Project Report Guideline

3-4 pages each for Search, Display and Facebook to be submitted at the end of the course
(about 5 days before your end term exams) through Moodle. One page each for Youtube and
Gmail. Youtube and Gmail will be monitored if campaigns were run or not. They wouldn’t be
evaluated.
Budget allocation
1. Display - Rs 1000
2. Youtube – Rs 250
3. Gmail – Rs 250
4. Search – Rs 1500
5. Fb/Insta – Rs 1500
Above includes GST of 18%

Exhibits must be in the flow of the report itself and not at the end

Screenshots to be given as proof of metrics. (I trust you so screenshots will suffice )

Pl include in the report ad creatives used, type of targeting done, keywords used for targeting in
search campaigns.

The flow of the report may be:

1. Context – background, constraints of start up, B2B or B2C, implications on cost, clicks
etc., dull or boring or exciting category
2. Campaigns in chronological manner – the plan, targeting, keywords, ads. Relevance of
targeting, messaging, creatives to business objectives.
3. Optimization – what worked, what didn’t, improvisations, optimizations. Changes in
targeting, keywords, creative, value proposition, messaging, buying model, landing
pages. Focus is on analyzing critically and drawing actionable insights and implementing
them.
4. Experimentation – what new things you tried, advanced techniques that you tried for
the cause of learning and optimising
5. Metrics – analytics, CTR, No. of clicks, Avg CPC, engagement rate, No. of likes, No. of
comments, shares. BASED ON CAMPAIGN OBJECTIVES PL REPORT THE RELEVANT
METRICS.
6. Summing up – key take aways. Reflections from live project.