Course Code: MKT306 CourseTitle: Digital Marketing

Course Instructor: Dr. Vishal Soodan

Academic Task No.: 01 Academic Task Title:
Champaign ads
Date of Allotment: 21 Aug 2020 Dateofsubmission:23 sept 2020
Student’s Roll no: A012 Student’s Reg. no: 11804571
Evaluation Parameters:

Learning Outcomes: (Student to write briefly about learnings obtained from

the academic tasks)

Declaration:
I declare that this Assignment is my individual work. I have not copied it from any
other student’s work or from any other source except where due acknowledgement
is made explicitly in the text, nor has any part been written for me by any other
person.

Student’s Signature:
Sanjeeth Reddy 11804571

Evaluator’s comments (For Instructor’s use only)

Evaluator’s Signature and Date:
General Observations Suggestions for Best part of assignment
Improvement

Marks Obtained: _______________ Max. Marks: ______________

REPORT ON ADVERTISEMENT CAMPAIGN

 BRAND- BOAT
PRODUCT: HEADPHONES
A good campaign structure should allow you to do the following things:

 Find keywords with navigating the account easily

 Good bidding strategies
 Check whether you have covered all categories and keywords
 Enable landing pages and relevant ads for all keywords
 Make analysing performance easily

CAMPAIGN STRUCTURE
Before making the structure first gather all the keywords that I want to bid on. Then I research
and dig in and figure out everything about the customers. First, I understand who I will be
trying to reach. And also think about using brand keywords as well. Prepare initial keyword
list of every word or phrase that customer would use to search for the product. Google has a
handy keyword planner tool that helps everyone to turn their keyword ideas into the plan.

Grouping keywords in ad groups by keyword campaign:

Now after FINALISING the keywords it’s time to organize them in a proper format. I try to
create tightly themed groups of keywords and separate match types by ad groups. The tighter
the keywords are the easier it will be to gauge performance. Also, sure to name them with a
method that helps me easily pull necessary data and know exactly which keywords live in
which ad group.

BRAND IS BOAT
CAMPAIGN STRUCTURE IS BELOW:

BOAT HEADPHONE

Wired Wireless

Neck band Audio jack EarPods Headsets

keywords keywords keywords keywords

Important point while making structure:

 Naming conventions are extremely important. Be detailed and consistent.

 Think about the time to manage everything.

 Segment campaign to help report on statistics.

SETTING UP ADWORD ACCOUNT

So, after the structure and all the research. Now the next step is setting up ad word account.
There are four steps to set up the ad word account
1. Sign up for google AdWords
First access the google AdWords home page.
All I need a google username top use the google AdWords. I have a Gmail account,
then I can use your Gmail username or in case anyone choose to create a new google
username for the AdWords, one can do it by clicking on the start now button.

2. Verify your account

During step 1 if anyone decided to use existing google account to create an AdWords
account, then they don’t need to verify their account but in case you are using new
account then the person will be required to verify your account.
After that sign in using username and password.
3. Set up first campaign
After sign in to google adwords, the system will prompt to create first campaign.
Choose campaign settings including name of new campaign, location, bidding and
buget option.

CAMPAIGN DETAILS

Name of the campaign: FEEL THE BEAT

Budget 50,000per day ( budget will help to determine howmuch

one want to spend each day)
Location Pune, hydrabad, Delhi, maharastra
Networks: select all the network
Keywords: Boat headphone, boat wireless headphone, Boat airpods , headphones,
boat neck band headphone, boat audio jack headphone, boat
headphones, boat noise cancellation headphones
Bid : 20 lakh
Text : High qaulity headphone with affordable prizes. Put on the
headphones and feel the beat.
 4. Billing preference and time zone
1 Billing address country: India
2 Account type: Business
3. Billing information
3.Time zone: GMT+5:30

BID STRATERGIES
On google ads, there are so many types of bidding that one can use for a variety of goals. But
I will use top 5 bid strategies for my campaign

1. Maximise conversation
2. Enhanced cost per click
3. Target search page location
4. Target outranking share
5. Cost per view bidding

 MAXIMISE CONVERSATION

It is one of the simplest bidding strategies that google ads offer. In this by using a maximum
daily budget which is 50.000 per day, Google will automatically run my bidding door me to
get the most conversation for my money.

If a single conversation cost 50,000, goggle won’t bid on it. Also, most of the brands follow
this strategy as their daily budget is much higher than small businesses. At the end of the
campaign, the main point is to check three return on investment to see if the maximizing
conversation leads to a profitable sale.

This strategy is easy because in this one doesn’t need to enter any details upon setup aside from
daily budget.

 ENHANCED COST PER CLICK

This is one of the best and my strategy.

If I explain this in a few words, using smart bidding, google has the right to increase or
decrease my bid amount on the likelihood of driving the sale. Bids will try to be averaged out
at maximum cost per click settings. Even if a search is too competitive and CPCs are
outrageously high, Google can lower my bid to cost less due to decreased chances of
converting.

But this bidding is restricted to the search and display networks.

It is an automated bidding tactic that's perfect for competitor targeting on google ads. In this, I
will choose specific websites or competitor that I want to outrank for example Sony.
When my ads and competitor ads both are displaying, google will increase my bids to outrank
their ads. Also, google will show my ads when my competitor isn’t showing up to give me
better brand awareness.

In this strategy

First, I select the domain name that I want to outrank. Especially I will focus on my biggest
competitor that I notice more often on Google ads result
Target to outrank is the percentage of times that I will bid to rank on top of them. The higher
my percentage setting, the more I likely will pay per click due to jacking up bid costs.

 COST PER VIEW BIDDING

This is strictly reserved for video advertising on google ads. And can be used on the TrueView
video platform. By using this I can pay for video views or interaction. Interaction can be any
of the following:

Call to action click

Overlay clicks
Companion banners
Cards

In this case CVP bidding, a view is counted when someone watches 30 seconds of my ad.

In my campaign

For CVP bidding I start by entering the highest bid I am willing to pay for a view which is 500
rupees. This is also known as the maximum cost per view. I will start from low and will adjust
based on my results.
My first focus will be maxing out my quality scores and ad rank, these will
drive down the cost per view on my ads, allowing me to pay less for better results. Then slowly
bump up my CPV to increase my audience reach.

 TARGET SEACH PAGE LOCATION

Target search page location (TSPL) bidding is the strategy of letting google automatically
adjust my bids to always show my ads either:

1. At the top of the first page of google (1-4)

2. On the first page of google

As we know that maximum people only click on pages displaying on first one or two pages.
Then if our ads will be there on the first page automatically the clicks will increase as well as
the traffic will increase. All this led the campaign to earn some good amount of profit.
ELABORATION ON PARAMETERS OF CAMPAIGN

 AD TARGETING

Ads are not targeting ideal customers then my campaign doesn’t have a shot at success.
Keywords are the main targeting factor that customers search for. In addition to keywords,
other targeting factors include geographic location, device and time of the day. All these factors
must be analysed to determine the ideal targeting for your campaign.

If ads are targeting the right audience. Then the next critical factor is ad copy. Again, a lot of
work goes into ad copywriting before ads go live, but they're a good chance the first draft of
ad survives long.

 KEYWORD SELECTION

One of the critical and important parameters of the campaign is setting up the right keywords.
There are many times when keyword that looked great on paper will simply underperform for
whatever reason. Most keyword lists require a lot of TLC to find the best phrases for business.

One can also delete keywords phrases that are irrelevant or are generating clicks, but not a
conversation. Negative keywords can also be selected for the campaign. Initially, I will remove
all the keywords that score 3 or less by google.

 BID OPTIMMIZATION

After keywords, the next step is to be covered is bid optimization to determine the keyword
level bids that will result in the most profitable conversions for every keyword.
Set conversion tracking in google ads accounts so that I can measure conversations at the
keyword level
.
In this one has to determine how much they can pay for a conversation. Depending on my
advertisement campaign I can decide it.

 DEVICE TARGETING

Campaign performance is depending on which device the prospective customer is using. For
example, mobile device traffic generally has lower conversation than desktop traffic. So
initially people should review data from both devices to see the full picture.

Because our campaign may perform well for desktop but poor mobile. So, we have to identify
this thing first to earn good profit.
  LOCATION TARGETING

To review the campaign performance the next parameter is by geographic location, we have to
decide the particular locations where we want our campaign. For example, I have selected
metro cities of India who have good access to the website and have the proper knowledge.

After Selecting location one can also check their performance by going to the dimension tab,
then click on the columns button to add or remove columns in the report. I can also sort this
report by cost to see where my currently allocating my ad budget. Then sort by cost per
conversation to look at which locations are the most profitable and which are not.

 TIME SELECTION

Time selection is also a very important part of a campaign to see how it is performing by the
time of day and day of the week. Campaign likely performs better during certain times of the
day and certain days of the week.

Just like location to report on performance by time, go to dimensions tab, click the view button
to select the time, and finally the select time of day of week or hour of the day.

 AD EXTENSIONS

Last but certainly not least is ad extensions.

There are 5 main types of ad extensions that I set:

1. CALL EXTENSIONS
2. LOCATION EXTENSION
3. SITELINKS EXTENSION
4. CALLOUTS EXTENSIONS
5. STRUCTURAL SNIPPETS EXTENSIONS