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Digital Marketing · SEO/SEM · Performance MeasurementAcademic group project

Digital Media & Activation Plan for Bartalent Lab / Coca-Cola Europacific Partners

Technical audit, web architecture, keyword research, and Google Ads campaigns to improve visibility, leads, and conversion for a Coca-Cola platform aimed at hospitality professionals.

Type

Academic group project

Area

Digital Marketing · SEO/SEM · Performance Measurement

Tools

Screaming Frog · Google Ads · GA / GSC mindset · Looker Studio

Techniques

Technical SEO · Keyword research · Google Ads · UX audit · Conversion forecasting · KPI framework

Output

SEO roadmap + SEM campaign structure

Value

Group project where we analysed visibility, acquisition, and conversion for a Coca-Cola platform using SEO/UX audit, keyword research, Google Ads, and KPIs to propose a measurable activation plan.

Executive summary

An acquisition-oriented case where the lever was not a single campaign, but the full visibility, search-intent, web architecture, and measurement system. The proposal combined technical SEO, content, and SEM with a registration focus.

Business context

Bartalent Lab needed better online visibility and a larger registered user base. The diagnosis included technical issues, room for improvement in mobile performance, content opportunities, the need for a stronger site architecture, and a more structured SEM setup.

My role

Academic group project. I contributed to the SEO/SEM analysis, keyword research, web-structure evaluation, campaign proposal, KPI definition, and acquisition approach.

Data & methods

  • Technical SEO audit, indexation review, robots.txt, and sitemap.xml.
  • UX evaluation and Core Web Vitals review.
  • Keyword research and gap analysis.
  • Google Ads campaign design by search intent.
  • Negative keywords, ad copy, budget scenarios, and conversion forecasting.
  • Measurement framework using Google Analytics, Search Console, and Looker Studio.

Process

  1. 01Situation and objective diagnosis.
  2. 02Technical SEO audit.
  3. 03Review of indexation, sitemap, robots, and architecture.
  4. 04UX evaluation through an SEO lens.
  5. 05Keyword research and opportunity analysis.
  6. 06SEO content proposal.
  7. 07SEM campaign design by search intent.
  8. 08Definition of creatives, negatives, and budget.
  9. 09Measurement system with KPIs.

Key outputs

  • SEO roadmap.
  • Proposed site architecture.
  • Additional SEO content and linkbuilding action.
  • Google Ads campaigns and negative keyword list.
  • Measurement framework and conceptual dashboard.
  • Acquisition depended on both technical issues and poorly structured search intent.
  • There was room to improve organic performance without relying only on paid media.
  • Web architecture and mobile experience constrained potential conversion.
  • SEM campaigns had to be segmented by intent, not just by topic.

Business implications

  • It demonstrates the ability to work on performance marketing, acquisition, SEO/SEM optimisation, and conversion measurement.
  • It is especially relevant for agencies, digital departments, growth teams, and performance marketing analyst roles.

Limitations

  • Academic project.
  • No access to post-implementation internal conversion data.
  • Some estimates depend on market assumptions and external tools.

What I would do next

  • Implement full GA4 tracking.
  • Connect Search Console and Looker Studio.
  • Run landing-page A/B tests.
  • Analyse actual Quality Score and optimise bids towards CPA.
  • Compare organic vs paid performance.

Assets

View summaryComing soonView dashboardComing soonAcquisition dashboard planned as a mockup.

Suggested visuals

SEO audit summary.

Keyword matrix.

Campaign architecture.

Impression > click > registration funnel.

Dashboard mockup.

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