Search Marketing, PPC, Email, and Landing Pages

• Analyze the company’s paid SERP rankings on various keywords and keyword phrases.

o If you cannot find any ads for the company, describe which companies do appear. Are

any of these companies in direct competition with your company?

o If you can find ads for your company, compare these rankings to its direct competitors.

o Recommend keywords and keyword phrases that your company should be investing in

for an acceptable Return on Marketing Investment (ROMI)? Justify your choices.

• Browse various sites (e.g., Facebook, blogs, shopping, local news, etc.) that you believe would be

good sites on which your company could purchase display ads. Describe the companies who are

currently purchasing ads on these sites, and include a screenshot of the ads. Are the existing

advertisers a good “fit” for the site publisher? Why or why not? Would you recommend that

your company also purchase ad space on the publisher’s site?

• Does your company or its competitors request customer emails? Is there a newsletter option

that you can sign up for? If so, what are the options and how is the email list managed? Review

the company’s email privacy policy and see if they adhere to CASL or US CAN-SPAM legislation.

Make sure that you follow the ad links (and email links) from your company and its competitors.

Describe the landing pages and provide screenshots. Do companies have an explicit CTA on their

landing pages. Do they follow the key design elements of good landing page construction (e.g.,

key content “above-the-fold”)?

• Summarize your discussion of keyword research, display ads, email and newsletter reviews, and

landing pages. Then, provide some key tactical recommendations for your company based on

this analysis.

Evner: Digital Marketing, Landing Pages, SEO

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