E-commerce

Suppose that you want to optimize a website for search engines. Your client is a car dealer located in the USA. Answer all questions below, one at a time. Please number your responses (1a, 1b,2,3,4, 5, and 6). Each question is worth 5 marks (6 X 5). Make sure to provide a full answer/explanation, but you can keep your answers SHORT in the interest of time.

1) After interviewing your client, and based on the content on their website, you have just created a shortlist of the following phrases for SEO:

Car dealer

car dealership

car sales near me

best car dealer

a) You now need to identify which of those four phrases would be the best phrase for the SEO of the home page. Conduct quick keyword research, and list the results of your research below. Based on your analysis, which phrase would you recommend? Why? Which keyword tool would you use?

b) Suggest any other phrase(s) that might work well for the SEO of the home page. Explain why.

2) Based on your phrase chosen in the previous step, create the SEO table for the home page. Upload the SEO table here or copy/paste it in the box below.

3) Assume that you also want to optimize the client’s contact us page for the phrase “Car dealer in Seattle”. Fill out the SEO table for the given phrase/page. Upload the SEO table here or copy/paste it in the box below.

4) Suppose that you now want to add more incoming links to your website. Describe the tool that you would use to assess the current number of your incoming links. Also, describe the strategies that you would use to increase the number of your incoming links.

5) Suppose that you now want to add lots of content on the client’s website so you can use the “long tail principle” for SEO. Describe your strategy.

6) Assume that you have also run a PPC campaign at the same time.

a) How would you evaluate the success of your SEO project? (describe one or two key metrics or tools that you would use)

b) How would you evaluate the success of your PPC campaign? (describe one or two key metrics or tools that you would use)

[8:29 a.m., 2021-05-21] Monika IT UCW: Recommend how to set up a special PPC campaign to promote your Shopify store on Google.

(Note 1: if you have already used your Shopify store for the purpose of the mini-assignment #6, then choose any other small to medium-size business/website for the purpose of this exam)

(Note 2: there is no need to actually set up your real PPC account with Google or Bing for the purpose of the exam, but you are free to do so if that helps (if so, do not forget to PAUSE your campaign in order to avoid being charged by Google / Bing)).

Answer the following questions below, one at a time, make sure to number your responses (1,2,3,4, 5 and 6 ). Make sure to provide a full answer/explanation, yet try to keep your answers short in the interest of time.

1. Write down the name, URL and very short description of your Shopify store (your products or services), and describe how you would recommend granulating their PPC account into at least three different campaigns. How would you name your three campaigns?

Campaign #1: _______,

Campaign #2: _______, and

Campaign #3: _______.

Describe which criteria did you use to differentiate your campaigns?

2. Describe how you would recommend dividing the FIRST campaign (as listed in item 1 above) into at least three ad groups. What criteria would you use? Assign names for each of the three ad groups:

Ad group #1: _______,

Ad group #2: _______, and

Ad group #3: _______.

3. Write TWO four-line Google ads for ad group #1 listed above

4. List the keywords (phrases) that you would use for your ad group 1 listed above, their bid, and the keyword match.

Phrase

Bid

Keyword Match

Which keyword tool did you use?

(when answering the question, you can try to create a special table, or you can just list your answers one line at a time - see below)

phrase 1 / bid / keyword march

phrase 2 / bid / keyword match

phrase 3 / bid / keyword match

phrase 4 / bid / keyword match

...

5. Suppose that you now want to create a special, new (or improved) landing page on your Shopify website specifically designed for your Google campaign. Describe the elements of that page by answering the questions below:

- What would be the URL of that page?

- What would be the heading of that page?

- What would be the first sentence (or the first paragraph)?

- Briefly mention/describe any other elements (content) on the page in order to maximize conversion on the page

6. Suppose you ran your campaign 1 for three weeks, and now you want to assess which of the two ads in your ad group 1 performed better. How would you determine which ad was performing better?