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. More Details

https://get.google.com/onlinechallenge/

See page 2 for the proposal template.

Submission

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

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

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, .

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 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

D. Reference

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

.   Use APA referencing style http://libguides.jcu.edu.au/apa.