James Cook University IT Bachelor Degree: AdWords & SEO Strategy

This assignment presents a strategic marketing proposal for James Cook University's (JCU) Bachelor of Information Technology program. It begins with a business profile, outlining the degree program, target audience (high school graduates, computer enthusiasts, and Australian students in Singapore), and potential website benefits. The analysis then critically evaluates the current website's SEO and user-friendliness, identifying limitations due to its Wix-based platform and suggesting actionable improvements such as implementing backlinks and utilizing dynamic Google AdWords features. The core of the assignment details a proposed AdWords strategy, including campaign focus, keywords (positive and negative), ad text, budget allocation, network settings, target audience, ad serving options, location targeting, and bidding strategies, all designed to attract prospective students. The budget for the three-week campaign is US$250. The assignment aims to increase the visibility of the IT program and drive student enrollment. The campaign is targeted at the locals of Singapore and students from Australia. The assignment also proposes success metrics such as impressions, clicks, cost-per-click, and click-through rates for each ad group. The final section includes a reference list in APA format.

Student Name:
Student Number:
A. Business Profile
Name of the business James Cook University
https://www.jcu.edu.au/courses-and-study/courses/bachelor-
of-information-technology
Products/services offered Bachelor in Information technology
Provides high aiming job placements to the students
completing the bachelor degree in information technology.
Courses are being taught by expertized IT personnel from the
industry. Best technical knowledge is provided to the students
so that they can appear for the best of the IIT companies
finding fresh technical minds.
Students can be able to withstand the fast changing
technology and the requirements in the IT field by having a
fresh knowledge of the industry based technical works.
The core topics that are taught in JCU are as follows:
 Fundamentals of Problem Solving and Programming
 Gamification and Games Design
 Data Mining
 Network Security
 Machine Learning and Data Science
 Information Security
 Collective Intelligence and Social Networks
 Content Management Systems
 Programming
 Design Thinking – for Project Management and
Creative IT Industries
The minor subjects are:
 JCU's exclusive, Industry-leading course Internet of
Things (IoT)
 Computer Science and Networking
 Human Computer Interaction and Games Design

The students are also allowed to perform their own research
and prepare their own thesis. Honors degree is provided to the
students that so that they can carry forward their study into
the field of research for the particular subject they are
specialized in (Rodrigues, 2019).
Affordable fees along with scholarship for the students who
are exceptionally talented to make them go forward and make
them have a dignified and bright career.
Provides the Australian students who are staying in Singapore
to carry forward their studies in their traditional form with the
help of James Cook University.
Characteristics of potential
customers
Students intending to do their graduation in the field of
information technology.
Pass outs from the high schools.
Computer enthusiasts and the ones concerned in the field of
developing softwares and applications for modern
technology.
Students from Australia as well as those living in Singapore
are the primary students who will be provided with the
Australian form of education in distant countries. Australian
students living in Singapore will be the primary potential
customers.
Students have to be eligible with the criteria that will be
provided by the university.
Potential benefits/aims of
having a website for this
business
There are many benefits that are caused to the organization
for having their own website. The first will be making the
students known about their provisions. The details of their
courses along with the contact details of the university
campus will be available to the students and they can contact
to the campus for further clarification of their queries and
doubts regarding the courses.
The eligibility criteria that are applicable for getting
admission in a particular organization will be also clear to the

students and likewise they can apply for the courses available
for them according to their eligibility criteria.
Students will be aware of the faculties that are present for the
courses. They can clarify their needs regarding the faculties.
The educational qualification of the faculties will be known to
the aspiring students and they will find a certain reliability
that will make them opt the university and courses of their
choice.
The future aims for the website is to let the student check
their eligibility to get admission for a particular course. The
formalities and the processing that all needs to be done before
the admission can be done by the student from anywhere over
the internet being on the website (Dubey & Pandey, 2019).
B. SEO and User Friendliness
Explain why the current website is not search engine and user friendly
Keywords: bachelor degree, bachelor in information technology, bachelor degree in IT, IT
bachelor degree, b.tech in IT, IT b.tech, bachelor degree for Australian students, graduation
degree in Singapore, Graduation in Singapore for Australian students, universities for
bachelor degree, universities for bachelor degree in information technology, graduation in
IT, graduation for Australian students in IT, Singapore bachelor degree in IT, graduation in
Singapore, graduation universities for Australian students, graduation universities for
Australian students in Singapore, Singapore graduation university, Singapore IT graduation
university, Australian university for b.tech in IT, Australian university for bachelor degree,
honors degree in IT, honors degree in IT in Singapore, honors degree for Australian
students, honors degree for Australian students in Singapore, b.tech honors in Singapore,
IT honors bachelor degree in Singapore for Australian.
Header: JCU is at Townsville, Cairns | Honors courses in IT
Explaining about the website not being search engine, the first aspect that could be
make come into the front is that the website is made using Wix. And it is known that Wix
is a Content Management System or familiarly known as CMS. A CMS cannot design a
website into a search engine as this system is solely used to manage the content of the

website only. Hence, it does n0ot allow the website to travel throughout the entire internet
to yield the search result that has been queried by the user (Galitsky, 2019).
The use of Wix fails to maximize the SEO options that are available for. The website will
be able to yield results based on the keywords by the user if the keyword has an existence
in the database of the website. Otherwise, if it fails to find the keyword in the database of
the website then the search result will be popped up with an error message that will clearly
state that the keyword user has searched for is not available in the database of the website.
Due to unavailability of maximum navigation the website cannot be termed as user friendly
to that level and the navigation is limited by the use of Wix certainly.
List of specific and actionable suggestions
1. Backlinks are considered as the backbone for the promotion of a website in the
initial phases. Popular websites could be loaded with the link for the website of the
university and people can come to know about campus. Social media, blogs and the
other apps could be used to have the backlinks that will satisfy the need for the initial
phase of the ad campaign. Through these backlinks the organization can make money
too in the PPC or Pay – Per – Click policy (Taylor et al., 2019).
2. The most important think that needs to be included in a website is the inclusion of
dynamic feature of Google Adword. It is quite obvious that when any particular user is
found to be entering into the website it is considered that the user is somehow
interested in the provisions of the university ad likewise they are called from the
organization in order to make the know better about the facilities and the services they
provide. However, the suggestions that the executives give to the customers after
calling them remains vague and the customer too finds it sometimes annoying to
answer these calls as none of the services that the executives inform them about does
not make them interested into the organization. To have that confusion out of the
processes it is necessary to include the dynamic features. Therefore, the interaction in
the first place becomes effective from both the ends and the final outcome also yield
significant results (Zhang, 2019).

C. Proposed AdWords Strategy
Focus for each campaign
For Ad group 1
This particular ad group will focus on the students that has passed the high
schools recently and are looking for to become a graduate in a technical area. The
computer enthusiasts are also expected to be attracted by this ad group. Students from
Australia as well as Singapore will be under the focus of the ad groups due to the opening
of the campus at Townsville and Cairns in Australia and Singapore as well.
For ad group 2
They second ad group will focus on those who are willing to have a honors degree
with the bachelor degree so that they can conduct research on the subject as well write
their own thesis paper.
Keywords
For ad group 1
bachelor degree, bachelor in information technology, bachelor degree in IT, IT bachelor
degree, b.tech in IT, IT b.tech, bachelor degree for Australian students, graduation degree
in Singapore, Graduation in Singapore for Australian students, universities for bachelor
degree, universities for bachelor degree in information technology, graduation in IT,
graduation for Australian students in IT, Singapore bachelor degree in IT, graduation in
Singapore.
For ad group 2
universities for bachelor degree in information technology, graduation in IT, graduation for
Australian students in IT, Singapore bachelor degree in IT, graduation in Singapore,
graduation universities for Australian students, graduation universities for Australian
students in Singapore, Singapore graduation university, Singapore IT graduation
university, Australian university for b.tech in IT.
Negative keywords
For both the ad groups the negative keywords are as follows:
Free bachelor degree in Singapore, james cook explorer, how to find bachelor degree
universities in Singapore. James cook university in Australia, Australian university for
Singapore, cheapest universities worldwide, faculty jobs at JCU.
Text for AdWords Version 1 for an ad group

(https://adwords.google.com)
Text for AdWords Version 2 for an ad group
(https://adwords.google.com)
Daily and weekly plans for spending the campaign budget (US$250)
The budget for a three-weeks campaign is allotted with an amount of US$250.
This leads to a daily expense of US$11.9 and a weekly expense of US$83.33
Hence for the first ad group
Daily = US$11.9, Weekly = US$83.33
For the second ad group
Daily = US$11.9, Weekly = US$83.33
Network(s) for the AdWords ads
Situated in Singapore the first aim of the university is to make the Australian
students aware of their presence in Singapore and that they can have their traditional form
of education in Singapore too. In the initial phases all of the queries will be cleared out by
the executives of the organization through conversation over the telephone and if the
query is not possible to be cleared by that kind of conversation, then the student will be
asked to come down to the campus to have their queries answered. The ad will continue
to collect revenue from the pay per click policy that is known as PPC (Liu et al., 2019).

Target audience settings
The locals of the Singapore will be targeted at first through the ad campaign. This
will make the Australian students situated there to know about the campus of JCU in
Singapore. Hence, it is important for the organization to aim towards the locals so that
their actual motive gets served. Students passed out from the high schools recently will be
the primary targeted audience. Apart from that students who are willing to develop their
skills in the field of information technology will be under the limelight.
Ad serving options
The ads will be served in the websites and the blogs that are popular among the
people of Singapore. The popular websites have to be targeted as an option for ad
serving. The popularity of the websites will make the ad validated and the authenticity of
the ad will remain intact. The reputation of the organization can be also estimated by the
websites or the blogs that they will target for their ad campaign (Lemanski & Villegas,
2019).
Keyword bidding
(https://adwords.google.com)
Location targeting
The location at which the ad campaign aims to target at is Townsville, Cairns, and
Singapore. The students from Australia as well as students from Singapore and the
students from Australia living at Singapore will come into focus. Hence, to make both the
campaigns a successful one, Australia as well as Singapore has to be accessed and the
students from there needs to be taken under the limelight so that their campaign could be
success.
Aims for impressions
For ad group 1

(https://adwords.google.com)
For ad group 2
(https://adwords.google.com)
Aims for clicks
For ad group 1
(https://adwords.google.com)
For ad group 2
(https://adwords.google.com)
Aims for CPC

For the given budget the suggested amount for the bid that has been set for the ad
campaign is US$0.30
The budget was served for US$250.
About CPC or Cost Per Click, one thing needs to be noted that there is no dependency of
the CPC with the CTR or the Click Through Rate.
Aims for CTR
The estimated value of CTR could be calculated by dividing the estimated number of
clicks by the estimated number of impressions and then multiplying the result by 100 to
get the estimated CTR as a percentage (Huang, Zhang & Zhang, 2019).
The estimated percentage for the CTR or Click Through Rate is 6.09%.
Proposed success metrics
Among the proposed success metrics, the first has to be the inclusion of the
admission process online either in the website itself or on other portals that would be
redirected into from the website.
The website should be used to make the declarations that would be necessary for the
organization to make in their processes. That would make all of the students as well as the
followers of the websites informed about the situation in the organization.
A. Business Profile
Name of the business Sunshine Yoga Center
http://3401demo.wix.com/yoga
Products/services offered The concerned business deals with offering health therapies
and yoga activities to the common people of Australia.
The services that are provided by this business are as follows:
1. Jivamukti
2. Kids Yoga
3. Yin Yoga
4. Hatha
5. Hot Yoga
6. Mindfulness Yoga
7. Ashtanga

8. Mat Pilates
9. Vinyasa
10. Mum & Baby Yoga
11. Prenatal Yoga
12. Prenatal Pilates
Characteristics of potential
customers
Customers of this organization can be from any profession.
The organization provides services to all age group peoples.
The potential age group for the business is the age group of
15 – 45.
The peoples suffering from anxiety and stress can be treated
with the yoga services that are provided by the SYC business.
Other potential clients of SYC can be the house makers as
well as the retired people of the country.
The business mainly believes that yoga can done by any
people who want to stay healthy in their life.
Potential benefits/aims of
having a website for this
business
The key benefit that can be gained by the SYC by having an
official website is that the officials can raise the awareness of
the studio and their services.
Physical promotion is not required after having an official
website of SYC. People live in a digital world where they
operate their daily operations digitally and providing them a
website can be an efficient and effective step taken by the
SYC officials.

B. SEO and User Friendliness
Explain why the current website is not search engine and user friendly
Keywords: yoga studios at Sydney, Australia yoga studios, Australia fitness studios,
fitness studios at Sydney, yoga studios Australia, new south wales fitness studio, fitness
studio at new south wales, new south wales yoga studio, fitness new south wales, fitness
studios Australia, new south wales yoga, fitness studios Australia, new south wales fitness,
yoga studio at new south wales, yoga new south wales, fitness Sydney, fitness center new
south wales, yoga Sydney, NSW yoga studio, home yoga services new south wales, NSW
home yoga services, private yoga Sydney, fitness studio NSW, home yoga services NSW,
private yoga new south wales, NSW fitness studio, home yoga services Sydney, NSW
fitness center, yoga center at NSW, private yoga Australia, private yoga NSW, NSW yoga
center, yoga studio NSW, home yoga services Australia, new south wales yoga center,
fitness center at NSW, new south wales fitness center, yoga center new south wales, NSW
private yoga.
Header: Yoga Studio in New South Wales | Sunshine Yoga Center | Available at affordable
rates
The website of the SYC is created by the Wix which is a type of CMS (Content
Management System) which mainly deals with the website operations and the website
databases. Thus it be said that current website is not a type of search engine.
List of specific and actionable suggestions
1. The key suggestion to the SYC is the usage of the dynamic character of the Google
adword. This should be used to track all the activities of the users. After entering the
website all the operations of a user can be tracked using this method.
2. Second suggestion for the SYC officials is the usage of the backlinks. Promotion can be
enlightened with the use of the backlinks.
C. Proposed AdWords Strategy
Keywords
For ad group 1

Fitness Sydney, yoga studios Australia, new south wales fitness, new south wales fitness
center, yoga studios at Sydney, fitness studios Australia, new south wales fitness studio,
fitness center new south wales, yoga new south wales, yoga center new south wales, new
south wales yoga studio, new south wales yoga, yoga studio at new south wales, Australia
yoga studios, fitness studio at new south wales, fitness new south wales, fitness studios at
Sydney, , Australia fitness studios, Australia fitness studios, new south wales yoga center,
new south wales yoga center, yoga Sydney.
For ad group 2
new south wales yoga, yoga center at NSW, fitness center at NSW, NSW yoga center,
NSW yoga studio, new south wales fitness studio, fitness center new south wales, new
south wales yoga center, home yoga services Australia, NSW fitness center, fitness studio
NSW, yoga center new south wales, new south wales fitness center, private yoga Australia,
NSW fitness studio, NSW home yoga services, home yoga services NSW, NSW private
yoga yoga studio NSW, home yoga services Sydney, new south wales fitness, fitness new
south wales, private yoga NSW, private yoga Sydney, yoga new south wales home yoga
services new south wales, , private yoga new south wales,.
Negative keywords
For both the ad groups the negative keywords are as follows:
Yoga studio jobs, Free yoga service, cheapest yoga studio,, how to find free yoga service,
rate charts for yoga services.
Text for AdWords Version 1 for an ad group
(https://adwords.google.com)

Text for AdWords Version 2 for an ad group
(https://adwords.google.com)
Daily and weekly plans for spending the campaign budget (US$250)
The budget that has been provided for the ad campaign is US$250 for three weeks.
For ad group 1
Daily budget = US$11.9, Weekly budget = US$83.33
For ad group 2
Daily budget = US$11.9, Weekly budget = US$83.33
Keyword bidding
(https://adwords.google.com)
Aims for impressions
For ad group 1

(https://adwords.google.com)
For ad group 2
(https://adwords.google.com)
Aims for clicks
For ad group 1
(https://adwords.google.com)
For ad group 2
(https://
adwords.google.com)

D. Reference (APA Reference)
Dubey, P., & Pandey, D. K. (2019). A Study on Use of ICT in Online Admission Process
in Higher Educational Institutions in Chhattisgarh.
Galitsky, B. (2019). A Content Management System for Chatbots. In Developing
Enterprise Chatbots (pp. 253-326). Springer, Cham.
Huang, T., Zhang, Z., & Zhang, J. (2019). FiBiNET: Combining Feature Importance and
Bilinear feature Interaction for Click-Through Rate Prediction. arXiv preprint
arXiv:1905.09433.
Lemanski, J. L., & Villegas, J. (2019). Affective Effects of Offering Options on
Persuasiveness of Fear Appeals. Journal of Promotion Management, 25(1), 128-
142.
Liu, H., Li, Y., Cao, Q., Qiu, G., & Chen, J. (2019). Estimating Individual Advertising
Effect in E-Commerce. arXiv preprint arXiv:1903.04149.
Rodrigues, J. (2019). Students Share Research at Academic Showcase and Honors.
Taylor, Z. W., Childs, J., Bicak, I., & Alsmadi, I. (2019). Is Bigger, Better? Exploring US
News Graduate Education Program Rankings and Internet Characteristics.
Interchange, 1-15.
Zhang, J. (2019). Google Ads: A Strategic Audit.

Appendix 1
Ad group 1
bachelor degree
bachelor in information technology
bachelor degree in IT
IT bachelor degree
b.tech in IT
IT b.tech
bachelor degree for Australian students
graduation degree in Singapore
Graduation in Singapore for Australian students
universities for bachelor degree
universities for bachelor degree in information technology
graduation in IT
graduation for Australian students in IT
Singapore bachelor degree in IT
graduation in Singapore
graduation universities for Australian students
graduation universities for Australian students in Singapore
Singapore graduation university
Singapore IT graduation university
Australian university for b.tech in IT
Australian university for bachelor degree
3600
1000
10
90
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0

Appendix 1
Ad Group 2
universities
for bachelor
degree in
information
technology
Singapore
bachelor
degree in IT
graduation
universities
for Australian
students in
Singapore
Australian
university for
b.tech in IT
honors degree
in IT in
Singapore
b.tech honors
in Singapore
100
2000
3509
14
528
325
10
0
0
0
98000
25478
1230
0
0
0