Tasks and Duties
Objective: In this task, you will perform comprehensive keyword research and develop a campaign blueprint for a hypothetical product or service. This project will help you understand the process of researching search intent, competitive keywords, and structuring an effective SEM campaign. You will be required to deliver a detailed document that outlines your keyword findings, target audience, and overall campaign strategy.
Expected Deliverables: A well-organized report in PDF or Word format that includes: 1) Keyword research with justification for chosen keywords, 2) A campaign blueprint outlining ad group structures, target demographics, and timelines, and 3) An explanation of the rationale behind your strategic choices.
Key Steps: Begin by identifying a niche or industry based on publicly available information. Use online tools and resources (e.g., Google Keyword Planner, Ubersuggest) to generate a comprehensive keyword list. Perform a competitive analysis by reviewing competitor strategies through their public ad campaigns and search results. Develop a campaign structure by creating detailed ad groups with targeted keywords. Lastly, consolidate your findings and strategic recommendations into a structured document.
Evaluation Criteria: Your work will be evaluated on the depth of keyword research, clarity of strategy and structure, practical insights in campaign planning, and the overall quality and readability of the document. The report should demonstrate critical thinking, methodological research, and a thorough understanding of SEM campaign planning.
Objective: This week, your task is to design compelling ad copies and develop an A/B testing strategy to evaluate their performance. The goal is to enhance your creative writing skills for SEM ads and learn how to establish a testing framework to decide which copy resonates best with the target audience. This exercise will simulate real-world conditions where multiple ad copies are timed, tested, and analyzed for user engagement.
Expected Deliverables: A final submission in PDF or Word format containing: 1) At least three different ad copy variants tailored for a selected product or service, 2) A detailed plan outlining the A/B testing parameters (e.g., duration, metrics to be measured, and expected outcomes), and 3) A step-by-step explanation of your decision-making process behind each ad copy variant and the test design.
Key Steps: Choose a fictional product or service and research its market and customer profiles. Generate a range of creative ad copies, ensuring each one targets different segments or emphasizes unique selling points. Next, design a comprehensive A/B test framework that includes hypotheses, control vs. variant setups, duration, and key performance indicators. Compile your research, creative process, and testing plan into a coherent document.
Evaluation Criteria: Submissions will be evaluated based on creativity, relevance, and diversity of ad copies, the thoroughness of the A/B testing plan, and the practical application of SEM principles. The document must be well-structured, professionally formatted, and provide clear justifications for all strategic decisions.
Objective: This task requires you to simulate the setup of a search engine marketing campaign, including budget allocation and scheduling. You will simulate a scenario where you are tasked with creating and launching a campaign on platforms like Google Ads and Bing Ads. Your deliverable should reflect an understanding of campaign mechanics, budget distribution, scheduling, and targeting strategies.
Expected Deliverables: A comprehensive campaign plan document (submitted as a PDF or Word file) that includes: 1) Detailed steps of campaign setup, 2) A clear budget management plan with a breakdown of costs and expected ROI, and 3) Scheduling and targeting strategies supported by industry research and public data.
Key Steps: Begin by selecting a hypothetical product or service and defining the scope of its SEM campaign. Research best practices on campaign structure, budget distribution, bidding strategies, and market timing. Develop a simulation plan outlining how you would set up the campaign, including ad creation, keyword bidding, and budget allocation. Incorporate a timeline for the campaign rollout with precise milestones and performance indicators.
Evaluation Criteria: Your submission will be assessed based on the thoroughness of the campaign simulation, logical and realistic budget management, and clarity in the explanation of scheduling and targeting choices. The final document should be well-organized, display analytical thinking, and reflect a strong grasp of SEM campaign management principles.
Objective: In this task, you will develop a performance reporting document for a simulated SEM campaign. The focus is on applying data analytics techniques to review campaign performance, interpret key metrics, and draw actionable insights. Your work will help you understand the quantifiable aspects of SEM campaigns and how data-driven decisions drive optimizations.
Expected Deliverables: A detailed performance report in PDF or Word format that includes: 1) A clear overview of the key performance indicators (KPIs) you’re tracking, 2) Charts or visualizations representing data trends, and 3) Insights and recommendations based on your analysis. You will work with hypothetical data points that you generate or use publicly available benchmarks to simulate realistic campaign data.
Key Steps: First, identify relevant KPIs for SEM campaigns such as CTR, conversion rate, cost per click, and ROI. Use these KPIs as a framework for your report. Next, construct hypothetical data sets or use publicly available data trends to populate your report. Develop visualizations (e.g., graphs, tables) that clearly illustrate your performance analysis. Finally, consolidate your findings into a final document that includes actionable insights and recommended optimizations for future campaigns.
Evaluation Criteria: Submissions will be evaluated on the accuracy and relevance of the selected KPIs, the clarity and visual appeal of data representations, the depth of insight provided by the analysis, and the overall professionalism of the final report. Demonstrate your ability to translate data into strategic recommendations using clear, concise, and structured explanations.
Objective: The final task focuses on strategic optimizations and future planning based on simulated campaign performance. This exercise will cement your understanding of the importance of continuous improvement in SEM campaigns. You will be tasked with evaluating a previously simulated campaign scenario, identifying areas for improvement, and developing a set of advanced strategic recommendations aimed at enhancing campaign performance over the long term.
Expected Deliverables: A strategic optimization document in PDF or Word format that includes: 1) An executive summary of campaign performance (referencing your previous tasks if necessary), 2) Detailed suggestions for optimization in areas such as keyword adjustments, ad copy enhancements, and budget reallocations, and 3) A future roadmap for SEM campaign iterations with expected outcomes and performance benchmarks.
Key Steps: Review your simulated campaigns and performance data from earlier tasks or create a new set of hypothetical data to work with. Conduct an analysis to identify inefficiencies and areas where performance can be improved. Develop a set of recommendations that cover creative, technical, and budgetary aspects. Structure your document to include a clear summary, detailed strategic recommendations, and a timeline for future implementation. Support your suggestions with industry best practices and public research where applicable.
Evaluation Criteria: Your submission will be evaluated based on the depth of analysis, practicality and innovation of optimization suggestions, and the clarity of the future roadmap. The document should reflect a strong ability to integrate performance data with strategic foresight, demonstrating your readiness to manage and optimize live SEM campaigns in a professional setting.