The Heavy Chef Project

From Andy:



OK, now I’ve looked at the site, I need something more from you before I can get cracking.



What I need is a complete list of paintings for one of the artists (or as complete as possible). Ideally, this artist would also have had replicas made that are highly visible on the site (e.g. Gauguin) so that people (in the PPC demo) can see that paintings have already been done for that artist. I got a bit confused on the site because I felt as if I could click on an artists name (e.g. Gauguin) and I’d see pictures of all their art (originals) - then I could decide whether I wanted a reproduction. Yes, I’d likely know about the picture I wanted reproduced but if someone typed in a phrase such as ‘Gauguin reproduction’ then they’d want to see all the pictures available to choose from.



At the very least, even if they’re not listed on the site, I still need a list of paintings by one artist so that I can set up the PPC accordingly. It WOULD be much stronger though if those original paintings were portrayed on the site - especially if I could link directly into the page for each artist and from that page there would be calls to action. “Ah, I can see lots of Degas pictures here - now, how do I get a reproduction and what does it cost? Ah, I click on this nice call to action here”.



Slight issue - all examples are 2006 except that Renoir - I know it’s there to depict the first painting but the 5 year gap then implies that nothing was done inbetween, which implies that if someone wanted a painting reproduction that there could be delays from order to gaining their picture. If it was me, I’d take that Renoir off the main portfolio page so that it then shouts out “look how many have been produced in the past year!”. This gives people more reason to buy.



Delivery - nice bit of text but it would also be wise to give an indication of pricing of delivery (although it’s small compared to the picture costs), plus some reassurance about what happens if a picture got damaged in transit (i.e. there needs to be some sort of insurance) - potential clients may not buy apicture if they think that thousands would be down the drain if it got damaged en route and there was no insurance in place.



PPC focus - ok, I’m going to focus on one artist, and you’ve got a choice:



1. Target the campaign just within S.A. at 100 for the month - this would result in slower impressions and clicks but the “S.A” currency etc. on the site would convert better.



2. Target the campaign internationally at 100 for the month - lots of impressions and clicks and almost the fastest way to build traffic. Cons are that people may be put off by the S.A emphasis of the site.



3. Target the campaign within S.A. or internationally at a higher rate but only run it for a week - i.e. we allow 400 for the month but pause the campaign after a week, once 100 has been spent (if it has). This allows you to get results faster because Google thinks you’ll keep the campaign up all month when you won’t. This way the second posting to Heavy Chef could be about a week after the initial one.



Another question - shall I put ‘from’ pricing in the adverts in PPC and would I use Rand or ? Think about the focus of the campaign (local or international). My feeling is that if you took option 3 above and focused on S.A. only at an allowance of 400 for the month, you MAY have had enough clicks in a week to go through 100. This would allow us to put Rand in the advert which achieves two goals:



1.Local people see local currency

2. People see indicative pricing so hopefully won’t click if they immediately see the minimum R2500 is out of their price range (so saving click costs).



From a “PPC testing” perspective, this would make most sense - keep it local and very targeted to then judge what you’ve gained from the clicks, learn by the experience and then adapt the campaign further. We know for sure that if you stick with Rand on the adverts but make it international there’ll be confusion because people won’t know that Rand converts downwards like that - therefore many people wouldn’t click if they see figures such as R2500, thinking it’d translate to thousands in English etc. That’s a tricky one!



What would likely work best is to learn by the first PPC push, expand the campaign to all artists (in S.A. only) and then consider the next steps.



Plenty for you to feed back on there Mike - especially choosing an artist and coming up with their list of paintings I can optimise for. Over to you!