Select either Scenario 1 or Scenario 2 or Scenario 3
Scenario 1: James Cook University has created a webpage for the Bachelor of IT course https://www.jcu.edu.au/courses-and-study/courses/bachelor-of-information-technology. The Head of IT Discipline is commissioning you to provide professional advice to improve their webpage for search engine optimization and prepare a plan for Google AdWords Search Network Campaigns. With a budget of USD$250, they ask you to design a 3-week AdWords marketing plan for them.
Scenario 2: Sunshine Yoga Center is a new yoga center in Sydney. The owner of the center has created a website for the business http://3401demo.wix.com/yoga. The center is commissioning you to provide professional advice to improve their website for search engine optimization and prepare a plan for Google AdWords Search Network Campaigns. With a budget of USD$250, they ask you to design a 3-week AdWords marketing plan for them.
Scenario 3: If you have a client (from your workplace or volunteering organization), assume that they are commissioning you to provide professional advice to improve their website for search engine optimization and prepare a plan for Google AdWords Search Network Campaigns. With a budget of USD$250, they ask you to design a 3-week AdWords marketing plan for them.
Task:
You will prepare a written proposal (maximum 4 pages) containing
i. A brief overview of the business
ii. Your suggestions to improve the search engine & user’s friendliness of the website
iii. Your Google AdWords Strategy for the website, the timeframe of the Google AdWords campaigns is 3 weeks and the budget is UD$250.
Part iii is designed with reference to the Google Online Marketing Challenge, you may reference to the winner’s pre-campaign here http://www.google.com.hk/onlinechallenge/past/winners-2016.html
Proposal Template
A. Business Profile
- Name of the business
- Products/services offered
- Characteristics of potential customers
- Potential benefits/aims of having a website for this business
B. SEO and User Friendliness
- Explain why the current website is not search engine and user friendly
- Give a list of specific and actionable suggestions, how you will make the website search engine and user friendly. Be specific and details related html code
o Format of an unsatisfactory suggestion: “Add a meaningful title to each page”
o You need to describe exactly how you will implement it.
o Format of an exemplary suggestion: Modify the value of tittle tag of the home page of the website to Sunshine Yoga Center, <title>Sunshine Yoga Center</title>.
C. Proposed AdWords Strategy (about 2 pages)
Based on an analysis of the business and content available in the website, you will craft an appropriate AdWords Strategy and metrics for 3 weeks of Google AdWords campaigns for the website. The proposed strategy should include:
- Number of campaigns and the focus for each campaign
- Keywords and negative keywords
- Text for at least two AdWords versions for an ad group
- Daily and weekly plans for spending the campaign budget (US$250)
- Network(s) for their AdWords ads
- Target audience settings
- Ad serving options
- Keyword bidding
- Location targeting
- Aims for impressions, clicks, CPC and CTR
- Proposed success metrics
D. Appendix & Reference
- Reference to sources of any statistics and claims used in this report.
- Use APA referencing style http://libguides.jcu.edu.au/apa.
