ASSIGNMENT DESCRIPTION & GUIDANCE
To complete your SEM strategy:
- Choose your city.
- Define your goals.
- Refer to traffic goals
- Outline overall goals (predetermined in the Major Project Overview).
- Assess the competition.
- Define 3-4 competitors and complete a SWOT analysis.
- Pick your PPC platform.
- ex. Google Ads
- Write a few sentences on why it is the best choice.
- Set a budget for 2021.
- The company’s overall marketing budget for the year is $120,000.
- That is about $10,000 a month for marketing (unless you want to shift more into specific months for any reason).
- In your spreadsheet make a line item for each marketing activity. Divide the budget between SEM and the other marketing activities a Digital Marketing Agency might have (social media ads, display advertising. Traditional print/radio/TV, brochures, etc.).
- Determine an appropriate ROI for SEM (if a new client brings in $50,000 a year, how much does it make sense to spend on SEM to convert that prospect?)
- Break down your overall budget by month in a spreadsheet, including SEM and any other marketing activities, and alsoinclude an explanation of your choices in a document.
- Put all zeros in the Actual columns since this is just a projection for now.
- The company’s overall marketing budget for the year is $120,000.