Module 7

SEM: Live Project

SEM & Display

Name: Apeksha Yadav

Blog link: https://www.upgrad.com/
Q1: Your campaign problem statement and information provided (Budget provided, Campaign objective)

Campaign Problem Statement: To create a relevant ad to drive traffic to the Upgrade website.

Information provided: Upgrade websites provide various types of courses from reputed universities for
career growth and salary hike.

Budget Provided: Rs. 1200 was provided for the Search campaign for 5 days.
Rs. 500 was provided for the Display Campaign for 5 days.

Objective: To drive quality traffic to the website and create brand awareness, send people from Google
search to the Upgrade website for lead generation.
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.

The List Of keywords which I have used in a campaign are listed below:-

a) Best online course

b) Online courses with certificate
c) Distance learning courses
d) Online diploma courses
e) Upgrade free courses
f) Free online courses with certificate
g) Free courses with certificate
h) Data science course
g) Great learning free course

I used Keyword planner to get ideas from the website by looking at the search volume and cost per click.
The reason behind choosing these keywords is to bring traffic to my website and it will also help Google
to understand my website content, making it easy for it to pop up at the right time in response to a
search.
Q3: Identify the low-performing keyword for your search ad from the result. What approach/steps would you take to
increase the Quality Score of the low-performing Keyword? Mention at least two steps.

A)The low-performing keywords for my search ad from the result:

a) free online course with a certificate

b) Data science course
c) Training online course
d) Free courses with certificate
e) Best online courses
f) Online courses with certificate
g) Great learning free courses
h) Coding classes

The two steps are-:

a) Adding negative keywords to my campaign will help in directing towards targeted keywords, we will not receive
irrelevant impressions i.e. users who aren’t likely to click at all.

b) Adding some more relevant keywords will help in increasing the Quality score.
Q4: Here you need to share the screenshot of search campaign summary.
Q5: Here you need to share the screenshot of your search ad copy.
Q6: Here you need to share the screenshots of search campaign result summary. Mention areas that require
improvement and areas which fared well. This should cover the important metrics like CTR, Clicks, Impressions, CPC, etc.
You also need to mention bid adjustments for optimising your ads on four parameters:

•Devices
Based on the Impression metric Mobile phones have performed well as compared to the other two devices.

Based on the Clicks metric Computer has performed well as compared to the other devices.

Based on the Cost metric Mobile phone cost is higher than the other two devices.

The Average CPC is higher for Mobile phone devices as compared to other devices.

We need to focus on how to Maximise clicks in bid adjustments in the Mobile device to increase no. of clicks
within the targeted budget as our objective is to create brand awareness.
•Gender & Age

Based on the above graph, it can be seen that from the age group 35-44, above 45
audiences have not been targeted as a result we got fewer impressions and click.
Female audiences have not been targeted as compared to men audiences.
We should target the age group from 35-50 both men and women and increase the
bid to target this audience.
 •Location

Based on the above Location graph only Mumbai and Bengaluru audiences have got an
impression of the Upgrade website so we got a very low click and increase in CPC.
We need to increase bid adjustment so that the Upgrade ad is able to reach the targeted
audience.
We need to target tier-1 and tier-2 cities of India.
•Ad schedule

We don’t need to show the Upgrade ad all the time so we can reduce bids and need to
schedule our ad on weekends, morning, and evening time to reduce costs.
Q7: Here you need to share the screenshot of your display campaign summary.
Q8: Here you need to share the screenshot of the display ad which you had created.
Q9: Here you need to share the screenshot of display campaign result summary. Mention areas that
require improvement and areas which fared well. This should cover the important metrics like CTR, Clicks,
Impressions, CPC, etc. You also need to mention bid adjustments for optimising your ads on four
parameters:

•Devices
Based on the metric Clicks, CPC, Impression, and CTR

Mobile phones have performed well as compared to other devices. The display campaign was successful on a
mobile devices.

As we were given 50rs for the daily budget but I increased the budget from 50 to 80rs to get more displays.

We need to focus on Maximise for clicks in bid adjustments in the Mobile device to increase no. Of clicks within
the targeted budget as our objective is to create brand awareness.
 •Gender & Age

Based on the above Demographic graph from the age group 35-44, above 45 audiences have not been
targeted as a result we got fewer impressions and click. Females have not been targeted as compared
to males based on the above graph.
We should target the age group from 35-50 both men and women and increase the bid to target this
audience. We should target tier-1 and tier-2 cities based on their high income and look for salary hikes.
•Location

Based on the above graph the people from Nepal and Mumbai
have interacted with our display ad. So we need to target Tier-1
and Tier-2 cities based on their high income and looking for
courses from reputed universities. We need to increase bids to
target more audiences.
•Ad schedule

We don’t need to show the Upgrade ad all the time so we can reduce bids and need to
schedule our ad on weekends, morning, and evening time to reduce costs.
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.

A)To improve CTR, we need to work on relevant ad copy and add a negative keyword.
This will help in directing your ad copy to relevant users who are likely to click on it.

The two actions to improve CTR:-

a) Improve your Quality score: Relevance of the ad copy to the search query—high CTR–
high-Quality Score.
b) Use AD Extensions: Make full use of the ad real estate.
c) Write compelling ad copy: Ensure the ad copy is relevant to the target audience.
Q11: Identify at least three possible websites where your display ads for your blog should run and also give reasons
for the same.

A)The three websites where we can display ads for the Upgrade website:

a) LinekdIn.com: We can target an audience looking for an online course to upgrade their skill to stay
ahead in a competition, salary hike, and promotion.

b)Facebook.com: We can target an audience depending upon age group from 25 to 40, location, and
demographic who are looking for college providing placements with good salaries and companies.

c) Times of India and Naukri.com: We can target audiences who are searching for jobs in good companies
and salaries.
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 targeted and the reason for doing so.)

Location :
The blog which I have chosen for my assignment is www.upgrad.com.

Objective:- To drive quality traffic to my blog.

Target audience- My target was from the age group 25 to 40 both men and women who were at
the awareness stage.
Search ad: I targeted my audience using keywords with the help of a keyword planner related to my blog.
Display ad: I targeted my audience by showing an ad on the website where content related to courses has been shown.

Location:- My location for my blog was all over India targeting Tier-1 and Tier-2 cities for both search ads and display ads.

AD copy:-
As per mentioned guidelines in the project:

1. Search ad:
AD group 1
No. of ads-1
Daily budget – 120INR
Bid strategy:- Manual CPC
Objective :- Maximise click,maximum bid-5rs
AD COPY for Search ad-
Headlines, Description, Audience Segmenting, and final URL,
Display Ad
Ad Group 1
Daily Budget -50INR but I increased it to 80 INR for a campaign.
Max CPC- 5rs
Bid Strategy- Manual CPC
Objective- Maximise clicks

Ad Copy :
Long Headlines, Short headlines, Description, single image, website’s logo, Targeting audience,
Location, CTA- visit site, Final URL.