Module 7

SEM: Live Project

SEM & Display

Name: DIPLIMA SARMAH

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

Campaign problem statement: To bring more traffic to my blog

Budget Provided: Rs.1200/- or Rs. 120/- per day for maximum click budget (For Search) and Rs. 500/- or Rs. 50/-
per day for maximum click budget (For Display)
Campaign Objective: Website traffic
Maximum CPC: Rs.5/-
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.
List of keywords:
• Trip travel – Since the blog is a travel blog.
• Vacation – Since the blog is a travel blog.
• 2 days trip – Since two days of time is sufficient to enjoy the place and relax.
• Places in Chikmagalur – The resort is located in Chikmagalur.
• Weekend gateway – The place is near the city and a perfect weekend gateway.
• Vacation spots – The blog provides details about its facilities hence people looking for a vacation can also know about it.
• Places to visit - Since the blog is a travel blog hence I have suggested this place as a place to visit.
• Best travel – I write about the best places to travel hence I choose the keyword.
• Places to go on vacation- Since the blog is a travel blog, hence I thought this place can also be a good place for a vacation.
• Hiking – The resort provides an option to hike around the area so this keyword was for the hiking enthusiast.
• Family trip- The resort provides leisure along with comfort for a perfect family trip so this was included.
• Summer Gateway – Mandal Wood resort is a perfect gateway for the people of Karnataka, hence a keyword for my blog.
• 1-day trip- Mandal Wood resort is also a perfect place for a day’s trip, hence another keyword.
• Places near Bangalore – The resort is around 100kms away from Bangalore.
• 2022 travel diaries – Mandal Wood resort should definitely be part of 2022 travel diaries for people who would like to travel
with friends.
• Mandalwood Resort – Name of the resort.
• Stay in a coffee estate – Since the resort is located within a coffee estate.
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.

The low-performing keywords for my search ad are:

• Mandalwood Resort
• Stay in a coffee estate
1. Having an exact match for the Resort name might generate more CTR as compared to having a broad Match.
2. Instead of having keywords such as stay in a coffee estate in broad match a phase match of those words would
generate more CTR.
3. Also having more of those phases in the landing page would generate a better 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
•Gender & Age
•Location
•Ad schedule

For my Search Campaign, I have received a good number of Impressions, however, my Clicks and CTR were on the lower
side. But my average CPC was also good so more relevant keywords would increase the number of clicks and thereby the
CTR of the ad.
Some of the bid adjustments I would use for optimizing the ad are:
• Devices: Remove Tablets as a device since it had the least impression.
• Gender & Age: I would not like to target people over 44 years since it had the least impression.
• Location: I had specifically targeted Karnataka since the place was located in Karnataka. However, in order to optimize
the ad, I will next target all areas nearby Karnataka since the place is perfect for a 2 days trip from any nearby location.
• Ad Schedule: The ad was scheduled for all day however, I would now consider scheduling this ad between 8 am-9:30
pm and post 6 pm everyday since the target audience will be free at that time and looking for options to plan their
weekend.
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
•Gender & Age
•Location
•Ad schedule
I guess my display ad was pretty well executed since I have received a CTR of 2.88% with an average CPC of Rs. 0.47/-.
I have received an overall impression of 18.6k with a click of 536 in my five days of the campaign.
However, in order to optimize my ad I would alter the following factors:
• Device: In devices, I would choose only Mobile phones since I have received all my impression and clicks only through
mobile devices.
• Age & Gender: I had set the age bar up to 34 years based on my Facebook ad, however, I would like to increase it up
to 44 years for the display ad. And also keep gender only as male and female.
• Location: Although I have set the location as India, however, I will now optimize my targeting my selecting Karnataka
and nearby places so as to get more interested people.
• Ad Schedule: I would like the ad to be scheduled on Thursday or Friday post 7pm since that is the time when most
weekend plans are made.
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.

The two possible actions that I would have to take to improve the CTR are:
1. Increase the Budget to get more impressions so as to get more clicks.
2. Increase the Maximum CPC value.
3. Have the ad displayed on the relevant website to generate more clicks.
4. Have a relevant 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.

The websites where my display ads for my blog should run are:
1. The Wanderer- This website is by travel blogger Siddhartha Joshi hence placing a display ad about a similar
topic will definitely generate more clicks for my website.
2. Nice Trip Planner – Since this website is more about planning itineraries and location suggestions for different
locations within budget hence this would be a good place to place my travel blog.
3. News apps like Times Now, Telegram, etc will also be a good place for my display ads since most working
professionals read the news early in the morning hence it would reach out to my target audience group.
4. AccuWeather – Whenever people look for the weather they also want a change so a travel blog will definitely excite
the users.
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.)

For the Search Campaign, I targeted those people who looked for a weekend getaway. Similarly, for the Display Campaign,
I targeted those people who were looking for a tired and wanted a break from work. These people would love to know
about places where they can visit and relax and my blog would provide them with such information.
I had selected my blog - Coffee, Travel & Fun- A trip to Mandalwood Resort.
• Since I have a travel blog hence my prime target audience would be travel enthusiasts.
• I have also targeted those people who love nature or have eco-friendly since my blogs provide them with information
about unique experiences like trekking, hiking, or camping.
• My location was mainly people from Karnataka since the Resort was located in Karnataka and was a perfect weekend
gateway.
• Lastly, in my display ad I showed various experiences so as to create excitement among the people to click on the blog
and know more about it.
• For targeting I kept the age limit to 34 years since that gave me maximum clicks in my Facebook Campaign.
• Also I selected activities like travel or vacation so that my blog would be relevant to the people.