INSTITUDE OF MANAGEMENT,

NIRMA UNIVERSITY

MBA FT (2020-22)

DIGITAL MARKETING

Individual Project – I

Google Search and Display Network Campaign

Submitted to: Prof. Tejas Shah

Submitted by: Aditi Sharma

Roll number: 201103

Submission Date: 29th -11- 2021

 INDEX

Part – I – Search Campaign

Sr. No. Content Page No

1 Create Google Ads account 03

2 Selection of a Brand 04

3 Objective 04

4 Campaign Level settings 05

5 Creating Ad Group 07

6 Keyword selection 08

7 Creating Ads 09

8 Value added strategies 10

Part – II – Display
Campaign

Sr. No. Content Page No

1 Selection of a Brand 11

2 Objective 11

3 Campaign Level settings 12

4. Campaign Level Targeting 13

5. Advance Campaign settings 14-15

6. Creating Ads group and Responsive 16

Display Ad

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 PART 1- PREPARE SEARCH CAMPAIGN
STEP 1: Create Google Ads Account
The First step towards making a successful Ad campaign is setting up a google MCC account. I have created
a Google Ads MCC account which is also known as Managers Account using my personal email
adi36320@gmail.com and the display name is Jyoti Parmanand Institute of PG.

Once you have successfully set up the MCC account the next step is to create a new manager account.

Below screenshot shows that the account has been created.

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STEP 2: Selection of a Brand

I have created a new brand i.e., Jyoti Parmanand Institute of PG which is an educational institution for
the promotion of admissions of any selected PG programme.

STEP 3: Objectives

After setting the account and creating a new brand, now we need to create a search campaign and set
objective for the same. This search campaign's main purpose is to increase website traffic. We want visitors
from a variety of sources, and we want the majority of that traffic to take action, such as contacting us or
enrolling in one of our programmes. The more people who visit our website, the more potential customers
we'll attract. The amount of people that visit our website determines how many chances our institution has
to make an impact, generate qualified leads, and spread our brand.

After deciding on our campaign's goal i.e., Website Traffic, the next step is to choose a Campaign type.
We'll begin with a Search Campaign. In the second part of the assignment, we will also construct a Display
Campaign.
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STEP – 4 Campaign Level Settings

The next series of steps involve various settings related to our campaign. It begins by selecting the type of
network one wants. We have selected Search Network for our Search Campaign. Then I have selected
India as a location because I want to run the campaign within India only. Also, I have selected English in
the languages section.

The next step in the campaign setup is to choose your target demographic. In this step, we choose a broad
range of topics that our target audience would be interested in. As a result, everyone searching in these
locations will see our advertisement.

In this scenario, several options include:

Detailed Demographics- Advanced degree, current college students, high school graduate, bachelor’s
degree etc, Affinity Segment- Business Professional, Banking & Finance etc and in the market segment-
Business education.

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The next step is to select the budget for the campaign. I've established a daily bidding budget of Rs 1000
and will concentrate on the clicks as mentioned above. The number of persons who have clicked on my ads
and visited my website is referred to as "clicks." This budget will evolve and will need to be evaluated on
a regular basis.

After adjusting all the relevant campaign level settigs, I am ready with a Search Campaign named PG
Admissions Open has been finally created.

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STEP – 5 Creating Ad Group

A single campaign can be separated into multiple Ad groups that respond to distinct keyword sets. Each
Ad Group might contain a variety of advertisements. Keywords are words that may occur in the audience's
search. As a result, this is a signal for Ad words to show our ad. As a result, assigning keywords to Ad
Groups is critical. The nature of these Keywords can be wide, specialised, or exclusionary.

Ad Group 1- MBA

Ad Group 2- MBA Executive

Finally, I have created 2 Ad groups under Search Campaign.

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STEP – 6 KEYWORD SELECTION

Next that is the individual bid for each keyword. The results of the study will demonstrate how competitive
the keywords are and how much money we should set aside for them in order to improve the relevance of
our ads.

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STEP – 7 Creating Ads

Now search advertising for each of the ad groups must be constructed. There are a maximum of fifteen
headlines and four descriptions per search ad. A URL must be included to which the viewers will be directed
if they click on the advertisement. It has a variety of alternatives for customising our commercials based on
our unique strategy and needs. I have selected the heading and the descriptions for the Ads. I have made
sure that to increase the relevancy of the advertisement. I make use of the keywords in the headings written.
I have written a brief description of the program under the heading so that the prospective candidates
understand what they are applying for.

First Ad-

Second Ad-

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STEP – 8 Value Added Strategies

By adding certain links or content to the ad, it can be customised to meet the needs and strategies of the
advertiser. Extensions are what they're called. In this situation, the following extensions are used:

1. Sitelinks Extension

You can include links to multiple webpages in your ad so that viewers can go straight to the page they're
looking for. I've added two site link extensions in this example. These links, along with a description, can
be included. I have created Sitelink extensions for different headings with different landing pages are
mentioned.

2. Call Extension-

There is indeed a call extension with the contact number shown. I used Call Extension in case of any
admission query. Interested candidated might call the institute if the have any queries regarding the
same

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 PART 2- PREPARE DISPLAY CAMPAIGN

Step 1. Selection of a Brand

For setting up Ads, I have created a brand name as- Jyoti Parmanand Institute of PG which is an
educational institution providing post graduate degrees. It offers various PG program ranges from M.A.,
M.Sc., MBA, Executive MBA, MPhil etc.

Step 2. Set Objectives

The option selected for setting the campaign objective is Brand Awareness and Reach. There are only
two options available to fulfil this objective i.e., Display and Video Campaign.

Since we are creating a Google Display network campaign, the Display option is chosen, followed by the
Standard Display option.

Because Google Display Network supports a variety of ad forms, including text, picture, rich media, and
video advertisements, it provides more capabilities and targeting choices. We're aiming to target websites
based on keywords in their content or subjects, and/or position advertising on sites that run Google ads, via
this GDN campaign.

This step has been illustrated as shown below:

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Step 3- Campaign Level Settings

The next step is to fine-tune the campaign's settings. For this ad campaign, India has been chosen as the
venue. Only English was chosen as the target language because of the target audience. Optimize favour
best performing advertisements has been selected as the ad rotation setting. The entire day's ad schedule
has been completed. I've decided to show this campaign on all of the devices that are available. This step
has been illustrated as shown below:

This campaign has a daily budget of 5,000 rupees. Because the budget for a GDN campaign is often greater,
we opted to set it at $5,000. Because we are generating two advertisements, the ad rotation we choose here
is to show the one that is performing the best. Since we are making two ads, the one that is performing the
best will be shown to users more.

The bidding method employed here is to maximise conversions; we chose CPA because it is appropriate
for our brand. We pay for each click since we want to maximise conversion and promote our brand and
products, thus we are charged whenever someone clicks on the display ad. Conversion tracking, which was
set up earlier on the same account, is used to implement the conversion plan. This step has been illustrated
as shown below:

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Step 4- Campaign Level Targeting

I have segregated bespoke intent audiences based on key word matches through the apps they use and the
websites they visit to get a more detailed form of targeting through this display ad campaign, allowing us
to reach our ideal audience.

In this scenario, several options include:

Detailed Demographics- Advanced degree, current college students, high school graduate, bachelor’s
degree etc, Affinity Segment- Business Professional, Banking & Finance etc and in the market segment-
Business education.

The demographics of the audience segment we wish to target range from 18-24 to 35-44 years old. Because
we also provide executive training, we cater to both present employees and students. Parents are usually
active in the decision-making process for their children, thus I selected both parental statuses. In addition,
there are a number of banks eager to grant loans to deserving students, as well as various government
initiatives aimed at assisting low-income individuals. Students are also awarded scholarships, making low-
income households a target sector for us.

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In order to optimise the advertising, keywords that the target demographic searches the most are inserted.

Step 5- Advance Campaign Settings

(A) ESTABLISHING SUITABLE CONVERSION TRACKING

Google provides four types of conversion tracking: website, app, and analytics. Calls or data from Google
Analytics We're going to use Website Tracking Conversion for our campaign.

I went to the Tools menu and picked conversions to start tracking conversions. This took me to the page
for the New Conversions Action. I choose the 'Website' option to begin tracking the conversion. This step
is depicted in the diagram below:

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(B) CREATING AUDIENCES

I have divided our target audience into three categories: who they are, affinity and in the market segment
audience. In the affinity audience, we will focus on our target audience's lifestyle and on individuals who
are graduating soon or seeking for higher education, PG programs etc. The audience’s list was created using
the following settings, as stated below:

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Step 6- Creating Ads Group and Responsive Display Ads

AD 1-

We'll now make the display ad. I've included MBA-related stock photos in the images section. To make a
responsive ad, I've inserted numerous headlines and descriptions. The photographs for the same, as well as
a preview, are included below.

AD 2-

Following the same methods, a responsive display ad for the executive programme is built. Headlines are
added when needed. There are also other descriptions and comparable stock photos of people in the
corporate sector.

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