DeGroote School of Business - McMaster University

Hamilton, Ontario, Canada

The project is to help the company to refine its website and run a digital ad campaign. 1. Web Auditing: The company should register on Google Analytics and provides students with access. Based on the data, students will evaluate the company's website in various aspects, including navigation structure, page layout , content , and search engine optimization (SEO) , and provide concrete suggestions to improve the website. 2. Digital Ad Campaign: Students will design a two-week ad campaign for the company. The company decides the campaign objectives and budget. Students will provide campaign plans, including ad channel selection , budget allocation , keywords/target audience settings , the bidding strategy , and detailed ad design suggestions . The company will select one plan, and students will help to execute it. The company needs to provide access to its Google Analytics and digital ad accounts , a budget of $500~$1,000 , and necessary ad content (text, photo, video) during the project.