MARK 3030 eMarketing Plan Tactics and Creative Brief Assignment Outline SEM – Keyword Phrases Use the Google Keyword Tool in AdWords to identify a set of at least seven effective (two or more word) keyword phrases to be used in on-line ads and other digital copy to help improve search and advertising results

MARK 3030 eMarketing Plan Tactics and Creative Brief Assignment Outline

3. SEM – Keyword Phrases

Use the Google Keyword Tool in AdWords to identify a set of at least seven effective (two or more word) keyword phrases to be used in on-line ads and other digital copy to help improve search and advertising results.

1. at least four must relate directly to the strategy you are implementing
2. the others can relate to Canada Stays more generally
3. include a spreadsheet/table indicating
   1. global monthly search rates
   2. local monthly search rates (and where the local filter is set to)
   3. competition

4. Google Ad

Incorporating the phrases above, create an effective Google Ad using the Adwords system.

• Make sure that the ad would be clear to any viewer.
• What is the budget and bid you chose and why?
• Indicate the expected clicks per day based on the budget, bid rates and other factors.

6. pick at least 3 additional tactics/media
6. (use the list below to identify types of media)

No more than one to one and half pages per tactic/media.

The List:  Microwebsite, Email, Mobile, Social Networks (Facebook, Twitter, Blogs), Podcasting, YouTube/Video, Geolocation, Gaming/Contest, App….

1. Describe your tactic and the corresponding media.  For example distribute buy one get one free coupons via email.
2. Explain why you selected each tactic/media.    Things to think about.

Does your target market use this media? 

3. How will the media reflect on your brand? 

Will it make it appear authentic, inclusive, cutting edge, up to date, old fashioned, complicated, risky…??

4. What is the relative cost of the media?

(example: email is cheap, development of new software for a game or app more expensive).

5. What can you do with this medium that is unique? 

reach people at time of purchase, two way engagement, provide instant response, leverage brand evangelists, gain publicity, etc.