ppc campaign
lailahcat
ppc.docxThis paper should be based on the following scenario:
You are now the digital marketing lead for Starbucks-branded thermal travel mugs that will be sold online over the next six months. The chief marketing officer of Starbucks has allocated a marketing media budget of $50,000 for your digital marketing efforts. The retail price for the mugs is $25 with free shipping within the continental United States. The cost of each mug is $10, and you have been advised that your goal is to sell 10,000 and generate at least $10 in revenue (on average) per mug. Within the project, you will be developing a PPC program and establishing an SEO strategy to meet or exceed your goals. The pressure is on because success on this project will lead to bigger opportunities and exposure within the organization.
PPC Campaign Analysis: In this section, you will analyze PPC performance and determine how this information could be used to increase optimization. A. Describe what each of the following key performance indicators within the scenario is communicating about the PPC campaign performance. Support your response with data from the scenario.
1. Keyword conversion rate
2. Ad conversion rate
3. Goal conversion rate
Use the following data to complete the PPC campaign analysis:
SEO Campaign Analysis: In this section, you will analyze SEO performance and determine how this information could be used to increase optimization.
A. Describe what each of the following key performance indicators within the scenario is communicating about site performance. Support your response with data from the scenario.
1. Number of page views 2. Number of page visits 3. Conversion rate 4. Bounce rate
B. Describe how the data from the key performance indicators above can influence strategic decisions around SEO for improving site performance, using specific examples.
C. Describe how week-over-week site performance is currently aligning with the organization’s goals, using specific examples.
Use the following data to complete the SEO campaign analysis:
