This document provides a digital marketing plan for Ultrafit Bootcamps, a Vancouver-based fitness company. The plan aims to improve Ultrafit's digital presence and marketing efforts. It identifies three key areas of focus: improving their website, implementing a paid search campaign on Google AdWords, and leveraging social media platforms like Facebook, Twitter, and Instagram. Various tactics are proposed across these areas, with the overall goal of appealing to current and new customers to support Ultrafit's continued success in the competitive fitness industry.

1. DIGITAL
MARKETING
PLAN
COMM
464,
Section
102
Instructed
By
Paul
Cubbon
Jessica
Greschner
27722107

2. U L T R A F I T
B O O T C A M P S
D I G I T A L
M A K R E T I N G
P L A N
T A B L E
O F
C O N T E N T S
I.
EXECUTIVE
SUMMARY
II.
SITUATIONAL
ANALYSIS
Company
Background
Industry
Analysis
SWOT
III.
ULTRAFIT
IN
THE
DIGITAL
ENVIRONMENT
Current
Digital
Marketing
Mix
Key
Challenges
in
the
Digital
Environment
Objectives
&
Goals
IV.
WEBSITE/SEARCH
ENGINE
OPTIMIZATION
Hypothesis
1
–
Improving
the
Website
Hypothesis
2
-­‐
SEO
Procedure
Analysis
Recommendations
V.
PAID
SEARCH
(GOOGLE
ADWORDS)
Hypothesis
1
–
Driving
Traffic
with
Google
AdWords-­‐
Procedure
Analysis
Recommendations
VI.
SOCIAL
MEDIA
Facebook
pg.
1
pg.
2
-­‐
5
pg.
6
-­‐
7
pg.
8
-­‐
15
pg.
16
-­‐
20
pg.
21
-­‐
37
pg.
21
-­‐
26

3. Hypothesis
1
&
2
–
Content
&
Timing
of
Posts
Procedure
Analysis
Recommendations
Hypothesis
3
-­‐
Influencers
Procedure
Analysis
Recommendations
Twitter
Hypothesis
1
–
Content
Procedure
Analysis
Recommendations
Hypothesis
2
–
Influencers
Procedure
Analysis
Recommendations
Social
Media
Expansion
Hypothesis
1
–
Using
More
Platforms
Procedure
Analysis
Recommendations
VII.
CONCULSION
VIII:
APPENDIX
pg.
27
-­‐
32
pg.
33
-­‐
37
pg.
38
pg.
39
-­‐
54
pg.
55
-­‐
56
IX:
BIBLIOGRAPHY

4. I.
EXECUTIVE
SUMMARY
Ultrafit
Bootcamps
is
a
Vancouver
based
company
in
the
health
and
fitness
industry.
Founded
in
July
2003,
Ultrafit
has
grown
to
include
programs
in
Kitsilano,
Burnaby,
East
Vancouver,
and
North
Vancouver.
But
as
the
competitive
environment
of
the
fitness
industry
in
Vancouver
intensifies,
Ultrafit
is
looking
for
new
ways
to
attract
customers.
Currently,
Ultrafit’s
promotional
strategies
consist
primarily
of
word
of
mouth
(offline).
Provided
Ultrafit’s
loyal
client
base,
this
has
proven
to
be
effective
over
the
past
ten
years.
However,
Ultrafit
is
currently
underutilizing
their
online
social
media
outlets
and
has
the
opportunity
to
improve
all
aspects
of
their
digital
marketing
mix.
Therefore,
the
primary
objective
of
this
digital
marketing
plan
is
to
progress
Ultrafit’s
digital
marketing
mix
to
better
appeal
to
both
current
and
potential
customers
while
contributing
to
its
overall
success
as
a
fitness
bootcamp.
In
this
plan,
we
will
discuss
various
tactics
and
strategies
on
how
to
effectively
employ
different
digital
and
social
media
channels
and
tools
to
accomplish
the
main
objective.
The
three
primary
components
of
our
digital
marketing
plan
includes:
Company
Website
• Improving
website
in
regards
to
key
characteristics
(context,
content,
communication,
commerce,
community,
connectivity,
customization,
usability,
and
strategy)
• Identifying
tactics
that
would
improve
Ultrafit’s
current
organic
search
results
Paid
Search
• Investing
paid
search
by
implementing
Google
AdWords
Campaign
to
drive
traffic
to
website
Social
Media
• Strategically
leveraging
the
social
connecting
power
on
new
and
existing
social
media
platforms
including
Facebook,
Twitter,
Instagram,
and
Pinterest
1

5. II.
SITUATIONAL
ANALYSIS
COMPANY
PROFILE
Ultrafit
Bootcamp
is
a
Vancouver
based
company
founded
by
Annilou
Verge-­‐Marion
in
Vancouver
Island
and
has
been
in
operation
for
over
ten
years.
Ultrafit
calls
itself
“an
accelerated
Fitness
&
Nutrition
program”
which
consists
mainly
of
outdoor
physical
activity
paired
with
a
nutrition
plan
monitored
by
Ultrafit.
They
are
now
based
in
Vancouver
and
have
outdoor
locations
in
Kitsilano,
Burnaby,
East
Vancouver,
and
North
Vancouver.
Ultrafit
offers
a
bootcamp
style
fitness
class
with
nutritional
coaching
and
goal
setting
guidance
included
with
each
membership.
Each
bootcamp
class
is
60
minutes
long
and
offers
cardiovascular,
strength,
core
and
balance
training.
With
regular
attendance
benefits
include:
weight
loss,
stress
relief,
strength,
increased
energy,
and
increased
confidence.
Ultrafit’s
fitness
program
can
be
adapted
to
different
ages
and
fitness
levels
and
as
a
result
Ultrafit
has
a
wide
variety
of
clients.
All
clients
are
interested
in
leading
a
healthy
and
active
lifestyle.
Demographically,
most
current
clients
are
females
between
the
ages
of
30
and
50.
In
the
future,
Ultrafit
is
looking
to
grow
and
capitalize
on
their
current
target
consumers
and
to
better
connect
with
younger
audiences.
INDUSTRY
ANALYSIS
Category
Definition
Ultrafit
operates
in
the
fitness
industry.
This
industry
includes
fitness
activities
and
recreational
sports
which
feature
various
forms
of
physical
activity.
Ultrafit
is
a
bootcamp
style
of
fitness
program,
and
the
primary
function
of
its
service
is
to
offer
a
form
of
exercise
to
consumers
in
Vancouver.
Ultrafit
competes
directly
with
dozens
of
other
Bootcamps
in
Vancouver
and
indirectly
with
services
offering
some
form
of
exercise
or
fitness.
Such
services
include
gyms,
fitness
clubs,
yoga
classes,
adult
sports
leagues,
running
clubs,
cycling
clubs,
Zumba,
Pilates,
exercise
classes,
swimming
pools,
home
gym
equipment,
and
even
fitness
mobile
apps.
This
industry
has
a
low
level
of
market
share
concentration.
This
is
because
there
are
so
many
small-­‐scale,
single
location
players
in
the
market.
In
2012,
about
82.2%
of
all
fitness
establishments
employed
fewer
than
20
people
(Schmit,
2013).
The
percentage
of
small-­‐
scale
firms
is
substantial
because
demonstrates
the
industry's
low
barriers
to
entry
as
it
is
a
relatively
easy
industry
to
enter.
Health
&
Fitness
in
Canada
According
to
a
study
done
by
The
International
Journal
of
Behavioral
Nutrition
and
Physical
Activity,
Canadians
are
some
of
the
most
physically
active
people
in
the
world
(International
Prevalence
Study
on
Physical
Activity).
And
today
Canadians
are
caring
more
about
their
health
and
wellbeing
than
ever
before.
In
2009,
48%
of
Canadians
were
considered
moderately
active,
and
the
Canadian
fitness
industry
grown
into
a
$2.2
billion
industry
(“Lets
Get
Active”,
2013).
In
Canada,
16%
of
the
population
has
a
membership
to
a
sporting
or
fitness
institutions,
with
community
programs
being
the
most
popular;
these
figures
reflect
Canada’s
ongoing
awareness
of
health
and
fitness.
Within
the
next
five
years,
population
growth
and
demographic
changes
will
influence
industry
revenues.
The
mature
market
(people
aged
55
and
older)
is
expected
to
2

6. live
more
active
lifestyles
and
put
more
emphasis
on
their
health,
physical
appearance
and
weight.
The
retiring
baby-­‐boomer
generation
will
create
opportunities
fitness
businesses.
As
baby
boomers
get
older
they
will
put
more
of
a
burden
on
healthcare
costs.
This
will
create
an
incentive
for
the
government
to
promote
preventative
practices
like
physical
activity
(Schmit,
2013).
The
younger
segment
of
the
population
(under
20)
also
has
a
strong
opportunity
for
growth.
This
is
largely
due
concerns
over
childhood
obesity.
In
particular,
British
Columbia
ranks
as
Canada’s
most
active
and
health
conscious
province,
and
with
Vancouver
being
most
active
city
in
Canada
(Bauman,
2010).
And
because
demand
is
so
high,
the
market
is
almost
saturated
with
various
health
and
fitness
services.
Fitness
industry
trends
are
dynamic
with
typically
short
lifespans.
Within
the
past
few
years
Crossfit
(a
power
based
fitness
regime),
yoga,
and
dance-­‐based
exercise
classes
have
experienced
the
highest
growth
rates,
while
Pilates,
spin
classes,
and
aquatic
classes
have
experienced
a
decline.
Specifically
in
Vancouver,
the
top
three
most
popular
workout
trends
are
dance-­‐inspired
workouts,
yoga,
and
bootcamps.
There
has
been
a
growing
preference
towards
group
fitness
classes
opposed
to
individual
exercise
especially
among
women
(Cikes,
2012).
SWOT
Strengths
Ultrafit
Bootcamp
has
already
been
largely
successful
in
their
past
ten
years
in
operation.
They
have
established
a
good
reputation
and
a
sustainable
business
model.
In
the
process
of
gaining
experience
and
earning
reputation
they
have
gathered
a
very
loyal
customer
base.
Some
clients
have
been
regular
attendees
for
up
to
six
years.
The
trainers
at
Ultrafit
are
very
enthusiastic
and
many
customers
are
drawn
to
the
bootcamp
because
of
their
expertise.
They
are
well
educated
on
multiple
facets
of
health
and
wellbeing
and
know
when
and
how
to
push
participants.
Trainers
are
able
to
offer
a
full
service
health
program
for
clients
which
is
included
in
their
membership
fee.
They
then
monitor
the
progress
of
each
client.
Customers
are
therefore
able
to
go
to
one
place
for
all
their
fitness
and
nutritional
needs.
Many
clients
are
drawn
to
the
social
aspect
of
bootcamp
and
group
exercising.
They
find
it
motivating,
and
a
way
to
distract
themselves
from
what
is
often
an
undesirable
activity.
Classes
that
can
be
adapted
for
each
customer’s
individual
fitness
levels
enable
the
group
aspect
to
work
particularly
well.
Furthermore,
a
strict
schedule
can
help
people
remain
committed
to
a
consistent
exercise
routine.
Ultrafit
has
an
impressive
success
rate
for
helping
clients
reach
their
fitness
goals.
Vancouver
and
Kitsilano
compliment
the
outdoor
aspect
of
Ultrafit.
With
a
moderate
climate
Vancouverites
are
able
to
exercise
outdoors
twelve
months
a
year.
For
many,
exercising
outdoors
is
an
enormous
advantage
of
Ultrafit’s.
Weaknesses
Although
Ultrafit
has
been
successfully
operating
for
ten
years,
we
have
identified
some
areas
to
be
improved.
Ultrafit
charges
at
a
premium
rate
which
limits
itself
from
reaching
to
broader
range
of
clients
such
as
younger
demographics.
3

7.
Furthermore,
while
the
group
and
class
style
of
program
offered
by
Ultrafit
is
a
strength,
it
is
also
a
weakness.
Ultrafit
clients
must
go
to
class
when
it
is
offered,
while
some
competitors,
like
gyms,
are
open
about
16
hours
a
day
that
gives
their
members
more
flexibility.
Compared
to
other
competitors,
Ultrafit
also
lacking
amenities
such
as
private
training
facilities,
weights,
and
exercise
equipment.
Ultrafit
is
in
need
of
a
strategic
online
digital
marketing
plan,
as
they
currently
acquire
members
mainly
through
word
of
mouth.
Ultrafit
is
under
utilizing
their
social
media
and
web
presence
as
effective
marketing
tools
relative
to
competitors.
Their
social
media
activity
could
be
more
engaging
and
relevant
for
consumers,
and
is
limited
to
only
two
platforms
(Facebook
and
Twitter).
Their
website
could
be
updated
to
be
more
appealing
and
yield
better
organic
search
results.
Opportunities
Vancouverites
have
proven
that
they
value
fitness,
health,
and
wellbeing
and
have
earned
Vancouver
the
title
of
being
Canada’s
Healthiest
City
(Ebner,
2012)..
There
is
an
opportunity
to
capitalize
on
the
demand
and
interest
in
the
fitness
industry.
As
stated,
there
is
also
the
opportunity
to
capitalize
on
key
demographic
trends.
The
mature
markets
including
the
baby
boomer
population
is
expected
to
place
more
and
more
emphasis
on
living
healthy
and
physically
active
lifestyles.
Younger
segments
are
also
expected
to
become
more
involved
in
the
fitness
industry
which
is
a
market
Ultrafit
can
better
reach
in
the
future.
Ultrafit
also
has
the
ability
to
leverage
their
very
loyal
existing
client
base.
Through
word
of
mouth,
online
and
offline,
their
loyal
clients
can
act
as
brand
advocates
bringing
new
customers
in.
Having
this
strong
existing
network
is
paramount
for
extending
their
reach
further,
especially
on
social
media.
Ultrafit
is
also
a
small,
local
company,
and
many
people
endorse
these
small
local
companies
over
those
of
national
or
international
in
scale.
They
feel
like
they
are
supporting
the
community
and
are
able
to
develop
a
personal
relationship
with
the
firm.
Threats
Because
Vancouver
is
such
a
healthy
and
fit
city,
competition
is
fierce.
Directly,
Ultrafit
must
compete
with
over
dozens
of
bootcamps.
But
indirect
competition
includes
yoga,
gyms,
running
clubs,
hiking,
skiing,
biking,
swimming;
as
well
as
free
mobile
apps,
exercise
DVDs,
and
even
YouTube.
This
is
primarily
the
result
of
an
industry
with
low
barriers
to
entry.
And
although
the
industry
is
concentrated
with
small-­‐scale
firms,
there
are
also
larger
competitors
such
as
the
YMCA,
GoodLife
Fitness,
and
YYoga
that
can
(in
some
cases)
achieve
economies
of
scale.
These
competitors
have
more
sophisticated
marketing
resources
and
budgets.
Sometimes,
these
larger
firms
can
overwhelm
the
messages
being
sent
by
smaller
firms
such
as
Ultrafit.
And
while
being
an
outdoor
fitness
program
is
one
of
the
positive
attributes
of
Ultrafit,
it
is
worth
recognizing
the
degree
of
vulnerability
this
places
on
the
firm.
Because
Ultrafit
is
an
outdoor
fitness
program
they
are
subject
to
their
natural
surroundings.
This
includes
the
noise
4

8. restrictions
in
neighborhoods
especially
in
early
mornings
or
late
at
night.
Complaints
over
the
use
of
these
public
spaces
could
be
detrimental
to
Ultrafit.
Ultrafit
relies
on
convenient
locations
to
make
their
service
accessible.
Another
threat
is
the
weather.
Many
potential
customers
may
be
deferred
by
the
idea
of
having
to
go
out
in
less
than
favorable
weather
conditions
and
may
therefore
turn
to
other
indoor
alternatives.
5

9. III.
ULTRAFIT
IN
THE
DIGITAL
ENVIRONMENT
CURRENT
DIGITAL
MARKETING
MIX
Ultrafit’s
current
digital
marketing
mix
is
currently
two
pronged,
and
includes
a
web
and
social
media
presence:
• The
website
aims
to
add
value
to
both
current
and
potential
clients.
Potential
clients
are
provided
with
an
overview
of
Ultrafit’s
services,
prices,
trainers,
and
testimonials.
They
are
also
able
to
register
and
pay
for
bootcamp
memberships.
Current
customers
are
provided
access
to
schedules,
nutritional
coaching,
and
the
opportunity
to
renew
their
memberships
at
any
time.
• Ultrafit’s
social
media
presence
is
limited
to
Facebook
and
Twitter.
Here,
they
have
acquired
a
relatively
modest
following
of
friends,
family,
and
clients.
They
contribute
content
relating
to
health,
fitness,
and
living
a
healthy
lifestyle.
KEY
CHALLENGES
IN
THE
DIGITAL
ENVIRONMENT
As
stated,
Ultrafit
competes
in
a
very
concentrated
fitness
environment.
This
situation
only
intensifies
online
and
in
social
media.
In
the
digital
landscape,
there
are
many
messages
directed
at
consumers
on
a
continuous
basis.
Different
players
therefore
compete
for
the
attention
of
the
same
target
audience.
Almost
all
competitors
in
the
fitness
industry
in
Vancouver
have
an
online
presence.
Standing
out
in
such
situation
can
be
difficult.
Therefore,
to
reap
the
benefits
of
social
media,
strategies
must
outperform
competitors
to
be
more
effective
and
more
relevant
to
consumers.
OBJECTIVES
&
GOALS
Our
goal
is
to
refresh
and
revise
Ultrafit’s
online
marketing
mix
to
better
utilize
the
tools
and
practices
available.
We
have
made
recommendations
that
will
help
Ultrafit
accomplish
these
goals.
Objectives
involve
Ultrafit’s
website,
paid
search
campaigns,
and
social
media.
OBJECTIVE
KPI
DATA
SOURCE
PAID
SEARCH
WEBSITE
Click
through
rate
(CTR)
(Goal:
Achieve
CTR
of
1.5%)
Google
AdWords,
Keywords
Metrics
Increase
number
of
inquiries,
brand
awareness,
and
attract
new
clientele
on
the
website
Visits
Bounce
rate
(Goal:
Increase
#
of
daily
visits
by
15%,
bounce
rate
of
50%)
Google
AdWords,
Keywords
Metrics
Improve
organic
search
results
Increase
website
traffic
using
Google
AdWords
campaign
Search
rank
on
Google
nd
(Goal:
Achieve
2
position
on
“Boot
Camp
Vancouver”
search)
Google
INSIGHT
ACTION
A
higher
CTR
rate
means
more
people
are
clicking
on
the
ads
and
therefore
match
customer
searches.
This
helps
drive
website
traffic
More
inquires
mean
more
potential
customers
Increase
CTR
rate
through
use
of
various
keywords
and
ad
descriptions
Efforts
to
improve
the
quality
score
given
by
Google
will
make
the
website
more
searchable
Increased
search
rank
through
website
improvements
Increase
Visits,
Decrease
Bounce
rate
6

10. SOCIAL
MEDIA
Engagement
Score-­‐
total
likes,
comments,
retweets,
replies,
likes,
and
repins
(Goal:
Improve
engagement
score
by
25%)
Extend
reach
of
social
media
to
a
broader
audience
Improve
and
foster
engagement
of
online
community
Social
connections
(Goal:
Increase
to
60%
of
total
customer
base)
Facebook:
likes,
comments,
engagement
rate,
reach
Twitter:
retweets,
replies
Instagram:
Likes,
comments
Pinterest:
likes
and
repins
Facebook:
page
likes
Twitter:
Followers
Instagram:
Followers
Increased
engagement
will
help
develop
online
community
which
will
improve
existing
customer
loyalty,
and
also
attract
new
customers
Increase
rates
of
engagement
by
improving
content
and
timing
of
tweets
More
likes,
followers
on
social
media
pages
indicates
greater
social
influence
Increase
number
of
social
connections
7

11. IV.
WEBSITE/
SEARCH
ENGINE
OPTIMIZATION
Having
good
a
good
website
is
paramount
for
attracting
and
retaining
customers.
Ultrafit’s
current
website
design
is
dull
and
unappealing,
and
does
not
optimally
present
what
Ultrafit
has
to
offer.
After
analyzing
Ultrafit’s
website,
the
following
hypotheses
and
recommendations
have
been
formulated.
HYPOTHESIS
1
-­‐
WEBSITE
By
improving
Ultrafit’s
website
in
regards
to
key
characteristics
(context,
content,
communication,
commerce,
community,
connectivity,
customization,
usability,
and
strategy)
the
website’s
bounce
rate
will
decrease
by
20%,
and
the
average
visit
duration
will
double.
PROCEDURE
By
conducting
secondary
research
on
websites
and
their
best
practices,
and
by
evaluating
the
websites
of
Ultrafit
and
their
competitors,
we
have
provided
recommendations
to
improve
Ultrafit’s
website
accordingly.
Google
Analytics
data
will
also
be
used
to
determine
and
evaluate
the
website,
and
consumer
behavior
patterns.
Due
to
limited
ability
and
time
constraint,
we
are
unable
to
test
our
hypothesis
by
physically
altering
the
website.
ANALYSIS
New
visitors
account
for
95%
of
all
Ultrafit
website
traffic.
This
means
that
95%
of
all
website
traffic
is
potential
customers.
Furthermore,
the
website
earns
a
bounce
rate
of
just
53%
which
is
considered
quite
impressive
(Smarty).
The
average
duration
of
a
visit
to
Ultrafit’s
website
is
just
56
seconds,
but
because
this
is
just
an
average,
and
therefore
includes
visitors
who
left
quickly,
and
those
who
visited
for
a
long
time,
it
should
not
be
used
to
make
definitive
conclusions
(APPENDIX
1.0).
Aggregated,
these
statistics
give
the
impression
that
the
Ultrafit
website
is
doing
well
relative
to
industry
standards.
However,
in
order
to
properly
analyze
and
evaluate
the
website,
other
characteristics
need
to
be
assessed.
Context
(Webpage
design):
Ultrafit’s
website
layout
and
design
appears
outdated,
and
does
not
immediately
engage
the
viewer.
There
is
a
lot
of
text
that
is
consolidated
in
the
middle
of
the
page
and
has
few
surrounding
graphics.
There
are
consistency
problems
regarding
font.
Furthermore,
graphics
and
logos
are
of
poor
quality
[APPENDIX
1.1].
Content:
Information
is
insightful
however
it
is
not
structured
in
a
user-­‐friendly
manner.
There
is
limited
use
of
graphics
and
videos.
The
schedule
is
clear
and
appealing.
There
are
detailed
descriptions
of
trainers,
and
of
courses
so
clients
are
able
to
know
what
to
expect
from
a
bootcamp
class.
Poor
quality
images
do
not
leverage
other
information
as
well
as
it
could.
The
video
on
the
homepage
provides
a
nice,
brief
overview
of
the
class
offered.
There
is
also
inconsistency
with
the
quality
of
the
photos
of
the
staff
members
and
customers
who
gave
reviews
APPENDIX
1.2].
Communication:
The
Ultrafit
website
communicates
with
users
through
its
content
and
through
a
blog,
a
user
interface,
and
contact
information.
The
blog
allows
for
clients
to
leave
comments
8

12. however
no
comments
are
present.
Other
contact
information
includes
a
phone
number
and
a
generic
email.
Based
on
the
nature
of
the
business
no
address
is
provided.
The
user
interface
that
supports
nutritional
and
coaching
services
is
not
used
[APPENDIX
1.3].
Commerce:
There
is
the
ability
to
register,
schedule,
and
purchase
bootcamp
sessions.
You
are
able
to
see
what
instructors
will
be
conducting
which
bootcamp,
which
class
works
for
your
schedule,
and
then
proceed
to
checkout
online
[APPENDIX
1.4].
Customization:
There
is
limited
customization
except
for
choosing
the
class
and
membership
type
on
Ultrafit’s
website.
There
is
an
online
interface
for
clients
of
the
nutritional
and
coaching
services
to
login,
journal,
and
receive
advice.
However,
many
clients
are
not
utilizing
this
service,
and
some
are
alternatively
using
mobile
applications
[APPENDIX
1.5].
Connection:
The
only
links
present
are
Ultrafit’s
Facebook
page
and
Google+
page.
The
Facebook
page
is
relatively
quiet,
and
the
Google+
account
does
not
exist.
The
blog
entries
are
also
not
shareable
on
any
other
web
pages
or
social
media
platforms
[APPENDIX
1.6].
Community:
Although
there
is
a
system
where
clients
can
comment
on
blog
posts
and
spark
discussion.
It
is
not
currently
being
utilized.
However,
the
testimonials
that
are
provided
on
the
website
do
add
a
communal
aspect
to
the
site
[APPENDIX
1.7].
Usability:
The
Ultrafit
website
is
well
laid
out,
and
is
relatively
easy
to
find
anything
you
may
need.
Clear
headings
are
located
in
the
top
right
hand
section
of
the
screen
where
the
eye
is
naturally
drawn.
Most
of
the
content
on
each
page
can
fit
in
the
screen
without
having
to
scroll.
This
helps
people
find
what
they
need
as
easily
as
possible.
The
only
portion
that
could
be
improved
is
the
scheduling
part,
as
it
is
not
clear
that
clicking
the
calendar
will
prompt
you
to
register
in
the
class
[APPENDIX
1.8].
Strategy:
Ultrafit
has
some
well
thought-­‐out
elements
on
their
website.
They
have
a
column
that
explains
‘what
makes
Ultrafit
different’
to
demonstrate
their
value-­‐added
services.
They
also
have
descriptions
of
the
trainers
(with
photos),
and
a
specific
description
of
the
classes.
Because
client-­‐fitness
trainer
relationships
can
be
very
personal
this
is
an
important
feature.
Also,
explaining
exactly
what
the
bootcamp
entails
may
make
first
time
clients
more
willing
to
give
it
a
try
because
they
know
what
to
expect.
The
FAQ
section
can
also
aid
with
this
same
issue.
Testimonials
are
genuine,
relevant,
and
from
a
variety
of
users
[APPENDIX
1.9].
Ultrafit’s
website
is
a
good
website
in
an
ugly
outfit.
It
excels
in
terms
of
usability,
content,
and
strategy;
however,
improvements
to
context,
connection,
and
community
are
required.
Particularly,
the
poor
design
may
distract
users
from
many
other
strong
points
in
the
website.
Upon
evaluation
of
key
competitors,
we
noticed
that
websites
such
as
that
of
Bootcamps
Vancouver
gave
a
great
first
impression
because
of
the
web
design
and
style
but
fell
short
in
many
other
aspects.
Although
we
did
not
think
the
Bootcamps
Vancouver
website
was
as
good
as
Ultrafit’s,
its
visual
appeal
may
be
more
enticing
for
consumers
[APPENDIX
1.10].
9

13. RECOMMENDATIONS
Excellence
in
all
categories
present
in
our
website
analysis
would
create
an
ideal
website
and
excelling
in
many
different
facets
all
contribute
to
a
positive
consumer’s
experience.
However,
from
our
analysis
and
secondary
research
we
have
concluded
that
there
are
characteristics
that
are
more
important
than
others
in
the
industry.
Therefore,
we
suggest
that
Ultrafit
takes
measures
to
improve
their
website
with
emphasis
on
context,
content,
and
usability
to
be
most
important:
•
Context
is
important
because
people
do
“judge
a
book
by
its
cover”.
Good
design
and
stylistic
consistency
at
the
very
least,
is
important
in
convincing
visitors
to
stay
on
the
site.
We
were
turned
off
by
Ultrafit’s
website
because
it
was
unattractive
and
in
turn
we
made
false
assumptions
about
the
company
as
a
whole
even
though
other
website
components
were
quite
strong.
Perhaps
work
with
an
agency
to
redesign
the
website
in
terms
of
colors,
logos,
fonts,
and
media
would
improve
the
overall
appeal.
•
Content
is
important,
especially
for
fitness
website
where
visitors
are
often
looking
for
information
about
services,
schedules,
and
pricing.
Ultrafit
currently
has
thorough
yet
concise
information.
Everything
that
you
needed
to
know
on
both
sites
was
very
clear
and
left
few
questions
unanswered.
This
needs
to
continue
to
be
executed
well.
One
recommendation
would
be
to
include
a
more
thorough
explanation
of
the
nutritional
services
offered
by
Ultrafit.
This
is
value-­‐added
component
of
the
business
that
is
not
being
described
or
capitalized
on
optimally.
•
Intuitive
usability
is
also
imperative
for
a
fitness
website
(this
characteristic
could
also
include
the
commerce
functions).
Content
is
useless
unless
it
can
be
found.
Ultrafit
is
a
smaller
company
with
a
simple
business
model,
the
content
of
their
website
can
be
easily
organized.
Again,
Ultrafit
is
currently
executing
this
quite
well.
We
do
however
recommend
better
use
of
“white
space”
(which
will
likely
be
addressed
if
the
website
is
redesigned)
to
facilitate
easier
browsing.
Other
improvements
that
would
further
improve
the
Ultrafit
website
include:
Communication:
We
suggest
that
Ultrafit
continues
its
use
of
their
blog.
It
is
currently
being
updated
on
a
consistent
basis
with
relevant
content.
Although
viewers
are
not
actively
responding
or
commenting
on
posts
we
feel
that
the
most
valuable
asset
of
this
blog
is
portraying
expertise.
That
is
to
say,
Ultrafit
is
proving
to
a
potential
customer
that
they
are
in
fact
experts
in
their
field
and
are
therefore
able
to
offer
them
a
great
fitness
program.
Blogs
also
can
have
a
positive
effect
on
organic
search
results.
Commerce:
The
checkout
system
is
very
user
friendly.
However,
Ultrafit
could
further
improve
this
experience
with
booking
confirmations
that
send
the
customer
a
schedule
they
can
print
or
save
to
their
desktop
for
their
reference
immediately
after
purchase.
This
will
contribute
to
the
overall
user
experience
and
allow
the
customer
to
be
better
informed.
Customization:
The
customization
on
the
Ultrafit
website
is
currently
limited
to
the
customers
online
profile.
One
way
to
enhance
this
feature
is
if
the
website
were
able
to
recognize
different
customers
based
on
their
visiting
habits.
For
example,
a
customer
with
an
online
profile
would
be
remembered
and
perhaps
shown
advertisements
or
suggestions
based
on
their
past
purchases.
Furthermore,
the
user
experience
could
be
enhanced
if
they
were
recognized
when
10

14. visiting
the
site.
For
example,
subtle
things
such
as
“Welcome
Sue”
at
the
top
of
the
window
could
be
a
nice
touch.
Although
a
subtle
suggestion,
these
things
make
a
big
difference
in
the
mind
of
consumers.
Also,
this
is
relatively
easy
to
achieve
in
web
development
today.
Visitors
who
have
not
visited
the
site
(or
do
not
have
an
online
profile)
would
not
get
the
same
advertisements
or
promotions
as
those
with
online
profiles.
Instead,
they
would
receive
first
time
offers
and
the
like.
Connection:
The
connectivity
of
a
website
can
help
both
add
value
and
improve
organic
search
results.
Firstly,
we
recommend
Ultrafit
links
their
website
to
all
their
social
media
platforms.
Secondly,
we
recommend
that
Ultrafit
include
links
to
other
websites
that
would
be
of
interest
to
their
customers.
For
example,
a
link
to
the
weather
network
for
Vancouver
could
be
integrated
into
the
scheduling
page,
or
a
fitness
tips
website
(that
is
not
a
competitor)
could
be
integrated
into
the
blog.
Community:
To
increase
the
communal
aspect
of
the
website,
we
suggest
the
continued
use
of
testimonials
from
a
wide
range
of
customers.
Pictures
of
Ultrafit
customers
having
fun
and
working
together
could
also
achieve
this
same
effect.
Strategy:
We
recommend
that
Ultrafit
continue
to
promote
their
value-­‐added
or
differentiating
factors
the
way
they
are
currently
doing.
However,
to
build
upon
these
strategies,
highlighting
that
Ultrafit
has
been
operating
for
ten
years,
and
has
a
very
loyal
and
long-­‐standing
customer
base
(this
can
be
done
via
testimonials)
may
also
be
effective
in
attracting
new
customers.
With
fitness
services
in
Vancouver
being
such
a
competitive
industry,
it
is
important
that
websites
give
no
reason
(or
minimize
the
possibility)
for
visitor’s
to
defect
to
a
competitors
website.
While
different
website
factors
will
contribute
to
a
better
website,
the
driving
force
behind
every
decision
must
involve
optimizing
the
user
experience.
______________________________________________________________________________
WEBSITE
-­‐
HYPOTHESIS
2
By
revising
content
(text,
graphics,
links,
and
social
media
connection),
organic
search
ranking
will
improve
from
page
five
to
page
one
when
searching
for
“Bootcamp
Vancouver”.
PROCEDURE
We
will
conduct
secondary
research
on
relevant
terms,
phrases,
and
links
to
be
included
in
website
content
to
increase
organic
search
rankings.
We
will
analyze
the
content
of
competing
websites,
and
research
search
behaviors
in
order
to
develop
content
that
will
optimize
search
engine
results.
ANALYSIS
Search
engine
optimization
is
the
process
of
getting
traffic
from
the
“free,”
“organic,”
“editorial”
11

15. or
“natural”
listings
on
search
engines.
Search
engines
like
Google,
evaluate
your
website
to
determine
where
your
website
will
rank
in
search
results.
Google
ranks
websites
on
key
word
relevancy,
landing
page,
historical
performance,
click
through
rate
and
other
relevancy
factors.
Their
model
continues
to
improve
and
change.
Currently,
Ultrafit
is
ranked
in
tenth
position
when
searching
“Bootcamp
Vancouver”
on
Google,
and
fifth
when
searching
“Bootcamp
Kitsilano”.
However,
when
searching
“fitness
classes
Vancouver”,
or
“group
fitness
Vancouver”,
Ultrafit
was
not
easily
found
[1.11].
RECOMMENDATIONS
In
the
first
hypothesis,
the
Ultrafit
website
was
discussed
in
detail.
In
general,
improving
the
overall
website
as
recommended
above
will
improve
the
organic
research
results
of
the
website.
This
is
because
Google
evaluates
a
website
based
on
a
wide
variety
of
factors.
For
example,
quality
of
content,
freshness
of
content,
historical
performance
and
click
through
rates,
all
contribute
to
the
overall
score
given
by
Google.
Some
strategies
for
improving
the
score
of
your
website
on
the
above
ranking
characteristics,
are
listed
below.
These
traits
will
also
increase
the
likelihood
that
a
viewer
directed
from
a
paid
ad
will
return
to
your
website
in
the
future.
Context:
As
discussed
earlier,
visual
appeal
is
important.
Users
are
drawn
into
well
designed,
and
visually
appealing
websites.
Good
design
gives
your
site
credibility
and
is
often
the
basis
for
first
impressions.
Bootcamps
Vancouver
for
example,
excels
in
terms
of
context.
Improving
and
updating
the
design
of
the
Ultrafit
website
in
general,
will
therefore
have
this
effect.
Content:
Creating
compelling
and
useful
content
will
likely
influence
your
website
more
than
any
of
the
other
factors.
Content
includes
keywords
included
in
the
text,
information
provided,
and
any
other
website
components.
Keywords
are
essentially
what
potential
site
visitors
may
search
in
a
search
engine.
They
are
highly
reflective
of
searching
behavior,
and
one
must
anticipate
the
differences
in
their
users.
For
example,
people
with
different
expertise
levels,
age,
career,
or
nationality,
may
search
differently.
We
suggest
working
the
following
keywords
into
the
content
of
the
Ultrafit
website
to
best
suit
the
searching
behaviors
of
different
customer
segments:
program
• Bootcamp
• Outdoor
fitness
• Fitness
results
• Fitness
classes
• Outdoor
workouts
• Fitness
goals
• Exercise
classes
• Strength
training
• Experienced
• Fun
workouts
• Flexibility
trainers
• Fun
exercise
• Agility
• Cardiovascular
• Group
fitness
• Healthy
lifestyle
workouts
• Weight
loss
• Intense
workouts
• Plyometrics
• Weight
loss
The
first
fifty
words
on
a
webpage
are
a
crucial
signal
of
relevance.
As
such,
the
tagline
on
Ultrafit’s
homepage
should
incorporate
as
many
important
keywords
as
possible.
12

16. Ultrafit’s
current
tagline
is:
“Ultrafit
Bootcamp
is
an
accelerated
Fitness
&
Nutrition
program.
We
are
here
to
motivate
you
&
help
you
achieve
your
goal
towards
becoming
a
fitter
&
healthier
individual.”
Recommended
tagline:
“Ultrafit
Bootcamp
is
an
accelerated
Fitness
&
Nutrition
program.
Our
trainers
will
guide
you
through
a
full-­‐body
workout,
and
motivate
you
to
exercise
and
stay
healthy.”
The
recommended
tagline
incorporates
more
keywords
and
synonyms,
which
may
result
in
higher
search
rankings.
Different
types
of
content
(text,
images,
videos)
will
also
increase
the
traction
of
a
website.
Adding
a
greater
number
of
high
quality
images
and
videos
to
the
Ultrafit
website,
will
help
improve
this
aspect
of
the
sight.
A
website
which
creates
new,
fresh,
and
unique
content
for
users
will
also
be
more
search
optimal
than
those
that
do
not.
The
Ultrafit
blog
can
help
accomplish
this.
By
creating
blog
posts
on
the
website,
you
are
creating
new
content
which
Google
will
consider
in
their
evaluation
of
your
website.
Content
should
be
clear
and
concise
(as
discussed
earlier).
Users
should
be
able
to
find
what
they
are
looking
for
but
should
not
be
overwhelmed
with
information
that
is
not
of
value
to
them.
Also
as
discussed
earlier,
connecting
Ultrafit’s
site
to
other
sites
will
improve
your
search
ranking.
It
also
shows
that
you
are
in
the
same
conversation
as
other
linked
sites.
Link
blending
is
a
tactic
used
by
hyperlinking
certain
words
or
phrases
in
your
website
to
another
website.
One
way,
Ultrafit
could
use
link
blending
is
demonstrated
below:
BLOG
POST
(August
13,
2013):
Whole
Grain
vs.
Wheat
Be
careful
that
you
check
your
labels.
If
it
says
wheat,
that
doesn’t
mean
it’s
whole
wheat.
It
could
just
be
wheat
flour
with
some
molasses,
very
tricky*!
Be
sure
that
it
says
“whole”
before
wheat!
*This
statement
could
be
linked
to
the
Mayo
Clinic
website
for
more
discussion
on
the
matter
à
http://www.mayoclinic.com/health/whole-­‐wheat-­‐bread/AN01512
Sites
built
around
user
integration
and
sharing
have
made
it
easier
to
match
interested
groups
of
people
with
relevant
content.
As
recommended
earlier,
this
can
be
achieved
by
linking
social
media
platforms
to
the
website.
Further
facilitating,
or
encouraging
users
to
comment
on
blog
posts
may
also
help
promote
your
website
and
build
the
reputation
of
your
brand.
Usability/Navigation:
Make
your
site
as
easy
to
navigate
as
possible.
Not
only
will
this
enhance
the
user
experience
but
will
also
help
search
engines
understand
what
content
the
Webmaster
thinks
is
important.
Google
best
understands
flowing
hierarchy,
and
using
text
for
navigation.
Ultrafit
currently
has
a
very
usable
and
easy
to
navigate
website
[APPENDIX
1.12],
however
a
few
changes
have
been
suggested
which
may
improve
Google’s
navigation
and
evaluation
of
your
website,
and
the
users
navigation
of
the
website
as
well.
These
changes
include:
13

17. Current
Website
Heading
Home
Blog
Fitness
Bootcamp
Schedule/Register
Success
Stories
Ultrafit
Team
FAQ’s
Contact
Us
Recommended
Website
Headings
Home
About
Bootcamp
Ultrafit
Team
Schedule/Register
Membership
Prices
Success
Stories
Blog
FAQ’s
Contact
Us
URL
Names:
Shorter
URL
names
perform
better
in
Google
search
rankings
than
longer
ones.
Ultrafit’s
URL
names
are
all
short
and
concise,
usually
containing
only
one
word
after
“www.Ultrafit.ca”.
For
example,
success
stories
from
customers
are
under
“www.Ultrafit.ca/Stories”,
while
class
information
is
under
“www.Ultrafit.ca/Bootcamp”.
While
these
short
URL
names
are
advantageous,
they
could
incorporate
more
relevant
keywords
that
will
also
increase
search
rankings.
The
proposed
changes
are
as
follows:
www.Ultrafit.ca/Bootcamp
à
www.Ultrafit.ca/Bootcamp-­‐Class
www.Ultrafit.ca/Team
à
www.Ultrafit.ca/Fitness-­‐Trainers
www.Ultrafit.ca/Stories
à
www.Ultrafit.ca/Customer-­‐Testimonials
www.Ultrafit.ca/Blog
à
www.Ultrafit.ca/Fitness-­‐Blog
www.Ultrafit.ca/Schedule
à
www.Ultrafit.ca/Class-­‐Schedule
www.Ultrafit.ca/Membership
à
www.Ultrafit.ca/Membership-­‐Fees
CURRENT
URL
RECOMMENDED
URL
DESTINATION
www.Ultrafit.ca/Bootcamp
www.Ultrafit.ca/Bootcamp-­‐Class
Class
description
www.Ultrafit.ca/Team
www.Ultrafit.ca/Fitness-­‐Trainers
Description
of
trainers
www.Ultrafit.ca/Stories
www.Ultrafit.ca/Customer-­‐Testimonials
Customer
Testimonials
www.Ultrafit.ca/Blog
www.Ultrafit.ca/Fitness-­‐Blog
Blog
www.Ultrafit.ca/Schedule
www.Ultrafit.ca/Class-­‐Schedule
Bootcamp
Schedule
www.Ultrafit.ca/Membership
www.Ultrafit.ca/Membership-­‐Fees
Prices
Page
Titles:
Page
titles,
similar
to
URL
names,
should
be
a
short
and
concise
description
of
a
page’s
content,
and
also
include
relevant
keywords.
Ultrafit’s
page
titles
are
currently
well
labeled
and
give
a
clear
idea
of
what
the
webpage
will
be
about.
For
example,
“Schedule/Register
-­‐
Ultrafit
Bootcamp”,
and
“Contact
Us
-­‐
Ultrafit
Bootcamp”
accurately
describe
the
content
of
the
page.
The
only
recommendation
involves
the
“www.Ultrafit.ca/Bootcamp”
page,
which
is
currently
“For
All
Fitness
Levels
-­‐
Ultrafit
Bootcamp”.
This
should
be
changed
to
“About
Bootcamp
–
Ultrafit
Bootcamp”.
We
think
that
this
may
be
a
better
description
because
it
better
explains
what
the
page
is
about.
Although,
“For
All
Fitness
Levels”
may
send
the
message
that
boot
camp
14

18. can
be
in
fact
for
anyone,
it
does
not
concisely
explain
the
page
and
therefore
may
be
more
effective
as
a
subtitle
or
tag
line
elsewhere
[APPENDIX.13].
Meta-­‐Descriptions:
Meta-­‐descriptions
appear
under
the
page
title
in
search
results,
and
should
compel
the
viewer
to
click
on
the
link
[APPENDIX
1.14].
These
should
include
the
relevant
keywords,
and
be
kept
short
and
concise.
Some
of
Ultrafit’s
existing
descriptions
are
effective,
such
as
“What
to
Expect.
Here
are
some
Real
Results
that
our
members
have
experienced.
3-­‐15lbs
loss;
2-­‐5%
drop
in
body
fat;
25-­‐200%
strength
increase;
Inches
lost...”
for
“www.Ultrafit.ca/Bootcamp”.
Others
such
as
“Owner
&
Operator
of
Ultrafit
Bootcamp
Ltd.
BCRPA
Group
Fitness
Leader;
Sports
Nutrition
Specialist;
Bootcamp
Instructor
Trainer;
Level
1
Kickboxing
Instructor...”
appears
to
have
just
automatically
been
taken
from
the
webpage’s
content
on
“www.Ultrafit.ca/Trainers”.
A
better
description
could
include
something
that
is
more
easily
understood
by
potential
customers.
These
customers
may
be
intimidated
or
simply
not
understand
fitness
expert
vocabulary.
An
alternative
could
include:
“Our
professional
team
of
trainers
hold
certificates
and
experience
in
the
field
of
fitness
and
health.
We
are
energetic
and
enthusiastic...”.
Another
suggestion
is
to
revise
the
“www.Ultrafit.ca/Schedule
meta-­‐tag
that
should
describe
”
what
to
expect
about
when
Ultrafit
offers
its
Bootcamp.
Instead
of
the
current
meta-­‐tag:
“What
makes
Ultrafit
Unique?
Access
to
online
Nutritional
&
Fitness
journal;
Nutritional
Coaching;
Health
&
Nutrition
topics
at
each
class;
Weekly
home
workout...”,
it
may
be
more
valuable
to
describe
how
Ultrafit
can
accommodate
your
schedule
as
it
offers
over
twelve
classes
a
week
to
chose
from.
Search
engine
optimization
is
not
a
simple
phenomenon.
It
is
complex,
dynamic,
and
relative
to
the
practices
of
your
competitors.
When
making
decisions
regarding
search
engine
optimization,
the
top
priority
is
to
optimize
the
experience
of
the
customer.
If
the
customer
likes
your
site,
explores
your
site,
and
finds
what
they
are
looking
for
this
will
be
translated
into
a
good
organic
search
ranking.
15

19. V.
PAID
SEARCH
(GOOGLE
ADWORDS)
HYPOTHESIS
1
–
DRIVING
TRAFFIC
WITH
GOOGLE
ADWORDS
A
$100
spend
in
AdWords
will
provide
60
clicks,
and
therefore
direct
potential
customers
to
the
website.
PROCEDURE
Using
Google
AdWords,
we
developed
a
pay
per
click
ad
campaign
to
promote
the
Ultrafit
website.
The
campaign
extended
for
a
period
three
weeks,
with
an
aggregated
total
spend
of
$225.
Although
our
targeted
spend
was
$100,
a
technical
difficulty
(human
error)
forced
us
to
spend
more*.
Variables
such
as
keywords,
ad
descriptions,
and
ad
titles
were
manipulated
and
the
consequential
effect
on
click
through
rate
and
impressions
were
observed.
*
Although
we
were
carefully
monitoring
our
spending
on
Google
AdWords,
we
failed
to
notice
that
what
we
thought
was
total
spent
was
actually
weekly
spend.
This
may
be
something
Ultrafit
should
look
out
for
if
they
complete
their
own
AdWords
campaign.
ANALYSIS
Analysis
of
Current
Practices:
Ultrafit
initially
did
not
include
paid
search
in
their
digital
marketing
mix.
However,
we
feel
that
provided
the
competitive
nature
of
the
fitness
industry
in
Vancouver
and
the
degree
of
saturation
in
the
digital
landscape
paid
advertising
has
huge
potential
for
Ultrafit.
Some
of
the
benefits
for
Ultrafit
using
the
paid
search,
and
particularity
Google
AdWords
are
listed
below:
•
•
Immediate
Results:
As
soon
as
your
AdWords
account
is
activated
your
ad
starts
to
appear
to
users
searching
for
your
product
or
service.
Instantaneous
implementation
yields
faster
results
than
many
other
traditional
marketing
tactics.
•
Measurability:
You
are
easily
able
to
see
how
many
people
have
seen
and
clicked
on
your
ads.
Weekly
and
monthly
ads
are
also
provided
to
evaluate
the
success
of
your
campaigns.
•
You
only
Pay
for
Results:
Google
AdWords
offers
a
“Pay
Per
Click”
system
so
that
you
only
pay
if
a
user
clicks
on
your
ad
to
visit
your
website.
This
means
you
are
not
paying
to
rent
space
but
merely
to
reap
the
benefits
of
a
potential
customer
viewing
your
website.
•
To
Attract
Customers:
In
North
America,
90%
of
people
search
for
a
product
or
service
on
Google.
When
a
customer
makes
a
search
relating
to
Ultrafit,
boot
camp,
and
fitness
in
Vancouver,
the
results
will
include
your
competitors,
so
it’s
important
that
you’re
included
too.
Using
Google
AdWords,
you
increase
your
likelihood
of
being
seen
and
clicked
on
when
potential
consumers
are
searching.
In
fact,
World
Stream
Research
concluded
that
sponsored
results
account
for64.6%
of
clicks
for
high
commercial
intent
keyword
searches.
Flexibility
and
Control:
Google
AdWords
allows
changes
to
keywords
or
ad
descriptions
to
be
made
at
any
time.
Therefore,
if
certain
keywords
are
not
being
clicked
they
can
be
16

20. removed
and
new
ad
words
can
be
included.
The
termination
of
a
campaign
is
available
at
any
time.
AdWords
campaigns
can
be
customized
to
target
different
local
geographic
locations
or
language
groups.
•
Accommodates
a
Small
Budget:
On
Google
AdWords
there
is
no
minimum
spend,
and
therefore
can
be
as
small
as
$1
a
day.
Therefore,
an
AdWords
campaign
does
not
have
to
be
a
huge
financial
commitment.
•
AdWords
can
Improve
Organic
Traffic:
A
visitor
that
got
directed
to
your
site
from
a
paid
advertisement
may
become
a
repeat
visitor
and
return
to
your
website
from
an
organic
search
in
the
future.
This
will
improve
your
organic
search
results
and
therefore
improve
the
accessibility
of
your
website.
•
AdWords
is
Easier
than
SEO:
Although
search
engine
optimization
is
a
very
important
aspect
of
your
digital
web
presence,
AdWords
is
often
much
easier
to
implement.
SEO
requires
altering
your
web
content
that
may
include
working
with
a
web
developed.
For
many
small
businesses,
like
Ultrafit,
this
is
simply
not
realistic.
Therefore,
paid
search
can
be
used
in
order
to
achieve
better
search
results,
however
without
the
hassle
of
altering
your
web
content.
(Gabbert,
2012)
Google
AdWords
Campaign
Analysis:
Campaign
Launch:
When
developing
the
ad
that
would
be
viewed
by
searchers
we
knew
we
had
to
keep
our
target
consumers,
how
they
might
search,
and
what
they
find
appealing
in
mind.
We
began
by
running
tests
on
Google
to
see
how
competitors
approached
their
ads.
When
searching
“boot
camp
Vancouver”
ads
from
Contenders
training
studio,
Kalev
Fitness
Solutions,
and
other
appeared
in
promoted
ads.
“Fitness
classes
Vancouver”
brought
ads
for
Downtown
Vancouver
Bootcamp,
“Richmond
Oval”,
and
others.
Because
these
were
all
direct
competitors,
we
knew
that
using
some
of
the
tactics
they
employed
would
be
a
good
starting
point.
Key
takeaways
from
examining
other
promoted
fitness
ads
helped
us
develop
Ultrafit’s
as
well:
•
Headline:
The
headline
must
communicate
the
benefits
of
the
company
in
a
detailed
manner.
This
may
involve
a
call
to
action
or
value
proposition.
Using
your
brand
or
company
names
were
not
as
common
(and
presumably
not
as
effective).
•
Description
lines:
The
description
lines
must
describe
your
benefits,
value
proposition,
or
call
to
action
in
more
detail.
For
example,
for
our
first
ad
we
chose:
“Improve
your
fitness
&
overall
health;
Try
is
out,
1
week
unlimited
$30”
•
Display
URL:
The
display
URL
needed
to
be
short
and
simple.
We
chose
to
make
the
display
URL
www.ultrafit.ca.
We
chose
this,
as
it
is
the
only
part
of
the
ad
that
has
the
company
name.
•
Destination
URL:
This
needed
to
direct
the
consumer
to
what
the
ad
was
talking
about.
In
our
case,
the
destination
URL
took
searches
to
the
pricing
page
of
Ultrafit’s
website.
17

21. The
first
ad
in
our
campaign
looked
as
follows:
Kitsilano
Bootcamp
Improve
your
health
&
overall
fitness
Try
it
out,
1
week
unlimited
$30
www.ultrafit.ca
When
first
launching
our
Google
AdWords
campaign,
our
keyword
strategy
was
based
on
demographic
and
geographical
segmentation
in
order
to
ensure
we
were
attracting
the
right
consumers.
We
used
the
keyword
generator
to
identify
some
recommended
terms
while
also
keeping
in
mind
that
these
are
simply
suggestions
from
Google.
We
then
took
these
recommendations
and
further
defined
them
based
on
our
target
market.
For
example,
“boot
camp
for
moms”
was
a
term
that
we
chose
because
we
identified
mothers
as
a
key
target
audience
for
Ultrafit.
To
better
understand
our
keyword
selection
process,
below
are
some
examples
from
the
beginning
of
our
campaign
along
with
our
thought
process
behind
each:
•
Boot
Camp:
This
term
along
with
variations
of
the
term
was
the
first
we
agreed
on,
as
it
is
the
name
of
the
service
Ultrafit
offers.
Furthermore,
it
is
in
the
name
of
the
company.
When
searching
the
term,
we
also
noticed
that
there
weren’t
many
bootcamps
in
Vancouver
(relative
to
other
fitness
services)
so
bidding
on
this
term
would
be
a
great
way
to
improve
Ultrafit’s
ranking.
•
Fitness
Classes:
Our
second
thought
when
designing
search
terms
was
what
kind
of
similar
services
would
people
looking
to
stay
fit
be
searching.
We
identified
fitness
classes
as
a
broad
term
that
consumers
would
likely
search
if
they
were
looking
to
get
fit.
Lose
Weight:
We
also
chose
terms
based
on
what
consumers
would
want
to
get
out
of
a
bootcamp.
We
identified
weight
loss
as
a
key
goal
for
many
and
included
this
in
our
keyword
portfolio.
To
compliment
these
search
terms,
we
segmented
our
campaign
based
on
geographical
region
so
that
we
were
only
dealing
with
those
in
the
Vancouver
area.
We
also
honored
the
regions
multi-­‐cultural
nature
by
including
various
languages
such
as
English,
French,
Mandarin,
Japanese
and
Chinese
in
order
to
capture
those
who
might
have
browser
settings
in
other
languages.
Because
we
had
not
run
an
AdWords
campaign
before,
we
decided
that
a
small
amount
of
search
terms
would
be
used
to
start
so
that
we
could
conduct
further
analysis
after
a
couple
of
days
and
adjust
our
terms
accordingly.
This
proved
to
be
beneficial
as
many
of
the
terms
we
included
in
our
campaign
were
not
specialized
enough
or
had
too
high
of
a
bid
price
compared
to
our
allocated
budget.
[APPENDIX
2.0]
•
18

22. Day
5:
After
our
first
evaluation,
we
concluded
that
with
the
exception
of
a
few,
the
original
keywords
we
chose
we
much
too
broad.
We
did
however
identify
three
key
words
we
wished
to
further
define
by
including
target
audiences
or
segments.
These
three
keywords
were:
fitness,
boot
camp
(and
bootcamp),
and
weight
loss.
To
modify
“fitness”
we
added
“fitness
classes”,
“group
fitness’,
“fitness
for
mom”,
“fitness
for
women”,
and
others.
To
modify
“bootcamp”
we
added
“boot
camp
for
moms”.
And
to
modify
“weight
loss”
we
added
“weight
loss
tips”.
We
took
out
terms
such
as
‘health
consultation’
because
we
noticed
that
there
were
no
impressions
or
clicks.
We
also
thought
that
these
terms
were
not
indicative
of
user
search
behavior.
Other
terms
we
added
at
this
time
included
“fun
workouts”,
“couple’s
workouts”
[APPENDIX
2.1].
Day
10:
After
day
10,
we
were
still
not
impressed
with
our
results
as
we
had
not
yet
reached
our
goal
of
a
1.5%
CTR.
To
our
surprise,
keywords
we
thought
would
be
used
by
potential
Ultrafit
customers
such
as
“fitness
for
women”,
or
“workouts
for
moms”
were
unsuccessful
in
both
impressions
and
clicks.
We
drastically
increased
the
number
of
keywords
[APPENDIX
2.2].
Our
approach
to
keywords
in
this
phase
was
quantity.
We
were
clearly
missing
the
terms
that
our
target
audience
was
searching,
and
therefore
we
increased
the
number
of
keywords
included
in
the
campaign
again.
These
keywords
were
based
upon
value-­‐sought
attributes
of
our
audience.
Some
of
the
keywords
we
added
were:
“health
and
fitness”,
“quick
weight
loss”,
“fast
weight
loss”,
“exercise
plan”,
“personal
trainer”,
“weight
loss
for
brides”,
“boot
camp
for
brides”,
and
others.
We
revised
our
bid
strategy
multiple
times
to
see
if
it
could
help
us
generate
more
clicks.
With
a
goal
to
increase
the
number
of
click
we
were
receiving,
we
altered
the
bid
strategy
for
the
keywords
that
were
generating
the
most
impressions.
These
keywords
were
“fitness
classes”,
“fitness
trainer”,
“boot
camp”,
and
“weight
loss
bootcamp”.
For
these
keywords,
we
employed
the
‘maximize
clicks’
strategy
that
is
set
by
Google.
After
a
few
days,
this
strategy
did
not
bring
a
significant
increase
in
clicks.
Therefore,
we
tried
the
“manual
cost-­‐per-­‐click”
bid
strategy
and
set
the
bid
for
our
best
perform
keywords
slightly
higher
than
they
had
been
previously
set.
To
generate
additional
clicks
and
potentially
appeal
to
more
people,
we
created
another
ad
that
would
represent
our
campaign.
It
was
inspired
by
the
high
impressions
generated
by
our
‘weight
loss’
key
words
and
also
by
what
we
thought
appealed
to
our
audience.
The
new
ad
appeared
as
follows:
Weight
Loss
Bootcamp
Health
&
Fitness
Results
Guaranteed
Try
it
out,
1
week
unlimited
$30
www.ultrafit.ca
Day
15
(End
of
Campaign):
Based
on
the
changes
we
made
to
the
campaign
on
Day
10,
we
saw
a
significant
increase
in
impressions
and
clicks
on
a
few
keywords.
They
were
the
following:
19

23. KEYWORD
Fitness
Classes
Fitness
Trainer
Boot
Camp
Bootcamp
Fitness
Trainer
CLICKS
12
3
12
6
3
IMPRESSIONS
1586
693
1220
786
693
We
feel
the
significant
increase
in
clicks
and
impressions
was
largely
due
to
the
increased
minimum
cost
per
click
we
bid,
but
also
the
relevance
of
the
keywords
to
our
target
audience.
By
the
end
of
the
campaign
we
had
made
269,871
impressions
and
a
total
of
215
clicks.
This
means,
we
can
say
that
our
campaign
directed
215
potential
customers
to
the
website
that
would
have
otherwise
not
visited.
Our
initial
goal
of
60
was
long
surpassed.
We
did
not
reach
our
goal
of
a
1.5%
CTR.
We
achieved
a
CTR
of
0.08%
and
an
average
position
of
2.5.
Upon
reflection
we
were
satisfied
with
this
result
considering
the
number
of
companies
bidding
for
ad
space
in
the
industry,
and
have
acknowledged
that
a
CTR
of
1.5%
may
have
been
too
ambitious.
Therefore;
we
were
pleased
with
out
attempt
at
this
short
AdWords
campaign.
RECOMMENDATIONS
If
Ultrafit
were
to
begin
including
Google
AdWords
into
their
digital
marketing
mix,
we
would
recommend
that
they
make
decisions
based
on
key
insights
we
gained
through
our
trials.
Furthermore,
December
and
January
when
people
being
to
make
their
new
years
resolutions,
which
often
involve
fitness,
would
be
a
great
time
to
start
running
an
AdWords
campaign.
They
would
be
therefore
able
to
take
advantage
of
a
potentially
increased
number
of
searches.
1.
Keywords:
Relevancy
is
key
in
this
industry.
Keeping
keywords
connected
with
the
service
offered,
outcome
desired,
and
benefits
of
the
company
were
all
important
in
order
to
maximize
clicks.
Terms
must
not
be
too
specific
nor
too
broad.
For
example,
“Boot
Camp”
(and
“bootcamp”)
was
our
strongest
term
with
a
click
through
rate
of
.88%.
Terms
that
were
too
specific
such
as
“Boot
Camps
for
moms”
did
not
perform
nearly
as
well.
Terms
that
were
too
broad
in
scope
such
as
‘fitness’,
required
a
much
higher
bid
price
and
were
less
specialized
to
the
specific
demographic
we
were
trying
to
target.
2.
Bid
Strategy:
Google’s
bid
suggestions-­‐
auto
bid
prices,
are
a
good
place
to
start.
In
general,
it
at
least
allows
your
ad
to
compete
for
a
display
position.
However,
if
you
identify
keywords
in
which
you
believe
will
lead
to
further
inquiry
or
even
purchase,
increasing
the
bid
manually
can
be
a
good
approach.
This
increase
in
bid
price
can
be
based
upon
the
average
CPC
that
is
displayed
in
the
AdWords
dashboard.
Remember
that
you
are
able
to
set
a
maximum
spend
for
the
day
in
order
to
control
you
AdWords
expenditure.
3.
Ad
Design:
With
regards
to
how
to
design
the
specific
ad,
there
are
a
number
of
important
things
to
keep
in
mind.
First
of
all,
it
is
important
that
the
headline
is
company
specific
and
contains
relevant
terms.
The
description
lines
should
offer
insight
into
the
product
or
service
offered
and
how
it
can
benefit
the
consumer.
Finally,
the
link
should
be
short
and
link
directly
to
the
page
that
is
most
relevant
to
the
description.
20

24. VI.
SOCIAL
MEDIA
Ultrafit’s
current
social
media
presence
includes
activity
on
Facebook
and
Twitter.
Despite
limited
engagement
on
these
platforms,
Ultrafit
is
active
and
posting
consistently.
FACEBOOK
Ultrafit
currently
has
95
likes
on
Facebook
and
are
posting
content
on
a
regular
basis.
Ultrafit
is
making
efforts
to
engage
their
audience
on
Facebook
however
adjustments
can
be
made
to
refine
their
strategies.
HYPOTHESIS
1
-­‐
TIMING
By
creating
a
timeline
for
social
media
posts,
posts
reach
and
engagement
will
increase
by
approximately
50%
HYPOTHESIS
2
-­‐
CONTENT
Strategically
chosen
content
will
increase
social
media
engagement
among
clients
and
Ultrafit
by
10%.
PROCEDURE
We
will
analyze
past
Facebook
data
using
Facebook
Insight
tools
to
determine
the
best
time
and
best
content
to
post
on
Facebook
to
achieve
the
greatest
levels
of
engagement.
This
will
be
supplemented
by
analyzing
best
practices
on
Facebook
and
drawing
conclusions
from
our
secondary
research.
[Actual
tests
regarding
content
and
timing
on
Facebook
were
not
performed,
as
we
did
not
have
posting
authority]
ANALYSIS
Statistics
show
that
Canadians
are
the
most
active
Facebook
users
globally,
and
about
74%
of
users
check
their
news
feeds
daily
which
is
about
14
million
of
population.
This
demonstrates
how
Facebook
would
be
a
great
platform
to
advertise,
expand,
and
reach
many
customers
(Wadsworth,
2013).
Ultrafit’s
Facebook
page
is
their
most
active
social
media
platform.
We
believe
that
there
is
huge
potential
for
Ultrafit
to
leverage
its
Facebook
page
to
strengthen
its
position
in
the
digital
environment.
The
most
important
Facebook
metrics
include
volume,
reach,
engagement,
influence,
and
share
of
voice.
Volume
is
a
simple
counting
metric,
which
can
be
measured
by
the
number
of
total
page
likes
and
the
number
of
posts
likes.
Reach
refers
to
the
spread
of
a
social
media
conversation;
therefore
it
measures
the
potential
audience
size.
Engagement
metrics
involve
the
extent
in
which
people
participate
in
the
conversation
about
your
brand.
Influence
is
a
vague
metric
that
considers
the
impact
from
your
Facebook
fans.
Finally,
the
share
of
voice
21