Google Adwords Campaign Strategic Proposal â€Myassignmenthelp.Com

Question: Discuss About The Google Adwords Campaign Strategic Proposal? Answer: Introducation The name of the business considered in this report is Sunshine Yoga Center located in Sydney. The business provides comprehensive yoga training services characterized with diversity. The organization relies on the expertise of professional instructors to address the personal training needs of customers as well as organize large scale yoga training events. As per Dodson, the characteristics of potential customers could be formidably observed in the form of their inclination towards maintaining better health (Dodson, 2016). The potential customers could also be observed among individuals that are interested in swaying from the chaos of a regimented lifestyle towards a spacious and relaxing environment leading to reduction of stress. The substantially improving popularity of yoga and the diversity of practices involved in yoga increase the probabilities for Sunshine Yoga Center to cater a wider base of customers. The concerns of having a website for the business could be observed in the form of distinct objectives to reduce costs, acquire advertising advantage, increase customers, enhancing access to information, development of customer relationships and prospects for acquiring long term clients (Geddes, 2014). SEO and user friendliness: The existing site can be considered as not being search engine friendly or user friendly due to specific reasons which could be observed in the form of on-page and off page factors. In the case of sunshine yoga center, the on page factors such as proper content, title tags, URL structure, internal linking strategy and keyword density are observed profoundly as the reasons for the website failing to be user friendly or search engine friendly. The website also falls behind in terms of off page factors which are responsible for enhancing the acceptability of a website by users and search engines (Golder Dixon, 2017). The off page factors which are not observed in case of the website include forum posting, social networking and link building. According to Hamdani Triani, the increasing prominence of interactive content as a viable source of advertisement and information could be leveraged by business websites to get in touch with customers. However, the website of the business under co ncern does not depict any examples of these practices which lead to consequences for the website in terms of search engine and user friendliness (Hamdani Triani, 2017). Some of the recommendations that can be derived from the review of shortcomings observed in the website of sunshine yoga center could be presented as follows: The interlinking of web pages of the website is the first recommendation to improve the search engine and user friendliness of the website. The internal linking of web pages in the website could be addressed through providing connecting links to other pages on every web page so that the website is not subject to spamming by the search engines (Jeffery, et al., 2017). As per Muhonen, Videos of the trainers and training sessions at the studio of sunshine yoga center can act as formidable influences on the improvement of search engine rankings of the website. Furthermore, the video content is assumed as an interactive source of information that can assist in garnering substantial web traffic (Muhonen, 2017). Modification of URL structure could also provide the website with substantial impetus in terms of search engine and user friendliness (sunshineyoga, 2017). The URL structure should comprise of all main keywords and could be illustrated as follows. https://www.sunshineyoga.com/instructors/ralph%20adam.php Proposed AdWords strategy: The analysis of the business of Sunshine Yoga Center and the content available on its website could provide reasonable insights for framing a Google AdWords campaign. The organization has a budget of US $250 which has to be invested in the 3 week campaign for the website of the organization. The strategy for the campaign could be illustrated as follows: The AdWords strategy would include two campaigns primarily directed towards search and video campaigns. The campaign groups are optional in the case of AdWords strategy albeit with the potential opportunity to recognize performance targets. The focus of the search campaign would be vested in identification of keywords and negative keywords (Oancea, et al., 2016). Keywords for the AdWords campaign include Yoga therapy, Pre-natal yoga, Hot Yoga and Kids Yoga. Negative keywords could be observed in the form of free Yoga therapy or free Hot Yoga and other combinations of keywords with the word free. Two versions of AdWords text for ad groups could be illustrated as follows: Professional yoga therapy to revitalize your life Interactive video learning classes on pre-natal yoga The plan for spending of budget could be illustrated in the form of a table in Appendix 1: The networks for the AdWords ads could be observed in the advertising networks provided by Google. The effectiveness of the Google search network as a network for the AdWords in search group and that of YouTube for the video campaign can be adopted in the case of sunshine yoga centers AdWords campaign (Patrutiu-Baltes, 2016). Target audience settings could be ensured through keyword targeting and location targeting. The keyword research would aim to derive keywords relevant to pre-natal yoga as well as other contemporary yoga training services provided by the business. Location targeting would enable the business to obtain access to customers within the precincts of Sydney. Ad serving options that can be recommended in the case of the concerned business would be to optimize for clicks and optimize for views. The optimize for clicks would be liable for providing more web traffic through higher quality ads which could be used to facilitate similar objectives in case of video campaign. Since the AdWords strategy is largely based in search and display ads the keyword bidding would direct towards emphasis on clicks. The utilization of cost per click bidding can be observed in the case of this campaign as it would ensure that the company pays only when a user visits the website (Oancea, et al., 2016). The location targeting for the ad campaign would be vested in the precincts of Sydney and would help in focusing on areas which could provide access to the right customers. The use of cost per click is observed in the case of Sunshine Yoga Center owing to the limited budget and the focus of the AdWords strategy on display and search campaigns. Keyword performance is one of the proposed success metrics that would help the yoga center to determine efficiency of the AdWords strategy. The performance of keywords could be tracked over a specific time period or according to match type. Keyword quality score could also be assumed as a major determinant of success of the search campaign in the AdWords Strategy. References Dodson, I. (2016).The Art of Digital Marketing: The Definitive Guide to Creating Strategic, Targeted, and Measurable Online Campaigns. John Wiley Sons. Geddes, B. (2014).Advanced Google AdWords. John Wiley Sons. Golder, T., Dixon, N. (2017). Online advertising and trade mark use in Australiawhere do we stand?.Journal of Intellectual Property Law Practice. Hamdani, N., Triani, A. R. (2017). The Design of Klettern Media Promotion.Jurnal VCD,1(1), 33-51. Jeffery, M., Jeffery, M., Egli, L., Egli, L., Gieraltowski, A., Gieraltowski, A., ... Neely, L. (2017). Air France Internet Marketing: Optimizing Google, Yahoo!, MSN, and Kayak Sponsored Search.Kellogg School of Management Cases, 1-18. Muhonen, T. (2017). Forming a Digital Marketing Plan For a Start-up Brand. Oancea, O., Dutu, A., Diaconu, M., Brinzea, M. (2016). Integrated Marketing Communication Tools: Traditional vs. Modern.Journal of Emerging Trends in Marketing and Management,1(1), 156-166. Patrutiu-Baltes, L. (2016). Inbound Marketing-the most important digital marketing strategy.Bulletin of the Transilvania University of Brasov. Economic Sciences. Series V,9(2), 61. sunshineyoga. (2017). sunshineyoga. Retrieved 15 September 2017, from https://www.sunshineyoga.com/instructors/ralph adam.php