Step 4 Conduct Keyword Research

Step 5 Create a Landing Page based around target market needs, keywords, and differentiate

Step 6 Launch Webpage

Step 7 Create Adwords Campaign

Step 8 If I run the campaign, monitor it, and interpret data and revise


Step 1. This step was completed above.
Step 2. Note: I am skipping broad exploratory research since I already have picked out my affiliate for this campaign. I will start my research on a much narrower approach.

Learning About the Panic/Anxiety Consumer

Sources:

Anxiety Forum :: View topic - this really helps alot!
Social Anxiety Forum

Types of Anxiety..

Generalized Anxiety Disorder
Obsessive Compulsive Disorder
Panic Attacks and Panic Disorders
Phobias
Separation Anxiety
Social Anxiety / Social Phobia



Discussions:
-Happy thoughts
-quitting smoking
-coping with anxiety
-people looking for cure
-people asking for advice
-healthy eating
-lonely
-depression
-tired
-social anxiety
-solutions

Most of the people on these forums are seeking advice, solutions to their particular type of anxiety or anxiety inducing events.

Keyword Trends on google.com/trends
Keywords: Anxiety, Generalized Anxiety Disorder, Obsessive Compulsive Disorder, Panic Attacks, Panic Disorders, Phobias, Separation Anxiety, Social Anxiety, Social Phobia, Phobia

Results for the first 5.
http://google.com/trends?q=Anxiety%2C+G ... all&sort=0

Results for the last 5.
http://google.com/trends?q=Phobias%2C+S ... %2C+Phobia

From this data it's quite clear at first how large the anxiety search is relative to the long drawn out disorder names. Perhaps it would be better to separate these topics a bit better.

I'm going to include the web page results from the general google searches to find out a little bit more about whats out there.
Search Terms
Anxiety - 57 million
Generalized Anxiety Disorder - 8 million , 1 adsense ad
Obsessive Compulsive Disorder - 2.4m, 3 ads
panic attacks - 3.4m 8 ads
panic disorders - 3.2m 8 ads
Phobias - 4.5m 0 ads
Separation Anxiety - 1.4m 2 ads
Social Anxiety - 3.3m 8 ads
Phobia - 1m 8 ads

Just something I found funny probably on account of my newbness, is that phobias has 0 ads. Is it because this is too expensive? Does this traffic not convert?

Another problem I am seeing is that I cannot easily tell if this is profitable. How do things factor in such as competition? I've read several posts where they say to be weary of keyword searches without ads on them (they might not be profitable).

Step 3.

My target audience is people looking for solutions to their on going anxiety issues. It seems like this group of people would be quite desperate to try out different approaches in resolving their problems. I am marketing a solution to those problems with Panic Away. This system will eliminate their panic related issues. I will end up making multiple landing pages or making my pages dynamic to reflect keywords searched.

Satisfying my Targets Needs: I will tell them how to (cope, get help, learn, cure, relieve) there anxiety.

I will sell them that my product (Panic Away) can (eliminate, cure, reduce, relieve) their symptoms.

"Do you...
- have erratic breathing?
- continually fear another anxiety attack?
- feel uncomfortable in x situation (perhaps used as multiple points)
- Deal with uncontrollable anxious thoughts on a daily basis?
"
After reviewing my campaign that I picked for this particular exercise I realized I could use excerpts from the companies already established landing page. So I will adopt a good deal and build on what they say.

Step 4.

For my first time looking for keywords in my campaign I will develop them around my target market. I will base my keywords for this campaign around the research I've gathered and the target customer I specified above, remembering to use keywords that will hopefully convert. The tool I will be using for this exercise is the google adense keyword tool.

My first question when consider these keywords is in google they list "Advertiser Competition" and "Search Volume" how should I make use of this data in optimizing my keyword selection?

My first broad search in the google keyword tool was: Anxiety

"anxiety treatment" seemed like a good place to start on my first keyword category because it implied they were looking for a solution to anxiety
After searching anxiety treatment long words I came up with several more refined niches under the category. However as I mentioned above I'm worried about how to pick these. Should I worry about Competition and Search Volume? If I should, how do I go about interpreting that data?

natural anxiety treatments
natural treatments for anxiety
natural treatment for anxiety
anxiety natural treatment
anxiety self treatment

I then decided to add to these with a phrase builder with the different types of anxiety disorders I found from my research.

natural anxiety treatments Generalized Disorder
natural anxiety treatments Obsessive Compulsive Disorder
natural anxiety treatments Panic Attacks
natural anxiety treatments Panic Disorders
natural anxiety treatments Phobias
natural anxiety treatments Separation
natural anxiety treatments Social
natural anxiety treatments Social Phobia
natural treatments for anxiety Generalized Disorder
natural treatments for anxiety Obsessive Compulsive Disorder
natural treatments for anxiety Panic Attacks
natural treatments for anxiety Panic Disorders
natural treatments for anxiety Phobias
natural treatments for anxiety Separation
natural treatments for anxiety Social
natural treatments for anxiety Social Phobia
natural treatment for anxiety Generalized Disorder
natural treatment for anxiety Obsessive Compulsive Disorder
natural treatment for anxiety Panic Attacks
natural treatment for anxiety Panic Disorders
natural treatment for anxiety Phobias
natural treatment for anxiety Separation
natural treatment for anxiety Social
natural treatment for anxiety Social Phobia
anxiety natural treatment Generalized Disorder
anxiety natural treatment Obsessive Compulsive Disorder
anxiety natural treatment Panic Attacks
anxiety natural treatment Panic Disorders
anxiety natural treatment Phobias
anxiety natural treatment Separation
anxiety natural treatment Social
anxiety natural treatment Social Phobia
anxiety self treatment Generalized Disorder
anxiety self treatment Obsessive Compulsive Disorder
anxiety self treatment Panic Attacks
anxiety self treatment Panic Disorders
anxiety self treatment Phobias
anxiety self treatment Separation
anxiety self treatment Social
anxiety self treatment Social Phobia

So this would be one group of keyword phrases that I could create. Now I could add more alternatives besides just "natural treatment" for example "treating anxiety" "anxiety cure" "overcoming anxiety" "treating anxiety attacks". My question is should I?

hornung2323

So this would be one group of keyword phrases that I could create. Now I could add more alternatives besides just "natural treatment" for example "treating anxiety" "anxiety cure" "overcoming anxiety" "treating anxiety attacks". My question is should I?

Step 5.

For my designing my landing page I downloaded a free trial of Dreamweaver CS3. I am no design expert and want a somewhat professional non time consuming page to develop. I decided to download a few free templates from Open Source Web Design - Download free web design templates.

Something I thought of as a possible issue the clickbank affiliate hoplink links to the advertisers pitch page. So therefore if I were to create this website I would link to <a href="http://hornung232.panicaway.hop.clickbank.net/" target="_top">Click Here!</a> which would then in turn repeat the same marketing campaign speach. Now as I see this I can take this two ways. 1.) I could design a website that recommends this particular product and then links to this companies pitch page or (2) I could create my own pitch page and somehow then link to the buy page. Is option 2 possible? If it is how would I get a referral?

For the time being I will draw the conclusion that option 2 is not possible and I will only give a brief overview of the product then link to the main pitch page.

I have created a very simple landing page that definitely could use some revision. For the time being however, I wanted to expedite the process since this is only a learning exercise. I will probably spend more time in the future on this page after I learn insights to my question above.

Step 6.

I've created a sub domain on my testbed for projects the particular address to this project's landing page is Cold Day-A simple Template for you to use

Step 7.

I will be simulating possible campaigns for the keywords I listed above. At the moment I cannot do this process until I set up my Adwords account. I'll end up doing it tomorrow.