TOOLS FOR PRODUCT OPTIMIZATION
This assignment covers both the strategic and the tactical aspects of performance marketing. Work individually using same product you have used in the previous assignments.
Instructions:
Task 1 (30pts):
Conduct a full keyword research for your product, using the tactics discussed in class. The result should be 3 tiers of keywords – 1st tier: 5-10 KW, 2nd tier: 10-20 KW, 3rd tier: 20-50 KW.
For each KW include:
— Intent (High / Mid / Low)
— Competition level
For this assignment you will need a keyword tool – Google free keyword research tools and work with one that you like.
Task 2:
a) Create a GSN (Google Search Campaign) campaign (‹20pts)
— Create 3 ad groups, 5-10 keywords per ad group, 3 ads per ad group;
— For each keyword, specify the Match Type
— Define campaign targeting: Location, Language, Device, Hours (if applies)
— Use ad extensions when relevant
— You can use ​this ​ads simulator and screenshot the ads from it
b) Create a GDN campaign (40pts)
— Define campaign targeting: choose from placements, topics or interests and explain the
targeting method you chose
— Create 2 different banners
—‹ Specify what B variation you would use to test those banners (For ex. Changing the image on the banner from X to Y or Changing the messaging from X to Y) – No need to actually create the variations
Task 3 (10pts):
Conduct a media buying research and list 5 websites to buy inventory from. What is your buying model – CPC, CPM, CPL?
What type of banners would you buy: small, big, pop-ups, video-integrated?
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