Internet Marketing Online Media Campaign

You need to prepare a campaign report describing ‘what’ and ‘why’ aspect of the campaign, ad groups and
the text ads that you have prepared. The ‘why’ aspect of these ads should be in line with certain campaign
objective. The specific structure of the campaign report is mentioned below –
(i) Client Overview (4%, about one page)
Client overview can be considered as the foundation of the proposed AdWords strategy. This section should
provide a brief overview of the client and its marketing. Client profile should include name, location, goods
and services offered, key online marketing strategy, URL, overview of the website management, social media
such as Facebook, Google+, etc., firm’s online presence and sales via online and offline channels, and other
relevant information.
(ii) Market Analysis (5%; about one page)
Market analysis should include the current and potential customers; current and potential competitors;
overview of the industry (key characteristics, competitive/saturated/mature); projected and historical online
spending for the industry; market position/specialties; unique selling points of the goods/services offered;
seasonality of their goods/services or seasonality that the company has identified; other relevant market
information.
(iii) AdWords Strategy [16% (3% –  4% for each ad group); about four pages; about one page per ad
group]
Based on an analysis of the client, its website and marketing, each team should craft an appropriate AdWords
Strategy and metrics for their campaign. The proposed strategy should include:
l Ad Groups and the rationale for each Ad Group 
l At least three optimized text ads for an ad group with explanation of how, why and what best practice
techniques were used
l Keywords and negative keywords for each ad group
l Headline, USP, action line and description line for each text ad 
l Target audience settings
l Daily and weekly plans for spending their campaign budget
l Keyword bidding
l Geo-targeting
l Goals for impressions, clicks, CPC and CTR
l Proposed success metrics
l Other relevant information
l Conclusion
 (iv) Quality of Written Communication (3% of the unit mark)
The AdWords campaign report should have a logical flow, easy to follow, and should not include any
grammatical mistake.
Students are required to submit the AdWords group project report through Blackboard on or before the due
date. Late penalties will be applied if any of the groups is late in submitting the report.