Overview: This project will help shape your skills in building a basic Google Ad

Overview:
This project will help shape your skills in building a basic Google Ads campaign. You will study your company of choice, identify objectives that can grow the business, and determine appropriate KPIs as part of this project.
Deliverables:
Executive Summary (9 Marks)
Provide a background profile on your company which includes the following:
Provide a 50-word background on your company. Identify what they do, where they do it and who their competitors are. (2 marks)
Provide an explanation of the strategy behind the PPC campaign. Explain the following: (6 marks)
What is the business objective of the PPC campaign?
How and why did you decide on the campaign structure/segmentation that you did?
What is the main call to action strategy on the landing page where the ads will direct traffic? This can be a hypothetical landing page. It doesn’t need to exist.
Using bullet points, define the expected success of the PPC program using metrics such as traffic or leads over a defined period. Success should be defined by the difference in performance within a set period of assessment. I.e., 35% increase in leads between January 1 – March 31. (1 mark)
Build a Google Ads Account Structure (27 marks)
2 Campaigns (2 marks)
8 Unique Ad Groups TOTAL (spread across 2 campaigns, as you see fit) (7 marks)
1 Responsive Search Ad per ad group (8 Total) (3 marks)
Identify 1-2 assets (headlines or desсrіptions) you are testing in each Responsive Search Ad and why you think it will be effective. (15 marks)
Tips for Success
The full guidelines are as follows: 2 Campaigns, 8 Ad Groups TOTAL, 1 Responsive Search Ad Per Ad Group
Campaigns are logically segmented. (Geography, Product/Service Area, Objective, Phase of Buying Cycle, etc.)
Ad Groups contain only highly related keywords, focused on one root keyword
Ad Copy uses more than 75% of the characters available and includes a Value Proposition and Call to Action.
You can list at least one thing you are testing in each ad. Display URL (Paths) customization is being leveraged and not just the root domain is used.
Competitive Assessment (5 marks)
Provide an assessment of 1 competitor that is currently advertising for one of your keywords. Choose 1 ad to assess.
Provide a screenshot of the ad
Strengths of the ad
Weaknesses of the ad
Provide a screenshot of landing page
Comment on the effectiveness of the landing page:
Alignment with the ad, calls to action, presence of consistent language from the ad.
Ad Group Budget Estimation (5 marks)
Select 1 ad group and provide a projected budget calculation based on the following:
Keyword search volume
Cost Per Click from keyword research
Projected Industry CTR
Projected Conversion Rate
Recommended budget based on the calculation
Submission Instructions
Only a PDF for Executive Summary.
Only Excel Google Ad Worksheet. Not a PDF.