1. Paid Search Marketing
a. Where do they place their paid ads?
b. How do they use keywords to target their consumers and reach their audience? (Choosing Search Targets – Keyword Selection, Types of matches, Negative keywords, other selection factors, Keyword research, branded keywords)
c. What creative and strategic methods do they utilize to reach their audience? (Writing Ad Copy – 1. Keywords for relevance 2. Unique Value Proposition (UVP) 3. Call to Action (CTA)
d. Provide screen grabs to exhibit analysis
1. Mobile Marketing
a. What differences are there between mobile usage versus desktop usage?
b. What are key factors that differentiate your company’s mobile users compared to desktop users?
c. Determine and identify opportunities for targeting mobile users.
d. Discuss future considerations your company must identify and implement using mobile versus desktop devices.
e. Provide screen grabs to exhibit analysis.