Strategic Proposal: SEO & Google AdWords Campaign for Yoga Center

This report provides a strategic proposal for an SEO and Google AdWords campaign for Sunshine Yoga Center, a yoga studio located in Sydney. The report begins with a business profile, highlighting the studio's services and target audience. It then analyzes the current website's SEO and user-friendliness, identifying shortcomings in on-page and off-page factors, such as content, URL structure, and internal linking. The report recommends improvements, including interlinking web pages, incorporating video content, and modifying the URL structure for better search engine optimization. The core of the report is a proposed AdWords strategy with a budget of $250. This strategy includes search and video campaigns, keyword and negative keyword identification (Yoga therapy, pre-natal yoga, Hot Yoga), and the use of two versions of AdWords text for ad groups. The report details the budget allocation, network selection, and audience targeting through keyword and location targeting (Sydney). It also recommends optimizing for clicks and emphasizes the use of cost-per-click bidding. The report concludes by identifying keyword performance and quality score as key success metrics. The report includes references and an appendix with the budget breakdown.

Running Head: STRATEGIC PROPOSAL 1
SEO and Google AdWords Campaign Strategic Proposal
Scenario 2
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STRATEGIC PROPOSAL 2
Contents
A. Business profile:.................................................................................................................3
B. SEO and user friendliness:..................................................................................................3
C. Proposed AdWords strategy:..............................................................................................4
D. References...........................................................................................................................5
E. Appendix 1:.........................................................................................................................6

STRATEGIC PROPOSAL 3
A. Business profile:
The name of the business considered in this report is Sunshine Yoga Center located in
Sydney. The business provides comprehensive yoga training services characterized with
diversity. The organization relies on the expertise of professional instructors to address the
personal training needs of customers as well as organize large scale yoga training events. As
per Dodson, the characteristics of potential customers could be formidably observed in the
form of their inclination towards maintaining better health (Dodson, 2016). The potential
customers could also be observed among individuals that are interested in swaying from the
chaos of a regimented lifestyle towards a spacious and relaxing environment leading to
reduction of stress. The substantially improving popularity of yoga and the diversity of
practices involved in yoga increase the probabilities for Sunshine Yoga Center to cater a
wider base of customers. The concerns of having a website for the business could be
observed in the form of distinct objectives to reduce costs, acquire advertising advantage,
increase customers, enhancing access to information, development of customer relationships
and prospects for acquiring long term clients (Geddes, 2014).
B. SEO and user friendliness:
The existing site can be considered as not being search engine friendly or user
friendly due to specific reasons which could be observed in the form of on-page and off page
factors. In the case of sunshine yoga center, the on page factors such as proper content, title
tags, URL structure, internal linking strategy and keyword density are observed profoundly as
the reasons for the website failing to be user friendly or search engine friendly. The website
also falls behind in terms of off page factors which are responsible for enhancing the
acceptability of a website by users and search engines (Golder & Dixon, 2017). The off page
factors which are not observed in case of the website include forum posting, social
networking and link building. According to Hamdani & Triani, the increasing prominence of
interactive content as a viable source of advertisement and information could be leveraged by
business websites to get in touch with customers. However, the website of the business under
concern does not depict any examples of these practices which lead to consequences for the
website in terms of search engine and user friendliness (Hamdani & Triani, 2017).
Some of the recommendations that can be derived from the review of shortcomings
observed in the website of sunshine yoga center could be presented as follows:

STRATEGIC PROPOSAL 4
The interlinking of web pages of the website is the first recommendation to improve
the search engine and user friendliness of the website. The internal linking of web pages in
the website could be addressed through providing connecting links to other pages on every
web page so that the website is not subject to spamming by the search engines (Jeffery, et al.,
2017).
As per Muhonen, Videos of the trainers and training sessions at the studio of sunshine
yoga center can act as formidable influences on the improvement of search engine rankings
of the website. Furthermore, the video content is assumed as an interactive source of
information that can assist in garnering substantial web traffic (Muhonen, 2017).
Modification of URL structure could also provide the website with substantial
impetus in terms of search engine and user friendliness (sunshineyoga, 2017). The URL
structure should comprise of all main keywords and could be illustrated as follows.
http://www.sunshineyoga.com/instructors/ralph%20adam.php
C. Proposed AdWords strategy:
The analysis of the business of Sunshine Yoga Center and the content available on its
website could provide reasonable insights for framing a Google AdWords campaign. The
organization has a budget of US $250 which has to be invested in the 3 week campaign for
the website of the organization. The strategy for the campaign could be illustrated as follows:
The AdWords strategy would include two campaigns primarily directed towards
search and video campaigns. The campaign groups are optional in the case of AdWords
strategy albeit with the potential opportunity to recognize performance targets. The focus of
the search campaign would be vested in identification of keywords and negative keywords
(Oancea, et al., 2016).
Keywords for the AdWords campaign include Yoga therapy, Pre-natal yoga, Hot
Yoga and Kids Yoga. Negative keywords could be observed in the form of free Yoga therapy
or free Hot Yoga and other combinations of keywords with the word ‘free’.
Two versions of AdWords text for ad groups could be illustrated as follows:
 Professional yoga therapy to revitalize your life
 Interactive video learning classes on pre-natal yoga

STRATEGIC PROPOSAL 5
The plan for spending of budget could be illustrated in the form of a table in Appendix 1:
The networks for the AdWords ads could be observed in the advertising networks
provided by Google. The effectiveness of the Google search network as a network for the
AdWords in search group and that of YouTube for the video campaign can be adopted in the
case of sunshine yoga center’s AdWords campaign (Patrutiu-Baltes, 2016).
Target audience settings could be ensured through keyword targeting and location
targeting. The keyword research would aim to derive keywords relevant to pre-natal yoga as
well as other contemporary yoga training services provided by the business. Location
targeting would enable the business to obtain access to customers within the precincts of
Sydney.
Ad serving options that can be recommended in the case of the concerned business
would be to optimize for clicks and optimize for views. The optimize for clicks would be
liable for providing more web traffic through higher quality ads which could be used to
facilitate similar objectives in case of video campaign.
Since the AdWords strategy is largely based in search and display ads the keyword
bidding would direct towards emphasis on clicks. The utilization of cost per click bidding can
be observed in the case of this campaign as it would ensure that the company pays only when
a user visits the website (Oancea, et al., 2016).
The location targeting for the ad campaign would be vested in the precincts of Sydney
and would help in focusing on areas which could provide access to the right customers.
The use of cost per click is observed in the case of Sunshine Yoga Center owing to
the limited budget and the focus of the AdWords strategy on display and search campaigns.
Keyword performance is one of the proposed success metrics that would help the
yoga center to determine efficiency of the AdWords strategy. The performance of keywords
could be tracked over a specific time period or according to match type. Keyword quality
score could also be assumed as a major determinant of success of the search campaign in the
AdWords Strategy.
D. References

STRATEGIC PROPOSAL 6
Dodson, I. (2016). The Art of Digital Marketing: The Definitive Guide to Creating Strategic,
Targeted, and Measurable Online Campaigns. John Wiley & Sons.
Geddes, B. (2014). Advanced Google AdWords. John Wiley & Sons.
Golder, T., & Dixon, N. (2017). Online advertising and trade mark use in Australia—where
do we stand?. Journal of Intellectual Property Law & Practice.
Hamdani, N., & Triani, A. R. (2017). The Design of Klettern Media Promotion. Jurnal
VCD, 1(1), 33-51.
Jeffery, M., Jeffery, M., Egli, L., Egli, L., Gieraltowski, A., Gieraltowski, A., ... & Neely, L.
(2017). Air France Internet Marketing: Optimizing Google, Yahoo!, MSN, and Kayak
Sponsored Search. Kellogg School of Management Cases, 1-18.
Muhonen, T. (2017). Forming a Digital Marketing Plan For a Start-up Brand.
Oancea, O., Dutu, A., Diaconu, M., & Brinzea, M. (2016). Integrated Marketing
Communication Tools: Traditional vs. Modern. Journal of Emerging Trends in
Marketing and Management, 1(1), 156-166.
Patrutiu-Baltes, L. (2016). Inbound Marketing-the most important digital marketing
strategy. Bulletin of the Transilvania University of Brasov. Economic Sciences. Series
V, 9(2), 61.
sunshineyoga. (2017). sunshineyoga. Retrieved 15 September 2017, from
http://www.sunshineyoga.com/instructors/ralph adam.php
E. Appendix 1:
Budget Item Daily expense Weekly Expense
Campaign Setup Mon 20
Tue 10
Wed 10
Thu 15
Fri 30
Sat 10
$105

STRATEGIC PROPOSAL 7
Sun 10
Keyword Research Mon 10
Tue 25
Wed 0
Thu 0
Fri 20
Sat 15
Sun 0
$70
Campaign
Management
Mon 15
Tue 15
Wed 20
Thu 0
Fri 10
Sat 15
Sun 0
$75