• 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
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
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