DIGITAL MARKETING

INDIVIDUAL ASSIGNMNET 1

201413
Deep Rao
Section B
Mba FT 2020-2022
 Table of Contents

I Page-2 Search Ad Campaign

II Page-18 Display Ad Campaign

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The Purpose of the project is to make an advertisement campaign for an educational institute using
Google Adwords. We will be using Search Ads and Display Ads to get to attract traffic to our page and use
Action buttons to get people to enroll in our program, get the information they came for and see the
pages we want them to see. The aim is to get people to have them spend time on the content that we are
trying to market and get the maximum impressions and clicks.

The First step is to set up a Google MCC account. The following images encapsulate the steps we will be
taking to set up the MCC account.

The steps would Include filling in the basic information such as the Account Display name. We have for
the sake of simplicity taken the account display name as “Deep Rao”

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The next step is setting up a new manager account. This will help us manage all the different campaigns
we are running. Managers are a point in time may be running multiple campaigns this will help them
navigate through them. For the assignment, we are working on a single campaign.

The Above image shows the steps for setting up a new manager account. Under the “create manager
account” we will fill out the basic information such as the name and the account type. The country and
the billing currency will also be filled out at this step. There is an option to invite other users but for the
project, we will skip that step. Managers may give access to partners or clients and the degree of control
can also be controlled. The images below show the completion of the setup process.

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Our goal will be to get as much website traffic as possible. The reason is to get website traffic is that on
the website the users will get all the information about the courses that are on offer and at the same
time Educational institutes can be a little dense with information so building a website that is light is

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preferred. The students/parents/teachers that visit the website will get all the information they need and
will be able to enroll in the courses from there,

The next step is selecting the campaign type we will select The Search campaign first. We will keep the
location as “India”. The reason for selecting the location as India is that we want students from all over
the country to enroll in our postgraduate program. We want to attract customers from all over the
country and thus restricting advertisements to a particular region might not work.

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The basic Campaign settings will be as per the images above

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The above image shows the segment we will be targeting. The main segment will be students who have
completed their Bachelor's degree or are currently completing their degree. PG programs require a
certain level of educational quantification and thus we are limiting our advertisement to such students.

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The average daily budget of over campaign will be 1000 per day. We will keep an eye on the daily budget
and adjust it according to the academic calendar. The cost can be increased when we notice that more
students are searching for colleges. An example of such a situation is when scores for CAT examinations
are announced. The focus here is kept on clicks.

We will add the Site extensions that is where we want the potential customers to land when they click
our advertisements. These can be specific pages on our website. For example, we can add an extension to
the page where the students can get all the information about the courses or where they can enroll in the
courses. The appropriate site link text must be used. The site link text must correspond with the webpage
where the user lands. Next, we will also add a call extension and put in a number where the users can call
to get the information. Clicking on the call extension with a mobile device will open the dialler.

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Then we proceeded to Tools & Settings, followed by Keyword Planner. The aim is to match the keywords
to our website. The goal is to improve the Relevance of our Google ad, which is one of the most
important criteria used by Google to decide ad rank. The above keywords can be used to reach a broad
audience and get a high volume of clicks. The individual bid for the keywords is displayed next. The
analysis of the same will show the competition of the keywords and the budget allocation we must make
for the keywords that will increase the relevance of our advertisements

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Some of the keywords recommended by Google are above. We must keep the same in mind when
selecting our headings and descriptions. Using Keywords will keep the content relevant and thus help
with getting a better Ad rank. For the saved Keywords Google will show Forecast the average monthly
searches and show the SERP page bids on an individual keyword basis. The important decision here is
picking and choosing the right keywords. Reach and budget must be taken into consideration before
making this call.

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We have now successfully created a campaign.

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The CPC is a little high and the CTR is decent for a new campaign. We must closely follow the campaign
and from the learning make the necessary changes.

Next, we make two Ad groups one being the family business program and the other being the Full-time
MBA program. We create responsive ads for each of the Ad groups next.

The Two Ad groups that we have made are Post Graduate Full-time Program and Family Business
Program.

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The following pictures show the URL that we have added. This will take the students to the lading page be
it the page where they can apply for the college or the page where they can get the information about
the courses that we are offering.

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While we are choosing the headline and the description we must use the suggested keywords to keep our
advertisments relevent. We will also get the Desktop and the mobile view of the Advertisements that we
are running. For the Family business course, we will choose different keywords and for the Full-time
course, we will choose different keywords.

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The description gives a small overview of the course that we are offering.

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We will also add the call extension and give the phone number where prospective customers can reach
us.

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All the above steps have been followed for the Post Graduate Full Time Program.

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After we are done with the search Ads we will start a new campaign and go for Display advertisments.
The Set up process is shown in the next few screenshots.

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The above images show the steps taken to set up the campaign. These are similar to search ad
campaigns. The same budget is taken as of now and the budget will be adjusted need be.

For Demographics we are keeping the age group upto 44. The reason is that the Family business program
will cater to older students who have work experience. Also parental status does not play a role in opting

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for further studies so all of them are taken. All brackets of household income are taken because students
can opt for an education loan and the same must not hamper their ambition for further studies.

For the display Ads, pictures of enthusiastic students are taken. This will motivate both parents and
students to click on our advertisements. Like previous steps, we will take the proper headings and
descriptions and create two different campaigns

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