Paid Search Sangha Park
Search Overview • Inspire Midwest Parents to subscribe to Netflix ! • Target every stage of consumer behavior! • 90%/10% budget allocation to Google/Bing! • Exclusively Non-Branded (no “Netflix” keywords) ! • KPI: CTR, Free Trials Initiated ! • Click through to various genres/pages of www.Netflix.com/Kids
Campaign Breakdown
Family Activity “What should we do tonight?”
Movie Activity “What movie should we watch?”
Movie Specific “Where can we watch this movie?”
Ad Group Breakdown • Non-Movie Activity!
• Family Game Night (e.g. “family game night ideas”, “family game ideas”) ! • Family Activities (e.g. “family evening activity ideas”, “weekday evenings with family”) ! • Winter Activities (seasonal) (e.g. “holiday family activities”, “Christmas family activities”) !
• Movie Activity !
• Family movie (e.g. “family movies”, “family movie list,” “family movie guide”) ! • Movie night (e.g. “family movie night ideas”, “kids movie night recommendations”) ! • DVD (e.g. “family movie dvd rentals”, “kids movie dvd”) !
• Movie Specific !
• Kids Movies (e.g. “Disney movies”, “Pixar movies”) ! • Family Movie Titles (e.g. “Parent Trap”, “Karate Kid”)
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