1. SEM recommendations
Paid search budget:
-$12000 for 3 months
-$133 per day

2. 1) Paid Search Campaign Planner
A) Google Adwords traffic forecasts
B) Bing Ads traffic forecasts
2) Recommendations
A) Google Adwords campaign recommendations
B) Bing Ads campaign recommendations

3. Average monthly searches for the last 12 months
1000 searches
Ad group Ideas Most relevant keywords Av. Monthly searches
Content System what is a content management
system
840
Learning System learning management system 70
Contact Management Contact management system 90
Free learning Free online learning management
system
50
Lms lms providers, top lms providers 120
A) Google Adwords traffic forecasts

4. Keywords matching list
Here is a list of the most searched keywords for this niche:
- free online lms
- what is an lms system
- lms providers
- online lms free
- elearning provider
- lms
- contact management system
- learning management system
- learn free online
- online training software
- online learning software
- web based training software
- online learning tools
- online training programs
- lms hosting
- lms demo
- online learning management system free
List of the most expensive keywords:
- what is a content management system ($26.68 cpc)
- learning management system unimelb( $11.06 cpc)
- lms providers ($6.76 cpc)
- free online learning management system( $33.71 cpc)
Ad group: Lms
Ad group: Learning system
/ Ad group: other Ad groups

5. High performing Keywords list:
- free online lms
- what is an lms system
- lms providers
- online lms free
- elearning provider
- lms
- content management system
- learning management system
- learn free online
- online training software
- what is a content management system
- Learning management system unimelb
- lms providers
- free online learning management system
Search traffic forecasts:
126 000 searches

6. A) Current state of Paid search results:
D2L does not currently lead any paid search campaign.
When you type in [“d2l learning management system”] or [“d2l”] or [“d2l lms”]
you get paid ads results on both panels but from other competitors being:
1-ELMO
2-People Streme
3-IMTG
4-Halogen
1) Google Keywords search information

7. B) Current state of the competitors paid search results :
Search results for “lms”
Online learning management system is a highly competitive niche with the main actors leading a
fierce and constantly evolving paid search battle. Most of the companies advertising on this niche do
not hesitate to bid on one of the competitors name as a keyword.
Top advertisers for the lms niche:
- Canvas
- ELMO
- People Streme
- IMTG
- Halogen
Search results for “learning
management system”

8. B) Current state of the competitors paid search results :
Search results for “ canvas
learning management system”
Search results for “ d2l”

9. A) Google Paid Search Recommendations
It seems obvious that the competition is using multiple Ad groups to advertise about
this niche and we should do the same .
We could set up multiple Ad groups using the highlighted keywords as well as the
competitor’s names.
Ad group No1:
(Broad Match - $4 CPC)
Suggested Keywords Estimated monthly
Impressions
Estimated
monthly Clicks
Estimated monthly
CTR%
Estimated monthly
cost
Estimated monthly
Av. Position
lms 52,407 1,331 2.3% $487.26 1.95
learning management system 12,592 101 0.80% $146.57 4.15
Total 65,000 1,331 2% $633.83 2.38
Traffic forecasts as per D2L request.

10. Ad group No2:
(Exact Match - $4 CPC)
Suggested Keywords Estimated monthly
Impressions
Estimated
monthly Clicks
Estimated monthly
CTR%
Estimated monthly
cost
Estimated monthly
Av. Position
lms 2,8514 167.26 0.60% 111.63 2.09
canvas lms 1,362 7.45 0.50% 13.04 2.19
online training 1,441 8.62 0.60% 30.44 4.45
learning management system 104 - 0.00% - 7.75
online software training - - - -
brightspace 497 - 0.00% - 1.11
d2l lms - - - -
online training programs 78 - 0.00% - 3.67
Total 32,000 183 0.6% $155 2.21
This Ad group is so far the cheapest recommendation achievable.

11. Ad group No2:
(Broad & Phrase Match combined - $10 CPC)
Suggested Keywords Estimated monthly
Impressions
Estimated
monthly Clicks
Estimated monthly
CTR%
Estimated
monthly cost
Estimated monthly
Av. Position
what is an lms system - -
-%
- -
free online learning management
system
- -
-%
- -
what is a content management system - -
-%
- -
online learning management system
free
- -
-%
- -
free online lms 8 - -% - 1
lms demo 35 - -% - 1.5
lms providers 192 4.53 2.30% $20.67 2.41
online training software 368 - -% 0 5.67
learning management system 6,201 38.4 0.60% $294.08 4.4
brightspace 149 - -% - 1
Total 6,956 42.94 0.6% $314.75 4.32
This Ad group is so far the most recommended.

12. Ad group No3: competition targeting
(Broad Match - $10 CPC)
Suggested Keywords Estimated monthly
Impressions
Estimated
monthly Clicks
Estimated monthly
CTR%
Estimated
monthly cost
Estimated Av.
monthly Position
d2l 785 33.45 4.30% $99.27 1
ELMO 4,863 664.46 13.70% $508.47 1.01
Halogen 1,924 12.67 0.70% $32.5 1.88
Halogen lms 7 - 0.00% - 2
IMTG - - - -
IMTG lms - -
0.00%
- -
People Streme - -
0.00%
- -
People Streme lms - -
0.00%
- -
brightspace 141 - 0.00% - 1
canvas lms 369 2.99 0.80% $6.96 1.77
d2l lms 7 - 0.00% - 1
elmo lms - -
0.00%
- -
Total 8,100 713 8.80% $647.21 1.25

13. A) Bing Ads traffic forecasts
High performing Keywords list:
- bright futures
- Integrated learning
- learning experience
- learning organization
- learning outcomes
- Online learning
Most relevant keywords Av. Monthly searches Av. Monthly Impressions Av. Monthly Clicks
bright futures 16 18 1
integrated learning - 4 1
learning experience 5 2 -
learning organization - 8 1
learning outcomes 47 47 3
online learning 80 259 29
Total 148 338 35
Search traffic forecasts:

14. A) Bing Ads recommendations
Ad group No1:
(Broad Match - $5.41CPC)
Suggested Keywords Estimated monthly
Impressions
Estimated
monthly Clicks
Estimated monthly
CTR%
Estimated monthly
cost
Estimated monthly
Av. Position
lms 52,407 1,331 2.3% $487.26 1.95
learning management system 12,592 101 0.80% $146.57 4.15
Total 112,000 1,331 0.8% $7791 -
Ad group No2:
(Broad Match - $0.72CPC)
Suggested Keywords Estimated monthly
Impressions
Estimated
monthly Clicks
Estimated monthly
CTR%
Estimated monthly
cost
Estimated monthly
Av. Position
bright futures 18 1 5.56 $0.06 -
integrated learning 4 1 25 $0.07 -
learning experience 2 - - - -
learning organization 8 1 12.5 $0.15 -
learning outcomes 47 3 6.38 $0.34 -
online learning 259 29 11.2 $- -
Total 338 35 12.1% $93.12 -
This Ad group is so far the cheapest recommendation achievable.

15. Ad group No3:
(Broad Match - $0.72CPC)
Suggested Keywords Estimated monthly
Impressions
Estimated
monthly Clicks
Estimated monthly
CTR%
Estimated monthly
cost
Estimated monthly
Av. Position
free online lms - - - - -
what is an lms system 653 17 2.6 141.24 -
lms providers 78 3 3.85 15.17 -
online lms free - - - - -
lms 35,220 167 0.47 381.8 -
learn free online 18 2 11.11 2.46
what is a content management
system
17,483 93 0.53 279.98
free online learning management
system
12 - - -
Total 53,464 282 3.7% $820 -
This Ad group is so far the most recommended.

16. Suggested Ad Groups Estimated monthly
Impressions
Estimated
monthly Clicks
Estimated
monthly CTR%
Estimated monthly
cost
Estimated monthly Av.
Position
Learning management
system
6,956 42.94 0.6% $314.75 -
Lms providers 53,464 282 3.7% $820 -
Total 60,420 324 2.15% $1,134.75 -
Overall Recommendations:
Google Adwords
Ad group to consider
Suggested Ad Groups Estimated monthly
Impressions
Estimated
monthly Clicks
Estimated
monthly CTR%
Estimated monthly
cost
Estimated monthly Av.
Position
lms bidding 52,407 1,331 2.3% $487.26 -

17. Suggested Ad Groups Estimated monthly
Impressions
Estimated
monthly Clicks
Estimated
monthly CTR%
Estimated monthly
cost
Estimated monthly Av.
Position
Bing Ad 338 35 12.1% $93.12 -
lms 81,00 713 8.8% $647.21 -
Total 15,056 755 4.7% $961 -
Overall Recommendations:
Bing Ads
Ad group to consider
Suggested Ad Groups Estimated monthly
Impressions
Estimated
monthly Clicks
Estimated
monthly CTR%
Estimated monthly
cost
Estimated monthly Av.
Position
Learning management
system
12,592 101 0.80% $146.57 4.15

18. Networks Estimated monthly
Impressions
Estimated
monthly Clicks
Estimated
monthly CTR%
Estimated monthly
cost
Google 60,420 324 2.15% $1,134.75
Bing 15,056 755 4.7% $961
Total 75476 1,079 3.4% $2095.75
Overall Recommendations:
Google Adwords & Bing Ads combined

19. Any question? Do not hesitate in asking