Assignment: PPC Specialist
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Introduction: Urbanroof is a leading provider of solutions for property structural
issues.
Objective: The objective of this assignment is to assess your skills and expertise in
PPC advertising.
i) Part 1: You will be required to evaluate the current strategies, identify areas for
improvement, and provide recommendations to enhance the effectiveness of
Urbanroof's digital marketing initiatives.
ii) Part 2: You will be required to create a sample PPC campaign for Urbanroof, a
company that offers solutions for property structural issues like wall cracks, paint
peeling off, seepage, dampness, and improper installations.
Part 1. Assignment: Analysis
1. Paid Advertising (PPC): Review Urbanroof's current PPC campaigns, over Facebook
& Google Ads.
i) Identify the strengths and weaknesses of each channel in terms of reach,
engagement, conversion, and ROI.
ii) Evaluate the campaign structure, targeting, ad creatives, keyword selection, and
bidding strategies.
iii) Recommend strategies for optimizing PPC campaigns to maximize ROI, improve
click-through rates, and increase conversions.
iv) Evaluate Ad copy and creatives used in campaigns by assessing relevance &
effectiveness of the ads.
v) Suggest additional digital marketing channels that XYZ Company could consider
and explain the potential benefits of using them.
Part 2. Assignment: Designing
2. Campaign Strategy:
i) Develop a campaign strategy that aligns with Urbanroof's goals and target
audience.
ii) Define the objectives of the PPC campaign, such as lead generation, brand
awareness, or conversions.
iii) Identify the target audience for the campaign, considering factors like location,
demographics, and interests.
3. Keyword Research:
i) Conduct thorough keyword research to identify relevant keywords related to
property structural issues.
ii) Select a list of high-performing keywords that align with Urbanroof's services and
target audience.
iii) Use appropriate keyword match types and negative keywords to optimize the
campaign.
4. Ad Creation:
i) Create compelling ad copy that highlights Urbanroof's expertise in addressing
property structural issues.
ii) Design visually appealing display ads or text ads that capture the attention of the
target audience.
iii) Use relevant ad extensions to enhance the visibility and engagement of the ads.
3. Deliverables: Prepare a presentation or written report outlining:
1) Analysis and recommendations for Urbanroof currently running PPC campaigns. The
report should include an overview of the current PPC efforts, key findings from your
analysis, and actionable recommendations for improvement in the areas of campaign
structure.
2) Your PPC campaign strategy and implementation. Include details on campaign settings,
keyword research, ad creatives, landing page design, budget allocation, and
performance tracking. Use visuals and data to support your analysis and
recommendations.
4. Submission: Submit your presentation or report in PDF format along with any supporting
documents (if applicable) via email. Include your full name and the position you are applying
for in the submission email.
Notes:
1) The assignment is designed to assess your ability to plan and execute an effective PPC
campaign.
2) Be creative in your approach and ensure that your strategies are aligned with
Urbanroof's goals and target audience.
3) If any information for requirement is missing, you can assume as per your convenience,
you can add your own ideas, insights, tailor/alter the requirements (Except mentioned
above).
4) Time to prepare and submit assignment is 72 hours from receiving.
5) Plagiarism is strictly prohibited.