Scenario : 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 (minimum 4 pages) containing

1. A brief overview of the business
2. Your suggestions to improve the search engine & users friendliness of the website
3. 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.

See the proposal template.

Submission

1. A single Word document of the proposal. Use the template provided.

Proposal Template

1. Business Profile

• 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 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
• 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, .

1. 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 2 campaign and should have the following structure:

• 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 the AdWords ads
• Target audience settings
• Ad serving options
• Keyword bidding
• Location targeting
• Aims for impressions, clicks, CPC and CTR
• Proposed success metrics

1. Reference

• Reference to sources of any statistics and claims used in this report.