Please see attached files and template for exact details. Please read carefully and follow Marking Rubrics guide, thank you.
CP3401 & CP5636 (30%, Individual Work) Assessment Item 1 SEO and Google Ads Campaign Strategic Proposal Due: Week 7, Sunday 11/09/
[email protected] 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 optimisation and prepare a plan for Google Ads Search Network Campaigns. With a budget of $400, they ask you to design a 3-week Ads marketing plan for them. Scenario 2: Sunshine Yoga Centre is a new yoga centre in Sydney. The owner of the centre has created a website for the business (http://3401demo.wix.com/yoga). The centre is commissioning you to provide professional advice to improve their website for search engine optimisation and prepare a plan for Google Ads Search Network Campaigns. With a budget of $400, they ask you to design a 3-week Ads marketing plan for them. Scenario 3: If you have a client (from your workplace or volunteering organisation), assume that they are commissioning you to provide professional advice to improve their website for search engine optimisation and prepare a plan for Google Ads Search Network Campaigns. With a budget of $400, they ask you to design a 3-week Ads 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 Ads Strategy for the website, the timeframe of the Google Ads campaigns is 3 weeks and the budget is $400. Part iii is designed with reference to the Nonprofit Marketing Immersion (formally Google Online Marketing Challenge). More Details, see https://www.google.com/grants/get-help/nonprofit-marketing-immersion/ 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, see 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 · 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 Centre, Sunshine Yoga Centre. C. Proposed Ads Strategy (about 2 pages) Based on an analysis of the business and content available on the website, you will craft an appropriate Ads Strategy and metrics for 3 weeks of Google Ads campaigns for the website. The proposed strategy should include 2 campaigns and should have the following structure: · Focus for each campaign · Keywords and negative keywords · Text for at least two Ads versions for an ad group · Daily and weekly plans for spending the campaign budget ($400) · Network(s) for the Ads 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 IEEE referencing style, see http://libguides.jcu.edu.au/ieee. CP3401 Assessment 1 5 Marking Rubrics: Criteria High Distinction (HD) Distinction (D) Credit (C) Pass (P) Fail (N) Overall Proposal Quality 10, 9 8,7 6,5 4,3 2,1,0 Overall, the proposal is superior and well written where each component is highly detailed The proposal is expressed coherently and concisely with zero English/grammar errors The solution is well thought out and has superior potential to the reach the target audience and achieve the aims of the website. Exhibits aspects of exemplary (left) and satisfactory (right) Overall, proposal is credible, well written and each component is limited (e.g. a small list of basic dot points). Uses a basic understanding of language that conveys ideas with a large number of English/grammar errors. The solution has credible potential to reach the targeted audience and achieve the aims of the website. Exhibits aspects of satisfactory (left) and very limited (right) Overall, the proposal is poorly written where each component is a limited (e.g. a small list of basic dot points). The proposal demonstrates a lack of literacy and rudimentary writing skills. Does not convey specific meaning to readers The solution is irrelevant targeted audience and the aims of the website. Business Profile The business profile has all the required items listed in the proposal template. The business profile is superior, clearly and concisely described. All the statistics and information sources are well referenced. The business profile has some of the required items listed in the proposal template. The business profile is credible, somewhat described. Some of the statistics and information sources are referenced. The business profile is not relevant to the required items listed in the proposal template. The business profile is not described. No statistics and information sources are referenced. SEO and User Friendliness Review and Suggestions The description has clearly described all the required items listed in the proposal template. The suggestions are superior, all relevant for improve the search engine and user friendliness and align with the aims of the website and customer segments. The description has most of the required items listed in the proposal template. The suggestions are credible, somewhat relevant for improve the search engine and user friendliness and somewhat align with the aims of the website and customer segments. The description is not relevant to the required items listed in the proposal template. The suggestions are irrelevant for improve the search engine and user friendliness and not align with the aims of the website and customer segments. Ads Strategy (worth double) The strategy has clearly described all the required items listed in the proposal template. The strategy is superior, planned within the required timeframe and budget. The strategy is realistic, extremely well thought out and well justified. The keywords and Ads are superiorly relevant to the scenario. The strategy is highly effective and has high potential to achieve the aims of the website. The strategy has some the required items listed in the proposal template. The strategy is credible, planned within the required timeframe and budget. The strategy is realistic and somewhat justified. The keywords and Ads are somewhat to the scenario. The strategy has credible potential to achieve the aims of the website. The strategy is missing most of the required items listed in the proposal template. The strategy is not planned within the required timeframe and budget. The strategy unrealistic and not justify. The keywords and Ads irrelevant to the scenario. The strategy has no potential to achieve the aims of the website. CP3401 – Assignment 1 Student Name: Student Number: 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 List of specific and actionable suggestions 1. 2. 3. C.Proposed AdWords Strategy Campaign 1 Focus for each campaign Keywords Negative keywords Text for AdWords Version 1 for an ad group Text for AdWords Version 2 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 Aims for clicks Aims for CPC Aims for CTR Proposed success metrics Campaign 2 Focus for each campaign Keywords Negative keywords Text for AdWords Version 1 for an ad group Text for AdWords Version 2 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 Aims for clicks Aims for CPC Aims for CTR Proposed success metrics D.Reference (APA Reference)