Ciao Tours is looking to enhance its digital marketing efforts by optimizing its Google Ads campaigns. The primary challenge is to increase brand visibility and attract qualified leads while adhering to a limited advertising budget. This project provides an opportunity for students to apply their digital marketing knowledge, specifically in the realm of pay-per-click advertising. Students will analyze current campaign performance, identify areas for improvement, and implement strategies to boost conversion rates. The project aims to refine targeting, improve ad copy, and optimize bidding strategies to achieve the desired outcomes. By working on this project, students will gain hands-on experience in digital marketing strategy and analytics, directly applying classroom theories to a real-world scenario.

The project deliverables include a comprehensive report detailing the analysis of past Google Ads campaigns and proposed optimization strategies. Students will also provide a revised set of Google Ads, including improved ad copy and targeting parameters. Additionally, a presentation summarizing the project findings and recommendations will be delivered to Ciao Tours. The final deliverables should demonstrate measurable improvements in campaign performance metrics such as click-through rates and conversion rates.