Objective

Based on what you have learned about SEM and planning for SEM campaigns, you will choose a company that is already utilizing paid search engine ads and plan a strategy for their next campaign. Note: Some of the activities you will do throughout the course will help you to research and gather the information you require for this final Case Study Assignment. Take your activity results and use them to complete this assignment.

Follow these steps to complete your Assignment:

1. Find a Keyword: Choose an industry you would like to do your case study in and conduct keyword research (using tools like ubersuggest.com, SEMRush, BuzzSumo.com etc) to find a keyword that is highly competitive and has a high search volume.

2. Find a Company: Search this keyword in Google and select one of the ads/company's that have paid SEM ads at the top of the SERP.

3. Case Study Research: Research the ad and the company itself to learn more about who they are and what they offer.

4. New SEM Campaign Strategy: Based on your research findings, select a different product or service than they advertised previously, and plan a new SEM campaign strategy for this company

Be sure to include:

Summary of strategy

At least one Goal (SMART goal)

Timeline

Keyword strategy (include keyword matching options)

Target Audience

Actual Ad details/ad copy as it would appear on the SERP

How you would track and measure success