Sunshine Yoga Center: AdWords Strategy and Website Improvement

This project provides a comprehensive analysis of the Sunshine Yoga Center's website, offering a detailed overview of the business, its services, and target customers. The project identifies the website's current limitations in terms of search engine optimization (SEO) and user-friendliness, explaining why the Wix-based site struggles to rank well. Actionable suggestions are given, including the implementation of Google AdWords dynamic features and the use of backlinks to improve search engine rankings and user experience. The core of the project is a proposed Google AdWords strategy, outlining two ad groups targeting different customer segments: employees experiencing stress and those seeking private or home yoga services. The proposal includes keyword selection, negative keyword identification, ad text examples, and a budget allocation for a three-week campaign. The project also addresses the network settings for the ad campaign, focusing on attracting local customers in the initial phase, and highlights the importance of good customer interaction.

Student Name:
Student Number:
A. Business Profile
Name of the business Sunshine Yoga Center
http://3401demo.wix.com/yoga
Products/services offered Sunshine Yoga Center (SYC) is a Yoga Studio in Sydney
providing a huge range of yogas and therapies.
The range of yogas provided by SYC are:
1. Hot Yoga
2. Yin Yoga
3. Mindfulness Yoga
4. Prenatal Yoga
5. Kids Yoga
6. Hatha
7. Jivamukti
8. Vinyasa
9. Prenatal Pilates
10. Mat Pilates
11. Mum & Baby Yoga
12. Ashtanga
Yoga therapy is also provided for the people with certain
injuries or disability to make them free from the restrictions.
Private Yoga services are available for the customers.
Services are available at both studio and preferred location of
the customer. Home yoga services are available.
All services are provided by certified and skilled instructor.
According to the customer requirements, personal instructor
is also provided by SYC.

People want to learn and specialize themselves in Yoga
should join SYC as there are special skilled instructors for
teaching yoga to the aspirant students. The training is given at
three stages starting from beginner to the advanced level
through the intermediate one. Special services are allowed for
those who will be performing on stage.
Characteristics of potential
customers
Potential customers for the yoga studio could be from any
profession and of almost any age group who is able to do
yoga and the related activities.
Although the age group is flexible, still the age group that
will be potential enough for the yoga studio will be people
from expected age group of 15-45.
People who deals with stress and anxiety are also one of the
important potential customers for the studio. Employees
handling work pressure needs the relaxation and yoga is the
best way that could make them achieve it (Lee, Tan &
Bressington, 2019).
Other potential customers could be house makers and the
retired people who can make themselves fit in their leisure
time.
Not only the fitness enthusiasts but also those who want to
stay healthy can also make use of Yoga to remain healthy and
fit as well.
Potential benefits/aims of
having a website for this
business
The potential benefits that can be achieved by having an
official website for the facility are multi-various. The first
benefit that could be achieved by having a website is making
people aware of the studio and the services that they provide
(William et al., 2019).

The second benefit that one can have is the detailed
information about the studio and the details about the
services.
Other potential benefits that could be received from having a
website is that there is no necessity of physical promotion as
the recent world is much more accustomed with the digital
platform and hence, websites do play an important role in the
promotion of the organization.
Without physical promotion it is possible to make the
customers upto the stores for the service that they wish for.
Websites contain contact information about the organization
that would help the customers to directly contact with the
store for further clarification on their queries.
Stating about the future aims of a website it is easier to make
a long list. Contact information needs to be updated
frequently so that the concerned ones can reach upto the
facility for the services they wished for. Besides, a website
also helps to make the customers know about any changes
that takes place or will be taking place in the organization.
Such as, often some outlets get shifted to another location and
it will be a problem for the customers if they come to know
about it after reaching the location. Hence, it is easier for the
customers to know about the changes that has taken place
recently. It will be easier for the organizations to make their
customers know about the changes that they did or might be
doing in the future (Ratten & Jones, 2018).
B. SEO and User Friendliness
Explain why the current website is not search engine and user friendly
Keywords: yoga studios at Sydney, fitness studios at Sydney, yoga Sydney, fitness Sydney,

yoga studios Australia, Australia yoga studios, fitness studios Australia, Australia fitness
studios, yoga studio at new south wales, fitness studio at new south wales, new south wales
yoga studio, new south wales fitness studio, yoga new south wales, fitness new south
wales, new south wales yoga, new south wales fitness, fitness center new south wales, yoga
center new south wales, new south wales fitness center, new south wales yoga center, yoga
center at NSW, fitness center at NSW, NSW fitness center, NSW yoga center, yoga studio
NSW, fitness studio NSW, NSW yoga studio, NSW fitness studio, home yoga services
Sydney, home yoga services Australia, home yoga services new south wales, home yoga
services NSW, NSW home yoga services, private yoga Sydney, private yoga Australia,
private yoga new south wales, private yoga NSW, NSW private yoga.
Header: Yoga Studio in New South Wales | Sunshine Yoga Center | Available at affordable
rates
There are a few reasons that could explain that why the current website is not a
search engine. Firstly, it has to be noted that the website is created using Wix and Wix is a
CMS that is Content Management System (Venkitachalam & Bosua, 2019). A CMS only
deals with websites handling their own database or their own content.
What it lacks is that the website is not able to crawl throughout the internet and the extent
of this website is only to the database of the website. The website not being a search engine
makes it less user friendly too. The website can yield the search results that will be based
on the keywords that is related with the database of the website only. If any other keywords
are searched other than the fixed ones and those which will not have any relevance with the
content of the website will yield an error message.
The user friendliness of the website is not that clear but the navigation and the details that
are provided about the studio will definitely prove to be useful to the user if they are
concerned about it.
List of specific and actionable suggestions
1. The first among the suggestions that is required in the ad campaign is the use of the
dynamic feature of Google adword. It is required to enable the tracking down of the
users’ activities in the website. In other words, it could be tracked down that what the
user did after entering into the website, or what areas did he navigated into or searched

for. Without the use of these dynamic features, it is only possible to track down the
entrance of the user into the website. The additional benefit that could be achieved
using the dynamic feature of Google adword is that when the user will be contacted
from the facility, he/she could be informed better about the services if the choices are
known of the customer. And that could be known when the dynamic tracking is
possible (Hsu et al., 2019).
2. The second suggestion that needed to be included in the ad campaign is the
inclusion of backlinks. The backlinks are the most important form of promotion that
could be possible for the initial stages of a firm. Popular websites are the best platform
to create backlinks. Backlinks are the links that refer back to the website of the
organization on clicking on random links. This backlink creation can be used in the
popular websites so that the customers can relate the authenticity of the organization
with the same of the website where the backlink will be created. Other platforms are
social media and blogs (Aker, Kevin & Bontcheva, 2019).

C. Proposed AdWords Strategy
Focus for each campaign
Ad group 1
In the first ad group, the focus will be on specially the employees who are
suffering from stress and anxiety. It is known that to fight back stress and anxiety, the
best way possible is to adapt yoga. Also person from different professions will be under
focus who want to spend a small amount of their leisure or free time into yoga. Fitness
enthusiasts are among the focused section of people through the ad campaign. The ad
campaign also expects to focus o the people on whom yoga therapy could be applicable
for any injuries or disabilities that restrict them to move freely.
For ad group 2
In the second ad group people who want private services or home services will be
focused on. These people are the ones who has a busy schedule and they hardly find any
time to go down to some place physical to vail specific services. It becomes easier for
them to avail the services if provided at doorstep. Hence, they will be under focus.
Special attention will be given to those potential customers who cannot come to the outlet
due to physical inefficiencies. These customers would be potential for the home yoga
services that SYC provides. People requiring personal instructor would be focused also
for this particular ad campaign.
Keywords
For ad group 1
yoga studios at Sydney, fitness studios at Sydney, yoga Sydney, fitness Sydney, yoga
studios Australia, Australia yoga studios, fitness studios Australia, Australia fitness
studios, yoga studio at new south wales, fitness studio at new south wales, new south
wales yoga studio, new south wales fitness studio, yoga new south wales, fitness new
south wales, new south wales yoga, new south wales fitness, fitness center new south
wales, yoga center new south wales, new south wales fitness center, new south wales
yoga center, yoga center at NSW, fitness center at NSW, NSW fitness center, NSW yoga
center, yoga studio NSW, fitness studio NSW, NSW yoga studio, NSW fitness studio
For ad group 2
new south wales fitness studio, yoga new south wales, fitness new south wales, new south
wales yoga, new south wales fitness, fitness center new south wales, yoga center new south

wales, new south wales fitness center, new south wales yoga center, yoga center at NSW,
fitness center at NSW, NSW fitness center, NSW yoga center, yoga studio NSW, fitness
studio NSW, NSW yoga studio, NSW fitness studio, home yoga services Sydney, home
yoga services Australia, home yoga services new south wales, home yoga services NSW,
NSW home yoga services, private yoga Sydney, private yoga Australia, private yoga new
south wales, private yoga NSW, NSW private yoga.
Negative keywords
For both the ad groups the negative keywords are as follows:
Free yoga service, cheapest yoga studio, how to find free yoga service, yoga studio jobs,
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
Network(s) for the AdWords ads
The starting phase of the ad campaign has to be networked in a way so that the ad
could reach to the maximum number of people. However, the budget of the ad being
moderate, it is not possible for the ad to attract customers throughout the world. Rather in
the first phase it is highly suggested that the campaign should aim for the locals of the
location of the yoga studio. It is because aiming to attract the local people will make the
customer base of the yoga studio a huge one and hence, then they will have the stand
point through which they can aim for the people globally. In the starting phase of the
store the interaction between the store official and the potential customers has to be good
enough so that in the long run they can build a good customer base. And in the initial
phase that will be done mostly through telephonic conversation and one-to-one
conversation with the customers or the ones with the queries (Auguste et al., 2019).
Target audience settings
The target for the audience has been set to the local rather than going for a global
access. Being in its initial phase it will be better to set the audience to the local residents
of the location of the yoga studio.
People from 15-45 has been targeted for the ad campaign for the yoga studio of the
planned three weeks. Although people from all age group will have the access depending
on their ability to perform yoga. All genders are the targeted audience, specially the
fitness enthusiasts or whoever is finding a way to spend a healthy and fit life.
Ad serving options
The ad serving options for the ads will be primarily the websites that are popular
and a good number of people visit that site. The websites have to be popular enough so
that the authenticity of the ad remains unharmed and people can actually rely upon the ad
for the services that are promised to be provided. Besides, all the blogs and the content
that are available over the internet are also the sources through which the ads could be
served. Social media is one of the biggest name in the list of the ad serving options. Other

than that the mobile apps are also a good way to have the ads served to the people. And
all other forms of online advertisements that could be applicable for the ad serving will be
adopted.
Keyword bidding
(https://adwords.google.com)
Location targeting
The location that will be targeted for the ad to be promoted at is New South Wales
and the surroundings. The locals of New South Wales are expected to be the first
audience of the ad campaign. As the store also provides home yoga services and private
services, hence, the radius of 25 km from the location of the store is set in the first place.
Therefore, New south Wales and the surroundings will be under the target for the SYC.
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 budget that has been provided for the ad campaign is US$250.
For both the ad groups the suggested bid amount for the given budget is US$0.30
The thing that has to be noted while making aim for CPC that is Cost Per Click is that it
does not depend on the CTTRC that is the Click Through Rate (Zhou et al., 2019).
Aims for CTR
The aim for the CTR that is the Click Through Rate can be estimated by using a simple
calculation. The calculation is dividing the number of clicks that is estimated by the
number of expected impressions and then multiplying the result by 100 will give the CTR

as a percentage.
On calculation the CTR that is to be expected is found to be 2.34%.
Proposed success metrics
For both the ad groups the success metrics that are defined are the following:
Better use of navigating properties in the website of Sunshine Yoga Center.
Introducing customer feedback for the services so that the services that are provided can be
improved and the needful can be done to satisfy the customers keeping all of the policies
under consideration.

D. Reference (APA Reference)
Aker, A., Kevin, V., & Bontcheva, K. (2019). Credibility and Transparency of News
Sources: Data Collection and Feature Analysis.
Auguste, J., Charlet, D., Damnati, G., Béchet, F., & Favre, B. (2019, May). Can we
predict self-reported customer satisfaction from interactions?. In ICASSP 2019-
2019 IEEE International Conference on Acoustics, Speech and Signal Processing
(ICASSP) (pp. 7385-7389). IEEE.
Hsu, F. H., Liu, N. C., Hwang, Y. L., Liu, C. H., Wang, C. S., & Chen, C. Y. (2019). DPC:
A Dynamic Permission Control Mechanism for Android Third-party Libraries.
IEEE Transactions on Dependable and Secure Computing.
Lee, K. C., Tang, W. K., & Bressington, D. (2019). The experience of mindful yoga for
older adults with depression. Journal of psychiatric and mental health nursing,
26(3-4), 87-100.
Ratten, V., & Jones, P. (2018). Future research directions for sport education: toward an
entrepreneurial learning approach. Education+ Training, 60(5), 490-499.
Venkitachalam, K., & Bosua, R. (2019). Perspectives on effective digital content
management in organizations. Knowledge and Process Management.
Williams, A., Fossey, E., Farhall, J., Foley, F., & Thomas, N. (2018). Recovery after
psychosis: qualitative study of service user experiences of lived experience videos
on a recovery-oriented website. JMIR mental health, 5(2), e37.
Zhou, G., Mou, N., Fan, Y., Pi, Q., Bian, W., Zhou, C., ... & Gai, K. (2019, July). Deep
interest evolution network for click-through rate prediction. In Proceedings of the
AAAI Conference on Artificial Intelligence (Vol. 33, pp. 5941-5948).

Appendix 1
Ad group 1
yoga studios at Sydney,
fitness studios at Sydney,
yoga Sydney,
fitness Sydney,
yoga studios Australia,
Australia yoga studios,
fitness studios Australia,
Australia fitness studios,
yoga studio at new south wales,
fitness studio at new south wales,
new south wales yoga studio,
new south wales fitness studio,
yoga new south wales,
fitness new south wales,
new south wales yoga,
new south wales fitness,
fitness center new south wales,
yoga center new south wales,
new south wales fitness center,
new south wales yoga center,
yoga center at NSW,
fitness center at NSW,
NSW fitness center,
NSW yoga center,
yoga studio NSW,
fitness studio NSW,
NSW yoga studio,
NSW fitness studio
100
10
14
0
25
8
0
0
0
0
0
0
231
452
10
21
30
0
0
0
0
1
258
62
47
0
0
0

Appendix 1
Ad group 2
new south wales fitness studio,
yoga new south wales,
fitness new south wales,
new south wales yoga,
new south wales fitness,
fitness center new south wales,
yoga center new south wales,
new south wales fitness center,
new south wales yoga center,
yoga center at NSW,
fitness center at NSW,
NSW fitness center,
NSW yoga center,
yoga studio NSW,
fitness studio NSW,
NSW yoga studio,
NSW fitness studio,
home yoga services Sydney,
home yoga services Australia,
home yoga services new south wales,
home yoga services NSW,
NSW home yoga services,
private yoga Sydney,
private yoga Australia,
private yoga new south wales,
private yoga NSW,
NSW private yoga.
0
231
452
10
21
30
0
0
0
0
1
258
62
47
0
0
0
10
10
258
452
210
20
0
0
0
0