Overview of Requirements: After completing Round 8, students will individually prepare a final analysis of their overall performance with the Mimic Pro simulation in the form of a brief written report. Each student will submit their report on Moodle by the deadline Include the following in your final analysis report (focus on your biggest insights and learnings 1. Overall, what decisions worked well didn't work well; explain why Did your plans for improvement in your interim Analysis Presentation succeed or fail in the last half of the simulation? Explain your answer with reference to specific campaigns ad groups and/or ads using KPIs (results) to evaluate your performance and discuss your results. Remember, there are several factors involved in the simulation and you are expected to discuss more than just revenue or conversions overall 2 In your opinion and after completing the simulation, what is the most important PPC KPI to monitor and what is the hardest KPI to succeed with? Explain. 3. Top three things you learned about PPC advertising from the simulation Explain your biggest learnings about how PPC works. You must go beyond simply saying something like "I learned how to create a text ad. You need a CTA for all your ads, etc.). Be detailed and demonstrate that you understand the PPC.concepts) and what goes into making strategic decisions MRKT 2111 Master Simulation Outine J. Mah1 Technical Guidelines/ Expectations: . Page limit: 1-1.5 pages max. (does not include cover page or appendix and references). Please number all of your pages: Formatting: 12 point font, single spacing permitted Cover page should include: student name, student number, course, date, instructor and assignment title Focus on and explain the most important learnings and takeaways (both successes and failures) Organize your work well and use headings to ensure all assignment requirements are clearly met Write in full sentences and use paragraphs to present your ideas, Bullet points are permitted if supporting a main idea, however, a fully bulleted report will not be accepted and earn a grade of "0". a PUTTING SEARCH ENGINE MARKETING (PPC) INTO ACTION Here are some of the digital marketing skills you will have a chance to work on and apply over the course of the simulation Keyword & Product Research Bid on keywords Analyze KPI's (eg. Average Search Volume. Approximate CPC, Round Search Trends) Seek to find balance between high search volumes and lower costs per clicks (CPCs) Build a Landing Page Create landing pages for products Create essential landing page elements (eg textimage boxes) Compose text that reflects the products you are selling with the best possible call-to-action phrases Keep in mind that your landing page and your ad must work hand-in-hand to complement one another and reinforce key messaging ensure your landing page is relevant to your selected product and keywords Create an Ad Campaign Create a campaign to organize your online ads. Your online ads will drive traffic to your landing page Create and name an ad campaign and use a budget to support each campaign Work with ad group themes within a campaign (bundling keywords by brand or type) Continually edit your campaigns to achieve test results Seek to find balance between high search volumes and lower costs per clicks (CPC) Create an online ad using ad headines, descriptions copy, keywords, cal-to-actions, and destination URL Keyword Adjustment Revisit keyword research and KPI's Add new keywords to existing campaigns and ad groups throughout simulation MRKT 2111 Master Simulation Outline J.Mah 5 Email Marketing Create and name an email marketing campaign Select audience segments to receive your email Customize an email newsletter using subject line product name features, and descriptions Determine to which landing page the email is intended to drive traffic Create A/B tests to determine which email version produces better results Overview of Requirements: After completing Round 8, students will individually prepare a final analysis of their overall performance with the Mimic Pro simulation in the form of a brief written report. Each student will submit their report on Moodle by the deadline Include the following in your final analysis report (focus on your biggest insights and learnings 1. Overall, what decisions worked well didn't work well; explain why Did your plans for improvement in your interim Analysis Presentation succeed or fail in the last half of the simulation? Explain your answer with reference to specific campaigns ad groups and/or ads using KPIs (results) to evaluate your performance and discuss your results. Remember, there are several factors involved in the simulation and you are expected to discuss more than just revenue or conversions overall 2 In your opinion and after completing the simulation, what is the most important PPC KPI to monitor and what is the hardest KPI to succeed with? Explain. 3. Top three things you learned about PPC advertising from the simulation Explain your biggest learnings about how PPC works. You must go beyond simply saying something like "I learned how to create a text ad. You need a CTA for all your ads, etc.). Be detailed and demonstrate that you understand the PPC.concepts) and what goes into making strategic decisions MRKT 2111 Master Simulation Outine J. Mah1 Technical Guidelines/ Expectations: . Page limit: 1-1.5 pages max. (does not include cover page or appendix and references). Please number all of your pages: Formatting: 12 point font, single spacing permitted Cover page should include: student name, student number, course, date, instructor and assignment title Focus on and explain the most important learnings and takeaways (both successes and failures) Organize your work well and use headings to ensure all assignment requirements are clearly met Write in full sentences and use paragraphs to present your ideas, Bullet points are permitted if supporting a main idea, however, a fully bulleted report will not be accepted and earn a grade of "0". a PUTTING SEARCH ENGINE MARKETING (PPC) INTO ACTION Here are some of the digital marketing skills you will have a chance to work on and apply over the course of the simulation Keyword & Product Research Bid on keywords Analyze KPI's (eg. Average Search Volume. Approximate CPC, Round Search Trends) Seek to find balance between high search volumes and lower costs per clicks (CPCs) Build a Landing Page Create landing pages for products Create essential landing page elements (eg textimage boxes) Compose text that reflects the products you are selling with the best possible call-to-action phrases Keep in mind that your landing page and your ad must work hand-in-hand to complement one another and reinforce key messaging ensure your landing page is relevant to your selected product and keywords Create an Ad Campaign Create a campaign to organize your online ads. Your online ads will drive traffic to your landing page Create and name an ad campaign and use a budget to support each campaign Work with ad group themes within a campaign (bundling keywords by brand or type) Continually edit your campaigns to achieve test results Seek to find balance between high search volumes and lower costs per clicks (CPC) Create an online ad using ad headines, descriptions copy, keywords, cal-to-actions, and destination URL Keyword Adjustment Revisit keyword research and KPI's Add new keywords to existing campaigns and ad groups throughout simulation MRKT 2111 Master Simulation Outline J.Mah 5 Email Marketing Create and name an email marketing campaign Select audience segments to receive your email Customize an email newsletter using subject line product name features, and descriptions Determine to which landing page the email is intended to drive traffic Create A/B tests to determine which email version produces better results