Web Auditing & Digital Ad Campaign Solutions from Graduate Students
General
- Graduate; 2nd year
- 70 learners; teams of 5
- 25 hours per learner
- Dates set by experience
- Educators assign learners to projects
Preferred companies
- 4/4 project matches
- Anywhere
- Academic experience
- Social enterprise, Non profit, Small to medium enterprise, Sole proprietorship, Family owned
- Any
Categories
Skills
Project timeline
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January 22, 2024Experience start
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February 17, 2024Web Audit Report
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March 16, 2024Digital Ad Campaign Proposal
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March 26, 2024Digital Ad Campaign Launching
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April 13, 2024Experience end
Timeline
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January 22, 2024Experience start
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February 17, 2024Web Audit Report
Student groups will hand in their web audit reports.
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March 16, 2024Digital Ad Campaign Proposal
Student groups will present their ad campaign proposals in the week of March 15th.
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March 26, 2024Digital Ad Campaign Launching
Partner companies will launch the ad campaign in the week of March 29th.
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April 13, 2024Experience end
Overview
- Details
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Embark on a transformative journey with second-year graduate learners from DeGroote School of Business, McMaster University, as they immerse themselves in the dynamic realm of Digital Marketing. These budding experts specialize in marketing-oriented web design, search engine marketing, and social media marketing, among other facets.
Ready to amplify your digital marketing performance? Collaborate with 3-5 learner groups to receive a meticulously crafted website optimization plan and a dynamic two-week digital advertising campaign. These projects will benefit from close mentorship by Professor Ruhai Wu and seasoned teaching assistants.
Who are we looking for?
To partake in this collaboration, you need to:
- Provide access to Google Analytics and digital ad accounts.
- Allocate a budget ranging from $500 to $1,000.
- Furnish necessary ad content (text, photo, video) during the project.
Who are we NOT looking for?
If these criteria are not met, our students won't be able to support you further. Please refrain from sending a match request if you cannot adhere to these prerequisites.
- Companies with less than 6 months of data available on Google Analytics
- If we have collaborated together before, we will respectfully decline your request to ensure that students are compliant with plagiarism laws
- Learner skills
- Target audience, Digital advertising, Web traffic, Google analytics, Website optimization, Search engine marketing, Marketing, Social media marketing, Digital marketing, Web design
- Deliverables
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What will our learners do for you?
Our learners will primarily focus on refining your website and launching a two-week digital ad campaign.
Web Auditing:
Register on Google Analytics and provide student access.
Evaluate your website based on various aspects, offering concrete suggestions for improvement.
Digital Ad Campaign:
Design a two-week ad campaign based on your objectives and budget.
Provide detailed plans for ad channels, budget allocation, keywords/target audience settings, bidding strategy, and ad design suggestions.
The project unfolds in two phases:
Proposal:
Evaluate your website design, integrate web traffic data, and present an exhaustive web audit report.
Propose a digital advertising campaign, encompassing channel selection, budget allocation, keywords/target audience settings, bidding strategies, and detailed ad design.
Execution:
The business partner selects one proposal, and the chosen group collaborates with the company to execute the plan.
What our learners won’t do for you?
Our learners won't create ad content. The responsibility lies with the business partner, while students focus on campaign organization, configuration, and execution.
Project Examples
Over the past three years, these course projects have provided students with opportunities to collaborate with diverse businesses, spanning restaurants, retail establishments, wellness training organizations, online startups, and more. Notably, the majority of partner companies have seen substantial enhancements to their websites, thanks to the comprehensive web audit reports produced by the students. Additionally, the implementation of digital advertising campaigns has led to a remarkable increase in web traffic for nearly all companies involved. Specifically, around 40% of these companies achieved more business leads than their initial objectives had anticipated. In 30% of cases, the companies' lead generation goals were met, while the remaining 30% generated slightly fewer leads than initially expected.
Additional company criteria
Companies must answer the following questions to submit a match request to this experience:
A representative of the company will be available to answer questions from students in a timely manner for the duration of the project.
A representative of the company will be available for a pre-selection discussion with the administrator of the course to review the project scope.
The company should have a Google Analytics account by December 1st, 2023.