Module 7

SEM: Live Project

SEM & Display

Name: Subham Das

Student ID: 2537197
Q1: Your campaign problem statement and information provide (Budget
provided, Campaign objective).

Ans. The objectives of this campaign is to get quality traffic on your

blog.

The total budget for this project is Rs.1700 (Rs.1200 for the Display
campaign and Rs.500 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. The keywords which have used in the search campaign are listed
out here –
*Destination *Best vacation destinations *Best places to travel *Best
travel destinations *The seven sisters *Top vacation spots *Top travel
destinations *Destinations travel *Good places to go on vacations
*Good vacation spots.

The reason behind choosing these keywords –

Picking the correct keywords is elementary to success when it comes to
executing a search campaign. Short and simple words are easier and
Q3: What approach/steps would you take to increase the Quality
Score of a low-performing Keyword? Mention atleast two steps.

Ans. i) Improve the keywords relevance.

ii) Improve the landing page.
Q4: Here you need to share the screenshot of search campaign summary (including
your search ad copy).
Q5: Here you need to share the screenshot of search campaign
result summary.
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. The keywords have used in the display campaign are listed here –
*Tourism in northeast India *tourist places *tourist places in *best places to travel
*places to go *travel destinations *seven sisters *best destinations *Gangtok travel
*northeast India tour * Sikkim India travel *places near Darjeeling *northeast India
travel *tourism in northeast India.

The reason behind choosing these keywords –

Keywords are one of the targeting options on the Display Campaign. I have used
keyword planner using the blog’s landing page to get keywords suggestions. All the
three match types is used. Since, the blogs talks about the travel places. I have
shortlisted keywords which will trigger the display for the blog. All the keywords
are present in the landing page.
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
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 atleast two
actions.

Ans. i) Use the best ad extensions. Such as –

* Sitelink extension
* Call extension
* Callout extension
* Location extension
ii) Use different ad types.
Q11: Identify at least three possible websites where your display
ads for your blog should run and also give reasons for the same.

Ans. The three possible websites are –

i) Makemytrip.com
ii) Indiatravelblog.com
iii)traveltriangle.com
Reasons to run display ads blog in the websites -
1) Brand Awareness
2) More traffic and followers
3) Improved customer's loyalty
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. Digital display advertising is a promotional and visual graphic placed on websites, apps,
or social media platforms in a variety of different forms in order to increase brand awareness
as well as drive users to a landing page. These ads can appear at the top, on the side, or in
the middle of web content. They’re also known for their effectiveness because of how
visually appealing and more dynamic they are if done right. You can use a mix of text and
images as well as video for a display ad whereas Search campaigns allow you to place ads
across Google's vast network of search results. You can show ads to people actively searching
online for your products and services. A Search campaign is one campaign type available to
you in Google Ads. Target audience i have identified for the landing page is to collect
demographic data on your target audience, Research your competitors, create a market
positioning map.