Module 7

SEM: Live Project

SEM & Display

Name: Kamal Preet Kaur Matharoo

Q1: Your campaign problem statement and information provided (Budget provided, Campaign objective)

Ans: 1
• Campaign Objective: The objective of this campaign is to get quality traffic on one of the
upGrad's blogs- https://www.upgrad.com/blog/create-social-media-campaigns/

• Budget: The total budget for this project was ₹2000 ( ₹1400 for the display campaign and ₹600
for the Search Campaign)
Q2: Here you need to list out the keywords which you have used in the search campaign. You need to
justify the reason behind choosing these keywords.

Ans 2:
You can have a look at the screenshot of the Top
Keywords that were used in the campaign.
For my Search campaign I used Broad Match as it
allows your ad to show when somebody is
searching for that keyword or variations of it as
well as other related topics.
So, it became relevant for people who were
actively looking for bettering their social media
marketing skills.
Q3: What approach/steps would you take to increase the Quality Score of a low-performing Keyword? Mention atleast
two steps.

Ans: 3
The Quality score depends on the CTR, Relevance and Landing page quality. These three components helps us see whether to
update your ad text, keyword selection, or landing page content. You’ll see a status of “Below average,” “Average,” and
“Above average” for each component to give you a sense of which areas might need improvement. Once the assessment is
done, one can take action accordingly.
Mentioning 3 steps here:
1. Make ads more relevant to keywords: I can match the language of the ad text more directly to user search terms.
Identify ad groups with too many different keywords that can’t be easily addressed by the same ad and then create
multiple ad groups that better match to the user’s searches.
2. Improve the CTR: I can edit the ad text to make the offer more compelling to the users. The details in the ad should
match the intent of the keywords. Highlight any unique benefits, also being very specific in the ad text
3. Updating the landing page: I will ensure that the user is Landing on the right page, so if the keywords are irrelevant to
the final Landing page, it needs to be either removed or altered. Also, improve loading speed of the page can help in
reducing the bounce rate.
Q4: Here you need to share the screenshot of search campaign summary (including your search ad copy).

Review page SS (Campaign Summary)

Ad Copy SS
Q5: Here you need to share the screenshot of search campaign result summary.
Screenshots contd for Q5
Q6: Here you need to list out the keywords which you have used in the display campaign. You need to justify the
reason behind choosing these keywords.

Ans 6:
You can have a look at the screenshot of the Top
Keywords that were used in the campaign.
For my Display campaign I used keywords that
were based around Social Media Marketing as
the blog is specifically talking about the tips for
social media marketing.
It became relevant for people who were actively
looking for bettering their social media
marketing skills.
Q7: Here you need to share the screenshot of your display campaign summary.
Q8: Here you need to share the screenshot of display campaign result summary
Screenshots contd for Q8
Q9: Here you need to share the screenshot of the display ad which you had created.
Q10: You are running an ad campaign to increase awareness for the website and bring in more quality traffic. The
metrics to track are Impressions, Clicks, Search Impression Share and Click through Rate (CTR). Now, assuming that the
industry average CTR for your industry is 2% and yours is lower than that. What are the possible actions that you can
take to improve the CTR? Mention at least two actions.

Ans:10
The possible actions that can be taken to improve the CTR are as follows:
1. Audience targeting: Re-assessing the targeting chosen, in all aspects and then narrowing down the
audience. For example, narrowing down relevant custom audiences or custom affinity users or location.

2. Reducing frequency capping: This will help in limiting the number of ads to each user and the ads will not
be shown too many times to a user who is unlikely to click.

3. Optimizing the Ad Copy: Re-doing the design & layout to attract users better. Probably a more precise
CTA with a button, that also helps users to click more.
Q11: Identify at least three possible websites where your display ads for your blog should run and also give reasons
for the same.

Ans: 11
1. Youtube: A lot of people are looking for tutorials on Youtube

2. Education info websites/apps: Users who are actively looking for courses will be targeted

3. News Apps: News is a genre that most of the audience consumes so this can also be another placement
that could work
Q12: Describe your approach to search and display campaign in 250 words or less. Discuss what target audience you
have identified for your landing page and how you have approached targeting, campaign structure and your ad copy.
(Your description must include which blog and location you were assigned.)

Ans: 12
I was promoting https://www.upgrad.com/blog/create-social-media-campaigns/ this blog for India location.
My overall approach was to create the campaigns keeping in mind the target audience (Working professionals
& Students). For example, when I worked on the Keywords or set the targeting parameters, everything was in
accordance to reach out to the right users.
The Ad copy was also created keeping in mind the target audience and the Landing Page to get the maximum
number of clicks in a lesser budget.