Campaign Plan for Google Ads: Promotion of Miyamoto Shop (Anime Printed Clothing)Campaign Objective:

The primary goal of this campaign is to increase sales of anime printed t-shirts across Mexico. The focus will be on positioning Miyamoto Shop as a recognized brand among anime enthusiasts and young people seeking unique and stylish clothing. The campaign will prioritize direct sales through the website and strengthen the brand's online presence.

1. General Google Ads Strategy:

The campaign will be structured across three main types of ads to reach different segments of the target audience:

Search Network: Text ads targeting people actively searching for anime clothing, specific t-shirt designs, or pop culture products.
Display Network: Graphic (banner) ads shown on websites related to anime, fashion, and pop culture, aimed at generating brand awareness.
YouTube: Video ads showcasing the clothing collection in everyday situations or highlighting the most popular designs, targeting users who consume anime-related content.

2. Target Audience Definition:

Demographics:
- Age: 18-35 years old (young adults who consume anime and fashion).
- Gender: All, with a slight inclination towards males (due to the popularity of anime series with male protagonists).
- Location: Throughout Mexico, with emphasis on large cities like Mexico City, Guadalajara, Monterrey, Puebla, Cancun.
Interests:
- Anime, manga, and Japanese culture fans.
- People interested in urban fashion and themed clothing.
Online Behavior:
- Active users of platforms such as Instagram, YouTube, Twitter, and Reddit, which are popular among anime fans.

3. Campaign Structure:Search Campaign:

Keywords: High-intent keywords will be used to target people actively searching for anime clothing or related products, such as:
- "anime t-shirts"
- "anime clothing Mexico"
- "manga t-shirts"
- "geek fashion"
- "anime printed shirts"
Bidding Strategy:
- CPC (Cost per Click), focusing on conversions and direct sales. The goal will be to optimize for an efficient CPA (Cost per Acquisition).
Text Ads: Ads will be written to highlight the uniqueness and style of the shirts, such as:
- "Buy your anime t-shirt at Miyamoto Shop. Unique style and delivery across Mexico!"
- "Exclusive anime clothing. Original designs of your favorite series! Shop online."
Ad Extensions:
- Sitelink Extensions: Direct users to specific product pages like "See Collection", "Special Offers", "New Arrivals".
- Call Extensions: Allow customers to call directly for inquiries.

Display Network Campaign:

Targeting:
- Topic Targeting: Websites related to anime, video games, Japanese culture, and alternative fashion.
- Location: Mexico.
- Interests: Anime fans, manga readers, cosplay, geek culture, and urban fashion enthusiasts.
Visual Ads:
- Design banners with appealing images of t-shirts featuring popular anime characters, emphasizing the quality and originality of the designs.
- Examples:
  - Banner 1: Image of a t-shirt featuring an iconic anime character with the text “Your favorite anime, now on your shirt!”
  - Banner 2: “Buy now! Unique anime t-shirts for fans, delivery across Mexico.”
Bidding Strategy: Use Enhanced CPC to maximize conversions while keeping costs in check.

YouTube Campaign:

Objective: Promote anime t-shirt designs in video ads directed at anime fans.
Video Ad Types:
- TrueView In-Stream Ads: Ads that play before other YouTube videos.
- TrueView Discovery Ads: Ads that appear as suggested videos on YouTube, targeting users searching for anime-related content.
Creative:
- Videos showing an “unboxing” or review of an anime t-shirt.
- 15-30 second short videos highlighting key collections with a clear call to action: "Shop now at Miyamoto Shop."
Targeting:
- Interests: Anime fans, manga readers, cosplay, geek culture.
- Demographics: Young adults 18-35 years old.
- Contextual Targeting: Show ads on YouTube videos related to anime, anime product reviews, and geek culture channels.
Bidding Strategy:
- CPV (Cost per View): Pay only when a user watches the full video or engages with it.

4. Remarketing Strategy:

Remarketing Campaign: After users visit the website or interact with Display ads, a remarketing campaign will be run to increase conversion likelihood.
Remarketing Segments:
- Users who viewed specific products but did not make a purchase.
- Users who interacted with YouTube videos but didn’t visit the site.
Personalized Ads: Show ads for related products or items they added to their cart, with a message like “Don’t forget your favorite anime t-shirt!”

5. Metrics and KPIs:

CPC (Cost per Click): Measure the efficiency of search ads.
CTR (Click-Through Rate): Assess the effectiveness of Display and Video ads.
CPA (Cost per Acquisition): Measure the cost per sale or conversion.
ROAS (Return on Ad Spend): Measure the economic performance of the campaign.
Conversion Rate: Analyze the percentage of users who made a purchase after clicking the ads.

6. Budget:

A monthly budget of $30,000 MXN is recommended for distribution across Search, Display, and YouTube campaigns. This will allow a steady flow of qualified traffic and generate both awareness and conversions.

7. Campaign Calendar:

Duration: The campaign will run for 3 months, with weekly optimizations based on performance.
Special Offers: Take advantage of key dates such as Children’s Day, Anime Conventions, and Buen Fin for exclusive offers and promotions.

Alan David Gutiérrez Ruiz

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