Nico Luce

1. Digital Marketing Project
David Gracia

2. |
Our Client

3. Digital Marketing Strategy
Group Projects
A B C
All

4. Digital Marketing Strategy
Group Projects
A B C
All

5. |
The Google Marketing Challenge
Project Goal
• The purpose of this exercise is to get a first-hand experience managing a Search Marketing
campaign in Google Adwords.
• Each group will be provided with a Google Adwords account and a budget of 85€ to invest during
three weeks. All the teams will be “competing” to get traffic to the landing page: nicoluce.com
• The primary goal is to optimize the Cost Per Click, thus the team that gets the lowest average
CPC will be the “winner”.
Getting Started
• Once you receive the user and password for your Adwords account go through the material you will
find at the Adwords Help Center before getting started.
• I strongly recommend you to use the free phone support of Google Adwords (900 800 624) where
you will be assigned a personal assistant that will guide you step by step using the tool.
• You should try both search marketing and display marketing campaigns but focus more on the first
one.
Project Kick-Off
• All the teams should activate their campaigns on Monday January 12th at 9:00 AM CET. It is very
important that you set a maximum daily budget of 4€ / day.
• At the end of each week I will share with you all a dashboard with the performance of each team and
some feedback about how to improve.

6. |
Planning & Schedule
Week 1 Week 2 Week 3 Week 4
Jan-12th Jan-19th Jan-26th Feb-2nd Feb-9th
Marketing
Campaign
Phase I
Marketing
Campaign
Phase II
Marketing
Campaign
Phase III
Post-
Campaign
Report
Marketing
Campaign
Kick-Off
Dashboard
2nd Week
Final
Report
Dashboard
1st Week
Dashboard
3rd Week
• Initial approach when
starting your campaign
• Actions taken and
impact on results
• Key learning for
managing and Adwords
campaign

7. Google Adwords Certification
Optional Certification Exam Provided By Google
A globally recognized stamp of approval which showcases
your knowledge of the latest AdWords tools and best
practices

8. Digital Marketing Strategy
Group Projects
A B C
All

9. |
Planning & Schedule
Phase 1
All Together
Dec-13th
Jan-16th
General Alignment
& Project Plan
Project
Briefing
Phase 2
Individual
Analysis &
Feb-6th Feb-14th
Strategic Initiatives
Initial
Report
Phase 3
By Groups
Action Plan &
Resources
Mid-Term
Report
Final
Presentation
• Business Model
• Marketing Goals
• Target Customer
• Brand Guidelines
• Content Territories
• Project Planning
(who does what)
• Marketing
Opportunities
• Current Situation
Assessment
• Best Practices
• Strategic Initiatives
• Coordination other
groups
• Description of
initiatives
• Pilot test
(proof of concept)
• One-Year Digital
Marketing Plan
• KPIs & Tools
• Budget & Vendors

10. |
Apendix

11. Digital Marketing Project
David Gracia