E-Strategic Management

CP5636(30%, Individual)

Due: Week 7, Friday 5pm

Assessment 1

SEO and Google AdWords Campaign Strategic Proposal

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 webpagefor 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.

Scenario2: 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.

Internet of Things

Task:

You will prepare a written proposal (maximum 4 pages) containing

1. A brief overview of the business
2. Your suggestions to improve the search engine &user’s friendliness of the website

• 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

COIT 20252 Business Process Management

Submission

1. A single Word document (.doc or .docx) of theproposal.

The business plan should use the following formatting: 12-point Times font, 2.54cm/1in page margins, A4 paper, left-justification, 1.5 line spacing. Do not use footnotes; incorporate all material within the body of the business plan. Keep all Tables and Figures within the stated 2.54cm/1in page margins and the text in any Tables and Figures should be no smaller than 10-point Times.

Resources:

Useful tools for market and consumer research https://www.thinkwithgoogle.com/tools/

Proposal Template

ECO82001 – ECONOMICS AND QUANTITATIVE ANALYSIS

1. BusinessProfile

• Name of the business
• Products/services offered
• Characteristics of potential customers
• Potential benefits/aims of having a website for this business

1. SEO and User Friendliness

• Explain why the current website is not search engineand user friendly
• Give a list of specific and actionable suggestions, how you will make the website search engineand user friendly. Be specific and details related html code

• • Format of an unsatisfactory suggestion: “Add a meaningful title to each page”
  • You need to describe exactly how you will implement it.
  • 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>.

1. Proposed AdWords Strategy (about 2pages)

Based on an analysis of the business and content available in the website, you will craft an appropriate AdWords Strategy and metrics for 3 weeksof Google AdWords campaigns for thewebsite. 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

BSBWRK510 Manage employee relations

1. Appendix &Reference

• Reference to sources of any statistics and claims used in this report.
• Use APA referencing style http://libguides.jcu.edu.au/apa.