Assignment: Google AdWords Search Campaign That You Pitch To A Company Of Your Choice
Your Fictional Consulting Firm
• If you choose to set your project up as if you are a paid search marketing consulting firm, here is the place to introduce your consulting firm, and describe your relationship to the client (the company you will be developing an Adwords Strategy for).
• Introduce the Client/Company
o Provide an overview of the company you'll be developing and AdWords campaign for and their website
o Tell us about the product or service this company provides; what are some of the unique selling points
• Explain why the company should invest in an AdWords campaign and its importance
o Why does a PPC strategy make sense for this company
o How can it be leveraged to promote their unique product or service
o Define the company's online advertising objectives
o What does the company hope to accomplish through their online presence? Enhance brand awareness? Entice users to take an action like sign up for a newsletter, make an online purchase, submit their information, or download a form? Encourage users to physically come into the business? Improve online sales? Improve offline sales? Generate leads? Cultivate support? Make a donation?
• Define what success looks like for this company?
o Success will be based uniquely on the company's online advertising objectives. To measure success, set SMART (Specific, Measurable, Achievable, Results-focused, and Time-bound) goals for the campaign. For example, if my goal is to generate leads for my business, one of my goals might be "To generate 50 qualified leads per month for our Computer Science degree program, at a cost of less than $100 per lead, from now until the end of December 2015 through a highly targeted, Google Adwords campaign."
• Define the client/company's target audience
o Who is interested in this product or service, both primary and secondary audiences?
o What are the demographics of your target audience?
o What are the psychographics of your target audience?
• Suggest appropriate geographic target for the business you selected
o What geographic locations are ideal and why?
o What geographic locations should be excluded and why?
o Provide data/statistics to back your claims (e.g. census data)
Format your assignment according to the following formatting requirements:
1. The answer should be typed, double spaced, using Times New Roman font (size 12), with one-inch margins on all sides.
2. The response also include a cover page containing the title of the assignment, the student's name, the course title, and the date. The cover page is not included in the required page length.
3. Also Include a reference page. The Citations and references should follow APA format. The reference page is not included in the required page length.